Finding the Value Proposition of University-Sponsored Events

Abstract

University-sponsored events play a critical role in fostering student engagement, community well-being, and a sense of belonging amongst students. This research investigates the value proposition of such events for students at the University of Hawai‘i at Mānoa (UHM), specifically those organized by the Campus Center Board Activities Council (CCBAC). Through a mixed-methods approach, including surveys (n=399) and interviews (n=25), this research identifies key attendance drivers, barriers to participation, and differences in engagement across student demographics. Findings indicate that event timing, content relevance, and marketing strategies significantly impact attendance, with Friday evening events being the most preferred. While first-year students actively seek social integration through events, upperclassmen and commuter students exhibit selective participation due to scheduling constraints and logistical concerns. Additionally, local entertainment and cultural programming appeal more to seniors than underclassmen. The study provides actionable recommendations for CCBAC, including optimized event scheduling, enhanced marketing outreach beyond the Campus Center, and tailored programming to increase engagement among non-attending students. Ultimately, these insights aim to improve event planning strategies to ensure that student activity fees are effectively utilized to enhance campus life.