Tuition rises to $49,190 for 2008-2009

By Stephanie Rice

University of Richmond students and their parents pay $49,190, a 5 percent increase, for tuition, room and board for the 2008-2009 school year.

Tuition will increase 3.3 percent to $38,350 and room and board will go up 13.9 percent each to $7,200. Then books, personal expenses, and loan interest bring the total to $49,190, said Herb Peterson, vice president of business and finance for the university.

The hiring of new full-time faculty and staff brought about the increase, he said.

"The University of Richmond has made great strides over the years and is one of the top 50 national liberal arts universities in the country," he said. "We must get better each year."

The university's Planning and Priorities Committee, made up of senior administrators, deans faculty and students, discussed the overall university budget and recommended an increase to President Edward Ayers.  Ayers then reviewed the proposal and sent it to the Board of Trustees for final approval in January.

"Tuition increases are necessary and enable the institution to implement enhancements that directly benefit our students€”such as new faculty and staff positions and the renovation of the Commons that will take place this summer," Ayers said.

The increase will create two new faculty positions, one in the Business School and one in the School of Arts and Sciences, said Linda Evans, the university's assistant director of media and public relations.  A new position will also be created in the Center for Civic Engagement and two new positions in Student Development, one to expand our outreach to students of color and one to help support Greek life, Evans said.

About 32 percent of students will pay the full cost of attendance and the other 68 percent will receive some type of aid based on each student's need, Financial Aid Director Cynthia Deffenbaugh said.

The Office of Financial Aid staff decides a students' need by subtracting his or her expected family contribution from the cost of attendance.  A student's family contribution is decided by the federal government after the student fills out and files the free application for federal student aid.

Out of the $1.65 billion endowment the university will spend $41.2 million on financial aid in the 2008-2009 school year.  About $12.1 million of that money is specifically allotted for financial aid.  There will also be unrestricted endowment income totaling $26.9 million that may or may not be used for financial aid purposes.  The endowment total is as of June 30, 2007.
"We are about 43rd in terms of size of endowment," Peterson said of the university's ranking when compared to other institutions of higher education in the United States. "I believe that we are about 10th in tuition alone.  We rank in the sixties for tuition, room and board and that is the reason that the room and board increases are unusually high."

The university is part of 1 percent of schools in the United States that can afford to pay 100 percent of every eligible students need, Peterson said.  This will continue to be true after the increase.  Financial aid will still be determined by subtracting a student's family contribution from the cost of attendance, he said.

Students receiving aid must pay or get a loan to cover his or her family contribution no matter what kind of aid they receive.  Aid is given out in the form of grants, loans and scholarships.

"Developing new approaches to access and affordability is a key element of the strategic-planning process now under way," Ayers said, "and I am committed to ensuring that the university remains accessible."

Response to the increase among students was varied.

"I felt like the tuition increase was done in a very covert manner," sophomore Ashley Murphy said in an e-mail. "I wasn’t aware of it until one of my classmates told me about it, after it had been decided upon.  I believe the university should have informed us and our parents about the idea, along with a list of the exact reasons for the increase, before an agreement was made."

Students also were concerned with how the increase would affect diversity on campus.

"Increasing our reputation as a university is about attracting better students," sophomore Barrett Neale said.  "Sure, it helps if we have more money to build more buildings, but we also have to take into consideration the financial impact this has upon the student body.  We talk about increasing diversity, but as long as we increase tuition we will be hard-pressed to have any socioeconomic diversity on campus."

Freshman Natalia Virani said:  "The increased tuition scares off more and more people from even considering to apply to the university; this increases the divide in the student diversity, as many students are turned away from UR because of its price tag."

Junior Katie Malczewski said she would rather have the money used for financial aid spent on professors' salaries.

"I feel like the $41.2 million spent on financial aid to help all the families who can’t afford the tuition hike would adequately pay four or five people's salaries," Malczewski said.  "Accessibility is important, but this is a little over the top.  We can’t buy our way to the top of U.S. News & World Report rankings."
The rest of the endowment and revenue earned by the university is spent on program services, management and general funds, and fundraising, according to a 2005 990 tax form obtained by The Collegian that covers July 1, 2005, to June 30, 2006.

Program Services cost the university about $120 million within that year.  According to the form, program services includes professors' salaries and other expenditures that benefit student instruction, research done by faculty, graduate and undergraduate students, public services benefiting organizations outside the university such as the Center for Civic Engagement and academic support for all those previously mentioned.

Other program services also include the bookstore, housing, food services and athletics and student services such as admissions, student government, the chaplain's office and others.

About $72 million went toward salaries and wages, pension plans and employee benefits.  Another $7 million was spent on supplies and another $7.2 million on "other."

Management and general funds include the salaries of former university President William Cooper, June Aprille, former provost and vice president for academic affairs and Peterson as well as other management employees.  Cooper was paid $470,972, Aprille $278,320, and Peterson $219,627 which totaled about $1.33 million after adding contributions to pension plans and expense accounts.

The men's basketball coach, Chris Mooney, was the highest paid employee other than management with a salary of $321,296.  David Johnson, the vice president for advancement, was next with $315,965.  Professor of Finance Patrick Fishe was third with a salary of $249,399.  The dean of the Business School, Jorge Haddock was next with $230,000.  Former dean of the Law School Rodney Smolla was the fifth highest with a salary of $228,303.

Together with benefits, the total cost of these employees was about $1.6 million.

Other salaries and wages, pensions, and benefits of the management and general funds amounted to about $10.1 million.  Supplies totaled about $449,000 and "other" was about $4.3 million.

For other services the university spent about $215,000 in legal fees, $2.19 million for printing and publications, and $4.44 million on travel.  Most of the travel and printing and publications was done by those covered under program services.  The legal fees were mainly spent by management and general funds.

The accounting firm that completed the tax form for the university, KPMG LLP, was the fifth highest paid for professional services with a bill of $110,000.

The top five highest paid companies for other services were all construction companies totaling about $14.9 million in fees.

The university made about $341.9 million in total revenue.  About $19 million came from direct and indirect public support as well as government contributions.  Program services revenue including government fees and contracts totaled about $85 million.

By the end of June 2006, the university had $546 million in investments and securities.  Of that, $26 million was in corporate bonds and $447.9 million in common stocks.

The university made about $72.2 million from tuition in 2005-2006.  That money was tax exempt as well as $11 million made from auxiliary enterprises, which include the bookstore, food services, housing and athletics.  Altogether the bookstore made $3.98 million and Food Services $10.9 million, less returns and allowances.

The form states that the money is exempt because these departments provide "resources for the students and faculty on campus.  Any revenue earned by these departments is used to cover expenses and therefore, sustain their operations throughout the year."

Posted in News writing, Spring 2008 | 1 Comment

UR’s professors, officials and employers use Facebook.

By Amaya Garcia

Last August, Michele opened a Facebook account at the University of Richmond network. She now uses it regularly to keep in touch with more than 100 friends, almost all of whom are UR undergraduate students, mostly internationals.

Michele sends them messages and "threads" – a kind of group discussions – and frequently looks at their pictures or posts her own photos. If her friends have a "status" description that sounds somehow worrisome, she might call them to check if everything is OK.

But Michele might also call her friends and politely ask them to remove pictures or comments that she doesn't consider appropriate.

After all, Michele is one of the nearly 7,000 who is part of the UR network in Facebook. Michele Cox is the director of the study-abroad program at Richmond, and using the college-based, social networking webpage has become part of her job as an adviser for international exchange students.

"Facebook is a wonderful communication tool," Cox said.

Like Cox, an increasing number of university officials and professors have started using Facebook as a tool to communicate with their students and to know more about them. According to recent accounts in the media, many employers are also interested in the virtual personas of their workers.

Facebook.com, launched by Harvard student Mark Zuckerberg in February 2004, is a new and almost unregulated sphere. So it's unclear to which extent university officials and professors are allowed to access the accounts of students, and what use they can give to the information they find there. And this makes many college students feel concerned.

Cox said she used Facebook mainly to advertise the events that her office was organizing, to share information about scholarships and to keep in contact with students once they go back to their home institutions. She also wants to start a Facebook group to encourage science students, who are less likely to study abroad, to profit from this program.

At the same time, she thinks it's her obligation to warn international students, who are in most cases unfamiliar with Facebook before coming to the United States, about the possible negative consequences that displaying inappropriate pictures or comments may have, Cox said.

Talking about some issues with international students whose names she wouldn't provide, Cox said she's had to ask students to remove profile pictures that were far too sexy. "It seemed as if they were trying to sell their bodies rather than to look nice," she said. In other cases, students appeared drinking in many of their photos, even if they were underage.

Cox said she also told a student that the lyrics of the song she cited as her favorite in her profile were really disturbing. In this case, she said, it was the student's professor who warned her office about the student's fondness for that song.

In most cases, students react well and appreciate her comments, Cox said, because they realize that Facebook isn't only accessed by their friends.

"International students have to understand that professors and employers do check Facebook," she said, "and that what they see there can have consequences."

Cox also said that her office would never base the admission of international students who apply for Richmond on their Facebook profiles. And a similar policy is used at Richmond's Office of Admissions, said Maria Cedeno, assistant director of admissions.

The office of admissions has always been the first step in a student's college experience, and nowadays it's also, in many cases, mediated by Facebook.

At Richmond, recruiters will accept the friendship requests of prospective students – that means they'll add them to their friend-lists when they ask for it – but they can't base their decisions on the content displayed in applicants' profiles, Cedeno said.

Doing so would be unfair, she said, because students haven't explicitly given the university permission to evaluate their virtual personas. Officers should only consider grades, recommendation letters and essays. As for Facebook, it's not really the place of admissions officers, Cedeno said.

Students might befriend the admissions officer who visits their school because they think this connection will be useful in order to have an advocate in the admissions process, she said. But this doesn't usually mean they'll think about taking the step of cleaning their Facebook account to make it more appealing for college recruiters.

"Most students don't think that far ahead," Cedeno said. "After all, they are 15, 16 or 17 years old when they apply."

She said that, for most high school students, it was more important to have a profile that was attractive for their classmates than one that would seduce recruiters.

Things might be different for graduating students, who during their college experience usually become aware that Facebook can be key when applying for graduate school or when trying to get a job. The first is the case of Claudia Coons, a senior who has just been admitted at Carnegie-Mellon University, in Pennsylvania, for its graduate program in public policy.

"I thought they would check my Facebook account," she said. "But I don't think I have anything there that can make them decide not to admit me."

Coons said she would "untag" – take her name out of – a picture that someone else updated on Facebook and that she didn't want people to see. By doing so, she wouldn't be trying to please admission officers or employers as much as avoiding to be judged based on an image that didn't represent her, she said.

"I wouldn't be bothered if admissions people or professors looked at my Facebook profile," Coons said. "But I can understand why other people might be bothered."

Coons also said that she would be upset if she found out that a professor based his expectations of students on their Facebook profiles.

But some professors view this issue differently.

After all, Facebook is an easy and fast way to know more about students, and this can allow professors to develop a more successful approach to the way they teach their subjects.

A recent search for "Richmond faculty" on the network produced 190 accounts. Among them were associate professor of music Andrew McGraw, director of microscopy and imaging Carolyn Marks, and associate professor of chemistry Carol Parish. Also David Kitchen, associate dean of the school of continuing studies and summer programs director – as well as, we learn on his Facebook profile, Michele Cox's husband.

Rick Mayes, an assistant professor of political science at Richmond, said he used Facebook for several purposes. The most basic use is just looking at his new students' names and the faces that go with them, so that he can quickly match the right name to the correct face.

He also said Facebook was a useful tool to keep in touch with alumni and create a network of students that were interested in the topics his classes deal with. "For example, if I have an undergraduate student who wants to intern in a field where I know a graduate student is working, I'll put him in contact with the alumni using Facebook." Mayes said.

But the virtual network offers much more than just these possibilities, he said. If a student befriends him in the webpage, therefore allowing him to look at his complete profile and all other settings, Mayes might take this chance to know the student better, he said.

"I think Facebook isn't really a professor's domain," said Mayes, who has nearly 400 friends in the Richmond network.

"I know that, in a certain way, I'm trespassing."

For one of the courses he teaches, Global Health and Human Rights, Mayes has to choose the students who will compose his class, and Facebook can help him make a more accurate decision, he said. Even if he has always chosen students that he already knew, he'd take the students' profiles into account in case he had doubts, he said.
Looking at the students' profiles, he can find out whether they have read the books that are discussed in the class, or whether they have done volunteer work before, which is relevant because Mayes' students spend a week working at a health center in Peru.

But Mayes said he wouldn't reprimand his students if he saw something he didn't consider appropriate in their Facebook profiles or pictures.

"I'm sure they're savvy enough about which contents they make accessible to different people," he said.

Mayes also said he wasn't worried about the possibility that students could try to portray themselves in a way that didn't represent them but pleased professors, because they knew professors were also on Facebook.

"Everybody does that," Mayes said. "I have a resume where I only put the best things of my life, and not my frustrations. And we all send a Christmas letter in which we are selective about which events to mention and which ones to avoid. There's always an aspirational element."

A similar opinion was expressed by Kathleen Dreisbach, assistant director of the Career Development Center.

"You do the same when you write a resume or go to an interview," she said about students' tendency to present themselves in ways that are alluring for employers.

But Dreisbach said she thought most students didn't give their Facebook personas too much thought. As a career counselor, she said she was more worried about the negative impact that students' inappropriate pictures or comments could have.

"Students perceive Facebook as a private space, but it's not," she said. "Before displaying something on Facebook, you should think if you want it to be public."

It is quite frequent for companies to use Facebook when deciding to hire a candidate, Dreisbach said. This happens because recent graduates often end up in the human resources department for one or two years.

These graduates are still part of their college's network, and this gives them access to the profiles of fellow schoolmates.

"Limits blur," Dreisbach said, "and people can get into trouble."

Her recommendation for students is to use Facebook wisely, by choosing the highest privacy options and displaying appropriate profile pictures.

An inadequate Facebook profile can have negative consequences in a student's career, but students can also use the network to demonstrate that they are reliable and career-oriented, Dreisbach said.
Students can even add settings that allow them to display their knowledge of languages or show the places they have travelled to.

Dreisbach said she looked at the Facebook profiles of students before hiring them as assistants for the CDC. "They are going to represent this office and I want them to do it well, so I want to see how they represent themselves," she said.

And this is the attitude that prevails at most companies and institutions, Dreisbach said.

Apparently, even student-run organizations, such as sororities and fraternities, are beginning to take Facebook seriously and asking their members to follow certain rules when they display personal information in the network.

Yvonne Green, a junior majoring in French and Spanish, said that she avoided updating pictures where she was in any kind of questionable behaviour while she wore the letters of her sorority, Delta Sigma Theta.

"I see it as a way of showing respect," Green said. "You just want to be tactful."

Even though she isn't aware of any special policy in her sorority regarding Facebook, she said she thought that any association wanted its members to represent the best of themselves and their group when they were in a public domain.

For instance, when Green traveled to Spain last summer, she didn't upload the pictures where alcohol was involved, even if there was nothing illegal about them, given that Spain's drinking age is 18, and she was 19 at the time.

The worry about the consequences of displaying on Facebook an image where they appear breaking the law is common among students. This is especially important regarding the issue of drinking, given that the legal age in Virginia is 21, but alcohol is present in most of the social events that college students attend.

The University of Richmond's policy says that no sanctioning actions should be taken if the only evidence of a student breaking its rules is a Facebook picture or a comment, Richmond Dean Joe Boehman said. Richmond's faculty and officers want to use Facebook as an educational tool, he said, not as a means for law-enforcement.

"If I see that a student is drinking too much, I won't punish him," Boehman said. "But I might have a conversation with him and try to find out if he has a problem with alcohol."

There is a broad debate among university officials about reprimanding students because of inappropriate contents displayed in the webpage, Boehman said. As for him, he won't sanction a student, but he might have a conversation with him and keep notes about the incident for his records, he said.

"In this campus, I'm not aware of anyone who's using Facebook as an investigative tool," Boehman said. "I'm not saying we wouldn't if there was a major incident."

Boehman said that he warned students about his policy regarding Facebook before accepting their friendship requests.

Maybe, he joked, this was the reason for his reduced number of friends in Facebook: 59 in all, 24 of which are at the Richmond network.

The case of residence assistants (or RAs) is slightly different from that of other students, Boehman said. There have been situations in which they've been confronted for the content of their accounts, although these issues have been related more often to inappropriate comments than to breaking of rules.

Boehman, who said he couldn't be more specific for fear of intruding students' privacy, said that standards are higher for RAs, because they are role-models for the rest of the student community, both in the real and in the virtual world.

"When an RA does something in a public place, and Facebook is a public place, people will assume that this attitude is correct, just because an RA is doing it."

"I know that students think of Facebook as a private place and a space to experiment with different identities," he said. "And I think it's a great tool.

"But I spend a lot of time talking with students about the image they portray because employers don't always have the same ethic constrains that officers or professors have here at Richmond when using Facebook."

Boehman said he had heard of cases in which alumni were denied interviews at the companies they were applying for, because of their Facebook profiles.

Pablo Melcon, a senior from Spain who is majoring in computer science and studies at Richmond in the international exchange program, said he didn't see an ethical difference whether it was a professor or an employer that was checking a student's Facebook account.

"To me, it's the same, because they are both trying to know more about your private life," Pablo said. "Although possibly if it's an employer the consequences can be greater, because they can simply deny you a job."

Melcon said that his appreciation of this intrusion could be different because in his culture the division between private and public life was clearer than in the United States.

But, like most Richmond students – both internationals and Americans – Melcon said he believed he had nothing to hide on Facebook, and he wouldn't make any changes to his account now that he had to look for a job.
"I think you should just be yourself on Facebook," Melcon said. "I don't think I have anything to hide and, sooner or later, my employers will find out the kind of person I really am."

Posted in News writing, Spring 2008 | Comments Off on UR’s professors, officials and employers use Facebook.

Renovations will bring big changes to the Commons

By Maria Ribas

The game room of the Tyler Haynes Commons, that couch haven next to The Cellar, will soon live up to its name and feature billiard tables, flat screen televisions, and video games.

According to Max Vest, director of Student Activities, that is just one of the many changes expected to take place in the Commons during the next year. Although Tyler's Grill will remain as it is, The Collegian, WDCE, WCGA, RSCGA, and various other on-campus groups' offices are being relocated. The Career Development Center will move from the basement of Richmond Hall to the vacated space on the third floor of the Commons.

"The Commons is the primest piece of real estate on campus so it was a matter of deciding which groups had to be there and which could be moved," Vest said.

The decision to renovate the Commons stemmed from brewing student dissatisfaction with the use of the space. An online survey conducted in January found that only 8 percent of the 768 students polled thought that the Commons was better than similar facilities at other universities and 68 percent thought it was comparable or worse.

Several student focus groups also expressed concern about the quality and diversity of food options at Tyler's Grill. The idea was raised to bring in a chain restaurant, such as Panera Bread or Subway, but students were unwilling to sacrifice the variety of sandwiches, burgers, yogurt, and chips that an independent vendor can sell.

"I'm disappointed that students didn't support bringing in brand name food," said Lochrane Smith, a sophomore who was part of the WCGA focus group. "Many students complain about the quality of the food at The Pier, but without student support the administration probably won't work as hard to change anything."

Vest said it would have been difficult to fit an outside food vendor where Tyler's Grill now is. Unlike other buildings on campus, an addition is not a possibility. The Commons was built before the Chesapeake Bay Act was passed, which now prohibits building within 100 feet of a body of water such as Westhampton Lake.

It was therefore necessary to maximize the use of the space and many students felt the game room was not being used well. According to market research done by Porter Consulting in November of 2007, students said that the space was not conducive to studying because of excess sound levels and the feeling of being watched by passersby on the upper level walkway. The students consulted envisioned the space as a late-night gathering spot, with flat screen televisions and pool tables.

That vision will likely become a reality, as plans are currently being developed to transform the area into a true game room. Construction is scheduled for January and February of 2009.

But, transforming the space into an activity-specific area will mean it can no longer host events such as blood drives and the Senior Citizens Prom. These events will likely be relocated to the Alice Haynes Room, although that entails reduced visibility from outside foot traffic.

The second floor of the Commons will also receive a makeover, with quarry tile similar to the tile by Tyler's Grill replacing the old linoleum. Flat screen televisions will be installed displaying, among other things, advertising for student groups. The use of the Westhampton Hanging Lounge is also being reassessed, although facilities officials are uncertain what could replace it or adapt it to better use.

Before the game room is renovated, the third floor of the Commons will undergo an extensive reorganization. The new Career Development Center is expected to occupy 50 percent of the current meeting space, so the suite of meeting rooms and the banner art room will be combined into one large meeting space. The Collegian and WDCE will be relocated to new offices in the basement of North Court. These changes are scheduled for this summer, beginning in May and ending by mid-September.

Posted in News writing, Spring 2008 | Comments Off on Renovations will bring big changes to the Commons

College merchandising is an American thing

By Amaya Garcia Martinez

When my friend Almudena Guerrero opens her closet to dress for class every morning, she can choose a grey or a red University of Richmond sweatshirt, long UR trousers or shorts, a green t-shirt that reads "UR in the world," a red one that advertises the Richmond soccer team, a classic grey one with the spider silhouette on it, or a more trendy blue one, which also proclaims "Richmond." If it rains, she may want to take her navy blue UR umbrella and, if it is cold, she can wear her red spider coat.

In a few days, Almudena will have to pack all her University of Richmond gear to travel back home to the Spanish city of Seville. "I don't know how I'm going to make it," she jokes. "I guess I'll need another bag, only for my Richmond stuff. And I hope they won't arrest me for smuggling UR products."

In her fall semester as an international exchange student at Richmond, Almudena Guerrero, a senior majoring in finance, estimates that she has spent no less than $ 250 in the bookstore. This number does not comprise textbooks or stationery, but just UR clothing and other merchandising.

This may not be surprising for many Richmond students, but it may be surprising for them to know that Almudena never bought any merchandising in her home university, Pablo de Olavide, in Seville, which she has attended for three years. And Almudena's case might be extreme, but her attitude is not uncommon among international students at the UR, most of whom experience a drastic change in their attitude toward college merchandising.

According to merchandising sellers, professors and students, this behavior is not an eccentricity, but rather a reflection of the different approaches to merchandising that American universities and those from other countries have, and also an expression of the values that predominate in different educational systems.

The easiest way to become integrated

I still remember my surprise when I realized that everyone at Richmond wears college apparel – not only when they go to games, but also in class – t-shirts, sweaters, pants, flip-flops, tote bags and so on. The overwhelming proliferation of college products is one of the first cultural shocks that international students at UR, or any other American university, have to face.

"Wearing stuff from your college is the thing to do," says Lauren Davis, a junior at the UR. "Everyone does it. It's interesting to think that it might not be like this everywhere."

Even if exchange students come from universities with little or no merchandising, they quickly realize that wearing college clothing is not only a convenient option, it is also the easiest way to become integrated. "I wear UR clothes because I like sports outfits, but also as a sign of identification," Almudena says.

Roger L. Brooks, general manager of Richmond's bookstore, thinks that both practical and emotional reasons explain the success of college merchandising, a nationwide growing tendency in the last decades. Richmond is a good example of this phenomenon, he says.

"We have been selling products of the university for a long time, but sales have exploded in the last 10 years," Brooks says. "This has happened because identification with colleges has become so big, and students have changed their clothing style, which has become more informal. They used to wear suits to class, nowadays for the most part they wear jeans, a t-shirt and a sweatshirt – boys as well as girls," he says.

Brooks thinks the reason clothing sells best is that it serves a double purpose. "It is practical, and it has Richmond imprinted on it, so other people can see what your college is when you are wearing it," he says.

His coworker Debbie Matze, general merchandise buyer, has also seen the consequences of the recent success of college clothing. "We have become some kind of department store," she says. In fact, Matze's job consists mainly of meeting with the salesmen and choosing among the samples of clothing, trying to get a selection that will be attractive for UR students.

The same shift that the bookstore has had is visible on its webpage, www.urspidershop.com, which has two main sections of equal importance – books and merchandising. But in the categories of "featured items" and "popular items," no books appear. Instead, there are Richmond stickers, hoodies and sweatpants. UR clothing is also available at www.collegear.com, and the official rings can be ordered at www.balfour.com.

"Although we cannot compare ourselves with Virginia Commonwealth University or Virginia Tech, which are huge, we do very well for our size," Brooks says. He estimates that UR merchandising will represent this year a benefit of $ 800,000 in sales.

A different lifestyle and concept of school

Richmond is a good example of the success of college merchandising all over the United States; has become bigger in the last decades. But this tendency has only barely started in other countries.

"This is a trend that's being imported to Europe," says Hendrik Hilgert, an exchange student from Germany at the UR. "I've seen some examples in Germany. But there's a time gap between the U.S. and Europe in the way society is developed."

What are the factors that explain the lack of merchandising in European universities? The University of Deusto is similar to Richmond yet its approach to merchandising could not be more different.

Both Richmond and Deusto are private, selective and small colleges of 3,000 students that are well-known for their business schools, but also for their arts and sciences departments. In both cases, undergraduate students predominate. Deusto and the UR are seen as colleges for serious and hard-working students, but also for rich kids. There are even physical similarities between the two universities. Their campuses are praised for their beauty and, in spite of being close to town, they are quiet enclaves.

But there are no college products in the bookstore at Deusto, only textbooks and office supplies. Even the stationary is plain – no logos or mascots.

"The one thing I noticed at Deusto that did have the name of the school on it was the bag that students carried their laptops in," says Molly Bechert, a senior at the University of Richmond who spent a semester there as an exchange student. "I did wish that I could have bought a shirt or a sweatshirt from Deusto, especially as a foreign student."

In fact, computer bags and backpacks with the college logo on them are offered by Deusto to freshmen when they buy their laptops through the university, which has an economic agreement with the technology company Dell. The only other products with the Deusto logo imprinted are the official ties that students wear for special events, such as the National Debate League, and the pens that are offered to prospective students at educational fairs.

All of these products are offered free.

"I'm not sure why Deusto students aren't interested in buying products from the university," Molly says. "For me, it seemed like college was a smaller part of their lives there than it is here. Deusto students have €˜fuller' lives outside school. College isn't as much a part of their daily lives, so maybe they don't feel the desire to proclaim their membership."

The role of athletics and industrial production

The fact that Deusto is not residential can explain a lack of involvement with the academic institution in the part of students. In Spain, most students live at their parents' house or rent an off-campus apartment with their classmates, unlike what happens in the countries with an Anglo-Saxon academic tradition, where most students live on campus.

But there are other countries in which residential colleges predominate, and yet college merchandising is not as widely spread as it is in the United States.

This is the case in South Africa, where Emily Jenchura, a senior at Richmond, studied at Cape Town. Her first impulse was to buy as much merchandising from her new university as possible. She still remembers her surprise when she realized that things were different from her American college. "Even if the student body was huge, something like 22,000 people, you realized that they had very few college products and nobody wore them," she says.

Jeffrey Hass, associate professor of sociology at Richmond, thinks that there are deeply rooted social characteristics that explain why college merchandising is such a big tendency in the United States, but not in other countries. The importance of college athletics and the power of the American industry are, in his opinion, the two most relevant.

"Sports are a great part of college life. People go to college to learn, to party and to see football games," Hass says. "People have always bought football merchandising, and college athletics in general are much more important in the United States than they are in other countries. Intercollegiate sports do not even exist in Europe."

At the UR bookstore, Brooks confirms this. "Our sales of clothing increase when Richmond teams are doing well," he says. "Virginia Tech does not only have such a huge merchandising because of its size, but also because it has good teams." But Hass says that a developed industrial system is also essential in order to produce and commercialize the merchandising. "This is the country of mass production, unlike Europe, where crafts are still a synonym of luxury," he says.

As a consequence, a more uniform style of dressing exists in America. "Jeans and t-shirts, that's the American uniform," says Rafael Huaman, an international student from Peru. "Here nobody wants to be original with their outfit, so it's not surprising that American students like to wear college clothes, just the same as their classmates."

Lauren Davis has a similar view. "There's an obsession with t-shirts in America," she says. "I think it has something to do with the fact that we don't have a sense of fashion."

Haas says: "There is a great consumer society in America. This is a capitalist country. Everything can be produced in great numbers, and people have the money to buy it. But, when people buy college merchandising, they are not only acquiring material objects, they are also consuming meaning and identity. College products are a symbol of status and competition. People want to wear their university's t-shirt to show off against other schools."

The manifestation of wealth and nationalism

Archana Bhatt, professor of culture and communication at Richmond, agrees with Hass that college merchandising is a demonstration of status. "Part of it is related to how we perform class identity and wealth," she says. "This performance is less conspicuous in Europe." This is, in Bhatt's opinion, a consequence of the fact that American wealth is "new money."

"We understand universities as a representation of class identity," Bhatt says. "People do not feel attracted to community colleges or state universities, and, therefore, they are generally less enthusiastic about their merchandising, because these institutions do not carry the same social connotations as elite colleges."

The latter is the case of most European universities, given that even private colleges have easily affordable tuition fees compared to the United States. For instance, at Deusto, one of the leading colleges for business studies, my friends in business school paid $ 8,000 a year.

"Here, access to higher education is lived as an acquired right, because it's not an expensive thing," says Nerea Azurmendi, professor of marketing at Deusto. "But in the United States, students perceive that they need to put more effort into it."

In Europe as well as in America, higher education has become a massive reality, and it is now accessible for the middle class. But this happened earlier in the United States and, therefore, a more competitive educational system has been developed. Universities had to fight to achieve social prestige, and at the same time students had to fight to get into prestigious institutions.

For Bhatt, the access of the middle classes to higher education is a reason for American pride and, therefore, it is somehow a manifestation of nationalism. "Being an American is going to Harvard or Berkeley. You are proclaiming your Americanism when you wear their clothes.

"The power of the name is a huge thing," Bhatt says. In her opinion, the relation between prestige and branding is a circular one. Prestige is the cause of branding, but it is also reinforced by branding. "One could not exist without the other," she says.

Reflecting on prestige, Miguel Ayerbe, a sociology professor at Deusto, says: "The phenomenon of merchandising is related to the recognition of American universities. In that country, attending a prestigious college gives a social credit that students want to make visible. But in general, institutions of all sorts – universities, political parties, police forces, the Church, etc. – don't have a priori a good reputation in European societies."

The more practical functions of merchandising

Hilgert agrees with Ayerbe in that college gear demonstrates American students' willingness to belong to their universities. "They show a corporative identity that is not so strong in other countries, although it is probably growing," he says. "This kind of collectivistic ideas may sound strange in a country such as the United States, that's supposed to be very individualistic, but in fact Americans usually identify themselves more with the corporations they're part of. The American society is more divorced, so they need to look for identification points."

Nevertheless, Hilgert refuses to reduce American student's involvement in their universities to its mere psychological dimension. "This notion that alumni should offer jobs to graduates from their universities not because of their qualifications, but just because they belong to the same group, this doesn't exist in Europe," Hilgert says. "And the idea that alumni should contribute to financing their former colleges is also nonexistent in Europe, where all universities receive public funding."

Azurmendi also believes in the importance of economic factors. "Given that public investments are scarce in the United States, even in state institutions, they need to maintain a high level of self-funding," she says. "The contribution of merchandising to the whole might be insignificant, but merchandising has a double purpose, as it is also an element of cohesion and support in a very competitive environment."

Hass says: "Wearing a t-shirt from my university is fun, but when you think about business, it's different. Of course that the role of alumni and financers does not exist in European universities, because they have a welfare state that gives all the money they need to colleges, and this reduces the need for universities to instill in their students a sense of attachment and responsibility toward the institution."

Azurmendi highlights the following differences: "The different shopping habits and the view of the university as a more prestigious institution in the United States and, of course, a wider offer that is possible thanks to a stronger industrial system; as well as the values of effort, commitment, compromise and pride that exists in American universities."

At the UR bookstore, Matze summarizes this entire complex phenomenon in one sentence. "It's all a question of school spirit," she says.

Posted in Fall 2007, Features | 1 Comment

Second-generation immigrants appreciate their Indian heritage

By Aly McArdle and Andrew Finley

The differences in second- and first-generation Indian immigrants cause some family conflict, but most Indians in Henrico County grow to appreciate their heritage as they get older.

When the first generation of Indian immigrants came to the United States, and specifically Henrico County, they realized the American dream in many ways, said Archana Bhatt, a professor at the University of Richmond who is of Indian descent. Members of that first generation were able to establish themselves economically and provide their children with access to higher education.

After the first wave came to America, the following generations used that success as their reasoning in immigrating as well, she said.

Srimivas Tupurani, a Henrico resident, said, "Many of these immigrants were attracted to Henrico County because it is more rural, with a small community where everybody knows everybody."

The Richmond area is a big change after growing up in large cities in India and living in large cities such as Atlanta, but Tupurani said he enjoys living here.

Since 1995, many students have also come to America, Tupurani said. They were attracted to the Richmond area by the excellent colleges, most notably Virginia Commonwealth University, he said, although they tended to not participate as much with the local Hindu community.

Ruvi Vathalui came to America in 1995 to study at Texas Tech University in Lubbock, Texas. He completed his studies at Texas A&M before coming to Richmond to work and raise his family.

Vathalui and Tupurani said that most of the Indians in Henrico County have families. Richmond is a small city, with a close-knit community and Henrico offers excellent schools. The cost of living is also a big draw, Tupurani said. Most of Henrico's Indians come here directly from India, he said.

Today, the second generation of Indians has strong ties to its ethnic identity, Bhatt said, and are constantly seeking to learn about their cultural background.

Mahima Ratnaswami, a senior at the University of Richmond, said that her parents are much more religious than she is, but she enjoys being around the religious environment that they promote. Ratnaswami said her parents emigrated from India 25 years ago, so they have grown accustomed to some of the generational differences she grew up with in this country.

Ratnaswami said that education and work were very important to her parents, and that she was only starting to appreciate these things now. Also, she said her parents were much more liberal in their beliefs than her grandparents.

There is some conflict between older Indians and youth, but the "beauty of Indian generations is that they have been maintaining culture and traditions since they got here," at least 20 years ago, said Tupurani as he and Valatlui waited outside the Hindu Center of Virginia and chatted with friends while their children learned about Hindu tradition inside.

"While not all second-generation youth identify strongly with their ethnic heritage immediately, most seek these connections at some point in their lives," Bhatt said.

Youths of the second generation also desire and appreciate access to their homeland, she said. As a whole, she said, the local Indian community has relatively consistent movement between India and the United States.

Posted in Fall 2007, Public Affairs | 1 Comment

Family finds ways to keep their traditions alive

By Caitlin Larwood and Ashley Nerz

On a bright, sunny Sunday afternoon, the Nair family left the Hindu Center of Virginia after a morning of worship to go to an authentic Indian movie at a small theater on Broad Street.

Asok and Geetha Nair have found ways to keep their native Indian traditions alive after moving to Henrico County in October 2004 with their 8-year-old son, Aadarsh. Asok left the state of Kerala in India in 1999 in pursuit of a steady job in Iowa, and once he was settled, the rest of the family followed in 2000.

After moving from Iowa to New Jersey, then to New Mexico, the family now calls Glen Allen home. Asok and Geetha both work as contractors for Capital One and Aadarsh attends Springfield Park Elementary School.

"It's a bit hard because you are accustomed to your life [in India]," said Geetha, who was dressed in an ornate maroon, gold and brown sari. "You come here and you have to start everything all over on your own."

The Nairs said that the hardest part of coming to America was leaving their family behind.

"In India, parents provide their children with everything," said Asok, clad in a Tommy Hilfiger polo and khaki cargo shorts. "You stay with your parents and they provide you with everything from education to marriage."

The Nair family recently returned from a two-month trip to visit their family in India. They try to return home about every two years.

Aadarsh circled his parents on roller shoes, chiming in with both the positive and negative aspects of living in both countries.

"There are so many mosquitoes in India and I don't like them," Aadarsh said, referring to this recent visit. "But I did like watching the cartoons."

Aadarsh said that he could understand and speak his native language of Malayalam, but he could not write or read it well. Right now, Aadarsh thinks that he wants to go back, but Asok said that he was concerned that his son would not want to leave as he got older.

"My friends tell me that when he grows up and reaches high school, all of his friends will be here and he will not want to go back," Asok said.

The family said that they observe Indian traditions daily by keeping a place for prayer in their house.

"This morning before coming here, we celebrated in honor of Saraswaathi, the goddess of learning and education, by reading books in our prayer place at home," Geetha said.

The family also said that they belonged to the Malayalam Association with more than 100 other families in the local community. The Association gets together to watch Indian movies, have picnics and celebrate Malayalam festivals and special days.
Another way the family incorporates Indian culture into their lives is by cooking traditional Indian food almost every day.

"The Indian restaurants here are good, but definitely Americanized," Geetha said. "The food is not nearly as spicy."

The family also enjoys Thai, Italian and Mexican food. Aadarsh said that his favorite American foods were hot dogs, and macaroni and cheese.

The family members said that they have adapted to the American lifestyle and find the Richmond community to be very friendly, but after seven years, they still miss home.

"I want to go back," Geetha said. "I think we will stay for a while, but I want to move back with my family."

Posted in Fall 2007, Public Affairs | 1 Comment

Collegiate hopes to establish exchange program for students from India

By Patrick Hyde and Phuong Tran-Le

One local private school has taken a new approach to the increase of Indians in the Henrico and greater Richmond area.

David Colon, academic dean at Collegiate School, recently took a group of four juniors and another faculty member to India for a two-week conference. He hopes to set up an exchange program in May and a summer program in August for Collegiate students.

The idea for this program was a convergence of personal interest, the increasing Indian population at Collegiate, and the school officials desire to create an international education program, Colon said.

The Indian parents at Collegiate helped Colon make connections with other Indian Schools. Colon and Keith Evans, head of Collegiate School, made a trip to India during the summer to scout out possibilities. They eventually settled on the Community Development and Leadership Summit at the Modern School in New Delhi.

"The Community Development and Leadership Summit is a yearly event where students meet with students from around the world," Colon said. On top of that, "we met with the finance minister, mayor of New Delhi and the minister for women and families.

"The highlight was the interaction between students from the most trivial to the most profound differences in culture."

Colon said that students also discussed topics that varied from video games and pop culture to democracy and terrorism.

"Of the many things I took away from the conferences [and] one of the most valuable was learning about other countries' cultures and people," Collegiate junior Harrison Roday said.  "It is comforting to learn that many of them enjoy the same activities we do, and are also interested in changing the world."

The Collegiate students were also interviewed by The Times of India and a television station about their experiences at the conference.

Posted in Fall 2007, Public Affairs | Comments Off on Collegiate hopes to establish exchange program for students from India

Nurturing community keeps growing Indian populations in this area

By Clancey Denis, Katie Glover and Meg O'Connoll

Meera Bhatnager and Veena Ramnarain lived in the same apartment building, but they didn't know each other until they happened to be in the same Laundromat at the same time.  Bhatnager's son was crying because of the heat and Ramnarain invited the two up to her apartment to cool off.  Over a glass of cold water, the two women quickly became friends.  They have been close friends for 25 years now.

It is this sense of a nurturing community that keeps Henrico's  growing Indian population in the area, but they come for many different reasons.  Ramnarain and her husband came to the United States from India.  Both were architects; Ramnarain is now a real estate broker because it allows her to spend more time with her three kids.  They lived in Detroit originally, but moved to this area 24 years ago.

"I prefer this place because of the climate," she said. "And Virginia has a beautiful landscape."

Henrico and the Richmond area are also appealing, Ramnarain said, because it is close to New York and Washington, but the real estate is cheaper and "the cost of living is better.  You get more for your money."

Bhatnager moved here 25 years ago when her husband, a research scientist in the fields of plastics and fibers, got a job with Honeywell.

Like Bhatnager and Ramnarain, most people come to the Richmond area from India for the jobs.  Most get jobs in the computer industry.  Bina Mehda, who has lived in the United States for 20 years and in this area for the past 15 years, is a computer programmer. She said she came here because of the good business opportunities.

"It's a right size city where you can expose yourself pretty well," Mehda said.  "You can do everything like in bigger city."

The metro Richmond area is home to numerous Fortune-500 companies, including Philip Morris and Genworth Financial, has an international airport, and numerous non-profit organizations to support the growing Indian population. The Hindu Center of Virginia, which is off Springfield Road in Glen Allen, offers a place for the Hindu community to practice religious and cultural activities. The India Association of Virginia organizes cultural, social, humanitarian, educational and sports activities for people of Indian heritage.

The business opportunities are ample and others are involved in insurance, baking, real estate, medicine, research, teaching, tax preparation and the airline industry.

Hemal Desai, who moved here when he was in 9th grade 20 years ago, works for US Airways. He likes living in the United States, he said, because of the freedom.  He said that here, you could go into whatever field you wanted, and you could change your career after college.

The size of Richmond is appealing to many immigrants.  It allows them to maintain their cultural identity and is a good place to raise children.

Madhu, who asked to be identified only by her first name, said that the "mixing between Indian-Americans and local-Americans is very positive" in Richmond and that it is a great place to raise a family.

Alka Sappal, who runs a restaurant with her husband and works at Dumbarton Elementary School, has two sons, both born in Richmond.  Although she thinks it's a good place for her children to live, she does face some challenges raising them.

"It's a challenge for me to let them be as Americanized as they can be living in America, and yet teach them their Indian culture," she said.  "When they are with their American friends, they're Americanized and when they're with their Indian friends, they know their values."

Sappal loves Richmond, she says, because in most larger cities people "are running after just the material things, where in Richmond people are running to help the community."

Posted in Fall 2007, Public Affairs | 1 Comment

Indians are having a strong impact in Henrico County

By Carly Gorga and Kim Holzinger

Ram Reddy left southern India almost 20 years ago to pursue an education in the United States and moved to Henrico County in 2002 to open an Indian restaurant.

Reddy, a pharmacist by profession, opened The Curry House on Broad Street and Cox Road.

The restaurant offers an environment for the non-Indian population of Henrico County to interact with Indians, Reddy said, citing examples such as Karaoke night and conversations held at the restaurant's bar.

"People who have never interacted with another culture come here and interact,” he said. "They learn about each other."

Patrons of Reddy's restaurant, 50 percent of whom are not Indian, are also learning about the intricacies of Indian food, he said, explaining that contrary to popular belief, curry is only a small part of Indian cuisine.

"The buffet is an opportunity to explore different food items from different regions in India," he said.

Restaurants are only one of the many business outlets attracting Indians in Henrico County, said Adish Jain, the Henrico County director of the Virginia Asian Chamber of Commerce and president of the Hindu Center of Virginia.

The Indian population in Henrico increased by about 71 percent between 2000 and 2006, or from 2,560 to 4,369 people, according to the American Community Survey conducted by the U.S. Census Bureau.

Most of the Indians in Henrico are professional people, Jain said, including doctors, engineers, computer programmers and architects. Information technology has drawn many Indians, said Jain, who owns an information technology business, Leading Edge Systems, in Richmond.
Reddy agreed, saying that in the past five years there has been a large increase in the Indian population in Henrico because of information technology.

Jain said that there were many other areas of business that Indians pursued, including opening hotels, insurance businesses and Indian grocery stores, such as Laxmi Palace and Indo-Pak Super Store, both on Broad Street.

Shiva Pillai, who has lived in Henrico for six years, owns another Indian business in the area.

The Indian Cinema House, which Pillai opened 2 1/2 years ago, is the only video store of its kind in Henrico, Pillai said, explaining that sales of Indian movies are usually limited to small sections of grocery stores.  Instead, his video store is adjacent to the grocery store Laxmi Palace.

All of his customers are Indian, Pillai said, and membership has increased from 200 to 1,000 people since the store opened during 2005. Pillai hopes to reach out to the American population of Henrico County as well by opening an Indian bakery in the next few months.

Jain, Reddy and Pillai each said the increasing Indian population has economically benefited Henrico County.
Reddy said Indians had been spending money and purchasing homes, causing real estate values to rise. Jain said the hotels and motels owned by Indians generated revenue, and Indian businesses were adding tax dollars to the county.

According to the 2000 U.S. Census, the median household income for Indians was $58,958, compared with the Henrico media of $49,185.

Indians are contributing to the growing community of Henrico County, Jain said. Although Reddy also noted the financial effects of Indians, he did not recognize a significant cultural impact.

"Most families are very young so the impact hasn't been that dramatic," Reddy said. "In a few years down the line, local people will get more exposed to Indian people. A lot of children will go to public schools and cultures and families will interact."

Pillai has two children, ages 6 and 3, who attend school in Henrico. Like Reddy, he said that the Indian population had not had a dramatic cultural impact.

"My kid goes to school for two years and I can hardly speak to her in my native language," Pillai said. "The [Indian] kids blend into American culture."

Jain said the integration of the Indian and local Henrico population was a positive one, describing their efforts to unite the community with cultural programs such as the annual Festival of India held in Richmond.

"The community likes us, and we like the community," Jain said. "It's a great mix the way I see it."

Posted in Fall 2007, Public Affairs | 1 Comment

Food is one way to preserve the culture of India, immigrants in Chesterfield say

By Amy Burlage and Ernie Siciliano

Veena Ramnarain makes a tasty cottage cheese and spinach dish, her husband Vijay says.  But, the meal means more than just mixing dairy and vegetables.

Veena and Vijay came to America in 1984 with their two children.  She grew up in Mumbai, India.  He is from Mauritius.  They now live in Chesterfield County but have cultural ties to Henrico.  For the Ramnarains, food is one way they can preserve their Indian culture while living in America.

They are part of a growing Indian community that has become a presence in the local food market.

"We are able to buy all the ingredients for authentic food here," said Meena Midha, another Indian immigrant to Henrico.

The Ramnarains have seen the growth first hand.  When they first came to America, there was just one Indian store in the Richmond area.  Now, they are able to choose from a variety of establishments, such as Taj Mahal Groceries, Indo-Pak Grocery, or restaurants like India K'Raja.

"In the United States, every time you go out it's Pizza Hut or McDonald's," Vijay said. "When you look at Indian food you go area to area, town to town.  It is different cuisine."

Nevertheless, the Ramnarains don't dismiss American food either. "[Our children] ate one meal at school, which was American, and they ate one meal at home, which was Indian," Veena said.

The Ramnarains said that they also made sure their kids watched Indian movies, also known as "Bollywood."

"My kids were watching TV seven days a week and were exposed to America, and it's harder to teach them a language if they don't hear it every day," Vijay said.

Indian movies have less sex and violence than their American counterparts and are more "song and dance," Veena said.

As Indian parents try to impart Indian culture, it is often Indian children who help teach their parents American culture.

Mona Narang, who left Mumbai in 1977, has two children who she refers to as her "brown American boys."    They taught her what clothes were acceptable fashions for them to buy her and colloquial expressions like "that's cool" and "it's the bomb."  Narang enrolled her boys in Indian dance classes at the Hindu Center of Virginia, but they stopped at the age of 15.  One of them is now a singer in Nashville.

The effort toward maintaining Indian culture has gotten easier as more Indian immigrants have moved to Richmond.  Veena Ramnarain said that in the 1980s, Indian immigrants were so few, that it was nearly impossible to transmit their culture. That has changed.

"With the larger community we are so many€¦and all speak the Indian language and it's nothing to be ashamed of," she said.

One thing that helped Narang was the many community organizations.  Narang volunteers at the Hindu Center of Virginia and is a member of the India Association and the American Asian Society of Central Virginia.  Narang called these organizations "reassuring," because she was able to speak in her native tongue and talk to parents who are raising Indian children in American, and who are also trying to instill an appreciation for American culture. "When you are totally new, in a familiar surrounding adjusting is much easier," she said.  "All of that makes you feel right at home."

In fact, Narang feels more at home living in Richmond's West End than in India.

"When I go back to India, I'm in for a culture shock," she said. "America is home."

Posted in Fall 2007, Public Affairs | 1 Comment