COUNSELING CENTER

UNIVERSITY OF MARYLAND

COLLEGE PARK, MARYLAND

LIVING TOGETHER IN COMMERCIAL HARMONY:

RESEARCH AS A CATALYST

FOR COOPERATIVE "TOWN-GOWN" RELATIONS

Victoria J. Balenger, Marsha A. Guenzler,

and William E. Sedlacek,

Research Report # 17-89

This research project was supported by the Stamp Student Union and the Counseling Center, University of Maryland, College Park.

Computer time was provided by the Computer Science Center, University of Maryland, College Park.

Portions of this paper were presented at the 1989 Maryland Student Affairs Conference, University of Maryland, College Park.

COUNSELING CENTER

UNIVERSITY OF MARYLAND

COLLEGE PARK, MARYLAND

LIVING TOGETHER IN COMMERCIAL HARMONY:

RESEARCH AS A CATALYST FOR COOPERATIVE "TOWN-GOWN" RELATIONS

Victoria J. Balenger, Marsha A. Guenzler, and William E. Sedlacek,

Research Report # 17-89

SUMMARY

In some communities, commercial activity by the local university is perceived as a threat to the reciprocity of the "towngown" exchange relationship. The purpose of this study was to provide an information base from which negotiations in this area could proceed.

Students, faculty, and staff were surveyed about their use of university (student union) and community-based commercial operations. It was found that respondents used services in the Stamp Student Union and downtown College Park with similar frequency. The student union was used more often than the community for its dining services, convenience store, restroom facilities, and the tenant University Book Center.

When asked to indicate why they might not use services in the Stamp Student Union or College Park, respondents most often said that they tended to get their service needs met closer to where they lived. Respondents were also hampered by parking problems on campus and downtown.

The authors discuss the ways in which these research findings were used to promote better "town-gown" relations, and offer recommendations based on the findings.

As higher education institutions and their surrounding communities become increasingly interdependent, there is greater potential for sensitive town-gown issues to arise. Whereas in the past, the community and the university were separate enterprises, current trends indicate that the relationship between "town and gown" is more appropriately defined by the term "exchange". The "purposeful separation of the worlds of formal learning and ordinary living" (Caffrey & Isaacs, 1971, p. ix) is becoming less apparent as universities trade the benefits of the institution for necessary services provided by the community.

Thus, the relationship between a university and its local community can be conceptualized in the framework of exchange theory (Blau, 1986; Gouldner, 1980; Homans, 1958). Such an exchange relationship may be reciprocal and positive for both parties, or it may appear uneven and exploitive of either the university or the community. Because the elements of exchange in the relationship are not uniform - the university gets different things from the community than the community gets from the university - it can be difficult to determine how even an exchange is actually taking place.

In some communities, commercial activity by the local university is perceived as a threat to the reciprocity of the exchange relationship. Caffrey and Isaacs noted that the services provided by the institution for students, faculty, staff, visitors, and community members "...are competitive with market or governmentsupplied services and are part of the true economic relationship that exists between the college and the community" (p. 7).

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Traditionally, universities generate revenue on a small scale through vending machines, bookstores and retail units in the student union. But there is more .... Sources of revenue currently range from catering services to royalties for use of the university's logo, production of goods for mass consumption to universityoperated travel agencies, hotels, and airports (Fuchsberg, 1988).

Local merchants may object to such competition, sometimes to the point of bringing a law suit against the offending university. Further, lobbyists for small-business organizations are pressing for more state legislation to restrict campus-run businesses (Jaschik, 1988). A major complaint is that the university's tax-exempt status gives it an unfair advantage in setting prices. However, even if university-run operations refrain from price competition, their convenient on-campus locations may attract students at the expense of businesses in the community. The "bottom line" may be a reduced bottom line for the local merchants.

Universities pursue revenue-generating activities for several reasons outlined by Fuchsberg (1988). First, commercial ventures are often an integral part of an institution's educational and research functions. Second, universities feel an obligation to make certain goods and services available to students who may have difficulty transporting themselves off campus. A third purpose of such commercial operations is to fund non-revenue-generating functions, with the goal of keeping student fees at a minimum. Finally, universities sometimes provide goods and service which are

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not otherwise available in the community (e.g., engineering/ technical supplies for students pursuing studies in this area).

When campus departments such as student unions make decisions about which commercial activities to pursue, they obviously must consider the needs and preferences of students, faculty, and staff. What has also become apparent is that the interests of the university must be balanced against those of the surrounding community. Duplication of services can foster the perception that universities, and in this case the student union, are competing with local merchants. The misunderstanding is compounded when community business leaders are unaware of the criteria used to make decisions about the university's commercial activities.

As the "town" and the "gown" sometimes have conflicting goals, it is important that the issue be approached in a thoughtful manner. Communication offers the central means to resolution, however empirical research can establish some relative truths upon which to build. Toward this end, an investigation of student, faculty, and staff service preferences at University of Maryland, College Park was conducted. The study specifically addressed service offerings in the Stamp Student Union and in the downtown business district of College Park. Of special interest was the question of why campus community members would choose to get their service needs met in one location or the other. An objective knowledge base in this area can raise "town-gown" negotiations above the political plane, to a level of understanding which promotes the interests of both the university and the local community.

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Methodology

An anonymous survey (see Appendix) was mailed to a random sample of 200 full-time students and 100 full-time faculty and staff. Following the survey were reminder post cards and phone calls. Free tickets to the Hoff movie theatre in the Stamp Student Union were offered as an incentive to respond. A response rate of

54% for students and 59% for faculty/staff was obtained.

Descriptive statistics were used to analyze the data. To aid interpretation of results, some post hoc comparisons were made.

Results

The average student respondent was female (58%), White (71%), and a senior (38$) at the university. Nearly 70% of student respondents were commuters, and of those, almost 80% reported that they lived outside of College Park.

The average faculty/staff respondent was male (79%), White (84%), and a faculty member (61%). Over 80% of faculty and staff reported that they commuted to the university from a place other than College Park.

See Table 1 for overall sample characteristics.

More than half of all respondents indicated that they spent between fifteen and forty-five dollars per week on dining out, goods and services, and personal recreation. See Table 2 for student and faculty/staff spending patterns.

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Over 80% of the students indicated that they passed within 100 -yards of the Stamp Student Union in their normal walking pattern on campus. Less than half (47%) of the faculty/staff said that they tended to walk by the student union. While 30% of the students said that they walked within 100 yards of local business district, less than 20% of the faculty/staff said that they passed near downtown College Park. See Table 3 for student and faculty/staff walking patterns on campus.

Consistent with previous research (Sergent, Sedlacek, & Mallinckrodt, 1987; Webster & Sedlacek, 1982), students most frequently reported using the student union for the following purposes: making purchases at the University Book Center; using restroom facilities; meeting with friends; shopping in the union's convenience store; and eating at the union's (contracted) fast food restaurant. Between 86% and 98% of the student sample reported having engaged in these activities while visiting the student union, with average frequencies of several times a month. The exception to this was the University Book Center, which was used an average of a few times a semester.

In comparison with students, lower percentages of faculty/staff made use of services in the student union. Between 62% and 82% of the faculty/staff sample reported using the union for the following purposes: making purchases at the University Book Center; eating at

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the (Roy Rogers) fast food restaurant, the (What's Your Beef) sit-down restaurant, or the Food Co-op; and using the restroom facilities. Overall, faculty/staff use of the union was also less frequent than student use.

See Table 9 for most frequent uses of the Stamp Student Union by students, and Table 5 for most frequent uses by faculty/staff.

When asked to select reasons why they might not use Stamp Student Union services, respondents most often said that they tended to get their service needs met closer to where they lived. High percentages of students also said that the union was too expensive and that they were hampered by parking problems on campus. See Table 6 for the most often cited reasons why students and faculty/staff might not choose to use services in the Stamp Student Union.

When respondents were asked to specify the reasons why they might not choose to eat in the student union, they most often said that it was too crowded. The second most common choice for students was that the union was too expensive, while faculty/staff often said that they brought a "brown bag" meal to school with them. See Table 7 for most often cited reasons why students and faculty/staff might not choose to eat in the Stamp Student Union.

Students and faculty/staff displayed the most interest in a full-service postal facility and more dining options. Students also indicated that they would like the student union to have a quick

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copy service. See Table 8 for student preferences for various new Stamp Student Union services, and table 9 for-faculty/staff preferences.

When respondents were asked about their general perceptions of the student union, 85% of the students and 70% of the faculty/staff indicated that the location was convenient. Seventy percent of students also said the student union was a good meeting place. However, at least 70% of all respondents said the student union was too crowded and that it needed more open space, and nearly 65% of faculty/staff said that it was too noisy. See Table 10 for student and faculty/staff perceptions of the Stamp Student Union.

Between 68% and 85% of students reported using the following services in College Park: the Maryland Book Exchange (parallels the University Book Center) or other local bookstores; fast food restaurants and pizza/sub shops; movie theatres; grocery and convenience stores; photocopying services; record and tape stores; drug stores; and clothing shops. On the average, these services were used by students a few times a semester.

The College Park services used by the largest percentages of faculty/staff were: bookstores; fast food restaurants; the post office; drug stores; banks; and beer and wine stores. Between 67% and 86% of the faculty/staff sample reported that they used these services an average of a few times a semester.

See Table 11 for the College Park services most frequently used

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by students, and Table 12 for those most frequently used by faculty/ staff.

The most frequently-cited reason that respondents might not use services in the community was that they tended to get their service needs met closer to where they lived. Students also said that the location was not convenient and that there were parking problems downtown. High percentages of faculty/staff said that parking was either inconvenient or unavailable and that they didn't drive through the downtown business district on their way to or from school. See Table 13 for most often cited reasons why students and faculty/staff might not choose to use the services in College Park.

When asked to specify the reasons why they might not choose to eat at the restaurants in the local community, students most often said that they were too expensive. Many faculty/staff said that they brought a "brown bag" meal to school. Respondents in general tended to cite three problems related to transportation and parking: parking was either inconvenient or unavailable; it was inconvenient to move their cars from campus lots; and campus traffic congestion made the trip downtown difficult. See Table 19 for most often cited reasons why students and faculty/staff might not choose to eat at the restaurants in College Park.

Students and faculty/staff had similar ideas of what new services they would like to see offered in the local community. First, there appears to be a demand for a greater variety of eating

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establishments, including formal restaurants, ethnic and vegetarian, soup and sandwich shops, and all-night fast food. Other requests included a large supermarket, a department store, clothing stores and boutiques, unique ethnic and international shops, and a greater variety of bars and night spots. Because the survey item inviting requests for new College Park services was open-ended, such a great range of responses was obtained that the information could not be meaningfully presented in a data table.

Students and faculty/staff had similar perceptions of College Park, although the latter group tended to be more negative. Between 45% and 65% of all respondents said that College Park needed more open space, that it was not attractive, and that it was too crowded. On the positive side, 40% to 50$ of all respondents said that College Park was conveniently located. See Table 15 for student and faculty/staff perceptions of College Park.

Discussion

It appears that the Stamp Student Union is most frequently used by students and faculty/staff for the following purposes:

*As a convenient place on campus to meet with friends, have lunch or a snack, and use the restroom facilities.

*As a place to purchase books and school supplies in the University Book Center (which is housed in the union). Eighty percent of students and 65% of faculty/staff indicated that they used the campus bookstore more often than the Maryland Book Exchange in College Park, with the most common reason being that the former was more conveniently located.

As noted by previous researchers (Mallinckrodt & Sedlacek, 1987; Sergent, Sedlacek, & Mallinckrodt, 1987; Webster & Sedlacek, 1982),

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the student union's function as a meeting place for students can be seen as an important source of social integration that-may make the difference between retention and attrition.

With the exception of dining facilities, the convenience store, and the campus bookstore, use of student union services by campus community members appears to be matched by their use of comparable services in the local community. For example, 75$ of students indicated that they had used the movie theatre in the union, while 80% of students had used local movie theatres. The local theatres were used with slightly greater frequency.

Recognizing that the student union should provide conveniences to students, faculty, and staff who may not have time during the day to leave campus, we can identify some factors that discourage use of services in College Park. First, a major issue seems to be that respondents tend to get their service needs met closer to where they live. While it also appears that student union services are not used for this reason, an especially high percentage of faculty/staff cited this in reference to services in the local community. Post hoc groupings of the data suggested that place of residence also influences service use by students. Commuting students who lived in College Park seemed to get more of their service needs met there than students who lived elsewhere. To establish the degree to which there is a relationship between service usage and place of residence, however, more research would have to be conducted.

A second major impediment to use of services in College Park seems to be difficulty of access by car. Between 35% and 50% of the

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entire sample cited each of the following reasons for not eating in the local community or using its services: parking was either inconvenient or unavailable; there were general parking problems downtown; parking costs money; campus traffic congestion trade the trip downtown difficult; it was inconvenient to move their cars from campus lots; and they didn't drive through the downtown business district on their the way to or from school. It appears that the problem of accessing the downtown area by car is more salient for faculty/staff than for students, because higher percentages of the former group had these complaints.

One limitation on these research findings should be noted. Because of the timing of the study (end of the fall semester) and the length of the questionnaire, a rather low response rate was obtained. Results should therefore be interpreted cautiously.

Despite the response rate, this study is useful both in content and application. As one university's response to a conflict with the local community, it represented an attempt to use research as a vehicle for facilitating "town-gown" communication. For example, representatives from the university and the local business community discussed the research findings in a presentation at the Maryland Student Affairs Conference (1989, February). In addition, the university business relations committee may use the findings in making future decisions about Stamp Student Union services and College Park business offerings. In direct response to the

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research findings, the College Park Municipal Board produced and distributed on campus a pamphlet advertising local small businesses and highlighting public parking areas.

The following conclusions and recommendations are-offered:

*The University Book Center and the Maryland Book exchange receive significant use by students and faculty/staff. While one retail establishment is on campus and the other is community-based, both support the educational mission of the university.

*The student union offers certain conveniences to students and faculty/staff that are best provided by a conveniently-located campus department. While some of these conveniences, such as eating establishments, are revenue-generating, others such as restroom facilities are not.

*Consistent with previous research (Serpent, Sedlacek, & Mallinckrodt, 1987; Webster & Sedlacek, 1982), a high percentage of the student respondents reported meeting with friends in the student union. This finding highlights the role of the student union as a source of social integration on campus.

*It appears that students are attracted to the union because it affords them the opportunity to interact with other students. To the extent that local businesses can give students this same opportunity, students may patronize them more frequently and in greater numbers.

*Some services in the community are used as much or more than comparable services in the union, for example, fast food, pizza/sub shops, movie theatres, photocopying services, and banks. Furthermore, the community offers a number of services that are not available on campus, including beer/wine stores, grocery stores, hair salons, and home video rentals.

*It should be recognized that campus commercial operations are but one source of competition to local merchants. other, perhaps more significant, sources include shopping malls and retail operations in the communities where students and faculty/staff actually live.

*Transportation and parking are problematic for students and faculty/staff who want to shop or eat downtown. Possible solutions include delivery services, shuttle bus services, improved parking conditions, and increased marketing efforts.

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The student union is distinguished by its ability to promote social integration and identification with the university, which has been shown to be related to retention and student development (Mallinckrodt & Sedlacek, 1987; Sergent, Sedlacek, & Mallinckrodt, 1987; Webster & Sedlacek, 1982.) However, the local community also has many resources to offer students, faculty, and staff. The University of Maryland, College Park is a more attractive educational institution because of its suburban location; likewise, College Park is enriched by the presence of the university. This mutually beneficial arrangement can be exploited to everyone's advantage if the "town" and the "gown" have a good working relationship.

Because the university and the local community have at times an uneasy alliance with different goals, it is especially important that negotiations be based on objective data. Miscommunication from lack of information can further complicate an already tenuous situation. And worse, a void left by inaccurate or incomplete information is too easily filled by solutions based on politics and power. Empirical research - a fact-finding mission into the issue at hand - offers an alternative in its ability to gather information in a systematic and controlled fashion. Beyond this, the research project itself can help set the tone for fair, rational "town-gown" communication and decision-making. Generally, research can facilitate a collaborative and cooperative relationship that best promotes the interests of both College Park communities under consideration.

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References

Blau, P.M. (1986). Exchange and power in social life. New Brunswick: Transaction Books.

Caffrey, J., & Issacs, H.H. (1971). Estimating the impact of -a college or university on the local economy. Washington, DC: American Council on Education.

Fuchsberg, G. (1988, September 7). Colleges are reviewing their commercial activities as businesses, states, and IRS step up scrutiny. The Chronicle of Higher Education, 35, A25-A27.

Gouldner, A.W. (1980). The norm of reciprocity: A preliminary statement. American Sociological Review, 25, 161-178.

Homans, G.C. (1958). Social behavior as exchange. American Journal of Sociology, 63, 597-606.

Jaschik, S. (1988, September 7). Three more states adopt measures to restrict campus-run businesses. The Chronicle of Higher Education, L5, A1, A18.

Mallinckrodt, B., & Sedlacek, W.E. (1987). Student retention and the use of campus facilities. NASPA Journal, 24 (3), 28-32.

Sergent, M.T., Sedlacek, W.E., & Mallinckrodt, B. (1987). Student, faculty, and staff perceptions of the Stamp Student Union. (Counseling Center Research Report No. 7-87). College Park: University of Maryland.

Webster, D.W., & Sedlacek, W.E. (1982). The differential impact of a university student union on campus subgroups. NASPA Journal, 19. (2), 48-51.

Appendix

Stamp Student Union and College Park Services Survey

THE UNIVERSITY OF MARYLAND

COLLEGE PARK CAMPUS

Division of Student Affairs

Adele H. Stamp Student Union

November 16, 1988

Dear Participant:

We are contacting you as part of a survey concerning student, faculty, and staff perceptions of the Stamp Student Union and the City of College Park. You have been randomly chosen to participate. The information you provide will help us develop future plans which better respond to the needs of our patrons. Your responses will be anonymous and confidential. Results will be summarized in group form only.

This survey will take a few minutes of your time. In order to thank you for participating, we will send you TWO COMPLIMENTARY HOFF THEATRE TICKETS upon our receipt of your completed survey. Just complete the enclosed survey as soon as possible and place it in the stamped, addressed envelope provided. At the same time you mail your completed survey, send us the enclosed postcard. This will let us know that you have responded, so we can mail you your free gift.

We look forward to your cooperation and thank you in advance for your help. Good luck with the rest of the semester!

Sincerely,

James M. Osteen

Director

JMO/lmh

Adele H. Stamp Student Union

University of Maryland

College Park, Maryland 20742 (301) 454-2801

STAMP STUDENT UNION AND COLLEGE PARK SERVICES SURVEY

SECTION I:

1. Sex: Male Female

2. Race/ethnic origin:

Black (African-American)

White (not of Hispanic origin)

Asian (Asian-American, Pacific Islander)

Hispanic (Latino, Chicano)

International student

Native American or Eskimo

3. Campus status:

Freshman

Sophomore

Junior

Senior

Graduate student

Faculty

Staff

Other

4. Resident status (circle one): Campus Resident Commuter

5. Campus residents, please specify the residence community of which you

are a member:

Cambridge

Denton

Ellicott

North Hill

South Hill

Greek Housing

6. Commuting students, faculty, and staff, please specify: I am a resident of College Park. I am a resident of a different surrounding community.

7. Do you pass within 100 yards (length of a football field) of the Stamp Student Union in your normal walking pattern on campus? Yes No

8. Do you pass within 100 yards (length of a football field) of downtown College Park in your normal walking pattern on campus? Yes No

9.On an average, how much do you spend per week on dining out, goods and services for personal use, and personal recreation?

Less than $15

Between $15 and $30

Between $30 and $45

Between $45 and $60

Between $60 and $75

Between $75 and $100

Between $100 and $125

Over $150

SECTION II. DIRECTIONS: Which response best describes your use of the facilities and services at the Stamp Student Union? Place your answer on the blank next to each item listed below.

1. Almost daily

2. Almost weekly

3. Several times a month

4. Few times a semester

5. once a year

6. Never

7. Unaware of the service

A. Recreation and Leisure Time Activities

___Bowling ___ Mini-courses (excluding art)

___Art Center courses ___ Billiards

___Video Quarters ___ Piano room

___Meeting with friends ___ All-Niter

___Hoff Theatre ___ Art Center independent projects

___Parents Assn. Gallery ___ Attending a group meeting

___SUPC programs ___ Meeting informally with faculty, staff, or students

___Visiting a student organization's office

B. Reservations and Tickets

Campus reservations

Stamp Union reservations

Ticket office

C. Facilities

Meeting rooms

Ballrooms

Restrooms

Lounges

D. Personal Services

___Photocopying ___STAR Center

___Union Shop ___AIM Computerized Info. Center

___Record Coop ___Pay phones or campus phones

___Bank ___Self-serve postal facility

___Union flower cart ___Typewriter usage (SGA)

___Information Center ___Organizational mail boxes

___General Information Desk use

E. Food Services

Across from the bank:

___What's Your Beef ___The Pizza Shop

___Food Co-op ___The Maryland Deli

___Roy Rogers ___This N That

___Macke vending machines ___The Bakery

___The Eateries ___Dory's Sweet Shop (ice cream)

___Catering service

F. University Book Center (Bookstore)

___Textbooks ___Leisure books

___Groceries ___Candy/snacks/beverages

___Art supplies ___Photo supplies/developing

___General school supplies ___Engineering/Tech. supplies

___Reference books ___Greeting cards

___UMD imprinted clothing ___Computer manuals, software, or supplies

10. For what reasons would you not eat at the Stamp Student Union? Place a check mark next to as many as apply.

___On meal plan elsewhere ___Bring "brown bag" meal

___Use Macke vending machines ___Location not convenient

___Too expensive ___Limited meal variety

___Hours inconvenient ___Poor service

___General atmosphere ___Tend to skip meals

___Poor quality food ___Prefer to eat off-campus

___Union is too crowded ___My friends eat elsewhere

11. For what reason would you not use Stamp Student Union services or facilities (including stores and excluding restaurants)? Place a check mark next to as many as apply.

___Location not convenient ___Tend to use College Park

___Too expensive ___Limited variety of services

___Hours inconvenient ___Limited selection of stores

___General atmosphere ___Limited selection of products

___Poor service ___Parking problems on campus

___Stores too crowded ___Tend to get service needs met closer to where I live

12. Are you affiliated with an organization that has an office in the Stamp Student Union? Yes No

SECTION III.

DIRECTIONS: Which response best describes how often you would use the following facilities and services if they were offered by the Stamp Student Union? Place your answer on the blank next to each item listed below.

1. Almost daily

2. Almost weekly

3. Several times a month

4. Few times a semester

5. Once a year

6. Never

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A. Recreation and Leisure Time Activities

___Dart boards ___Board games (i.e., chess)

___TV room ___24-hour study room

___Home video rentals ___VCR/video viewing room

___Ping gong ___Non-alcoholic-pub

___Music listening room ___Reading room (with magazine and newspaper loans)

___VCR/video rental

B. Personal Services

___Dry cleaners __ Hair cutting/styling

___Travel agency __ Quick copy service

___Fully staffed post office

C. Dining Services

___Dinner theatre __ Tea & Dessert Room/Coffee Shop

___Frozen yogurt stand ___Chinese restaurant or carryout

___Cookie stand ___Hot sandwich buffet

___Formal restaurant ___Telephone order delivery service

___Sushi bar ___Barbecue chicken & rib house

___Open-air restaurant ___Mexican restaurant or carryout

___Speciality Food Gift Service

13. In the spaces below, please list up to three choices (not listed above) of new Stamp Student Union services that you would use. Beside each choice, place the number which best describes how frequently you would use it.

1.Almost daily

2.Almost weekly

3.Several times a month

4.Few times a semester

5.Once a year

(Choice) (Frequency)

a.

b.

c.

SECTION IV. DIRECTIONS: Which response best describes your use of off-campus, College Park facilities and services? Place your answer on the blank next to each item listed below.

1.Almost daily

2.Almost weekly

3.Several times a month

4.Few times a semester

5.Once a year

6.Never

7.Unaware of the service

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A. Recreation and Leisure Time Activities

___Movie theatres ___Outdoor equipment rentals

___Bowling ___Ice rink

___Pinball/video games ___Bars/pubs

___Recreation Centers ___Fitness clubs

___Hot tubs ___Dance studio

B. Personal Services

___Photocopying ___Bank

___Opticians ___Hair cutting/styling

___Post office ___Dry cleaner

___Travel agency ___Home video rentals

___Outdoor equipment rentals ___Jewelry repair

___Tailoring/shoe repair ___Camera repair

___Film developing ___Medical/dental services

___Attorneys ___Tanning salons

___Nail salons ___Auto maintenance & repair

___Hotels ___Furniture/carpet rental

___Laundromat ___Municipal library

C. Shops

___Florist ___Convenience stores

___Clothing ___Grocery stores

___Beer/wine ___Cosmetic outlets

___Novelty shops ___Health food

___Book stores ___Computer supplies

___Jewelry ___Cameras & supplies

___Gourmet foods ___Gift boutiques

___Stereo/electronics ___Records and tapes

___Art supplies ___Sports & athletics shops

___Drug stores ___Stationary/card/paper shops

___Yarn & crafts ___Formal wear (bridal/tuxedo)

___Bicycle shop

D. Restaurants and Snack Shops

___Fast food ___Steak houses

___Bakeries ___Chicken/ribs

___Ice cream shops ___Chinese

___Mexican ___Bagelries

___Pizza/subs (eat-in) ___Pizza/subs (delivery)

___Health food ___Other ethnic

___Seafood restaurants ___Delicatessens

E. Maryland Book Exchange

___Textbooks ___Leisure books

___UMD imprinted clothing ___Candy/snacks

___Art supplies ___Photo supplies/developing

___General school supplies ___Engineering/Tech. Supplies

___Reference books ___Computer manuals, software, or supplies

___Greeting cards

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15. For what reason would you not eat at the restaurants off campus in College Park? Place a check mark next to as many as apply.

___On a campus meal plan ___Bring "brown bag" meal

___Use Macke vending machines ___Location not convenient

___Too expensive ___Limited variety of restaurants

___Hours inconvenient ___Poor service

___General atmosphere ___Prefer to eat at the Union

___Poor quality food ! ___Tend to skip meals

___Other students I know ___ Parking is either inconvenient or unavailable

___Campus traffic congestion makes trip downtown difficult

___Inconvenient to move car from campus lot

___Parking costs money

16. For what reasons would you not use off-campus, College Park services or facilities (including stores and excluding restaurants)? Place a check mark next to as many as apply.

___Location not convenient ___Tend to use Stamp Student Union

___Too expensive ___Limited variety of services

___Hours inconvenient ___Limited selection of stores

___General atmosphere ___Limited selection of products

___Poor service ___Parking problems in College Park

___Stores too crowded ___Parking costs money

___Inconvenient to move car from campus lot ___Campus traffic congestion makes

___Tend to get service needs closer to where I live trip downtown difficult

___Don't drive through College

___Park on my way to or from school

___Parking is either inconvenient or unavailable

17. In the spaces below, please list up to three choices (not listed above) of new off-campus, College Park services that you would use. Beside each choice, place the number which describes how frequently you would use it.

1. Almost daily

2. Almost weekly

3. Several times a month

4. Few times a semester

5. Once a year

(Choice) (Frequency)

a.

b.

c.

18. a) Please specify one:

___I more often use the University Book Center (in the Union).

___I more often use the Maryland Book Exchange (in College Park).

b) Indicate below the reasons for your choice (Place a check mark next to as many as apply):

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___Lower prices ___Quality of products

___Better service ___Selection of products

___Convenient location ___Parking more convenient

___General atmosphere ___Generally meets my needs better

SECTION V. DIRECTIONS: Which response best describes your reaction to each statement about the Stamp Student Union? Place your answer on the blank next to each item listed below.

1. Strongly-agree

2. Agree

3. Neutral or don't know

4. Disagree

5. Strongly disagree

___The Stamp Student Union is too noisy.

___The Stamp Student Union is attractive.

___The Stamp Student Union is too dark.

___The Stamp Student Union has services for all my needs.

___The Stamp Student Union is too crowded. The Stamp Student Union is a good meeting place.

___The Stamp Student Union needs more open space.

___The Stamp Student Union is in a convenient location. The Stamp Student Union is depressing.

___The Stamp Student Union is a good place to spend my leisure time.

___The Stamp Student Union is unresponsive to student needs.

___The Stamp Student Union is exciting.

___The Stamp Student Union is difficult to navigate (easy to get lost).

___The Stamp Student Union provides a safe environment for person and property.

SECTION VI. DIRECTIONS: Which response best describes your reaction to each statement about the city of College Park ? Place your answer on the blank next to each item listed below.

1. Strongly agree

2. Agree

3. Neutral or don't know

4. Disagree

5. Strongly disagree

___College Park is difficult to navigate (easy to get lost).

___College Park has services for all my needs.

___College Park is too crowded.

___College Park is a good meeting place.

___College Park needs more open space.

___College Park services are conveniently located.

___College Park is depressing.

___College Park is a good place to spend my leisure time.

___College Park is unresponsive to student needs.

___College Park is exciting.

___College Park is not attractive.

___College Park provides a safe environment for person and property.

Data Tables

*Percentages may not add up to 100, due to rounding.

* Percentages may not add up to 100, due to rounding.

* Percentages may not add up to 100, due to rounding.

*Frequency of use was rated: 1=Almost daily, 2=Almost weekly, 3=Several times a month, 4=Few times a semester, 5=Once a year, and 6=Never.

*Frequency of use was rated: 1=Almost daily, 2=Almost weekly, 3=Several times a month, 4=Few times a semester, 5=Once a year, and 6=Never.

*Frequency of use was rated: 1=Almost daily, 2=Almost weekly, 3=Several times a month, 4=Few times a semester, 5=Once a year, and 6=Never.

* Frequency of use was rated: 1=Almost daily, 2=Almost weekly, 3=Several times a month, 4=Few times a semester, 5=Once a year, and 6=Never.

*Frequency of use was rated on the following scale: 1=Almost daily, 2=Almost weekly, 3=Several times a month, 4=Few times a semester, 5=Once a year, and 6=Never.

*Frequency of use was rated on the following scale: 1=Almost daily, 2=Almost weekly, 3=Several times a month, 4=Few times a semester, 5=Once a year, and 6=Never.