Administrative Programs and Services Review and Events Planning and Coordination

Dear Faculty and Staff,  

I am writing today with an update on the Administrative Programs and Services Review (APSR). In alignment with Goal 5 of our Reignited Strategic Directions, several APSR working groups have been reviewing services and functions across the institution, and developing recommendations for how to improve the efficiency and effectiveness of these areas. During the 2021-22 academic year, the APSR working groups conducted deep dives into Events Planning and Coordination, Marketing and Communications, Hiring and Onboarding, University Fees and evaluated new opportunities for Revenue Generation for the university. Currently there are APSR working groups focused on Athletics as well as evaluating improvements to the function of institutional Financial Management. We expect these efforts to ultimately bring well-informed improvements across our institution.

For example, connecting with stakeholders through gatherings large and small, both within and beyond the university community, establishes, builds, retains and strengthens relationships in support of the mission. Well executed, purposeful engagements increase positive awareness and raise the profile of the university. 

Because of the importance of this work, I tasked one of last year’s working groups to focus on Events Planning and Coordination. After consulting with colleagues from across campus, that working group made recommendations to enhance the strategic coordination, quality and production of events for the entire university. Over the past few months, the recommendations have been refined and implementation has begun. 

Creation of a University Events Team 

To improve event coordination on campus, we have created a University Events team, to be located within University Advancement. Julie Brady, Assistant Vice President of University Events & Advancement Marketing, will oversee this new team, which will be led by a Senior Director for University Events. This team will be responsible for event planning, coordination and production functions. Merging the Conference and Event Services team together with the Advancement Events team will allow the unified team to more effectively support the campus community. 

Unit-Owned Events

Most events at Seattle University support routine internal business. The new University Events team will continue to liaise with existing event planners on campus and will provide more robust self-service planning tools, templates and guidance for unit-owned events.  

Signature and Partnership Events

The university’s largest and most impactful events are less frequent, but their scope, size and impacts to the internal and external reputation of the University warrant strategic management and central coordination. The University Events team will collaborate with event managers, contributing project management and programmatic leadership for the university’s most mission-critical, or Signature Events. In addition, consultative services will be provided for Partnership Events, those that span multiple departments, budgets and/or constituencies. 

An audit of the university’s events will be conducted this winter/spring to identify which events qualify as “Signature” or “Partnership” events and which events will remain “Unit-Owned.” Updated tools, policies and procedures will be shared and implemented as they become available.   

External Group Events for Revenue Generation 

Our campus spaces also provide the opportunity to host external groups in ways that support greater community building, organizational partnership and revenue generation. I am grateful that Kit Morse will continue to bring her expertise in securing conferences, overnight programs and external clients to the Facilities department, where she will support external clients booking and revenue generation as the new Director of Event Sales.  

I would like to thank our APSR Event Planning and Coordination Working Group members: 

David Powers – Dean, College of Arts & Sciences, Working Group Chair 

Julie Brady – Assistant Vice President, University Events & Advancement Marketing, University Advancement 

Nancy Carroll – Director of Special Projects & Office Administration, Office of the Provost 

Heather Geiger – Director of IT Administration, Office of the CIO  

Bernie Liang – Senior Director of Student Engagement, Student Development 

JR Rabago – Senior Assistant Director of Campus Visits and Events, Enrollment Services 

Dion Wade – Director of Financial Planning and Analysis, Office of the VP for Finance & Business Affairs 

I offer my appreciation to those who schedule, plan, produce and host purposeful engagements that touch every member of our university community, as well as to those who are taking on new roles and responsibilities as we look forward to a more unified, robust and efficient approach to university events. 

Respectfully, 

Eduardo M. Peñalver 
President