Muhlenberg To Join College Valley Initiative
Muhlenberg College will join officials from the Lehigh Valley's higher education, economic development and tourism sectors in a new initiative called College Valley, announced this morning at Cedar Crest College.Friday, March 26, 2004 00:22 PM
Muhlenberg College will join officials from the Lehigh Valley's higher education, economic development and tourism sectors in a new initiative called College Valley, announced this morning at Cedar Crest College. College Valley will focus on attracting college students to the region, creating a local college culture and curbing the out-flux of students commonly known as “brain drain.”
"The six-member colleges and universities of the Lehigh Valley Association of Independent Colleges ( LVAIC ) together have a significant impact on the economy and quality of life in the region, " said Tom Tenges, executive director of LVAIC. "Bringing together LVAIC with other higher education institutions along with the outstanding economic development and tourism organizations to create College Valley is a much needed, broad-based approach to promoting the Lehigh Valley as a place for students to attend college, and ultimately consider a post-graduation home."
Muhlenberg College is committed to the Lehigh Valley's development. “Muhlenberg is important to the Valley and the Valley is vital to the College,” said Randy Helm, president of the College. “Discussing ways to capitalize on our location and our proximity to New York, Philadelphia, Washington and the Poconos will be part of our strategic planning process.”
Local leaders formed the College Valley Consortium to market the region as a destination for higher education. The College Valley initiative will leverage the region's outstanding educational institutions through a cooperative effort among colleges, community agencies and governmental organizations to ensure a healthy economy, while attracting and retaining college students and stimulating increased tourism in the region.
“College Valley is one of the largest public/private partnerships ever formed in the Lehigh Valley,” said Ray Suhocki, president and CEO of Lehigh Valley Economic Development Corporation. “Since local colleges and universities already generate more than $1 billion in direct financial impact annually on the Lehigh Valley economy, this new initiative will allow us to collectively maximize that revenue stream to the benefit of our region.”
“The Lehigh Valley Convention and Visitors Bureau had an immediate interest in becoming involved in the development of the College Valley program,” said Mary Ann Bungerz, executive director of the LVCVB. “We consider it an excellent opportunity to enhance the perception of the Lehigh Valley as a regional destination and to encourage students and their families to experience the history, culture and recreational opportunities while they are here.”
The goals of College Valley are:
• To position the Lehigh Valley with students as a preferred destination for higher education.
• To generate increased awareness for the region by raising the profile of its colleges and universities.
• To create a true “college town culture” in regards to social and entertainment outlets that will attract and retain students.
• To improve communications and cross-sector collaborations between the Lehigh Valley's tourism, higher education and economic development organizations to enable student retention and attraction.
Some of the strategies that will be implemented to achieve the goals include the development of a College Valley brand, the creation of improved off-campus and inter-campus experiences for students, and the production of promotional materials to be used by colleges and universities to target prospective and enrolled students and their parents.
“Brain drain” occurs when students who come to the region to attend school leave upon graduation. This result is a constant outward migration of educated 25 to 34-year olds who depart the region, and even the state, to find employment and to establish homes. When they leave, they take with them the Valley's most promising prospects for a robust economic future.
For more information on College Valley, please contact Megan Distler, vice president of marketing and public relations for LVEDC, at (610) 266-6851 or visit www.collegevalleypa.com .
