University of South Alabama

Case Study: Facility Planning

University of South Alabama

Location: Mobile, AL | AMS Team: Michele Walter, Nora Fleury

The University of South Alabama (USA), a public institution in Mobile, Alabama, received an extraordinary $20 million lead gift as it geared up for the university’s 60th anniversary. Longtime supporter Abe Mitchell dedicated his contribution to the creation of a new performing arts center. It was important to him, and to campus leaders, that USA’s growth include the performing arts alongside other significant capital projects. With the gift in hand, university leadership knew that the community of performing arts users, on- and off-campus, needed more clarity before a building could be fully envisioned. USA sought help from seasoned experts to define the need and project a suitable activity mix.

The Challenge

AMS partnered with Stacy Norman Architects to navigate USA through a feasibility study. It was essential to align the work with the university’s newly launched strategic initiative as the “Flagship of the Gulf Coast,” and to bring deep thoughtfulness to our assessment of the need for unique spaces for performances, related learning and discovery, and campus-wide convenings.

University of South Alabama

Location: Mobile, AL | AMS Team: Michele Walter, Nora Fleury

The University of South Alabama (USA), a public institution in Mobile, Alabama, received an extraordinary $20 million lead gift as it geared up for the university’s 60th anniversary. Longtime supporter Abe Mitchell dedicated his contribution to the creation of a new performing arts center. It was important to him, and to campus leaders, that USA’s growth include the performing arts alongside other significant capital projects. With the gift in hand, university leadership knew that the community of performing arts users, on- and off-campus, needed more clarity before a building could be fully envisioned. USA sought help from seasoned experts to define the need and project a suitable activity mix.

The Challenge

AMS partnered with Stacy Norman Architects to navigate USA through a feasibility study. It was essential to align the work with the university’s newly launched strategic initiative as the “Flagship of the Gulf Coast,” and to bring deep thoughtfulness to our assessment of the need for unique spaces for performances, related learning and discovery, and campus-wide convenings.

Our Approach

AMS worked closely with university leaders to define the purpose of the future performing arts center, both for campus stakeholders and for Mobile’s diverse residents and visitors. We conducted in-depth research to understand community need for performing arts space, and to gauge marketplace capacity for an expanded season of offerings – both through the growth of Mobile-based arts providers, and through some expansion of touring into a new facility.

Understanding a modern performing arts center

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site visits facilitated by AMS to state-of-the-art university-based performing arts centers. These visits provided USA with opportunities to speak with leaders who had “been there and done that,” navigating facility development and implementation.

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seats identified as the “sweet spot” based on our marketplace assessment. This would maximize the university’s opportunity to bring in touring content, while serving community and campus needs.

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site visits facilitated by AMS to state-of-the-art university-based performing arts centers. These visits provided USA with opportunities to speak with leaders who had “been there and done that,” navigating facility development and implementation.

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200 seats identified as the “sweet spot” based on our marketplace assessment. This would maximize the university’s opportunity to bring in touring content, while serving community and campus needs.

Define an operating framework to realize the vision

116 use days identified based on input from campus stakeholders, a community survey, and industry research.
54,000 annual attendances projected, based on a defined activity profile with campus input.
365 days in the conceptual activity calendar we developed. This supported theater planner, Theatre Projects, in developing a building program with rehearsal space, a main performance space, public areas, and support spaces.

Define an operating framework to realize the vision

116 use days identified based on input from campus stakeholders, a community survey, and industry research.
54,000 annual attendances projected, based on a defined activity profile with campus input.
365 days in the conceptual activity calendar we developed. This supported theater planner, Theatre Projects, in developing a building program with rehearsal space, a main performance space, public areas, and support spaces.

The depth of knowledge and extensive research capabilities that AMS brought to our team significantly enhanced our project’s successful program development. The professionalism exhibited by AMS was unparalleled, setting a new benchmark for excellence. Their team’s expertise and meticulous attention to detail were instrumental in navigating complex challenges and delivering outstanding results.”

– Stacy Norman

AIA, LEED AP / Stacy Norman Architects, LLC

Our Solution

We documented robust alignment with two of the four guiding principles underlying USA’s 60th anniversary strategic initiative, helping leaders convey how this unique effort would contribute to the campus, Mobile, and the region.

We conducted targeted industry research to understand the opportunity for touring content. From large-scale Broadway touring to intimate chamber music, we defined the types of acts that would deliver the maximum benefit to USA and the community at large.

We joined with Stacy Norman Architects, Theatre Projects, Venue, and Akustiks to define the specific building program, features, and amenities that would best serve USA’s long-term priorities while honoring the university’s financial and leadership resources.

We documented robust alignment with two of the four guiding principles underlying USA’s 60th anniversary strategic initiative, helping leaders convey how this unique effort would contribute to the campus, Mobile, and the region.

We conducted targeted industry research to understand the opportunity for touring content. From large-scale Broadway touring to intimate chamber music, we defined the types of acts that would deliver the maximum benefit to USA and the community at large.

We joined with Stacy Norman Architects, Theatre Projects, Venue, and Akustiks to define the specific building program, features, and amenities that would best serve USA’s long-term priorities while honoring the university’s financial and leadership resources.

Creating a performing arts center is a complex undertaking – especially in the context of a major public university. AMS has experience defining success and detailing the vision in these complex situations, ensuring alignment with institutional vision and resources at every juncture. Call us today to discuss how we can partner with you to realize your university’s commitment to the arts.

Contact AMS today to talk about how we can co-design a process that delivers a plan – and a meaningful experience for every stakeholder involved in making it.