Student enrollment at Fort Lewis College dropped 6.6 percent this fall to 3,356 students, a decline of 239 from a year ago, and 709 since 2013. Freshmen enrollment fell by an even larger percentage, presenting an even greater enrollment challenge next year. About 65 percent of FLC freshmen return for their sophomore year.
While demographics and economics are working against all but the most exclusive colleges and research universities in the country – the number of high school graduates across the nation is at a low point and the strong economy means work is mostly available – the numbers are rightly causing FLC leadership to consider whether the college is delivering the type of programs and classes which appeal to students.
The news is not entirely negative, as the fewer freshmen have scored 40 or 50 points higher on SAT scores in math and English than in the spring of 2016. Stronger GPA averages have resulted in a higher-scoring freshmen class. A better prepared student makes first-year academic success more likely, improves performance in subsequent years, and increases retention and graduation rates, a critical tie to FLC’s state funding.
At the same time, there are discussions about the college’s brand, marketing and how it can or should be changed or improved. Most students agree that Durango is an appealing community to attend school. Current students and recent graduates praise the quality of instruction, how much they like Durango, learned and experienced on and off campus. But in its name, some think Fort Lewis is a military, 2-year or community college.
Location is also working against the college for some students who seek a college experience in a population center. While once in-state tuition and seven hours or so from the Front Range and parents was an advantage, students now want to be within two hours of home. At $6,720 a year, FLC’s tuition is among the lowest in the state. Room and board, equally important, are about average. Are FLC’s recruitment and marketing efforts adequately focused on the right demographic in the Four Corners, including among Durango residents who are in a prime position to recommend the college to their friends and family with college-aged kids?
FLC now has a new admissions director. Longtime director Andy Burns left FLC in July to join Durango School District 9-R as chief operating officer. Burns had been a school board member and recent board chair, helping to lead the district to a successful mill levy override vote a year ago. College admissions is absolutely critical to any institution and does not allow the new admissions director to be involved in something so time-consuming.
There is a science to enrollment management, with a combination of data-driven decisions and personal touches. In the last couple of years, the college has engaged a national firm which cast a wide net, producing hundreds of students who showed interest in the college but, for reasons that should be identified, did not follow through with admission. Perhaps that approach should be modified or reconsidered?
A new president, a new VP for Enrollment Management and new VP for Student Affairs, two new deans of arts and sciences and business along with the new admissions director could work with consultants to market the college’s and Durango’s attributes and good education that already takes place. Or, they could discover how to reshape the academic and extracurricular offerings to better appeal to students. The answer is most likely some of both.
In any case, stabilizing and then re-growing enrollment will be the goals.
