Butler University was proud of its athletic programs but acknowledged that its general recreation facilities were lacking, which was not helpful in its efforts to attract and retain students or support the general wellness of the university community. It retained B&D to perform a feasibility study and market analysis in preparation for a new health and recreation complex. We performed demographic reviews and surveys/focus groups/interviews to test fee-level tolerances and concepts. Our financial model enabled the university to obtain direct bond financing and as an extension of that model, we were asked to develop the facility’s business plan as well. We advised the university in its choice of construction and architectural services, and construction began in 2004. The new $14.5 million, 83,000 SF Health and Recreation Complex opened in fall of 2006 with a two-court gym, a jogging track, lap and recreational pools, and 5,500 SF of weight and fitness space. In 2007, the project received an Innovative Architecture & Design Award from American School & University magazine, and a NIRSA Outstanding Sports Facility award.