Brandcenter opens bright new building as controversy dims

VCU’s nationally recognized advertising
graduate school opened its doors this semester
with a new name, a new building and a bit
of controversy.

The VCU Adcenter has redefined its identity,
taking on the name “VCU Brandcenter.” The
school’s official grand-opening ceremony takes
place today.

Last month, Karen Berndt, admissions
coordinator for the Brandcenter, sent an e-mail
to students stating that first-year graduate
students would not be admitted to the grand
opening.

“Unfortunately, we do not have the capacity
or budget to have (first-year) students in
attendance,” Berndt stated in the e-mail.

VCU graduate student J.D. Humphreys
posted Berndt’s e-mail to his “VCU Brandcenter
Student Blog,” which Humphreys created
before he began attending the school in fall
2007.

“We are all paying the same tuition,”
Humphreys stated beneath the posting of
Berndt’s e-mail. “I thought we moved into
a new building so that we could have the
capacity.”

Humphreys said Berndt’s e-mail followed
announcements that the third floor of the
Brandcenter would be off-limits daily to all
students after 5 p.m. because of a broken
window in a meeting room.

“We were told coming to Brandcenter that
we would have access to many new rooms,
resources and even showers,” Humphreys
stated in his post. “Instead, we are given a lab
with an early closing time, locked classrooms
and (a) noisy basement where work cannot
get done.”

Humphreys said the lockdowns were a
surprise.

“After I thought it couldn’t get any worse,
the e-mail was sent out that they were now
locking the (third) floor,” Humphreys stated.
“This is three weeks after being yelled at. .
It isn’t like we burned the place down.”
On Feb. 21, Brandcenter students received
another e-mail about the grand opening-
this time from Brandcenter
director Rick Boyko.

“I would like to welcome all Brandcenter
students to the grand opening,”
Boyko stated in his e-mail, broadening
the invitation to encompass both firstand
second-year students.

“When we initially made the decision
to limit attendance to (second-year)
students, we were concerned about the
maximum number of people that the
building could accommodate. However,
we realized that goes against the spirit
of the school,” Boyko stated.

“We’ve had such a huge response of
people who are coming,” Boyko said.
“We decided to go with being more
equitable.”

According to Humphreys, Boyko’s
e-mail was appreciated.

“I immediately replied and thanked
(Boyko) and let him know that it means
a lot,” Humphreys stated.

Several Brandcenter students understand
the choices Boyko and other
faculty members had to make.

First-year Brandcenter student Tatiana
Peck said she thinks the Brandcenter
was trying to do the right thing.
“I don’t think there was any malintent.”

Boyko stated Peck is correct, and
the initial decision wasn’t based on
budget or space but the Brandcenter’s
tradition of allowing second-year
students to attend cocktail parties with
board members and others from the
advertising field.

“It’s an opportunity for them to
meet people and get one-on-one time,”
Boyko stated.

Peck said she has heard the building
lockdowns will be phased out after the
grand opening.

“The rumor is once spring break is
over, the rules will be more lax,” Peck
said.

“(The new building) allows us to
cooperate and work together,” said
Oakie Chiraskamin, another first-year
Brandcenter student.

Current Brandcenter students aren’t
the only ones happy to see a new
building.

“I talked to an alum last night who
just graduated last year,” Chiraskamin
said. “They are really excited about the
new building.”

The Brandcenter building, located
at 103 S. Jefferson St., is part of the
Monroe Park Annex.

Famed architect Clive Wilkinson
designed the building.
Clive Wilkinson Architects designed
the California Fashion Institute
of Design and Merchandising and
Googleplex-the headquarters for
search-engine giant Google.

“The space (for the Brandcenter)
will provide all the tools to support
strong, imaginative, creative thinking,”
Wilkinson stated, according to the
Brandcenter’s Web site. “There are
numerous different places students
can gather, and at the same time, there
are many quiet spaces to concentrate
individually.”

VCU President Eugene P. Trani
said the grand opening is a credit to
outstanding faculty and staff.

“The grand opening of the Brandcenter
is a wonderful occasion to
celebrate the success of VCU’s graduate
advertising program as one of the best
in the country,” Trani said.