North Avenue will be renamed University Boulevard as part of the 20,000 movement this year. The name change and the movement are designed to expand the number of students attending Colorado Mesa University and boost the local economy.
John Marshall, the vice president of student services for CMU, clarified the 20,000 movement is not a CMU initiative. It is the work of the community and the Grand Junction Chamber of Commerce.
Marshall said the goal of the initiative is not to increase the student body to 20,000 students as has been rumored, but to add 5,000 students to the school and then partner with 5,000 community members, whether they be private citizens, organizations or businesses, who will support the university.
“This could be in forms of Maverick decals on store windows, special deals for students,” Marshall said.
The new name is something that the Grand Junction Chamber of Commerce, community members and the university believe could be beneficial to this movement.
The new movement is not solely for the benefit of the school, as CMU has also been an asset to the community. The chamber of commerce’s 2016 CMU economic impact report estimated $447.5 million poured into the community in 2016 because of the university.
Over 10 years, the amount of money CMU has invested in the community grew by $250 million. The movement believes adding five thousand more students to the university will increase and boost the local economy.
“What the chamber is essentially saying is ‘how can we boost the economy by helping CMU?’ John Marshall said.
CMU’s five-year plan, which includes building new dorms and adding new degree programs, is related to the movement.
“The five-year plan and the 20,000 Movement really go hand in glove,” Marshall said, and added that CMU’s priority is not only for on-campus students. Marshall stated that increasing community college programs and online college membership would be just as essential to this movement.
The goal of the university and the chamber of commerce is to also improve secondary education in the Grand Valley and surrounding Western Slope counties.
CMU President Tim Foster’s goal for CMU is to make college more affordable for residents of the Western Slope. The city and university believe the 20,000 movement is the best way to achieve it.
University Boulevard is only a piece of the larger puzzle of the 20,000 movement. By drawing attention to the campus through the name change, partnerships with businesses, and increasing the size and scope of the university, CMU will be able to boost the local economy. This initiative will create new jobs and help more Grand Valley residents achieve a college education.
Marshall said the movement would be a long-term project, perhaps taking around 10 years.
“Well, it took nearly 10 years to increase the student body by 5,000 students to where it is now,” Marshall said. “Who’s to say it couldn’t take 10 more?”
