CAPTIMES, February 29, 1996
Coca-Cola is not "it" at PSU
by Jason Necirow
Contributor.
Universities are often the
target of big businesses trying
to corner the market.
Universities guarantee
businesses, for a price, sole
usage of their products pro
hibiting competing products
from being used.
For instance, Penn State
has a deal with Pepsi Co. to
sell only Pepsi products
throughout the university's 23
campuses. This means a
Penn State student or
employee can never find a
Coca Cola machine at any
Penn State school or branch
campus
The price tag: Pepsi will
pay Penn State $l4 million
over the next 10 years.
Corporate and university
agreements are becoming
more popular as businesses
try to find ways to attract
new customers and universi-
ties seek new ways to raise
money
But a university may be
involved in many such agree-
ments
Within the Penn State
budget, the school has
agreements with at least
three major businesses. Penn
State has agreements with
AT&T for communication ser
vices' while the Barnes and
Noble Company, the book
store company, is the sole
supplier of academic materi
als.
From a corporate per
spective, the consumer stu
dents will become the con-
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From the university per
spective, the agreements are
a way to guarantee addi
tional monies to the school
for such projects as the new
Convocation and Events
Center at University Park and
other "critically needed facili
ties and programs," former
University President Joab
Thomas said in a newsletter in
1992.
With the cooperative,
Penn State is restricted from
selling or using products from
competing companies. This
means every phone call
made from a Penn State
phone will be serviced by an
AT&T representative.
Essentially the Pepsi Cola Co.,
AT&T and the Barnes and
Noble Co. have cornered the
market for the 70,000 stu
dents.
"The logic behind this is
students' tastes are formed
while they are away from
home," Sandy Friedman of
PSH Development Office
said.
"This is another way com
panies try to influence future
consumers," Friedman said.
Chris Jones, Pepsi Co.
spokesperson, said the cola
company tries to give con
sumers every opportunity to
buy their product.
"We're always looking for
areas to sell our products and
universities give us an oppor
tunity to branch out," Jones
said.
The company has been
focusing on the university as
14 4
gw4,
Special "THINK SPRING" Offer:
a marketing strategy within
the last five years, according
to Jones. So far, Pepsi has
agreements with close to 50
percent of Pennsylvania's
state and private universities.
"Research shows when
you have tried something at
an early age, you will stay
with it or eventually go
back," Jones said of the col-
lege-age market.
Other corporate agree
ments are found at various
levels in the university, espe
cially collegiate sports pro
grams
Many university coaches
have contracts with major
companies such as Nike Inc.
or Adidas, which guarantees
their sports program bonuses
for endorsing their product.
Nike, a major supporter of
collegiate sports, guarantees
North Carolina $4.6 million
over four years if the team
endorses the sneaker.
Georgia gets $BOO,OOO for
four years and Georgia Tech
receives $200,000 a year.
The program only needs to
wear the sneaker to keep the
money coming in.
So when coaches like Joe
Paterno and Notre Dame's
Woody Hayes endorse Burger
King, Penn State football
benefits from scholarship
funds as an incentive for
them to do the advertise
ment. How much? Try $1 mil
lion in scholarships for Penn
State football.
AT&T representatives
refused to discuss corporate
agreements
NEWS
Spring Fest at Ski Roundtop to feature
snowboarding, celebrity Ski race and battle of the bands.
Benefits David Hearth Memorial Foundation .
By Emily Damanskis
Contributor
"When my brother
died, I looked at what that
would mean to my family
and what that means to me,
and rather than make it a
negative experience I've
tried to use it to enrich the
lives of other people, " said
Tracy Hearth, a Penn State
Harrisburg alumna.
David Hearth died in
a fire at California University
of Pennsylvania in February
1992.
The David Hearth
Memorial Foundation was
created out of this personal
tragedy. It has raised more
than SlO,OOO in three years
for local chapters of the
Special Olympics and the
American Red Cross.
David loved skiing.
During high school, he
gained self confidence
instructing children at Ski
Roundtop in Lewisberry.
While attending college, he
coached Special Olympic
athletes at Seven Springs Ski
Resort
Hearth wanted to
share the joy David found in
skiing while helping the chari
ty he supported, the Special
Olympics, and the one that
supported his family and
friends at the time of his
death, The American Red
Cross.
"This is why I have cre
ated the mission of the David
Hearth Memorial Foundation
to be an encouragement of
personal growth, to lessen
the impact of sudden
tragedy and to enhance the
human spirit," Hearth said.
That is why the David
Hearth Memorial Spring Fest
will take place at Ski
Roundtop on Mar. 8-10 and
at Killington, Vt. on Mar. 23-24
A host of festivities
and surprises, including a
celebrity ski race, snow
boarding, snow volleyball, a
slalom race, a pond skim-
ming competition, as well as
a battle of the bands, will
make it a multi-faceted
event
"This is the first year
that we are taking the
Spring Fest nationally to one
of the largest slopes in the
East," Hearth said. "We have
an incredible package set
up that's probably half the
price of what you'd get there
that weekend, but the
Killington group has done
that as a favor to the David
Hearth Memorial
Foundation."
Lisa Heyman, public
relations and publicity team
leader said, "You don't have
to ski to volunteer, you don't
have to ski to participate. The
battle of the bands and the
national band that we'll
have are going to be free.
You can come up and just
party at Ski Roundtop; it's
free to get in."
They will also be spon
soring ten publicity nights at
local bars; seven in the
Harrisburg area, one in York,
Y✓
and two in Lancaster. They
plan to sell 16 ounce tum
blers with the Spring Fest logo
on the them. The first cup
includes beer for $5 and
each additional beer is 50
cents. They will also be pro-
viding the entertainment
there
Heyman said this year
they will be giving out a free
Supercard with a list of local
merchants who will accept
the card. Each merchant
can offer their own promo-
tion. Volunteers, participants
and customers at the bar
nights will be given the
Supercard, which is valid for
one year
"The Supercards not
only provide us with publicity,
they give something back to
all of our volunteers and our
sponsors, which we all feel is
very important," Heyman
Volunteers can do
anything from selling
mugs on publicity nights to
helping out with one of the
various committees, which
include entertainment, spon
sorship, public relations and
publicity committee.
"None of us are paid,
but I'm doing this because I'll
make a lot of good connec
tions for future job possibilities
and I get a lot experience,
" Heyman said.
For more information
on how to participate, pro
vide financial support or to
volunteer, call (717) 432-0391
-1(
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