Morehouse College (“College”) selected The Scion Group (“Scion”) to provide a student housing market and demand analysis for the contemplated development of a new student housing property located on the College’s campus. Located in Atlanta, Georgia, the College is predominantly an undergraduate campus with a full-time enrollment of approximately 2,100 students, making it the largest men’s college in the United States and one of the few remaining traditional men’s liberal arts colleges in the U.S. Morehouse College is a Historically Black College or University (HBCU), whose mission is to is “to develop men with disciplined minds to lead lives of leadership and service by emphasizing the intellectual and character development of its students and assuming a special responsibility for teaching the history and culture of black people.” A defining aspect of the Morehouse experience is the residential program, which is transitioning to a residential college model. Scion’s recommendations were provided within the context of the College’s mission, goals, and intention to transition to a residential college model.
As part of the student housing market and demand study, Scion evaluated enrollment trends and projections and conducted stakeholder interviews with Morehouse College staff and administration. To understand student interest in on-campus housing, Scion hosted student focus group sessions and conducted an online survey of students’ housing preferences to determine potential demand. The report also included an analysis of the conditions of the off-campus rental market and reviewed housing at peer and aspirational institutions as identified by the College. After gathering both the qualitative and quantitative data, Scion determined there was demand for additional on-campus student housing and recommended that Morehouse College move forward with the contemplated new student housing project. Scion also offered additional recommendations for slight adjustments to the College’s housing contract as well as the services provided to the students living on campus, such as additional laundry rooms and greater community space in existing halls, which would likely increase the demand for on-campus housing. Should new housing be realized, Scion recommended re-evaluating student demand again a few years after opening, as Scion’s experience indicates that new housing usually increases overall demand.