• Tourism is growing and Western could play an important role in researching what the tourism industry could expect from the mountain traveler. It was pointed out that Appalachian State has done this same research and Western should collaborate and extend - not just duplicate - what they have done.  
  
  
• The general consensus from this focus group is that the current system of engagement is more or less an occasional contact between the community and the University. It is perceived that there is no plan or office to help make this contact. A real partnership rather than occasional contact is needed. Many tourism boards exist. A primary need exists for someone to coordinate the efforts.
  
  
• The University serves as a location where resources, records and information are available to the National Park Service. It was felt by this group that the key to tourism is the ability of the University to provide these services as well as offer cultural resources as alternatives for visitors to the area.
  
  
• It was suggested that the University's plan for music and art and the community's relationship to tourism go hand in hand. Events such as the new Cullowhee ArtsFest, Summer Theatre Festival, Music Theatre program and the galleries and performance hall in the new Fine and Performing Arts Center will provide alternatives to connect with traditional tourism.
  
  
• Western must be a stakeholder in the larger community plan for tourism. Both Western and the community must have a sense of ownership in the plan.   
  
  
• A "town and gown" relationship must be established and nurtured. The process should include commitments from each group to develop an overall strategy - not just a "feel good" discussion. Coordinated efforts to connect each group do not exist and must be established.
  
  
• The Southern Highlands Craft Guild is focusing on the development of a destination/marketing center for Western North Carolina. This Center could work with Western to coordinate the Entrepreneurship major, Small Business Center and internships in academic departments to help make the necessary connections.

Staff leadership is needed to make positive connections, research, and outreach and provide programs that make engagement a reality.

Business, Banking, Management, and Finance

• Students can help with surveys for local businesses and then provide assistance implementing the findings.
  
  
• Provide incentives for faculty to interact with the community to provide service and research.
  
  
• Develop externships for faculty so they could experience first hand the opportunities and problems in the business world.
  
  
• Expand student co-op and internship opportunities that would lead to jobs that would keep Western graduates in the region.
  
  
• Create and provide a data base of resources that could be provided by Western. Include services that could be provided by students and faculty, as well as act as a clearinghouse for volunteer services provided by alumni and area retirees.
  
  
• Western could serve as a clearinghouse for startup funding opportunities to serve local business needs.
  
  
• Western should be more proactive in marketing services and assistance to new and growing businesses and help businesses build the network and synergy necessary for success. A suggestion was made for Western to host and maintain a web site that would post opportunities for engagement and connections such as a Small Business Resources Directory, provide links to key university issues, and information about the SBTDC.

Many resources seem to be available to the business community. The challenge is getting the message out to the community who needs the assistance. Engagement can be the solution if it is a priority and appropriately coordinated.

Communications, Media, and Technology

• Provide Western connections away from campus, for example, the existing connections that have been established in Hendersonville and Cherokee.
  
  
• Media coverage (radio, newspaper, television) is needed to promote what Western is currently doing to be engaged with the community.

Diversity Programs and Social Services

• Engage the aging population by doing outreach in the retirement areas and by having a lecture series related to aging. Provide programs such as the Great Life Series - where retirees are brought to campus for lunch, then enjoy a play or some other activity.
  
  
• Assisted living needs are a concern in Cherokee. Engage with Cherokee community on ways to include Cherokee culture when addressing aging and assisted living concerns in the various Health Care curricula.
  
  
• Establish a model program where people are encouraged to age successfully.
  
  
• There is a need to understand Latino culture. Western can assist this endeavor by providing guest speakers and performers and have bilingual leaders who can communicate with the Latino population in the community.
  
  
• The University could volunteer the use of bilingual students and professionals to assist with translation needs to agencies such as medical and social services organizations.
  
  
• It was suggested that the term, "tolerance," should not be used because no one wants to be tolerated. The focus group instead urged the use of the term, "appreciation of differences."
  
  
• All colleges should develop a diversity plan. The diversity plan in the College of Education and Allied Professions was discussed as an example.

Engineering, Emerging Science, and Technology

• Regional manufacturers need individuals with engineering background. Five Hundred and Seventy Five companies within 75 miles would love to have a relationship with Western. The community colleges have 2-year programs; however these students have to leave the region to gain 4-year engineering degrees, and often do not return. There is a need to create a vision in Western North Carolina elementary and high schools that students can become scientists and engineers here in the west.
  
  
• Western needs to partner more with the Regional High Tech Center.
  
  
• Educate the public that the loss of jobs in manufacturing has been the low skill jobs. Individuals must develop higher skills for the higher skill jobs now in manufacturing.
  
  
• There is a brain-drain of faculty since the university is losing top people and having to pay higher salaries to bring in junior faculty. Teaching loads must be reasonable so faculty can complete research and learn. "Learning" is more time consuming than teaching, and faculty have little time to take on additional roles.
  
  
• The university needs to show students how the fundamental skills are applied and promote a vision of success in our students. New campus initiatives such as informatics and biotechnology will build on fundamental skills and provide new applications of knowledge.
  
  
• Provide more internships and co-op opportunities for students.
  
  
• An engineering program is critical to provide assistance to existing and expanding industries in the region. We need to identify resources to convince foreign manufacturers, as well as US, to relocate here. We can provide the technology environment they desire.

Environment, Development and Infrastructure

• Offer more programs in environmental planning and health care, particularly senior care. Western should be the leading institution in the state in developing environmentally friendly construction and land use, especially as it relates to the mountain environment. Exercise leadership in educating the people of the region concerning environmental issues.
  
  
• Make business and governmental agencies aware of the expertise offered by faculty and staff members. Publicize this information and provide opportunities for networking.
  
  
• Western should take a leadership role and serve as a model for communities by developing and adopting environmentally sound principles.
  
  
• Develop a pilot program to show small towns how to handle recycling. Provide a source for information regarding recycling alternatives.
  
  
• Western should offer presentations to existing committees in the region related to environmental and development issues.
  
  
• Western could act as a liaison between various agencies in Raleigh and the region, and could help ensure that these state agencies are made aware of problems specific to the mountains. Since Cullowhee is not incorporated, there is no method for people in immediate proximity to the University to make their issues known to state governmental agencies. Western could assist other unincorporated areas facing the same problem.
  
  
• Western could assist the area by developing a plan for better access to the region, both in terms of ground transportation and access by air.
  
  
• Make information available on Western's web site regarding erosion control, problems with construction on steep slopes, and similar questions.

Health Care

• Assurance was provided to the focus group that Western's faculty and staff are ready to embark upon the concept of engagement and "thinking outside the box." Examples of progress were cited and included: on-line nursing training, EMS distance learning classes, Gerontology certificate program moving to a graduate degree, care giver training, etc. The discussion complimented Western for a greater interdisciplinary approach and encouraged more of this.
  
  
• A suggestion was made for Western's distance learning opportunities in nursing to be tied into the hospitals to enhance training and continuing education for both parties. This will help address the worsening nursing crisis.
  
  
• Engagement is the right direction and important to implementing solutions to the health care crisis as well as enhancing relationships with the community. A task force was proposed to interface the university with health care providers. Mark Leonard, Harris Regional Hospital, was named Chair.
  
  
• The University should provide access to its physical facilities (labs, etc.) as much as possible for community professionals.
  
  
• There is a need to address wellness and prevention services immediately. The focus group suggested consideration of a Master's degree in Wellness.
  
  
• The University should expand opportunities for students to learn (service learning opportunities.)
  
  
• Create new and flexible times for training, i.e., nights and weekends.
  
  
• Connect distance learning/world wide web from Western to WNC hospitals and share training from each. (For example, Nursing students could be at Western watching an in-service session conducted by physicians at Harris Hospital.)
  
  
• Continue yearly Summits and other means of bringing the campus and the community together.

Local and State Government

• Provide more training for local leaders like that provided by the Institute of Government in Chapel Hill.
  
  
• Encourage and advertise partnerships and student internships with government workers, elected officials, and city managers.
  
  
• Develop the vast potential of the Center for Regional Development. Few people know of its existence and it needs to add value to Western.

Community College

• A mutual respect for the differing roles related to all institutions of higher education (university and community college) is of paramount importance to all engagement activities.
  
  
• The College of Education can take on a larger role in the preparation of future community college leaders.
  
  
• A doctoral program in Community College Leadership is needed to produce top-level administrators at the community colleges in the region and across the state. Consider adult sensitive programming and dedication to student-centered principles.
  
  
• Establish working groups between teachers (P-12) and faculty members at the community colleges, and the university that revolve around discipline specialties.
  
  
• Western should develop a working seminar for community colleges regarding enrollment, transfer articulation, financial aid consideration, and transcript evaluation every summer.

Public School P - 12

• Collaborate with public schools on recruitment and preparation of more teachers to address the critical teacher shortage. Lobby for more programs like NC-TIP, but target in-state students. Western could also co-sponsor more Teacher Cadet Programs.
  
  
• Western already has an outstanding relationship with area school systems. Continue the collaboration and assistance that is provided.
  
  
• Western could assist teachers with designing delivery of courses such as AP classes to public school students through the use of technology. These classes typically have low enrollment at high schools in Western North Carolina making it difficult for small schools to offer the courses.
  
  
• Encourage students in teacher preparation programs to consider educational administration opportunities as principals to help address the state shortage of principals.

Public Administration: Courts/Police/Fire Departments/Emergency Management

• The outside community does not know whom to contact for help with interns, potential employees, seminars, etc. It would help the public to know which office to call for information.
  
  
• Offer continuing education for the professions such as lawyers and judges.
  
  
• Assist counties with modern infrastructure and qualify of life issues.
  

Question 4:

What do members of the focus group need from Western? Where can we help immediately and long term?

This question generated many specific suggestions. These are as follows:  

• Think of engagement in nontraditional and creative ways.
  
  
• It is a great time for Western to partner with area business and nonprofit organizations. This includes offering packages to visitors that could include ticket combinations with visits to campus sporting or cultural events and tie-in with restaurants, hotels, etc.
  
  
• Build stronger connections with the Jackson County Chamber of Commerce and a stronger presence in the Town of Sylva.
  
  
• Be more proactive in marketing the knowledge, services and resources available to the community served by Western.
  
  
• Develop an extensive database and central clearinghouse that details information about available services, resources, and individuals with expertise in specific areas. This database could also include names of retirees and alumni with specialized expertise they may be willing to share. One participant suggested a "catalog of expertise" for distribution to community leaders and posted on the WCU website.
  
  
• Provide networking opportunities and regular workshops for area businesses and faculty/staff. This would provide a forum for interaction and collaborative discussion.
  
  
• Expand co-op and internship positions for students. This would result in more faculty involvement with businesses and governmental agencies, and could also give our graduates an idea of jobs available in the surrounding region. It could also result in more recognition of the quality of Western's programs.
  
  
• Provide incentives for faculty to be involved in interaction within the region. Recognize the types of service that can involve research and credit for service.
  
  
• Determine the ways in which engagement will factor into tenure and promotion review. The concept of service needs to be defined.
  
  
• Develop externships for faculty so they could experience business, industry, and government problems first-hand.
  
  
• Curriculum/degree suggestions included environmental planning, more emphasis on health care programs, senior care, articulation for a non-calculus based Engineering Technology program, a masters degree program in B-K education, and work toward establishing a medical school.
  
  
• Communication must convey that although Western is a growth institution, the values and heritage of the region are valued by the university. The message must be sent that the university wants to grow while protecting these values.
  
  
• Communication needs to increase between faculty, administrators and healthcare community.
  
  
• Address lack of diversity in employees on campus.
  
  
• Develop mechanisms to increase diversity among students in each College.
  
  
• Encourage more Native American and other minority students to be active in student groups.
  
  
• Provide outreach activities in retirement communities. Provide transportation service to special campus events such as the ArtsFest (for example, area retirement centers provide shuttle service to performances at Brevard Music Center).
  
  
• Explore creative ways to offer classes to seniors who cannot afford the class. For example, require 5 hours of volunteerism on campus. This way the retiree can enjoy university programs and the university can benefit from having them involved in campus activities.
  
  
• Invite school superintendents to campus more often to share their needs and concerns. A possible meeting time for superintendents of the seven western school systems would be after the monthly WRESA meeting. Curriculum specialists also meet monthly. The "7 West" have many similar concerns.
  
  
• Publish newsletter stories of success for all public school teachers to assist in teacher recruitment. This idea could be extended to all disciplines on campus.
  
  
• Schedule a meeting of all of Western's Distinguished Professors. This is for the purpose of dialogue regarding how they might enrich the campus community.
  
  
• Call a Summit on the Arts to explore the use of the new Performing Arts Center and its possible effect on Western North Carolina. This summit could focus on such agenda items as: (1) Economic development of the region, (2) The cultural base of the region, (3) A mission statement for the facility, (4) The function within the academic structure of the university, (5) Ways the center can become a magnet for culture in the region, (6) Ways the facility can contribute to new ideas of culture/art "within and outside of the box."

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