Fordham University's Westchester Campus
by Miles Gamble
The Fordham University Westchester campus, located in West Harrison, NY, was established in 2008. The campus was formerly located in Tarrytown, NY since 1976. Earlier this year, the New York Times released an article that described Fordham University as one of the entities that helped to reinvent Westchester’s “Platinum Mile”, a part of Westchester that was host to large corporate enterprises from the 1960’s to 90’s, such as General Foods.[1] In their 2008 brochure, Fordham displayed the Westchester campus as a spatial oasis, with nearly 63,000 square feet of space, and over 30 beautifully manicured acres.[2] Along with an attractive, natural setting, the campus also boasted being an ideal place for meetings and business functions. For example, the new campus provided three “fully equipped” conference rooms and wireless internet throughout the entire campus.[3] Fordham’s Westchester campus is also the home a business school, which may be attributed to the fact that that Westchester has been historically known for nurturing expanding businesses, such as PepsiCo and General Foods. Fordham’s location on Westchester’s Platinum Mile provided ample space to expand its borders, mirroring the historical patterns of corporate campuses that thrived along the Mile four decades ago. Also, the amenities offered by Fordham’s Westchester Campus resemble those offered by corporate campuses of the past. Lastly, the economic climate that existed along the Platinum Mile at the time Fordham was established created conditions that allowed Fordham to become a corporate campus in addition to being an institution of higher learning.
Since moving to West Harrison, along Westchester’s famous Platinum Mile, Fordham University has made an attempt to follow in the footsteps of great corporate campuses that brought the area prominence from the mid-1960’s to 80’s. A corporate campus was considered an established business that more than likely expanded to a pastoral setting, seeking to use “clever technological innovations to trounce rivals and entice consumers.”[4] In the past 10 years, parts of Westchester, such as the Platinum Mile, have seen a large vacancy of these businesses, while smaller businesses were left struggling to remain financially stable.[5] One theory why businesses have decayed along the Platinum Mile is due to the stagnant corporate. Architect Louise Mozingo posits, [on a global scale,] “Pastoral capitalism [as exhibited by the corporate campus] [is] an indication of a kind of ‘dumb’ repetition of a type of built environment…[it] became the object of thoughtless imitation, normalized as part of the city building process through zoning, financing, and real estate marketing.”[6] As a young resident of the Platinum Mile, Fordham University was in an exemplary position, ironically using its location, amenities, and ability to capitalize on the economic climate of the time.
First, Fordham’s Westchester campus had many amenities to offer its consumers, such as: free parking, videoconference rooms, a student lounge and café, a mail center, a special dining and conference room, and over 20 SMART classrooms (referring to classrooms that have internet and audio visual access).[7] Fordham’s Westchester campus became a “one-stop shop” for those planning business events or looking for a quality education. However, offering such amenities was not uncommon when it came to corporate campuses in Westchester and elsewhere. The use of these amenities was not just for the comfort of consumers; it was also used to retain consumers for the continual operation of the campus. One example of this was the headquarters of Connecticut’s General Life Insurance Company, who by the 1960’s had, “an unprecedented set of employee amenities,”[8] including a large cafeteria, snack and soda bar, ping pong table, shuffleboards, barbershop, a beauty parlor, an auditorium and meditation room.[9] All of these perks that were offered to employees were used to as a retention method after General Life moved to rural Connecticut. In the same way, Fordham University’s Westchester Campus was trying to offer all of the features accessible to a city campus, but in the suburbs. Fordham’s Westchester brochure, proudly mentioned that its meeting rooms and classrooms were “dynamic space[s] that can be customized and configured” to the liking of the consumer. In an attempt to emulate the modern corporate campus, Fordham emphasized its capacity to use its space to generate business. A local example of this can be found in the PepsiCo headquarters in Westchester. Established in 1965, it became a symbol of what the corporate campus could offer people in the suburbs without having to go to the city.[10] The “Golden Path”, PepsiCo’s garden of rare modern sculptures open to the public, was a great example of an artistic amenity because it was built in order to bring pride to employees and to impress the general public.[11] Fordham, a campus that found its roots in the city, sought to attract and gain support from the surrounding Westchester community while holding onto consumers in the city, and the amenities offered by Fordham were used to keep both parties happy.
Also, Fordham’s Westchester Campus was established at a time in history where the economic conditions allowed such an expansion. Remembered as the home the of massive corporations such as General Foods and PepsiCo, the Platinum Mile in 2008 hosted to a multitude of business start-ups.[12] However, according to business leaders, the Platinum Mile began to open its space to more than just traditional corporations. In the past 10 years, the Platinum Mile has hosted housing facilities, retail shops, and, in the case of Fordham, academic facilities, all of which were attempts to revive the Platinum Mile and the Westchester economy.[13] It is also not without consequence that in the past ten years the Platinum Mile has been ailing from one of its hardest financial times in history, being described by real estate experts as the reason why “Westchester County has been on a hangover for the past 20 years.”[14] So, being in an area where conditions allowed the diversification of space to increase commerce, Fordham University was afforded the opportunity to make a new campus that could serve the academic community while engaging businesses with other services. Further, according to historical trends of businesses that also moved to the city’s periphery, relocating to the Platinum Mile maximized Fordham’s acquisition of more space. In Peter Rowe’s work on “Corporate Estates” he explains that throughout the mid to late 20th century, corporations looking to expand found that that city centers, such as Manhattan, were becoming increasingly expensive, and leaving proved to be lucrative.[15] Whereas expansion would have been potentially costly and limiting, Fordham’s new location along the Platinum Mile came with “favorable tax rates”, which were implemented in 2008 amid the economic recession.[16] In sum, Fordham’s Westchester campus was supported by its advantageous location along the Platinum Mile because it had more space to expand its services.
Fordham University is a prime example of a corporate campus on the rise in Westchester. Because of its location, the amenities it offers, as well as the economic climate surrounding the Platinum Mile, Fordham has been able to establish its campus and offer many services to potential consumers. Fordham Westchester also has amenities that resemble corporate campuses of the 1960’s and 70’s. As the Platinum Mile tries to find its former footing as a booming section of Westchester, Fordham University serves as an example of its potential rebirth.
Notes:
[1] Brenner, Elsa. “In Westchester, the Platinum Miles is Reinvented, Again”. The New York Times. http://www.nytimes.com/2012/01/04/realestate/commercial/westchester-countys-platinum-mile-is-reinvented-again.html?_r=0, (2012) pg. 1
[2] Fordham Westchester: A Great New Location for Meetings and Events,” Fordham University, accessed October 21, 2012, http://www.fordham.edu/images/westchester/09-0693_westchester_conference_facilities_pdf[1].pdf
[3] Fordham Westchester: A Great New Location for Meetings and Events.”
[4] Louise A. Mozingo, Pastoral Capitalism: A History of Suburban Corporate Landscapes, Cambridge, 2011, 45
[5] Brenner, Elsa. “In Westchester, the Platinum Miles is Reinvented, Again”. The New York Times. http://www.nytimes.com/2012/01/04/realestate/commercial/westchester-countys-platinum-mile-is-reinvented-again.html?_r=0, (2012) pg. 1
[6] Mozingo, 221.
[7] Fordham University Brochure
[8] Mozingo,113.
[9] loc. cit.
[10] Stein, Donna. “The Donald M. Kendall Sculpture Gardens at PepsiCo.” From The Donald M. Kendall Sculpture Gardens at PepsiCo. A. Colish Inc, Mount Vernon, New York (1986) pg. 4
[11] Stein, Donna. “The Donald M. Kendall Sculpture Gardens at PepsiCo”, pg. 6
[12] Brenner, Elsa. “In Westchester, the Platinum Miles is Reinvented, Again”, pg. 1
[13] Brenner, 1.
[14] Liu, Betty Ming. “Bringing a Luster Back to Westchester’s Platinum Mile.” Newsday. http://newyork.newsday.com/business/bringing-a-luster-back-to-westchester-s-platinum-mile-1.4139315, (2012) pg. 1
[15] Rowe, Peter. “Corporate Estates,” from Middle Landscapes, The MIT Press, Boston MA, (1992) pg. 151-155
[16] Liu, Betty Ming. “Bringing a Luster Back to Westchester’s Platinum Mile”, pg 1
The Fordham University Westchester campus, located in West Harrison, NY, was established in 2008. The campus was formerly located in Tarrytown, NY since 1976. Earlier this year, the New York Times released an article that described Fordham University as one of the entities that helped to reinvent Westchester’s “Platinum Mile”, a part of Westchester that was host to large corporate enterprises from the 1960’s to 90’s, such as General Foods.[1] In their 2008 brochure, Fordham displayed the Westchester campus as a spatial oasis, with nearly 63,000 square feet of space, and over 30 beautifully manicured acres.[2] Along with an attractive, natural setting, the campus also boasted being an ideal place for meetings and business functions. For example, the new campus provided three “fully equipped” conference rooms and wireless internet throughout the entire campus.[3] Fordham’s Westchester campus is also the home a business school, which may be attributed to the fact that that Westchester has been historically known for nurturing expanding businesses, such as PepsiCo and General Foods. Fordham’s location on Westchester’s Platinum Mile provided ample space to expand its borders, mirroring the historical patterns of corporate campuses that thrived along the Mile four decades ago. Also, the amenities offered by Fordham’s Westchester Campus resemble those offered by corporate campuses of the past. Lastly, the economic climate that existed along the Platinum Mile at the time Fordham was established created conditions that allowed Fordham to become a corporate campus in addition to being an institution of higher learning.
Since moving to West Harrison, along Westchester’s famous Platinum Mile, Fordham University has made an attempt to follow in the footsteps of great corporate campuses that brought the area prominence from the mid-1960’s to 80’s. A corporate campus was considered an established business that more than likely expanded to a pastoral setting, seeking to use “clever technological innovations to trounce rivals and entice consumers.”[4] In the past 10 years, parts of Westchester, such as the Platinum Mile, have seen a large vacancy of these businesses, while smaller businesses were left struggling to remain financially stable.[5] One theory why businesses have decayed along the Platinum Mile is due to the stagnant corporate. Architect Louise Mozingo posits, [on a global scale,] “Pastoral capitalism [as exhibited by the corporate campus] [is] an indication of a kind of ‘dumb’ repetition of a type of built environment…[it] became the object of thoughtless imitation, normalized as part of the city building process through zoning, financing, and real estate marketing.”[6] As a young resident of the Platinum Mile, Fordham University was in an exemplary position, ironically using its location, amenities, and ability to capitalize on the economic climate of the time.
First, Fordham’s Westchester campus had many amenities to offer its consumers, such as: free parking, videoconference rooms, a student lounge and café, a mail center, a special dining and conference room, and over 20 SMART classrooms (referring to classrooms that have internet and audio visual access).[7] Fordham’s Westchester campus became a “one-stop shop” for those planning business events or looking for a quality education. However, offering such amenities was not uncommon when it came to corporate campuses in Westchester and elsewhere. The use of these amenities was not just for the comfort of consumers; it was also used to retain consumers for the continual operation of the campus. One example of this was the headquarters of Connecticut’s General Life Insurance Company, who by the 1960’s had, “an unprecedented set of employee amenities,”[8] including a large cafeteria, snack and soda bar, ping pong table, shuffleboards, barbershop, a beauty parlor, an auditorium and meditation room.[9] All of these perks that were offered to employees were used to as a retention method after General Life moved to rural Connecticut. In the same way, Fordham University’s Westchester Campus was trying to offer all of the features accessible to a city campus, but in the suburbs. Fordham’s Westchester brochure, proudly mentioned that its meeting rooms and classrooms were “dynamic space[s] that can be customized and configured” to the liking of the consumer. In an attempt to emulate the modern corporate campus, Fordham emphasized its capacity to use its space to generate business. A local example of this can be found in the PepsiCo headquarters in Westchester. Established in 1965, it became a symbol of what the corporate campus could offer people in the suburbs without having to go to the city.[10] The “Golden Path”, PepsiCo’s garden of rare modern sculptures open to the public, was a great example of an artistic amenity because it was built in order to bring pride to employees and to impress the general public.[11] Fordham, a campus that found its roots in the city, sought to attract and gain support from the surrounding Westchester community while holding onto consumers in the city, and the amenities offered by Fordham were used to keep both parties happy.
Also, Fordham’s Westchester Campus was established at a time in history where the economic conditions allowed such an expansion. Remembered as the home the of massive corporations such as General Foods and PepsiCo, the Platinum Mile in 2008 hosted to a multitude of business start-ups.[12] However, according to business leaders, the Platinum Mile began to open its space to more than just traditional corporations. In the past 10 years, the Platinum Mile has hosted housing facilities, retail shops, and, in the case of Fordham, academic facilities, all of which were attempts to revive the Platinum Mile and the Westchester economy.[13] It is also not without consequence that in the past ten years the Platinum Mile has been ailing from one of its hardest financial times in history, being described by real estate experts as the reason why “Westchester County has been on a hangover for the past 20 years.”[14] So, being in an area where conditions allowed the diversification of space to increase commerce, Fordham University was afforded the opportunity to make a new campus that could serve the academic community while engaging businesses with other services. Further, according to historical trends of businesses that also moved to the city’s periphery, relocating to the Platinum Mile maximized Fordham’s acquisition of more space. In Peter Rowe’s work on “Corporate Estates” he explains that throughout the mid to late 20th century, corporations looking to expand found that that city centers, such as Manhattan, were becoming increasingly expensive, and leaving proved to be lucrative.[15] Whereas expansion would have been potentially costly and limiting, Fordham’s new location along the Platinum Mile came with “favorable tax rates”, which were implemented in 2008 amid the economic recession.[16] In sum, Fordham’s Westchester campus was supported by its advantageous location along the Platinum Mile because it had more space to expand its services.
Fordham University is a prime example of a corporate campus on the rise in Westchester. Because of its location, the amenities it offers, as well as the economic climate surrounding the Platinum Mile, Fordham has been able to establish its campus and offer many services to potential consumers. Fordham Westchester also has amenities that resemble corporate campuses of the 1960’s and 70’s. As the Platinum Mile tries to find its former footing as a booming section of Westchester, Fordham University serves as an example of its potential rebirth.
Notes:
[1] Brenner, Elsa. “In Westchester, the Platinum Miles is Reinvented, Again”. The New York Times. http://www.nytimes.com/2012/01/04/realestate/commercial/westchester-countys-platinum-mile-is-reinvented-again.html?_r=0, (2012) pg. 1
[2] Fordham Westchester: A Great New Location for Meetings and Events,” Fordham University, accessed October 21, 2012, http://www.fordham.edu/images/westchester/09-0693_westchester_conference_facilities_pdf[1].pdf
[3] Fordham Westchester: A Great New Location for Meetings and Events.”
[4] Louise A. Mozingo, Pastoral Capitalism: A History of Suburban Corporate Landscapes, Cambridge, 2011, 45
[5] Brenner, Elsa. “In Westchester, the Platinum Miles is Reinvented, Again”. The New York Times. http://www.nytimes.com/2012/01/04/realestate/commercial/westchester-countys-platinum-mile-is-reinvented-again.html?_r=0, (2012) pg. 1
[6] Mozingo, 221.
[7] Fordham University Brochure
[8] Mozingo,113.
[9] loc. cit.
[10] Stein, Donna. “The Donald M. Kendall Sculpture Gardens at PepsiCo.” From The Donald M. Kendall Sculpture Gardens at PepsiCo. A. Colish Inc, Mount Vernon, New York (1986) pg. 4
[11] Stein, Donna. “The Donald M. Kendall Sculpture Gardens at PepsiCo”, pg. 6
[12] Brenner, Elsa. “In Westchester, the Platinum Miles is Reinvented, Again”, pg. 1
[13] Brenner, 1.
[14] Liu, Betty Ming. “Bringing a Luster Back to Westchester’s Platinum Mile.” Newsday. http://newyork.newsday.com/business/bringing-a-luster-back-to-westchester-s-platinum-mile-1.4139315, (2012) pg. 1
[15] Rowe, Peter. “Corporate Estates,” from Middle Landscapes, The MIT Press, Boston MA, (1992) pg. 151-155
[16] Liu, Betty Ming. “Bringing a Luster Back to Westchester’s Platinum Mile”, pg 1