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UCF ROSENCOLLEGE OFHOSPITALITYMANAGEMENTSTRATEGICPLAN:VISION 2025December 2019

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UCF ROSEN COLLEGE OF HOSPITALITY MANAGEMENTSTRATEGIC PLAN: VISION 2025Table of ContentsPageMessage from the Dean 4About Rosen College . 6UCF Rosen College Facts . 7-8Mission, Vision, Values, Service Promise . . 9Strategic Goals . . 10UCF Impact Statement . . 11Strategic Plan Goals and Actions . . 12 - 13About the Strategic Plan 14Leading the Strategic Plan 142

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MESSAGE FROM THE DEANIt is my honor to share with you the UCF Rosen College of Hospitality ManagementStrategic Plan: Vision 2025. At UCF Rosen College, we believe in the principles ofleadership, professionalism and service, and this is reflected in everything we do.It’s not only our mission, but also our responsibility to instill this philosophy in the futureleaders of the hospitality and tourism industry as we seek continued growth andexcellence in our field.This Strategic Plan was developed through many months of contemplative analysisby faculty and staff to produce a document that exemplifies the mission, vision,values and service promise of UCF Rosen College. The college’s goal is not only tobe the best in the country, but globally. Here are some key factors to the college’ssuccess: Highly-experienced faculty in the fields of events, entertainment, destinationmarketing and management, foodservice, hospitality management, lodging,restaurant management, theme parks and attractions, tourism marketingand management, senior living managementFour top tier journals:o International Journal of Contemporary Hospitality Managemento International Journal of Hospitality Managemento Journal of Destination Marketing & Managemento Journal of Hospitality and Tourism InsightsOne research magazine: Rosen Research ReviewAdvisory Boards to share contemporary real-world insightsIndustry engagementInternationally-recognized researchers in tourism destination planning anddevelopment, sustainability and resilience, event operations andmanagement, image and branding, sports events and sports tourism, fairsand festivals, tourism, crises and disasters and nature-based tourismExtensive international networking opportunities in the public, private andgovernmental sectorsExcellent online educators at the undergraduate and graduate levels.In reviewing the UCF Rosen College of Hospitality Management Strategic Plan you’llsee the clear focus of our view for the future. As we move forward, we trust that theinitiatives herein will lead us on a path that will provide unparalleled opportunities forgrowth.Youcheng Wang, Ph.D.Dean, UCF Rosen College of Hospitality Management4

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UCF ROSEN COLLEGE OF HOSPITALITY MANAGEMENTSTRATEGIC PLAN: VISION 2025ABOUT ROSEN COLLEGEUCF Rosen College of Hospitality Management is committed to providing anenvironment where the diverse backgrounds of students and faculty enrichlearning and foster applied research and active service to the University,alumni and community. In addition to learning from our faculty ofinternationally-recognized experts, students benefit from our unparalleledindustry partnerships that provide access to guest speakers, internships,memberships, scholarships, and networking opportunities that help stimulatesuccessful careers in this exciting and booming industry.Located just minutes from some of the world’s top-rated attractions, resorts,restaurants, and convention spaces, UCF Rosen College provides studentswith an unrivaled opportunity to learn and work in the industry’s leadingmarket. Situated in the heart of hospitality, Orlando, Florida, UCF RosenCollege also looks like it belongs in a world-class destination: our 300,000 square-foot, state-of-the-art, Mediterranean resort-style campus, comprisedof 159,000-square-foot educational facility and 150,000-square-foot housingfor 400 students, is the largest facility ever built for hospitality managementeducation. A 43,000-square-foot academic building expansion will breakground in early 2020, slated for completion in fall 2021.6

UCF ROSEN COLLEGE OF HOSPITALITY MANAGEMENTSTRATEGIC PLAN: VISION 2025UCF ROSEN COLLEGE FACTS The largest program of Hospitality Management in North America with3,000 students, 73 full-time faculty members, 35 adjuncts and 64 staffThe faculty members originate from 17 different countriesRanked among the top 5 Hospitality Programs in the World amongmore than 1,000 programs globally based on overall quality accordingto CEOWorld Magazine 2018Ranked among the top 5 Hospitality Programs in the World based onresearch according to Shanghairankings 2019Students have a 97% Job Placement Rate upon graduationThe most comprehensive curriculum covering all areas of Hospitality,Tourism, Foodservice, Entertainment, Event, and Senior LivingManagement – in face-to-face, fully online or mixed modesThe most comprehensive program of its kind with undergraduatedegrees in:o Hospitality Management B.S.o Event Management B.S.o Foodservice and Restaurant Management B.S.o Entertainment Management B.S.o Senior Living Management B.S.Graduate degrees in:o Master of Science in: Hospitality & Tourism Managemento Master of Science in Travel Technology and Analytics (Fall 2020 inpartnership with College of Engineering and Computer Science)o Ph.D. in Hospitality ManagementThe 10,000 UCF Rosen College alumni are serving mostly in seniormanagement positions in all facets of the hospitality and tourismindustry, throughout the USA and in more than 20 countriesInternational exchange program with similar colleges in 16 countriesincluding Austria, Australia, New Zealand, China, Japan, South Korea,Italy, Portugal, and United KingdomPartnerships with major hospitality and tourism companies andassociations such as ARDA (American Resort Development7

UCF ROSEN COLLEGE OF HOSPITALITY MANAGEMENTSTRATEGIC PLAN: VISION 2025UCF ROSEN COLLEGE FACTS (Continued) Association), CFHLA (Central Florida Hotels & Lodging Association),Walt Disney World Company, IAAPA (International Association ofAmusement Parks and Attractions), HFTP (Hospitality Financial andTechnology Professionals), HTNG (Hospitality Technology NextGeneration), Marriot International, Universal Parks and Resorts, USTA(United States Tennis Association), Visit Florida, Visit Orlando and others.Home to four major academic journals in the field of Hospitality &Tourism, three of which are included in Social Science Citation Index(SSCI): International Journal of Hospitality Management, InternationalJournal of Contemporary Hospitality Management, and Journal ofDestination Marketing & ManagementPublishes Rosen Research Review (RRR), an applied research magazineserving as a bridge between academic research and industryapplications, distributed to 100,000 subscribers worldwide.8

UCF ROSEN COLLEGE OF HOSPITALITY MANAGEMENTSTRATEGIC PLAN: VISION 2025OUR MISSIONUniversity of Central Florida’s Rosen College of Hospitality Managementeducates and develops future generations of global hospitality, tourism,events, entertainment and senior living leaders through comprehensive andinnovative academic programs, knowledge creation through research anddynamic worldwide industry and community partnerships.OUR VISIONOur vision is to be the global leader in hospitality, tourism, events andentertainment and senior living management education, research,scholarship and industry engagement.OUR VALUESLeadership, Professionalism and Service in a culture that promotes inclusion,sustainability, social responsibility and lifelong learning.OUR SERVICE PROMISE We practice what we teach: Leadership, Professionalism, and Service.We are Hospitality Management and thus, we are friendly, helpful andcourteous.We pursue excellence in all of our operations.Students are our most cherished investment and we treat them as wewould like to be treated ourselves.We strive to ensure our constituents’ success.We promote diversity, inclusion, sustainability and social responsibilitywithin the college and global community.9

UCF ROSEN COLLEGE OF HOSPITALITY MANAGEMENTSTRATEGIC PLAN: VISION 2025STRATEGIC GOALSGOAL 1: INCREASE STUDENT ACCESS, SUCCESS ANDPROMINENCE AS A PREMIER GLOBAL HOSPITALITY EDUCATORGOAL 2: STRENGTHEN OUR FACULTY AND STAFF BY FOSTERING A CULTUREOF SERVICE IN AN ENVIRONMENT THAT HONORS FACULTY AND STAFFWORK/LIFE BALANCEGOAL 3: GROW AND EXPAND OUR RESEARCH, GRADUATEPROGRAMS AND CONTINUING EDUCATION PARTNERSHIPSGOAL 4: CREATE IMPACT BY STRENGTHENING OUR LOCAL ANDINTERNATIONAL PARTNERSHIPS, BUILDING OUR ALUMNI BASEAND INCREASING OUR COMMUNITY ENGAGEMENTGOAL 5: EXPAND INNOVATION USING NEW TECHNOLOGY AND DEVELOPNEW FUNDING OPPORTUNITIES10

UCF ROSEN COLLEGE OF HOSPITALITY MANAGEMENTSTRATEGIC PLAN: VISION 2025University of Central Florida Impact StatementWe use the power of scale and the pursuit of excellence to solvetomorrow’s greatest challenges and to make a better future for ourstudents and society. Through learning, discovery, and partnerships, wetransform lives and livelihoods.UCF Rosen College of Hospitality ManagementCommitment to ExcellenceIn alignment with UCF’s impact statement, UCF Rosen College ofHospitality Management is committed to developing the futuregeneration of global leaders through innovative and comprehensiveacademic programs, cutting-edge research, and maintaining strongindustry partnerships locally, nationally and internationally. Aligned withthe preeminent metrics of the university, UCF Rosen College is dedicatedto maintaining programming and initiatives to enhance research,increase student retention, build prominence, increase access to all whoseek higher education, support academic progress and boostgraduation rates.11

STRATEGIC PLAN GOALS AND ACTIONSVISION 2025GOALSACTIONSProvide target scholarships to incoming FTIC and Transfer students with thepartnership of the Office of Financial AssistanceDevelop and enhance retention programming and engagement initiatives1. INCREASESTUDENTACCESS,SUCCESS ANDPROMINENCEAS A PREMIERGLOBALHOSPITALITYEDUCATORExpand access to underrepresented populations and create targetedmarketing plansExpand online degree program options and promote globallyRevitalize degree programs to meet industry demand through advisoryboard and faculty inputCreate a student experience committee to evaluate programs, policies andproceduresStrengthen prominence by developing undergraduate researchopportunities and scholars' initiatives internationally2. STRENGTHENOUR FACULTYAND STAFF BYFOSTERING ACULTURE OFSERVICE IN ANENVIRONMENTTHAT HONORSFACULTY ANDSTAFFWORK/LIFEBALANCE3. GROW ANDEXPAND PARTNERSHIPSCultivate an environment that provides mentorship and developmentalopportunities for faculty and staffPromote faculty visibility and customizable employment packagesIncorporate strategies to enhance the teaching environment (flexibleteaching schedule, research, and service plan)Increase faculty and staff resources and developmental opportunitiesProvide opportunities for rewards, incentives and recognition of faculty andstaffIncrease graduate program enrollment to 400 students and Graduatecertificate enrollment to 150 by 2025 (within this population increase studentscompleting the thesis track by 5%)Attract high potential post doc candidates for collaborate research effortsIncrease research awards to 1 Million annually and increase FCI fundingopportunitiesExpand internal research clusters and research opportunities for thegraduate student populationExpand global research partnerships and continuing education partnerships12