Possible rebranding of Commerce campus discussed Image
Tammy Vinson Tue, 07/16/2024 - 19:53 Subhead | Texas A&M University-Commerce Body
Texas A&M University- Commerce officials have confirmed they are considering rebranding the school in order to increase its presence in the Dallas-Fort Worth and northeast Texas areas.
TAMUC Chief Marketing and Communications Officer Michael Johnson said in a statement that groups and individuals have provided feedback, perspectives and opinions on the pros and cons of such a change.
“We are currently engaging with key stakeholders and groups to assess the possibility of a name change for the university,” Michael Johnson, Texas A&M-Commerce chief marketing and communications officer, said. “These groups and individuals have provided feedback, perspectives, and opinions on the pros and cons of such a change.”
Johnson’s statement did not give any specifics on whether all or part of the name might be changed, or any potential names.
“Whatever happens in the future, we will remain focused on our 135-year mission — to transform lives while building on our legacy, traditions and values,” Johnson said. “We remain committed to ensuring our university is at the forefront of higher education excellence, providing quality and affordable education to urban, suburban and rural communities across the Northeast Texas region, Texas, and beyond.”
If approved, this name change would be the sixth since the school was founded as East Texas Normal College in 1889.
Previous names include East Texas State Normal College (1917–1923), East Texas State Teachers College (1923–1957), East Texas State College (1957– 1965), and East Texas State University (1965–1996). The 1996 name change to Texas A&M University at Commerce angered many people because “East Texas” no longer appeared in the name.
Local and Alumni Reactions
An online petition protesting any name change is gaining traction with current students, alumni, college employees and community members.
The petition, posted to
Change.org Tuesday, July 2, currently has 87.34% of its goal of 10,000 signatures.
tures. Started on www.change.org by TAMU-C alumna Madi Lovett, the petition discusses the implications of the proposed name change, including possible damage to the school’s brand identity.
“Additionally, the local economy is closely tied to the University,” Lovett said in her introduction of the petition. “Any dilution of the University's identity could potentially harm local businesses that rely on its student and staff population for patronage. It is crucial to preserve the distinct identity of Texas A&M University-Commerce for the sake of continuity, tradition and local economic stability.”
Lovett’s petition mentions the new name for the university will be Texas A&M University — Dallas at Commerce, but TAMU officials say no name has been selected.
In an update posted Thursday, July 11, Lovett posted a statement from Rudin on the petition’s Change.org page. “The potential name change to Texas A&M University- Dallas does not represent the TAMUC or East Texas community any more than “TAMU Dallas at Commerce” does,” Rubin said. “The fact of the matter is that any association with the name Dallas on a campus that is 60+ miles from Dallas proper is confusing and not representative of Commerce. If you share the sentiment that the university name should stay true to its roots with either TAMUC, East Texas A&M, or something similar, please let the Board and administration know.”
University response
TAMUC President Dr. Mark Rudin has held four open forums on campus, beginning Thursday, July 11 and continuing through Tuesday, July 16 to address the proposed name change and rumors regarding it, as well as hearing feedback from attendees. Dr. Rudin’s Chief of Staff Linda King told the Sulphur Springs News-Telegram that there were approximately 75 to 100 people attending in person at each of last week’s forums, and approximately 75 or more at Monday’s event. No official headcounts were taken.
This week, Dr. Rudin also hosted two additional open forums regarding the possible rebranding. The third forum was held Monday, July 15 at 2 p.m. and the fourth scheduled for Tuesday, July 16. All forums were held at the Rayburn Student Center on the TAMUC campus and made available through Zoom as well. At 2:35 p.m. Monday, 35 minutes into the forum, Dr. Rudin announced that 157 people were attending the forum online.
On Friday, July 12, Dr. Rudin clarified that plans are in place to expand the university’s presence in the Dallas area with a main TAMU-Dallas campus and multiple satellite campuses.
During the meeting, Dr. Rudin revealed a special email address set up for comments regarding any possible “rebranding” ideas and/or plans — rebranding@tamuc.edu. Current students, alumni, employees and community members are invited to First, Dr. Rudin presented updates on TAMCU’s Dallas campus expansion, calling TAMUC “the institution of choice for northeast Texas.” He emphasized the fact that 4,464 students from Collin, Dallas and Kaufman counties enrolled at TAMUC in fall 2023. Applications for those three counties for fall 2024 are up 30% over fall 2023, while admissions are up 30.3% and enrollment is up 39%.Dr. Rudin also noted that 51% of incoming freshmen for the 2023 fall semester came from the Dallas/Fort Worth Metroplex.
Rudin also presented a map showing the boundaries of the DFW Metroplex, as defined by the U.S. Census Bureau, showing that the eastern boundary of the Metroplex has expanded to include the cities of Commerce, Greenville and Lone Oak.
Rudin then addressed some of the statements and misconceptions from social media, including:
„ That TAMU-C will be headquartered in Dallas, with the Commerce location becoming a satellite campus, is absolutely not the case, according to Dr. Rudin. The TAMUC campus will remain as is in the system. There may be some rebranding, however. During the public comment session, one woman who claimed to have worked at the school for 20 years, when it was East Texas State University, said she was “appalled” by the 2021 renaming of the Gee Library (now called Velma K. Waters Library, the first Black student to enroll in 1964); and Gee Lake, (now called Charles S. Garvin Lake, in honor of the first Black student to receive a Master's degree from East Texas State University in 1966.) [Gee was reportedly an opponent of desegregation. That, coupled with increased awareness of civil rights for minorities, was cited as the reason behind the renamings.]
„ Rudin asked attendees, “Could you live with ‘East Texas A&M’ as a possible new name for the Commerce campus?” One woman said she preferred going back to East Texas State University. Others said they felt bringing back “East Texas” to the name would be a good idea to acknowledge the school’s past. Another attendee commented that changing the established name of anything “usually signals a problem,” with the entity in question trying to distance itself from it.
The information Dr. Rudin presented at Monday afternoon’s forum was largely the same as what was presented last Friday. More people commented, and the majority of them seemed to be opposed to making any name change at all.
However, Dr. Rudin did state that, starting next week, he will be visiting locations around East Texas to visit schools to gauge reactions as well. He called this a “listening tour.”
Rudin also apologized for the large amount of misinformation regarding this issue. He linked it back to a planning meeting that he attended, but did not provide any details about where or when the meeting took place. He stated that some “community members and constituency groups didn’t honor the confidentiality that was promised,” and that was the source of the misinformation.
Rudin also told the crowd on Monday, “If A&M Dallas is it [what the university’s name should be], let’s do it. If not, let’s not do it.”
He also stressed that university officials, both at TAMUC and Texas A&M, are only gathering information at this point, and no permanent action has been taken.
Rudin also said he intends to recommend to the TAMU Chancellor that, because “there is more work to do,” no formal action be taken on the rebranding issue at the upcoming Aug. 1 Board of Regents meeting. He also said Chancellor John Sharp agrees with him regarding taking no action yet.
During Monday’s meeting,Dr. Rudin also mentioned another possible name being floated: Texas A&M Northeast.
Rudin also briefly mentioned during the Monday forum that:
„ TAMU is making a $160 million investment in the Commerce campus, including a new 64,000 square foot events center, which will be located behind Whitley Hall, as well as a new agricultural center and welcome center;
„ All the TAMUC campuses in the D/FW Metroplex serve more than 3,000 students each;
„ The population of Greenville is expected to double by 2030; and
„ “TAMUC needs to simultaneously serve the needs of rural and urban students. We are uniquely situated to do that.”
Who to contact
Interested parties can also email TAMU officials regarding this proposed change. Contacts include: TAMU System Chancellor John Sharp — Chancellor@tamus.edu;
„ TAMU Board of Regents Chairman William “Bill” Mahomes, Jr. — bill.mahomes@bracewell. com;
„ TAMU Executive Director Vickie Spillers — vickie@tamus.edu;
„ TAMU-Commerce President Dr. Mark Rudin — Mark.Rudin@tamuc.edu;
„ Special Assistant to the President, Sam Walker — Sam.Walker@tamuc.edu; and
„ Commissioner of Texas Higher Education Coordinating Board Dr. Harrison Keller — commissioner@highered. texas.gov.
Texas A&M University-Commerce campus abour rebranding — rebranding@tamuc.edu.
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