University Activities Board at Michigan State University

What University Activities Board at Michigan State University does

The University Activities Board (UAB) is a student-driven department within Michigan State University's Division of Student Life & Engagement, headquartered in the MSU Union at 49 Abbot Road, East Lansing, Michigan. Operating continuously since 1916, UAB produces over 100 annual events for MSU undergraduates through student Coordinators selected annually each February. Core programming includes signature events — UFest (welcome week, ~4,500 attendees), the Holiday Harmony Bash (2025 ACUI Outstanding Collaborative Program Award winner), Funn at the Munn (~1,500 attendees), and the seasonal Arts and Crafts Shows (Winter with 125+ vendors and 7,000-9,000 patrons; Spring with 250+ vendors and 40,000-60,000 patrons). Services to external organizations include MSU Union tabling ($300/day, $750/three-day package), event sponsorship packages (starting at $1,000-$1,200), and a structured partnership program for RSOs, residence hall groups, and MSU departments.

UAB's economic model is non-profit and self-funded rather than investor-backed. Revenue streams are (1) Arts and Crafts Show vendor booth fees (e.g., $225 single/$495 double in Winter, $280/$570 in Spring, plus a $30 application fee), which are the primary fundraiser, (2) corporate event sponsorships and tabling fees, and (3) MSU Union venue-driven engagements. The organization carries 12 employees supplemented by an annual student Coordinator pipeline and a Front Desk Team. Notable partnerships include WLNS and Renewal by Andersen as show sponsors, CATA for shuttle services, the East Lansing Art Festival for concurrent programming, and the Broad Art Museum and MOSAIC Center for Education and Outreach as in-Union collaborators. Technology is limited to a Drupal-based event website (uabevents.com) and standard email/social media channels; no apps, proprietary platforms, APIs, or AI capabilities are present.

UAB's go-to-market is institutional and event-driven rather than commercial: it captures MSU student demand through campus membership, weekly meetings, and embedded position within the Division of Student Life & Engagement, while reaching external sponsors and vendors through pricing tiers and the Arts and Crafts Shows. Customer segments are MSU students (free/low-cost attendees), SMB arts and crafts vendors (booth renters), and corporate or MSU department sponsors. Revenue is not publicly disclosed, but booth-fee and sponsorship pricing suggest total self-generated revenue below $1M annually.

Name

University Activities Board at Michigan State University

Legal name

University Activities Board at Michigan State University

Website

https://uabevents.com

Company type

Private

Founded year

1916

Operating status

Operating

Headcount range

11–50 employees

Short description

The University Activities Board (UAB) is a student-driven department within Michigan State University's Division of Student Life & Engagement that produces 100+ annual events for MSU undergraduates, self-funded through Arts and Crafts Show vendor booth fees and corporate sponsorships.

Ownership category

akta.pro rank

Product category

Student Event Programming and Campus Engagement

NAICS

Educational Services (611)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Student Organizations & Club Administration (EDALAHAB)

Keywords

• Campus event programming
• Student engagement events
• Arts and crafts shows
• University activities board
• Student organization programming

Headquarters

HQ city

East Lansing

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Arts and Crafts Show Booth Fees: The Annual MSU Arts and Crafts Shows are fundraisers for UAB. All vendor booth fees proceeds go directly to UAB, funding free and low-cost events for MSU students. Winter show features 125+ vendors; Spring show features around 250 vendors.
2. Event Sponsorships: Corporate sponsors offset the costs of large-scale programming. Sponsorships include Event Sponsorship for large events like U-Fest and Spring Arts and Crafts Show, MSU Union Tabling opportunities, and Marketing Activations. Starting at $1,200 for event sponsorship.
3. Tabling Fees: Single-day tabling at MSU Union: $300. Three-day discounted package: $750. Provides businesses and organizations face-to-face access to MSU students.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

The University Activities Board (UAB) is a student-driven organization at Michigan State University that creates, develops, and implements 100+ social, recreational, and cultural events annually for MSU students. Events are offered free or at low cost, funded through Arts and Crafts Show vendor booth fees, corporate event sponsorships, and MSU Union tabling fees paid by businesses and organizations seeking student engagement.

Product overview

The University Activities Board (UAB) is a student-driven department at Michigan State University that provides social, recreational, and cultural events for MSU students. The organization operates primarily through its UAB Events website platform as its central hub. The core product portfolio includes large-scale signature events: the Winter and Spring Arts and Crafts Shows (major fundraisers), UFest (welcome week celebration), Holiday Harmony Bash, and Funn at the Munn. Supporting services include a Partnerships Program for RSOs, Sponsorships & Tabling services for businesses, and a Membership Program for student involvement. The organization also offers the Carpet and Linens Program. UAB is self-funded through Arts and Crafts Show vendor booth fees and sponsorships, enabling them to offer most events free to MSU students.

Differentiator

Problem solved

Functional benefit

Products and services

• UAB Events Website (uabevents.com)

Named customers2 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Registered Student Organizations (RSOs)coreStrategic or Co-development PartnerUAB offers partnership opportunities for RSOs, residence hall groups, MSU departments, and campus organizations to collaborate on events. Partnerships include brainstorming, planning, and executing events together with equitable participation and contributions. Partnership form submissions for Fall 2026 due April 15, 2026.
• WLNSminorGTM or Marketing PartnerLocal news station sponsoring the MSU Arts and Crafts Show, helping share the event with the community and supporting family-friendly entertainment.
• Renewal by AndersenminorGTM or Marketing PartnerSponsor of the MSU Arts and Crafts Show, helping share the event with the community and supporting family-friendly entertainment.
• MSU DepartmentscoreStrategic or Co-development PartnerUniversity departments can sponsor events at reduced rates ($600 for U-Fest) and partner on campus programming initiatives.
• East Lansing Art FestivalcoreStrategic or Co-development PartnerThe Spring Arts and Crafts Show runs concurrently with the East Lansing Art Festival north of Grand River Ave, attracting a diverse crowd of young professionals, local community members, and families.
• CATA (Capital Area Transportation Authority)minorStrategic or Co-development PartnerShuttle service offered during Spring Arts and Crafts Show in partnership with CATA. Also offers accessible services.
• Broad Art MuseumminorStrategic or Co-development PartnerScreen printing activities hosted at UFest on the ground floor alongside game room and Spartan Shelf - Union.
• MOSAIC Center for Education and OutreachminorStrategic or Co-development PartnerUFest activities and giveaways hosted in the MOSAIC Center space on the second floor of the MSU Union.
• Association of College Unions International (ACUI)minorGTM or Marketing PartnerProfessional organization that awarded Holiday Harmony Bash the 2025 Outstanding Collaborative Program Award at Region VI Conference.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Others

• National Association for Campus Activities (NACA): NACA provides campus activities programming resources, training, and a marketplace connecting campus programmers with entertainment talent. It serves the same professional field that UAB operates in and represents a peer membership-based organization supporting campus programming at scale.
• NASPA - Student Affairs Administrators in Higher Education: NASPA is the leading professional association for student affairs administrators in higher education, providing research, training, and policy support for the broader field in which UAB operates. It is a thematically related enabling organization rather than a direct competitor.
• Big Ten Conference: The Big Ten Conference is the athletic and academic conference to which MSU belongs, connecting UAB to peer Big Ten institutions with comparable student programming infrastructure. Its primary focus is athletics rather than student programming, so the connection is indirect.
• Association of College Unions International (ACUI): ACUI is the international professional association supporting college union and student activities professionals, providing training, awards, and best-practice resources. It is directly comparable as UAB's professional counterpart at the national level, having recognized UAB's Holiday Harmony Bash with a 2025 award.

Direct peers

• Wisconsin Union: The Wisconsin Union at the University of Wisconsin-Madison operates campus programming, events, and student activities through its union facilities, structurally and functionally similar to UAB's role operating within MSU's Union for student engagement.
• Ohio Union (The Ohio State University): The Ohio Union at The Ohio State University operates as a campus union hosting events, programming, and student activities for Ohio State students, comparable in role and mission to UAB at MSU and frequently engaging in cross-Big Ten programming coordination.
• Penn State HUB-Robeson Center: Penn State's HUB-Robeson Center provides campus programming, events, and student activities serving the Penn State student body, comparable to UAB's offerings at MSU. Both function as primary student union-based programming venues within their respective Big Ten universities.
• University of Michigan Center for Campus Involvement: UMich's Center for Campus Involvement coordinates student programming, leadership development, and engagement opportunities for University of Michigan students, occupying the same functional role within UMich's Division of Student Affairs that UAB does at MSU.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks4 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AnnualArtsCrafts
• LinkedInlinkedin.com/company/uabatmsu

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about University Activities Board at Michigan State University