What began as interview with Grand Canyon University President Brian Mueller about GCU’s tuition fee freeze, now on its 10th consecutive year, quickly spawned into a free-wheeling discussion about how Americans are rethinking the value of a college degree, and how GCU is positioning itself amid this re-evaluation of higher education.
The way Mueller puts it, traditional universities were built around serving students who are fresh out of high school and want a four-year college degree. But after the Vietnam War, a whole enterprise arose to cater to the educational needs of a much older population, who already have careers and are raising families. Then the last economic recession changed everything – state universities saw their state support decline, while private universities watched their endowment drop. And while Ivy League schools didn’t really need to change their model, mid-tier schools had to rethink their approach, and many began aggressively going after the older population.

And GCU has done a pretty good job of adopting some of those strategies.
Well, that was our key. We came here in 2008. Grand Canyon was a private, traditional Christian university, with a decent brand for those who knew it, but it was pretty nondescript in a lot of ways. But we had spent 22 years in Apollo Group, really knew about this other market, built a huge infrastructure to address it, and we believed if we came here and got access to capital through the public markets, that we would be the first to create this hybrid model and build a traditional university brand using public market dollars to do it. … Our bet simply was that we could create a hybrid university, and that we could have a large presence of traditional students, a large presence of nontraditional students, and those two student bodies – basically separate student bodies in a lot of ways because they have different needs – leveraging a common infrastructure that would create huge efficiencies.
I’m supposing the strategy is to grow big.
If you’re going to do something like this, what we have learned in the last 30 years is that always the key is the highest quality student bodies on both sides of it. And so we don’t do remediation at Grand Canyon. We need college-ready students on both sides of it. We want them to graduate in three to four years. On this side of it, we control the quality by the programs that we offer. Seventy percent of our students on this side of it are in master’s and doctoral programs, and the quality of those students and their likelihood to finish and complete is much higher. And the answer to your question is yes. We have now 19,000 ground students, which we will grow to 30,000. We have 70,000 working adult students online, which we will grow to 100,000. The reality is today we could grow faster, but we’re not going to. We are going to build very, very strong student bodies with good graduation rates, and low default rates on student loans.
What’s the rationale for the tuition fee freeze and how are you paying for it?
Private university education is something that is primarily for the upper-middle classes and upper classes. We wanted to create a financial model that would make this affordable for all socio-economic classes of Americans. That was the goal. The key driver behind doing that is that Number One, we need to have sizable good student bodies on both sides. Every university has the infrastructure we have – a president, a provost, deans, colleges, financial aid department, accounting department, marketing department technology. We apply that across the 19,000 students on the campus and also across the 70,000 students online. That’s where all the efficiency is. We’re two thirds under what most private universities are, and we’re very equivalent to state universities that are subsidized. The second big part of this is we absolutely run this as a business. Number One, we don’t outsource. You see a lot of universities outsource their residence halls, outsource their online learning, outsource their food, outsource their parking garages. We’re not giving that away. We keep that internal, and therefore we keep the profits internal, which help us not to raise tuition. Secondly, we’re spinning other businesses off of this core one, which are profitable, and as those revenue streams grow, it again helps us not to raise tuition.
At the end of the day, you’re competing with state universities. They have a little bit of advantage (because) they get funding from the state. One of the things the state has done is to say we’re going to provide effectively free tuition to students who want to be teachers. How do you compete with something like that?
It’s very difficult to compete with something that’s free. But remember, it’s not free. It’s being subsidized by other programs.
But for a family or a student, it is effectively free, as long as you meet the requirements and you do teach after.
And so Number One, anything the state does or anything the state universities do to produce more teachers, God bless them. It’s a crisis. It’s an absolute crisis in this country in terms of the lack of teachers and we’re trying to get to the bottom of why this millennial generation with all of their willingness to sacrifice and give and be part of causes… for some reason, kids don’t want to go into teaching today. So, we’ve got to figure out what that is.
Part of that is we’re not paying them enough.
It is, but I push back on people when they say that. I think we lost this semester something like 1,000 teachers in the public school system, walked off the job. Now they knew what the salary was before they started. So, it wasn’t the salary. Something else about the condition of teaching is causing people not to want to go into it… God bless the state universities for doing this or the state for putting money toward it because it’s very important. Can you scale that to the extent necessary to meet the demands that exist? I don’t know. We’ll see. We have the largest teacher ed program in the state, locally, and I believe we’re the largest teacher ed program in the country, when you think about our ground and our online programs.
It’s been a goal for GCU to become a nonprofit again. You worked pretty hard, were rejected. Is that still a goal? Is that still something you would want to work on?
Yes, we haven’t publicly stated at this point that we’re going to do it, but everybody is asking about it, and we’re saying there is a strong likelihood that we will do it and we’re taking steps in that direction.