Imagine a sprawling hardwood workout floor, gleaming under recessed track lighting. The smell of fresh pine and orchid lingers in the air. Kanye West's "New Workout Plan" pulsates from hidden Bose speakers.
This fitness center will be the heart of DePauw's new athletic facility, set to replace the defunct and dingy Lilly Center by August 2013. Anheuser Busch signed a $40 million contract with the university Wednesday for Lilly's demolition and the new building's construction.
The only string attached? The facility must be named the Natural Light Center. And DePauw's new championship-caliber pool — currently called the Erdmann Natatorium — will become the NattyTorium.
"This is an unparalleled marketing opportunity for us," said Ray Fillplease, an Anheuser-Busch public relations representative. "DePauw consumes more Natty than any other similarly sized school by a factor of 10."
Moore added that only a small percentage of the student body drinks Natty on any given weekend. But Busch focused on the high total sales volume, and expressed confidence in the ongoing supply of students determined to "work hard, play hard."
A shiny row of cardio machines will line two walls. Weight-lifting contraptions will cover a corner plot. The free-weight area will be transplanted from the Indianapolis Colts' weight room.
"This is Un. Real.," said junior Ben Schpresser, a self-proclaimed gym rat. "It'll be like paying $1,000 a month for a Hollywood gym membership. I might change my name to Ben Schwarzenegger."
The Natty (a probable nickname, Moore said) will feature sports courts rivaling any Div. I university. As part of the contract, Busch will print the Natural Light logo at center court of each of the five basketball and volleyball courts, set to be paneled with native Indiana hardwood.
"We think installing Indiana hardwoods will be a monumental moment in DePauw's push for sustainability," Moore said.
Busch has also pledged to install one corporate viewing suite above each court to be equipped with a Busch vending machine. With ID scanner, of course.
Natty staffers will constantly restock Icy Hot gel and Garnier Fructis shampoo. Former Major League Baseball massage therapists will be available to athletes every Saturday by appointment from noon until 3 p.m.
Separate spaces for racquetball, indoor cycling, hip-hop and ballroom dancing, and classes in aerobics and pilates will fill out the new facility.
University administrators have acknowledged Lilly's woeful inadequacy for years, but never found a donor willing to pay for a complete rebuild. The university only connected with company representatives at a recent tour of the Anheuser Busch Brewery in St. Louis.
"We're thrilled with this partnership, and we're confident in our students' ability to drink responsibly," said a DePauw administrator. "We don't think swimming in the NattyTorium or lifting on the Bud Bench Press will translate into increased alcohol consumption. It will simply promote DePauw students' exceptional physical fitness."
Administrators are also considering an Anheuser-sponsored public relations professorship and pre-professional program.
— Andrew Maddocks
Editor's note: After several closed-door meetings, The DePauw has agreed to publish a front-page story on Anheuser-Busch products at least once a month.