On the Job with UNIQUE Programs

The Bulletin spoke with Dean Sorensen, University Union programs director for UNIQUE Programs.

What do people think you do?

“From 1978-92 we were called UNIQUE Productions, which made us sound like an off-campus entity. Some people still call us by that name. We are actually a part of the Union, so we try to make sure that is known.”

What do you really do?

“Our primary purpose is to put on activities and events in the Union. We try to keep our events low-cost, in fact two-thirds of our events are free. We also try to bring in cultural events, things that college students may not have had a chance to see otherwise. Our events are concert-heavy because our students seem to like that. Attendance at our concerts is generally good. At a major concert there is usually a turnout of about 1,000 to 1,500 people. Most colleges would kill for those crowds.

We have 40 or so volunteers. The majority of the volunteers are typically college-age, but we do have some volunteers that are in their 50s. It’s nice because UNIQUE is a program that allows students to connect with the campus community. Many friendships have been built through this program. It makes the college experience fun.”

Describe your office.

“We meet every week in the Capital Room in the Union. At any time of the week UNIQUE volunteers come by our office to shoot the breeze. We even have our own room where our volunteers can research bands, talk with friends and organize upcoming events. People volunteer their time every week because they care about what kind of events come to campus.”

What surprises people?

“People think that we’re part of ASI. We do receive part of our funding from them, but mostly we’re associated with the University Union. Some people don’t know that UNIQUE is run by Sacramento State students.”

What is your biggest challenge?

“Constantly having to find our niche. Sacramento has changed a great deal over the past few years and we are competing with events all over town. Parking is also a problem. It’s also difficult to motivate students to purchase tickets early—usually students wait until the day of the concert and sometimes the show is sold out.”

What do you get asked the most?

“How come you can’t get U2 to come here?” Things like that. Obviously we can’t bring acts here that sell out the Sleep Train Amphitheatre—we’re not a big enough venue. So we have to pick artists that have a slightly smaller audience. Of course that may change with the new recreation center that will be built. We may be able to attract bigger acts. We’re excited about that possibility.”