University sells bathroom naming rights

University Business, March, 2008

IT'S BATHROOM HUMOR IN good taste: A venture capitalist paying $25,000 for the rights to name a lavatory on the University of Colorado at Boulder campus. The second-floor men's restroom in the ATLAS building now features donor Brad Feld's name and a plaque with his words of wisdom: "The best ideas often come at inconvenient times--don't ever close your mind to them."

ATLAS, or the Alliance for Technology, Learning and Society, promotes interdisciplinary research and educational and outreach programs, uniting students, educators, and leaders from industry and government. Feld's connection is indirect: He's a board member of The National Center for Women & Information Technology, housed in the ATLAS building.

Feld made a similar proposal to officials at MIT, his alma mater, a few years earlier but was turned down. He mentioned his failed attempt to ATLAS director John Bennett, who, in turn, took Feld up on the offer for his own university.

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Opened in fall 2006, the ATLAS building, a $31.1 million project, has other naming opportunities still available. They include a black-box performance space for $1 million, a tower for $500,000, benches for $25,000, and auditorium seats for $1,000 each. There is also a $2.25 million building co-naming opportunity.

And, yes, benefactors can follow Feld's example. "We have other bathrooms people could name," says spokesperson Bruce Henderson.--M.H.