<p>I just came across this NYT article on parent's weekend. To keep parents on campus (and not at the mall), some colleges go all out. Talk about cramming urban spending opportunities:</p>
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For the colleges, elaborate parent weekends are a marketing tool, officials said. Parents are potential donors, and siblings are potential students. Often there are programs discussing whether the institution would be right for the sibling.</p>
<p>And with high tuition, the weekends are also a way to make the paying customers happy, said Craig Mack, director of the office that runs parents weekend at Boston University. Parents want to spend time with their children, but they also want to see what they are getting for their money, he said.</p>
<p>Mr. Mack added that competition fuels his planning. We do look at other folks and see what theyre offering, he said.</p>
<p>Universities in cities rich with cultural institutions also sometimes feel pressured to offer exciting alternatives to keep parents on campus, he said.</p>
<p>That is one reason George Washington started having well-known entertainers appear, said Rodney Johnson, head of the office that plans its event.</p>
<p>There are a lot of places to go in Washington, but this type of event brings people together, he said...</p>
<p>Mr. Johnson said celebrity acts were chosen particularly to appeal to parents. Not many students will pay to see Whoopi Goldberg or the Boston Pops, but parents will, he said.</p>
<p>He added that while parents weekends typically attract more freshman parents than those of older students, parents of juniors and seniors have been attending George Washingtons event in large numbers recently. The free massages, introduced to help relax those who had driven long distances, have been a particular hit, Mr. Johnson said. ..</p>
<p>Still, even at the most elaborate weekends, parents visit dorms, meet their childrens friends, get a taste of day-to-day life on campus, and spend time with their sons and daughters.
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<p><a href="http://www.nytimes.com/2006/10/25/education/25parents.html?_r=1&ref=education&oref=slogin%5B/url%5D">http://www.nytimes.com/2006/10/25/education/25parents.html?_r=1&ref=education&oref=slogin</a></p>