At Saint Louis University, a Catholic Jesuit institution of about 15,000 students in downtown St. Louis, auxiliary services span a contracted dining program serving 4,000 residential beds, 16 retail locations, two convenience stores, a campus bookstore, and more. But for Ben Perlman, the case for investing in any of it starts with a single question: are students staying?

Ben joins Sojo Alex to share the framework he uses to justify major investments to administration: one that draws a direct line from auxiliary services to belonging, and from belonging to retention. In an era of shifting demographics, fluctuating international enrollment, and rapid program changes driven by AI and workforce trends, that argument has never been more relevant.

Ben’s takeaway = Dining is one of the most powerful tools a campus has for making students feel seen and valued. When the facility, equipment, and people investment isn’t there, students notice, and they leave. The ROI on auxiliary investment is more than just financial. It’s existential.