UTAH TECH UNIVERSITY'S STUDENT NEWS SOURCE | September 24, 2022

Sorenson Advertising to reveal research results tonight

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The highly publicized and equally controversial debate over Dixie State College’s name change will come to an end tonight.

Sorenson Advertising has been comprehensively researching possible alternatives for the college’s name and has been doing quantitative studies on the popularity of those names.

The months-long study included speaking with administration, staff, faculty, students, alumni and community members about their perceptions and preferences on the word “Dixie” and if it should be rebranded or remain in the title once the college becomes a university.

Steve Johnson, DSC public relations director, said all stakeholders were given multiple opportunities to be heard in the process. He said Sorenson Advertising took into account the differing opinions and held multiple forums and focus groups in order to accomodate everyone.

“That was part of the open and transparent process that we established,” he said. “Not only our administration, but the Sorenson group, valued every opinion voiced.”

According to a Jan. 4 DSC press release, Sorenson Advertising representatives will present the results of their multiple forums and focus groups and recommend the new name.

The DSC Board of Trustees will then review the information and vote on the name on Jan. 18. The process will then continue to the Board of Regents at the state level when they vote on Jan. 25.

Although it hasn’t been officially announced, it is likely the Regents will also vote to formally approve DSC as eligible for university status.

According to the press release, “The matter will then move on to the Utah State Legislature, where the new name of the institution will be presented for final legislative approval and funding consideration.”

“I don’t want to speculate on what the Sorenson report says because I honestly don’t know what it will say,” Johnson said about the possible name recommendations. “That goes with ensuring the integrity of the process.”

The results will be presented from 7 to 8 p.m. on Jan. 9 in the Cox Auditorium and is open to the public.