Despite a lousy economy and high gas prices, college visits by prospective students increased over the last year, according to an informal poll by the New York Times. Almost three-quarters of the 41 colleges surveyed said they had more visitors this summer than last. When did the pre-enrollment campus visit become a “thing”?
The late 1960s. The college visit as we know it–with guest-lectures from the provost, tours, and occasional free goodies–dates to the Vietnam era. During this time, universities faced increased competition from a boom in two-year colleges, while cheaper airfare, the civil rights movement, and a shift to co-educational teaching gave prospective students more choice than ever among postsecondary schools. Colleges realized they needed to market themselves more vigorously, and campus visits became a big part of the pitch. (This was a smart move: A 1982 study found that about 16 percent of prospective students considered their campus visit the most influential factor in naming their first-choice college.)