ASUCLA, governed by the Student Majority Board of Control, stands for Associated Students of UCLA. Before the 1960's, ASUCLA was designed to strictly serve the undergraduate student body, when UCLA was an undergraduate school. However, by 1965, UCLA was approximately 35% graduate students. ASUCLA was restructured to function under two "equal organizations": the Graduate Student Association and the Undergraduate Student Association (Ackerman 260). Above those two organizations, the Board of Control had representatives, both voting and non-voting, from all different facets of the university.

Undergraduate Student Association:

            The Undergraduate Student Association, or USA, consisted of elected representatives of the undergraduate student body. The USA was in charge of representing and serving the undergraduate student body.

Graduate Student Association:

Divided into different councils for each school, the GSA served to protect the interests of the rising amount of graduate students.

 In addition, the proposal called for 4 Special governing bodies within ASUCLA: (Daily Bruin: Sept 1968)

The Board of Control serves as the top governing body of ASUCLA. Its responsibilities are to direct programs and services within Kerckoff Hall and Ackerman Union as well as the annual budget and commercial service facilities.

  The new proposal for ASUCLA's restructuring called for the following members to serve on the board:

A: Two administrative representatives appointed by the Chancellor
B: Two faculty members appointed by the Chancellor
C: Three undergraduate students: The USA president and his/her two appointees.
D: One graduate student: the graduate student president or his appointee
E: One alumnus appointed by the Alumni Association Executive council. (ASUCLA General Manager and ASUCLA director of athletics shall be ex-officio members without vote)

 

Communications Board- Oversaw all student publications, including the Daily Bruin, beginning in the 1963. (GSA) In addition, the university's own KLA Radio under the communications board.

 

Restaurants- The Cooperage, Ackerman Union's central food service, provided students with (Daily Bruin: June 5 2005). The largest portion of Ackerman Union, 30%, was allocated for food areas (Ackerman 15). Among the on-campus eateries was also the Art Snack Bar and Terrace Room (Daily Bruin: 5 June 2005).

The Daily Bruin was under ASUCLA control until late 1963 when the Communications Board took responsibility of the Daily Bruin (GSA website). The Daily Bruin took up most of the Communication Board's time, being the main source of mass communication on campus.

Student Store

Described as "the financial backbone of the University" by Ackerman, the student store made most of its profits from clothing, jewelry, and sundries.

Charter flights

The addition of chartered vacations and flights, organized by ASUCLA student store, made much needed revenue in the late 1960's. Student Enrollment peaked in 1968 as ASUCLA's union expenses increased, therefore creating a need for income services (Daily Bruin: 30 Sept 1968).

 

ASUCLA Film Commission- Created in 1965, the film commission had two basic functions: 1) selecting films of entertainment value and 2) presenting them. The commission brought feature films to campus for students at reduced ticket prices (Daily Bruin: 11 Feb. 1969).

          

The Film Commision, like the Campus Events Commission of today, planned and organized hundreds of film screenings each quarter.

The ASUCLA Cultural Commission planned various events in ackerman union, further strengthening a cohesive student community. For example, the flashy "Orgy" advertisement placed in this June issue of the Daily Bruin catches everyone's wandering eye.

ASUCLA's structural and personnel changes helped it adjust to the rising enrollment of the 1960's. The Regents were supportive of a new student union, however, they did not want to allow outside businesses to lease space on campus.

Student Union Fee Proposed

           In the fall quarter of 1957, a proposed student union fee was placed on the ballot. This fee would eventually go towards the construction of a new student union building. Kerckhoff Hall had been ASUCLA's home since its inception. However, many students expressed that the "inadequacy" of the facilities and services prevented them from using Kerckhoff (Ackerman 16). The university was rapidly growing and the Regents' Committee foresaw the problem of overcrowding. Enrollment figures prove the anticipated growth in the University; from 1961-1968, enrollment went from 17331 students to 29070 students, a 67% increase in enrollment over eight years (Ackerman 257).   The implemented student fee of $12 per year beginning 1960 helped pay the federal construction loans. The major difficulty in implementing the fee, according to Ackerman, was that "those students voting on the issue would not be the ones who would benefit from the new facilities" (Ackerman 17).

Ackerman Union- 1961

In 1960, William C Ackerman was named executive director of ASUCLA. A loyal member of the UCLA community, Ackerman was appointed with the responsibility of launching the new student union building, hence the name "Ackerman Union". The 5.5 million dollar building was paid for through alumni donations, federal loans, and the loans from the UC Regents. The five-level building also included food services, financial offices, a ballroom for special events, study lounges, recreational areas, direct services, and a student store.

Athletics

Effective July 1, 1960, responsibility of the university's athletic program , previously given to ASUCLA, was transferred directly to the university. Regardless of student opposition and student-initiated recommendations, the university's administration desired full control of the athletic program, according to Ackerman (124). Created at both UCLA and Berkeley that year was the department of Athletics.

New Organizational Structure Proposed

      With the construction of a new student union, ASUCLA expanded and reorganized to accommodate rising expenses and rising enrollment. As described in Structure, the Board of Control was responsible for all financial, regulatory, and facility matters. With representatives from USA and GSA, the BOC attained a student majority vote. (Ackerman 261)

      Student Publications were no longer run directly through ASUCLA. Instead, the communications board took responsibility of the Daily Bruin and other student media like KLA Radio.

New Executive Director: 1968-1970

            Adolph Brugger was appointed as ASUCLA executive director in spring of 1968. He served until 1970 and was replaced by Donald Findley, a more aggressive candidate who increased revenues for ASUCLA (Sandbrook: 23 May 2005).

 

ASUCLA, today still serves the same purpose it did in the 1960's, when it was restructured to the new student union. Ackerman Union serves as the center of student activities today. However, many departments have evolved over time to cater to the new generations of students.

            

This side-by-side comparison shows the changes and development of the Student Store logo from 1968 to 1969.

Student Store

      Today's student store serves the student body with a plethora of essential school items, computer department, extensive clothing selections, books, and convenience groceries. Furthermore, the store has outlets on other parts of campus like LuValle and Hilltop. The student store of the 1960's operated much differently. Centralized in Ackerman Union, the store specialized in school supplies for the academic departments and snacks. The concept of "Bear Wear" became widespread in the late 1960's and expanded in 1976 (Sandbrook May 23 2005). Today however, much of the store's sales are solely from the clothing department. The 1960's saw a record store, which sold popular vinyl records at competitive prices. In addition, an art department, nonexistent at the store today, sold most of the canvases, pastels, paints, and frames for the art students (Daily Bruin: April 2 1969).

            

Here are two examples of the Daily Bruin student store advertisements in 1968.

Ackerman Union

      The $7.50 Student Union Fee proposed with that arrival of Ackerman Union sustained itself until 2005, when students passed the S.A.F.E referendum, which raised student union fees for the first time in decades. This alleviated for the crisis-ridden budget that had been building. With enrollment numbers peaking, and expenses increasing, ASUCLA made money in Ackerman union form third-party commercial vendors. By leasing space out to companies like Panda Express, STA Travel, Sbarro, etc... ASUCLA could rent out space for more money and reduce operating expenses. However, this increase in leased space to companies led to the downsizing of services previously offered like study lounges, recreational activities, and meeting rooms. Ackerman Union today differs greatly from the Ackerman Union of 1968. The Ackerman Union of the 1960's consisted of bowling alley, billiards, ping pong, a bank, barbershop, a grand ballroom for events, lounges for students and the Student Store (Daily Bruin: 12 June 1968).