What attracts students to a college--academics? recreational sports? the campus recreation center? If you selected all three answers, you are right. Most students choose a college or university for its academic merits, but another key factor in their decision is the recreational sports programs and facilities. Recreational sports are an important component to students' quality of life on campus and to a college's recruitment and retention of students. The National Intramural-Recreational Sports Association contracted Kerr-Downs Research Associates to conduct a nationwide research project to determine the value of recreational sport on college campuses. More than 2,600 students from 16 colleges participated in this study, making it the largest representative group of college students from multiple colleges ever studied with respect to the value of participation in recreational sports. This study examined the value and contributions of recreational sports to participants' lives and documented the buying power of participants in recreational sports. The first of its kind in research, "The Value of Recreational Sports in Higher Education" makes a strong the case for campus recreational sports programs and facilities that will support the mission of your college into the future.