American Rivers Conference Unveils 2025-28 Strategic Plan to Guide Future Growth and Impact

6/25/2025 11:55:00 AM

By: Ali Wilson, A-R-C Assistant Commissioner

CEDAR RAPIDS, Iowa — The American Rivers Conference (A-R-C) has formally adopted its 2025–28 Strategic Plan, establishing a bold vision and renewed direction for the conference as it seeks to elevate the student-athlete experience and strengthen its role as a national leader in NCAA Division III athletics.

“I am incredibly proud of the work that has gone into this plan,” noted Marie Stroman, A-R-C Commissioner. “From student-athletes and coaches, to administrators and presidents, and especially our conference staff and the members of the strategic planning focus group—your insights, energy, and dedication have shaped a vision we can all stand behind. Your collective efforts have been nothing short of inspiring.”

Approved by the A-R-C Presidents Council, the strategic plan is the product of a year-long, collaborative process involving representatives from all nine member institutions. The plan is centered on a refined mission, vision, and values framework and outlines a focused set of goals designed to advance the conference over the next three years.

"The A-R-C strategic plan was a clear, thoughtful and comprehensive process,” wrote Denise Udelhofen, Loras College Director of Athletics and Strategic Plan Focus Group Member.  “Engagement from presidents, athletic administrators, faculty representatives, coaches and student athletes was energizing to see all constituents come together with a clear vision and goals for the conference as a whole.  It will be exciting to watch the execution of the plan over the next couple years.”

With bold goals for the next three years also comes with a renewed mission, vision, and values statement for the A-R-C:

  • The American Rivers Conference (A-R-C) champions academic and athletics excellence by uniting institutions in a competitive, student-centered environment. We empower student-athletes to thrive in the classroom, in competition, and as leaders-fostering integrity, resilience, and well-being. Through collaboration and innovation, we elevate the Division III experience, inspire school pride, and amplify our impact across campuses and communities.

  • Nationally respected for excellence in NCAA Division III athletics, the American Rivers Conference is a collaborative community that champions the holistic development of student-athletes.

  • Achievement Rallied by Community.

    The A-R-C is dedicated to fostering spirited competition and the highest standards of athletic performance. By promoting strong sportsmanship and encouraging ethical decision-making, the conference strives to create an environment where student-athletes develop academically and athletically. Within the A-R-C achievement is about winning, but also about demonstrating leadership, integrity, and social responsibility, with recognition on a local, regional, and national level.

    Success in the A-R-C is built on the collaboration and support of the entire conference. Member institutions rally around their student-athletes, ensuring they are integrated into campus life and have access to fair opportunities and resources. The A-R-C encourages broad participation in athletics and co-curricular activities, ensuring that each student-athlete is part of a supportive environment that fosters both their athletic and personal growth. Equity and fair play are core principles that guide this collective effort.

    The A-R-C thrives as a community committed to character formation and the holistic development of student-athletes. This community is united by a shared commitment to ethical conduct, respect for diversity, and the belief that athletics contribute to personal leadership and growth. The conference upholds fairness in its support for all athletes, regardless of gender or background, and promotes integrity and accountability at all levels, from the athletic department to institutional leadership. By integrating athletics with the broader educational mission, the A-R-C fosters a dynamic and inclusive community where every student-athlete can succeed.

“This strategic plan outlines a focused set of goals for the next three years, centered around achievement, recognition, and collaboration within and across our communities,” wrote Stroman. “Yet, even as we look toward these goals, we recognize that our potential extends well beyond what is written here. This is a living, evolving plan, designed to grow with us.”

The plan focuses on three primary areas:

    • Introduce a new football bowl game in partnership with another conference
    • Host a multi-sport championship festival at a neutral site
    • Conduct an audit of conference awards to expand recognition and consistency
    • Launch a hall of fame to honor the conference’s legacy
    • Convene a summit to assess future sport sponsorship opportunities
    • Relaunch the A-R-C brand, emphasizing visibility across campuses and uniforms
    • Enhance the annual awards banquet with expanded honors and celebration
    • Invest in broadcasting improvements and campus-level streaming resources
    • Grow digital engagement through student interns and targeted social media strategies
    • Benchmark athletic department resources across member institutions
    • Host a biannual symposium to tackle shared challenges and priorities
    • Expand mental health education and resources, including training and pilot programs
    • Create new committees to oversee championships, awards, and student-athlete recognition

“I am excited about the future of the American Rivers Conference as we gain further recognition at the regional and national level and continue developing the student-athletes who go on to become leaders and pillars of their communities, schools, churches and businesses," wrote Brian Lenzmeier, Buena Vista University President and Strategic Planning Focus Group Member.

The A-R-C Strategic Planning Focus Group guided the conversations while creating an extremely focused and ambitious future for the conference. The league remains as strong as ever and is grateful for the work from the strong, dedicated focus group over the last year. 

“It was an honor to serve as a member of the A-R-C Strategic Planning Group,” added Megan Wilson, University of Dubuque Associate Dean for Student Engagement and Intercollegiate Athletics. “By listening to the voices of our student-athletes, coaches, and administrators across the conference, we were able to identify meaningful goals that will enhance the student-athlete experience. This collaborative process reaffirms our commitment to fostering an environment of growth, equity, and excellence for all who represent the A-R-C.”

    • Marie Stroman, A-R-C Commissioner
    • Hannah Halverson, A-R-C Deputy Commissioner
    • Ali Wilson, A-R-C Assistant Commissioner
    • Brian Lenzmeier, Buena Vista University President
    • Steven Phelps, Buena Vista University Director of Athletics Communications
    • Larry Happel, Central College Athletics Senior Editor
    • Josh Hoeg, Coe College Alum '04
    • Megan Wilson, University of Dubuque Associate Dean of Student Engagement and Intercollegiate Athletics, Senior Woman Administrator
    • Denise Udelhofen, Loras College Director of Athletics
    • David Kragness, Luther College Head Athletic Trainer
    • Erin Hoffman, Nebraska Wesleyan University Vice President for Student Life, Athletics Direct Report
    • Marty Bell, Simpson College Director of Athletics
    • Becky Ehretsman, Wartburg College President
    • Danika Demers, Buena Vista University Student-Athlete
    • Carlin Smith, Central College Student-Athlete
    • Gideon Armah-Amissah, Luther College Student-Athlete

“Like a river, flow with purpose, carving a path through the landscapes of possibility.”


Don't forget to become a fan of the American Rivers Conference on Facebook @AmericanRiversConference, X (Twitter) @AmerRiversConf, and Instagram @AmericanRiversConference.


About the American Rivers Conference

The Conference dates back to December 8, 1922, when representatives from 12 colleges got together and formed the "Iowa Intercollegiate Athletic Association." Honoring its heritage in Iowa and its expansion outside the state, the American Rivers Conference brand was established on August 9, 2018, to build on the academic and athletic success provided by its legacy, the Iowa Intercollegiate Athletic Conference. The A-R-C has nine full-time members: Buena Vista University, Central College, Coe College, University of Dubuque, Loras College, Luther College, Nebraska Wesleyan University, Simpson College, and Wartburg College.