Orchestrating the admissions process

So just how does a person with a background in music come to play a role in helping determine who attends the University? For John A. Berg, associate vice chancellor for undergraduate admissions, it was a circuitous route indeed.

Born in New York but raised in St. Louis, Berg headed back east to pursue higher education, even though both of his parents were Washington University graduates. He ended up attending Tufts University in Boston, where he launched his music career with an internship in the New York Philharmonic’s administrative offices.

After graduating in 1975, he worked for two years as the first paid director of a community arts and cultural council in upstate New York.

After earning a master of business administration degree from the Wharton School of the University of Pennsylvania in 1979, he continued with his career on the business side of music by serving as general manager of the Savannah (Ga.) Symphony Orchestra, and then as finance director of the National Symphony Orchestra in the Kennedy Center for the Performing Arts in Washington, D.C.

But then, strangely enough, St. Louis came into the picture — against everything Berg had told himself when he left for college.

“I never thought I’d move back to St. Louis,” Berg recalled. “I remember the day I got on the plane (for the interview) — I lived in Washington, D.C., at the time — I said to my wife, who is from Foxboro (Mass.), ‘Don’t worry, this will never happen.’

“My wife grew up close to the ocean, and she said, ‘I don’t want to live anywhere there isn’t water.’ Thankfully, the Mississippi is very near campus, I said, and it’s just like being near the Atlantic Ocean!

“She wasn’t fooled, of course, but we have very much enjoyed being in St. Louis and at Washington University. It is a great university in a great city.”

Christine Berg, Ph.D., is on the faculty of the Program in Occupational Therapy at the School of Medicine.

Berg started in 1987 as special assistant to Chancellor William H. Danforth, now chancellor emeritus and vice chairman of the Board of Trustees. But it was a joint role, as Berg also helped many of the schools’ deans form national councils.

After a few years, Berg became associate vice chancellor for finance, a position in which he oversaw the University’s accounting, auditing and budgeting areas.

Then, 10 years ago, the groundwork was laid for his current position.

“I was asked to help with the admissions area by heading a planning team,” he said. “I have always enjoyed everything I have done in my career, but nothing has been more rewarding than coming to work every day and working in the admissions office.

“It has to be the greatest job in the world. No doubt about it.”

His enthusiasm for his work clearly shows through, and it rubs off on others, too.

“John Berg is an amazing colleague,” said Nanette H. Tarbouni, director of undergraduate admissions. “He is the consummate professional and cares about each and every person he works with. He has incredible wisdom about people, is a wonderful problem-solver and thinks carefully about all aspects of challenging situations.

“He has high expectations of himself and the work that he does, and it makes all of us want to strive to have those same high expectations of ourselves. I have enormous respect for John and have learned so much from him.”

Several years ago, Berg also started working with The Career Center, another area he enjoys. In both areas, he says he is fortunate to work with people who care deeply about what they do and how they help students.

In admissions, he and his colleagues help prospective students and their families get to know the University better. In The Career Center, the focus is on current students and their transition to the next step after graduation.

In both areas, Berg said the tone and example has been set by James E. McLeod, vice chancellor for students and dean of the College of Arts & Sciences.

“Jim inspires everyone to do their best and to work for things that are important for our students and for Washington University,” Berg said.

Both areas also rely on the help of many University campus partners. Berg said that such help is critical to the success of the effort.

The work doesn’t go unnoticed or unappreciated.

“Few realize the impact that John Berg has had on Washington University,” Danforth said. “When he took over the undergraduate admissions office, applications had remained about the same for well over a decade. Then the applications began to rise at the rate of 20 percent per year.

“John has seen to it that the Washington University story has been told honestly and accurately to prospective students and their parents. Each individual has been treated as the special person that he or she is. He has recruited the entire WUSTL family, students, faculty, staff, alumni and parents to be part of his team.”

But Berg is quick to point out that anything good that has happened is due to a great team of dedicated colleagues.

“This group can do anything … anything,” he said. “These people are amazing, and they make every day an exciting, new adventure. They are always looking for ways to make things easier or better for students and their families.”

Admission to the University is a group endeavor, and Berg feels fortunate to be a part of that group. Volunteers are recruited from across the University, and several departments have helped the admissions office with its various activities and programs.

Berg said, however, that most of the success boils down to one thing: the current students.

A group of students helps as tour guides, hosts, program planners, interviewers, presentation partners and ambassadors for the University.

“The greatest stories about Washington University are the stories that our undergraduates tell about their experiences here,” Berg said.

“They talk to visiting students, and their parents talk with family members of prospective students and, right away, Washington University becomes known to a whole new group of potential students and families.

“And the fact that the quality of the undergraduate experience is so high … that has made the biggest difference in helping to make the University’s recruitment effort successful.”

Berg pointed out that deans and colleagues in each of the schools, faculty, coaches and individuals campus-wide greatly help, as well.

“I have always said that if you work in the admissions field, this is the only place to work,” he said, “because the whole University supports the effort, and that makes it a pleasure.”

Chancellor Mark S. Wrighton said, “Washington University has thrived in recent years, owing to the extraordinary effort to attract the interest of the most talented students. The leadership of John Berg in building our team approach to student recruiting has been exceptional.

“John is an individual who is dedicated, creative and exceptionally effective. It is a pleasure to be a part of the team he has built to advance Washington University.”

The team approach to admissions might be the biggest reason that Berg’s job isn’t as stressful as one might think. After all, it takes a certain demeanor to help review nearly 20,000 applications every year. One of Berg’s greatest joys is meeting with prospective students.

“You can tell when a school or admissions person isn’t genuine when you visit,” Berg said. “At Washington University, it just isn’t that way. You can tell when visitors are having a good experience.

“I have frequently said to visitors that we could close the admissions office here and give every visitor a campus map and say, ‘Please walk around campus on your own and talk with our students and faculty,’ and they would pick up the same information we give them in the information session. It is so genuine here.”

Which, of course, is an ideology promoted by Berg.

“John is a remarkable individual,” Danforth said. “He is honest and direct, he works hard, and he knows admissions better than anyone I have ever known. His judgment could not be better.

“He works always for Washington University and its students, not for John Berg. Thus, he combines character and ability, and I greatly admire him.”