Senior Vice President of Operations and Student Life

Dr. Claude Lusk

1900 W. 7th Street CMB #1298
Plainview, TX 79072
Gates Hall Room 100
Office: 806-291-3436
Fax: 806-291-1984


Dr. Claude Lusk, a 1984 graduate of Wayland, was the first to hold the position of Vice President of Enrollment Management, created during an administrative realignment in 2000 by the Board of Trustees. He oversees the offices of admissions, athletics and student services, property management, website, and will be responsible for studying and improving student retention and related issues.

"Dr. Lusk brings to this position a distinctive blend of qualities and experience which uniquely suits him for this responsibility," said Dr. Paul Armes, former Wayland president. "He was successful and effective as Wayland's Director of Admissions. He loves Wayland and is committed to the philosophy and opportunities of faith-based education. He also knows West Texas, its people and its students. We are very pleased to have him as part of our administrative team again."

Lusk holds an M.B.A. in business administration and management from Texas Tech University and earned his Doctor of Education degree in higher education administration from Tech in 1997. He has served as assistant professor in Wayland's School of Business since 1999, specializing in marketing and management courses.

During his stint as Director of Admissions from 1991-1999, Lusk oversaw recruiting efforts that saw a 23 percent increase in Plainview enrollment, a 50 percent increase in first-time freshmen and a 57 percent increase in dormitory residents on the Plainview campus. The annual recruiting event, Big Weekend, was expanded and reorganized during his tenure as well, with attendance growing greatly. Lusk was also involved in implementing summer registration for incoming students, which led to an increase in yield from admitted student to matriculate.

Much of Lusk's work targeted the local community student. He was instrumental in helping implement the widely popular Plainview Education Partnership, an agency supported in part by United Way which provides a tuition-free first year of college at WBU for Plainview graduates. He also helped design the concurrent enrollment program where high school students from the region can earn college credit while meeting academic requirements for an advanced high school diploma.

Lusk feels all these benefit him in his current position. "The experiences I've had - as a student, as staff and as a faculty member - have made a more profound impact on my belief in what we do here," Lusk said. "Being part of the faculty, and seeing the quality educational experience they provide, made me want to be a part of bringing more students to Wayland. I now know our product from a different side and am committed to providing the best for our students.

"I look forward to bringing together many components of our campus and community that help us retain students and continuing a lot of the good things already going on."

Lusk is an active member of the Plainview community as well. He serves on the board of directors for the Plainview Area branch of the Federal Emergency Management Association, the Plainview Chamber of Commerce (president in 2006) and Plainview Education Partnership, and the Plainview Area United Way. He served as co-chair of the American Cancer Society's Relay for Life in 2002 and was the campaign chair for the United Way in 2000. He is a member of the Plainview I.S.D. Educational Improvement Council and is a deacon at First Baptist Church. He and wife Paula have three children: Claudia, Crosslyn and Caleb.