Campus Connection

Hetzel leaves legacy of vision, leadership, generosity

Bob Hetzel, vice chancellor emeritus for Administration & Finance at UW-La Crosse, whose steady leadership has been a driving force behind UWL’s sustained success over the past two decades, has died. 

Chancellor James Beeby shared the news Friday in a message to the campus community.

Hetzel spent four decades in higher education and 17 years at UWL, retiring in 2024. Throughout his tenure, he played a pivotal role in elevating UWL to new heights, providing visionary leadership, sound financial stewardship and an unwavering commitment to student success.

“Bob’s ingenuity and skillful management of UWL’s budget positioned the university to thrive even amid challenges in higher education,” Beeby says. “More than that, he was a wonderful person who truly loved UWL and cared about this community. His passing is a huge loss.”

Hetzel, who arrived at UWL in 2007, immediately left his mark on the university.

Through careful planning, he erased a significant operating budget deficit in his first year and began exploring ways to reinforce the university’s long-term financial stability. He went on to spearhead the creation of the Growth, Quality & Access initiative — an innovative program that has allowed UWL to hire additional faculty and staff, educate and graduate more students, and uphold its commitment to academic excellence. 

Hetzel held high aspirations for UWL and became a tireless advocate for the university. He built strong relationships with legislative partners and secured support for many capital projects — among them Centennial Hall, the Student Union, the Prairie Springs Science Center and the subsequently dedicated Hetzel Fieldhouse — that modernized UWL’s campus and expanded opportunities for students. 

“No matter where you go on our campus, you will likely find something that Bob Hetzel touched or transformed for the betterment of the university. His legacy is that profound and prevalent,” Beeby says. “Bob represents not just the best of UWL, but the best of higher education. His commitment to the success of our students and the wellbeing of our university is impossible to quantify. We are indebted to Bob for all he has done for UWL.”

Hetzel’s impact didn’t end with his career; it grew even greater in retirement. 

In 2024, he arranged a $2.5 million estate gift through the UWL Alumni & Friends Foundation to support student scholarships and key initiatives in the Athletics Department.

Last year, Hetzel expanded his support with a $1 million estate gift advancing opportunities for faculty and staff in the College of Business Administration.  

In recognition of Hetzel’s leadership and generosity, Hetzel Fieldhouse and Hetzel Commons, located in the lower level of Wittich Hall, were named in his honor.

Reflecting last year on the dedication of the two facilities, Hetzel said it was gratifying to see his name included among other univesiy leaders who helped shape UWL through its history.

“To have these facilities named for me and be part of UWL’s institutional legacy, along with people like Carl Wimberly and Walter Wittich, is very, very special, humbling and overwhelming,” he said at the time. “There are not enough words to adequately describe my heartfelt thanks and gratitude to the UWL campus community for their kindness and support.” 

Even as he faced health challenges, Hetzel remained strongly connected to UWL.  

In spring 2024, he was honored with a retirement reception and parade through campus. 

This May, Hetzel returned to UWL a final time to celebrate the retirement of Provost and Vice Chancellor Emerita for Academic Affairs Betsy Morgan. 

Morgan, who built a close professional friendship with Hetzel through the years, says his impact on UWL cannot be overstated. 

“Bob Hetzel was a consummate professional who put the stability and excellence of UWL at the center of all that he did,” she says. “Those of us who called him a friend will miss his intelligence and wit. Simply put, UWL would not be what it is without him. His impact will be remembered and felt for decades to come.”