At this point, he would probably choose a big school, residential/on campus feel rather than commuter, good sports program (to go to games, he runs track and field but probably wouldn’t make a D1 team), really likes the idea of schools that prepare him for work after college (that’s one of his most often recollections to anyone asking what he likes about a specific school - he heard it on a San Diego State tour). And honestly, I think he is definitely swayed by the name of the school, what his friends think, where they are going, etc. He would rather say he’s going to a bigger name school than some other university that doesn’t have the name recognition or cachet.
He’s a fine student (3.5-3.6 UW GPA) and takes plenty of honors/AP but not an over-achiever and certainly not a max effort/driven student, so there’s the risk of if he gets into a high reach he’d be left behind because he’s not going to push himself once he gets into a school. He doesn’t know what he wants to do (and neither did I, so I don’t blame him for that), but has a general idea of a business job that is in the sports industry (probably a good chunk of HS/college boys would like that kind of job if you asked them). I know that U of Oregon checks a lot of those boxes and has some sports-focused majors, but the OOS costs are brutal (not WUE), and I personally think getting a general Finance or Econ degree may be more risk-averse and could have more value than a niche Sports Marketing or Sports Business Admin major.
Anyhow, thanks a bunch for the reply.