@AaronBertrand one more thing: would this structure work well for reporting purposes? The only way I can picture this data being consumed is by doing a huge pivot. Thoughts?

@AaronBertrand: the data being stored in this table is either an int, string, or date. I haven't seen much else being stored in it. The schema of this big table could change on any given day (if they decide they want to see something new in a report). I'll give the EAV articles a read. Thanks!