On August 3, 2006, at 0830 eastern daylight time a Cessna 172M, N20965, registered to a private owner, operated by Mc Air Aviation Services Inc., as a 14 CFR Part 91 instructional flight, landed hard on runway 17 at Augusta Regional-Bush Field, Augusta, Georgia. Visual meteorological conditions prevailed and no flight plan was filed. The airplane received substantial damage. The student pilot reported no injuries. The flight originated from Augusta, Georgia, on August 3, 2006, at 0825. A witness stated he observed the pilot depart from runway 17 and remained in left closed traffic. The airplane was observed to start a landing flare at 50 feet. The airplane made a hard landing. The student pilot stopped the airplane and completed an engine shutdown. The airplane was towed to the parking ramp. Examination of the airplane revealed the engine firewall and cockpit floor was buckled.