SBU Campus Store

The transformation of the SBU Campus Store began with the visionary leadership of Diana Kubik, executive director and chief financial officer of the Auxiliary Services Association (ASA) of Stony Brook University. Kubik envisioned a campus store that would rival the look and feel of a high-end department store while remaining true to its purpose of offering affordable, high-quality Stony Brook apparel, merchandise, and inspirational gifts.

Her idea wasn’t just about aesthetics; it was about creating a dynamic campus destination. Through her guidance, the store has become a vibrant gathering place that brings together students, faculty, staff, families, alumni, and visitors, uniting the campus community in a space that reflects Seawolf pride and delivers an unforgettable retail experience.

“We want the store to be an inclusive gathering space that offers a welcoming environment with brighter lighting, refreshed interiors, improved traffic flow, efficient checkout, and an intuitive, guest-friendly layout. Our exceptional team is committed to creating a memorable shopping experience where every member of the Seawolf community feels valued and supported,” stated Kubik.

Phillip (Phil) Herbst, director of facilities for the Auxiliary Services Association, and his team made the vision for the SBU Campus Store a reality. He was the driving force behind the transformation, shaping the project from the ground up, from the demolition to the construction, working closely with the university and all trade workers. Herbst developed the initial footprint that guided the architectural firm and thoughtfully designed the layout to maximize both flow and functionality.

With a sharp eye for detail, Herbst worked with Kubik to handpick the color schemes, materials, and design elements that define the store’s new look. Herbst partnered with a cabinet company to custom-build the fixtures, ensuring every detail aligned with his standards. His hands-on approach, creative direction, and commitment to excellence are woven into every square foot of the revitalized space.

Herbst brings decades of hands-on experience in facilities and construction, having spent 24 years with Fortunoff, a renowned family-owned retailer known for its home furnishings, jewelry, and outdoor furniture. He led the complete reconstruction of Fortunoff’s flagship stores across New York, New Jersey, and Connecticut, including their prominent location at the Source Mall in Westbury. From laying the first slab of foundation to final walkthroughs, he oversaw every detail of these large-scale projects, each spanning three to four years and totaling up to 400,000 sq. ft.

In 2007, Herbst began working at Stony Brook University for the Faculty Student Association, which has rebranded to the Auxiliary Services Association. When Herbst interviewed for the position, he looked the executive director in the eye and made a bold promise: “If you hire me, I will make magic for this campus.” And he delivered on that promise. Two decades ago, Herbst built Stony Brook University’s first self-operated retail store, the Seawolf MarketPlace at the Student Activities Center.

This inviting, student-centered space combined branded apparel and merchandise with the warmth and comfort of an in-store coffee shop. It was more than just a store; it was a destination that reflected school pride, community, and Herbst’s unwavering commitment to create something extraordinary. Today, he has brought that same passion, creativity, and craftsmanship to the next evolution of campus retail, the design and buildout of the SBU Campus Store, formerly known as Shop Red. Located on the ground level of the Melville Library, this bold new space is modern, elevated, and purposefully designed to deliver an unforgettable retail experience, proving once again that Herbst kept his promise to make magic for this campus.

With every project Herbst takes on, he carries the words of someone who inspired him from the very beginning, his mother. She was the first to recognize his natural talent and drive, once telling him, “You have hands of gold.” Those five words remind Herbst that his work isn’t just about construction, it’s about care, craftsmanship, and honoring the legacy of someone who always believed in him. A promise to live up to her faith in him, to always bring his best, and to never settle for ordinary. Her words fueled his ambition, pushing him to give every project the WOW factor and to always aim higher. Herbst worked his way up from supervisor to manager to director, not by chance, but by consistently bringing vision, dedication, and excellence to the table.

Now, with years of experience behind him and a deep personal mission at his core, he finally has the chance to shine, and every success is a tribute to the woman who believed in him first.

Project goals:

The goals for the SBU Campus Store remodel centered on transforming the space into a modern, elevated retail destination that also serves as a welcoming social hub for the campus community. The vision included prominently showcasing unique SBU-branded apparel and merchandise, developing a section of the store with a wide selection of inspirational gifts, increasing student engagement programs and activities, and improving the overall layout and flow for a more intuitive shopping experience. The redesign aimed to create an open, functional concept that makes it easy to browse, discover, and connect with the spirit of Stony Brook.

Additional goals included integrating technology and innovation, providing a platform for student artists and entrepreneurs, and supporting long-term financial sustainability through increased revenue opportunities and strategic merchandising. Beyond the store’s walls, the reimagined outdoor plaza space needed to incorporate sustainable landscaping and eco-friendly design elements to enhance the campus environment and create an inviting space for the community to gather year-round.

Exceeded project goals:

When you enter the SBU Campus Store the refreshed layout offers a welcoming hub with a bright interior, a soft seating area, an open lounge area near Starbucks, fitting rooms, and a student engagement space for community programs such as paint night, jewelry making, pressed flowers, and more. The store was thoughtfully designed to highlight how products fit into everyday campus life, delivering school pride, convenience, and value to all guests.

The remodeled store embraces a fresh, modern aesthetic with neutral paint tones that create a clean, timeless backdrop for merchandise. The redesigned layout is open and inviting, replacing the previously crowded clothing racks with thoughtfully arranged displays that encourage browsing and help guests discover new items. Plants are strategically placed to bring warmth, energy, and a sense of comfort to the space, offering students a comfortable environment where they can reset, unwind, and feel at home. Inspired by feng shui principles, the arrangement fosters balance and flow, making the store a place to shop and relax.

The former cash wrap area, which once dominated the floor and caused congested lines, has been replaced with mobile point-of-sale technology. This allows team members to meet guests where they are, reducing wait times and enhancing personal interaction.

Outside, illuminated signage now draws attention to the store, signaling its refreshed identity and inviting guests to explore the elevated retail experience inside. Complementing this transformation, the adjacent plaza is undergoing an inspiring redesign through a collaboration with students from Stony Brook University’s Environmental Design Project class and the Auxiliary Services Association (ASA).

Together, they envisioned a welcoming, sustainable outdoor space that not only enhances the store’s modern aesthetic but also fosters community engagement and environmental stewardship.

Using urban planning and landscape architecture principles, the students conducted site analyses, surveyed the campus community, and developed detailed proposals emphasizing sustainability features such as composting stations, rainwater harvesting, native plants, and educational elements. Their designs inspired the ASA’s plans to install leaf bike racks, rainwater bins, native gardens, outdoor furniture, and community-focused amenities such as Little Free Libraries and Blessing Boxes, transforming the plaza into a thriving, functional space that supports both environmental stewardship and campus community engagement.

Beyond the aesthetics of the store is a team of associates who work together seamlessly to bring the vision to life every day. The SBU Campus Store director of retail operations, Karla Gibbs, leads with passion and dedication, ensuring smooth operations and an exceptional guest experience. The buyer carefully curates merchandise that reflects campus spirit and current trends, while the in-house designer creates unique apparel and merchandise that resonates deeply with all Seawolves. Behind the scenes, the engagement department plans and executes dynamic programs and events that foster meaningful connections, and a vibrant sense of community. Together, this collaborative team combines creativity, strategy, and genuine care to make the SBU Campus Store not just a retail space, but a beloved gathering place.

Gibbs brings more than 20 years of retail expertise, a proven record of service excellence, and an entrepreneurial drive that continually advances the store’s success. Fluent in both English and Spanish, she seamlessly connects with a diverse customer base, ensuring every guest feels welcomed and understood. Gibbs is known for her innovative ideas, dynamic leadership, and unwavering commitment to creating a retail experience that reflects the spirit of Stony Brook University. Her passion for engagement with guests and her ability to build lasting relationships across campus make her not only a skilled manager, but a trusted ambassador for the university community.

Since assuming self-operation of the store in July 2024, the Auxiliary Services Association has played a key role in accelerating the growth of Stony Brook University’s licensing program, particularly through the development of innovative, on-trend branded merchandise.

At the forefront of this creative evolution is ASA’s in-house designer, Denise Salzman, assistant director of marketing and communications, who spearheaded the design of exclusive, on-trend tee shirt collections and launched Stony Brook’s first private-label apparel line, elevating the store’s offerings from generic vendor designs to distinctive, sought-after merchandise. Attuned to the voices of the campus community, Salzman carefully gathered and took to heart feedback from focus groups, social media, and guest interactions to ensure her designs truly resonate with all Seawolves.

These designs have helped establish a distinct store identity and quickly become top sellers among students, alumni, and fans. Building on this incredible momentum, Salzman expanded the fall product lineup to feature custom SBU photo mugs, magnets, coasters, varsity jackets, and an eye-catching new tee shirt wall that proudly displays her latest creations.

To create a line of sports apparel that truly connects with the community, Salzman teamed up with colleague Hannah Van Middelem, staff accountant. Drawing on their shared experience as former collegiate athletes, they designed athletic-inspired game day gear that quickly became a fan favorite, selling out at sporting events and resonating deeply with both athletes and fans alike.

The SBU Campus Store proudly supports the talented artists of Stony Brook University by featuring student-designed apparel both in-store and online. This unique program offers more than just a creative outlet; it provides students with real-world experience, portfolio-building opportunities, and valuable exposure across campus and beyond. As an added benefit, student designers earn $5 for every shirt sold, turning their creativity into both recognition and reward.

“By hosting tee shirt design contests each semester, we have empowered students to tell their story about what Stony Brook means to them. This exclusive merchandise creates products that students want, and we are proud to showcase their work through retail signage, displays, and marketing materials,” stated Salzman.

One of the standout features of the reimagined SBU Campus Store is the all-new inspirational gifts section, featuring feel-good items such as stylish stationery, coasters, artistic mugs, and eco-friendly totes. It also showcases handcrafted creations by Stony Brook students discovered through ASA artisan markets, such as lip gloss, custom stickers, crocheted animals, and plush keychains, making it easy to find a unique and meaningful gift.

A new custom ordering program was recently launched to provide exceptional value and service to the Stony Brook community. Designed for campus departments, student clubs, and organizations, it offers high-quality, affordable, and officially licensed Stony Brook and Seawolves apparel. With a wide range of styles, colors, and customization options, each order receives personalized attention and expert guidance from start to finish, ensuring every piece reflects the group’s identity.

The SBU Campus Store extends beyond retail by supporting student success with essential services that streamline convenience and access. The ASA Services Office inside the store assists with student and faculty/staff meal plans, health insurance guidance, locker and microfridge rentals, plus internships and student employment opportunities. This one-stop-shop approach simplifies campus life, helping students access key resources quickly in a welcoming environment.

Guided by Dawn Villacci, director of engagement and guest experience, the SBU Campus Store is committed to making every interaction extraordinary. The SBU Campus Store hosts interactive events and engaging student focus groups to listen closely and tailor services and experiences that meet their needs. Through a variety of programs, workshops, and activities, the team creates a welcoming environment where students feel connected and involved, ensuring the SBU Campus Store is more than just a place to shop; it’s a place to belong. The Auxiliary Services Association gives back to the community every day by dedicating 3% of all sales from the campus store to support student engagement initiatives.

Response from the campus community:

The store reopened on Aug. 4, 2025, to overwhelming enthusiasm from the campus community, instantly becoming a must-see destination. Visitors raved about the transformation, calling it “absolutely spectacular,” “blown away,” and “elevated, clean, and modern.” Students, faculty, and staff praised the thoughtful merchandising, expanded selection of branded apparel, and the extraordinary assortment of special gifts.

The addition of comfortable seating areas and a warm, welcoming atmosphere turned the store into more than a place to shop; it has become a spot people look forward to visiting again and again. From proud shoppers showing off their new finds to alumni declaring it a “glow-up” for the ages, the feedback made it clear that the remodel struck a chord with Seawolves of every generation.