Redefining the Campus Store Experience: Insights from Baylor, Houston, and Miami
Campus stores are undergoing a transformation. Once seen as simple hubs for textbooks and supplies, they are now dynamic spaces that foster connection, showcase school pride, and provide innovative services for students. In this blog post, hear directly from three campus leaders—Jason Cook of Baylor University, Deb Huebler of the University of Houston, and Ana Alvarez of the University of Miami—on how they’ve reimagined their campus stores to meet the evolving needs of their communities.
Jason Cook, Vice President of Marketing and Communications, Baylor University
The Spirit Shop: Creating a Destination of Pride and Connection
When we envisioned the Mark and Paula Hurd Welcome Center at Baylor, we saw it as much more than a physical building. It’s the front door to our campus—where prospective students and families experience Baylor for the first time. We knew we had to create something that reflected the investment families make when they choose Baylor.
That’s why the Spirit Shop is such an integral part of the Welcome Center. Inspired by the way Disney directs guests through gift shops at the end of their attractions, we wanted visitors to leave their campus tour with more than memories—they leave with a piece of Baylor. Every visitor receives a free t-shirt, and many leave with bags filled with Baylor gear. It’s all about building pride and connection from the start.
We also made intentional decisions about the merchandise. The Spirit Shop is home to premium brands like Nike and Peter Millar, catering to the expectations of our high-caliber students and alumni. Meanwhile, our traditional campus bookstore remains just a few blocks away, with a distinct product mix to ensure both stores thrive without cannibalizing each other.
Ultimately, the Spirit Shop isn’t just about retail—it’s about creating an experience. From custom-branded shuffleboard tables to Instagram-worthy design elements, it’s a space that reflects the energy and excellence of Baylor University. It’s a proud step forward in how we connect with prospective and current students and their families, fans, and alumni.
Deb Huebler, Executive Director of Auxiliary Services, University of Houston
Equitable Access and Innovation at the University of Houston Campus Store
At the University of Houston, we see our campus store as more than a retail operation—it’s a vital resource for our students’ academic and personal success. Over the past few years, we’ve made some big changes to better serve our community, starting with the Cougar Textbook Access Program (CTAP).
CTAP is a campus-wide access program we rolled out for all undergraduates in fall 2023. The results speak for themselves: 81% of students are participating, saving them over $20 million compared to retail prices. What’s more, the program has enhanced academic success, with students reporting better performance and a desire for more courses to be included. For us, CTAP is about leveling the playing field and making sure every student has what they need to succeed.
But our store is more than course materials. We’ve reimagined our space to keep students coming back all year long. Whether it’s custom jersey printing, a beauty and skincare assortment, or a rotating game day section, we’re finding ways to make the store a hub for student life. One initiative I’m particularly excited about is our upcoming partnership with the College of Optometry, which will bring basic eye exams and eyeglass sales directly into the store. It’s a perfect example of how we’re collaborating across campus to meet students’ needs.
These changes reflect a broader goal: making our store a welcoming, engaging space that’s as dynamic as the students we serve. The campus store is no longer just a place to buy books—it’s a place to build connections, meet key needs, and create lasting memories.
Ana Alvarez, Assistant Vice President for Auxiliary Services, University of Miami
Miami’s Campus Store: A Reflection of Our Vibrant Community
At the University of Miami, our campus store is more than a retail space—it’s a reflection of our identity. As the “front porch” of our campus, it’s often the first place visitors experience and a key touchpoint for students and alumni alike. That’s why we’ve worked hard to make it a space that embodies everything we are: bold, vibrant, and uniquely Miami.
Even though we haven’t done a major renovation in over a decade, we’ve found creative ways to refresh the space. From new paint and graphics to premium brands like Vineyard Vines and affordable options for students, we’re making the store feel new without breaking the bank. One initiative I was initially skeptical about—introducing cosmetics—has become a huge success, bringing new customers into the store and boosting overall sales.
We’ve also leaned into the idea of “neighborhoods” within the store, creating sections for everything from athletic gear to dog merchandise (a hit with students who have emotional support animals). And with our centennial celebration just around the corner, we’re planning a special collection that will highlight our history and bring alumni back to campus.
Finally, we’ve embraced digital engagement in a big way. Thanks to our new Student Marketing Director Program, we’re building a strong presence on Instagram and TikTok. These platforms are helping us connect with students in authentic ways and driving traffic to the store. It’s not just about selling—it’s about creating a sense of community and pride.
For us, the store isn’t just a place to shop—it’s a place to belong. By focusing on our students’ needs and celebrating what makes Miami unique, we’re turning the store into a hub of activity, creativity, and school spirit.
The Campus Store of the Future
Jason, Deb, and Ana’s stories show how campus stores are evolving into vibrant, multi-functional spaces that reflect the needs and aspirations of their communities. Whether it’s creating unforgettable first impressions, fostering academic success, covering the essentials students need as they navigate the term, or celebrating school pride, today’s campus stores are redefining their role on campus—and the best is yet to come.
What’s next for your campus store? Let’s work together to reimagine the possibilities.