Name: David C. Atkins
Position/Institution: George Mason University
Number of years in your position: 6 years in current position; 23 years at Mason in total
Alma Mater(s): George Mason University and Howard University
Hometown: Jarratt, Virginia

1) Why did you become involved in ICLA?
I was actually introduced to ICLA by my CLC Representative in 2011. Having been actively involved with other associations that were specific to my industry work, I sought to be the CAA Representative as the current person was transitioning from the conference. Luckily, when Mason transitioned to the A-10 Conference that position was also available. Basically, I like to be involved in things in which I am interested.

2) What is your favorite part about being a member of ICLA?
Honestly, it is meeting professionals at the conferences/symposiums and chatting about issues, matters and successes at each person’s institution. I am not really big on small talk, but I love engaging on these types of topics.

3) What is the biggest challenge to working in a university environment?
It would be keeping up with the changing needs, desires and interests of students, but it is also what makes it fun for me.

4) What do you consider to be your greatest accomplishment to date?
Watching the professional success of my mentees and young people that I have guided!

5) What is the most important skill you have developed in your career?
The ability to trust but verify everything.

6) Who has been the most influential person in your career?
I would probably say the person who challenged Mason to hire me without the traditional student affairs’ background and degree for my first professional job in the Student Unions as the Assistant Director of Operations. I have been a college administrator ever since!

7) What is one item you cannot live without?
Literally food and water but I would also be challenged by not having my iPhone and iPad.

8) Who would you choose to switch places with for a day?
I would switch places with actor Will Smith!

9) What is your favorite sporting that event you have ever attended?
Mason Men’s Basketball game vs VCU when Mason won with a buzzer shot!

10) Why/when did you decide to pursue a career in collegiate licensing?
After working in Student Union management for over 15 years, I wanted a change. So, when all the department directors were asked what other things we were interested in I communicated that I wanted to be more involved with contract management. Two years later I got the chance to do exactly that but realized that collegiate licensing was more than just contract management – like retail banking, vending, and campus bookstores may be. This collegiate licensing "contract" became the most favorite part of my then new position.

11) In your mind, who in this industry can serve as a good role model?
There are a few, but I often watch and listen to Rachael Bickerton and Shane Hinckley.

12) How has your involvement with ICLA influenced your career?
It has really help me to become the licensing knowledge source at my institution and has helped me to realize the value associated with university assets, called trademarks.

13) What educational or business experiences best prepared you for a career in licensing?
I would probably say my business school education and event planning background has contributed greatly to this career.

14) What challenges do you face when working with students or vendors?
I don’t really have a lot of challenges working with students now that we have created a streamlined website and educated students about licensing. The biggest challenge working with vendors who sell only to the institution is that some of their operations/resources typically don’t support the time required to effectively engage as a successful independently functioning vendor.

15) Would you please explain a professional success and how you implemented it?
My first professional success in this industry was implementing Spirit Fridays at Mason and encouraging everyone to wear Green and Gold. Through constant messaging, engaging key stakeholders, using College Colors Day to launch Spirit Fridays each year, and creating a Patriot Pride Patrol to scan the campus each Friday and issue Spirit Violations (also discount to bookstore) we have seen a significant increase of Mason gear worn on Fridays, as well as in general.

16) In your opinion, where is collegiate licensing headed in the future?
I am not quite sure, but it would be cool if it included licensing branded experiences – whether it be a service, an excursion, a collegiate engagement at a NFL or NBA game, or some other unique engagement opportunity.

17) What is the best piece of advice you have ever received? What advice would you give to someone looking to enter the field of collegiate licensing?
Best advice received was "listen more than you speak." The advice I would give to someone is to connect with others in the field to learn about their experiences, successes and failures.

18) What was your biggest professional failure/mistake and how did you learn from it? That would be trusting others too much! I learned that it is important to trust, but verify for yourself.

19) What percentage of your work-week is spent in your office?
About 75%! In addition to licensing, I also oversee the bookstores, beverage/snack vending, retail banking and digital signage so I do spend a good amount of time in my office.

20) What are you most looking forward to at the next ICLA Convention or Winter Symposium?
Reconnecting with colleagues and learning about new trends.