Licensing Director Spotlight:
A Q&A with Shane Hinckley of
The University of Utah

CLC.com: How did you get involved in the licensing biz?

SH: My first licensing experience was with Lucas Arts. I worked for an entertainment company and was able to put together licensed gift cards featuring screenshots from one of the Star Wars sequel movies. I remember being threatened with death and dismemberment if I allowed the movie shots (still under wraps) to be leaked. I signed a confidentiality agreement and was able to get the item to retail. Back then this was a big thing. Of course now, every movie has their name splashed through multiple channels of retail.

I found my current licensing job posted on the internet and somehow passed the interview. Now, I’m living in Utah and having a great time.

CLC.com: In terms of growth – what product category has surprised you most?

SH: Children’s and Women’s have really taken off. However, I think those were expected growth areas.
One area that has intrigued me the most has been corporate sponsorship. We are seeing a big increase in corporate advertising and sponsorships for our products/events. This is really an untapped market and is only limited by our creativity. Someone recently sold me on the idea of driving licensing to sponsorships. For example, if a car dealer is an athletic sponsor, why not get them to buy 1000 car flags as a promotion and give them away with every test drive. This provides royalty dollars, school exposure and creates value for your sponsor. These types of licensing channels are limitless and can provide solid revenue if done correctly.


CLC.com: Describe some of the changes you’ve witnessed in college licensing over the years?

SH: In the short time I’ve been in the business, I am really amazed at the quality licensing programs that have appeared at so called smaller schools. Five or ten years ago, very few schools outside the “power conferences” even knew what licensing was. Now there are a number of great programs that have generated great licensing ideas that are both sports and non-sports driven.


CLC.com: Discuss some of the odd or unique products you’ve encountered during your tenure at Utah?

SH: Last year during our Fiesta Bowl run, a gentleman came into my office with a “slogan” he had created and was willing to sell it to the University to put on shirts for only $10,000. He was certain that we would sell a million of them. I thanked him for his time and told him we’d let him know if we were interested.

The most unique thing I’ve licensed was probably a corn maze. A local farmer cut his crop into a giant
maze the shape of our school logo. He advertised the maze and charged people an entry fee for the experience
of getting lost, sometimes for hours. Some people joked that it was like Stephen Kings’ Children of the Corn.
I thought it worked out pretty well.

CLC.com: What’s the key to running a successful licensing program?

SH: Most licensing professionals I know have another job besides licensing at their respective schools. The ability to spend time and focus on your goals is the key to being successful. Start with the basics like creating a policy and a simple “how to guide” for prospective licensees. Build on that by educating your campus and community about the program. As you gain experience, you should focus on new products and channels for licensing. Those are the things that have helped Utah grow its program, even during losing athletic seasons.

CLC.com: How competitive is the collegiate licensing industry?

SH: It’s extremely competitive. There is only so much retail space and every licensee will tell you why their product is the one to buy. I’ve seen the industry go from 620 minimums (soft goods) all the way down to one over the years in an effort to get business. Licensee’s are protective of their artwork, their manufacturing process etc., all in an effort to gain an edge over the competition. Take a look at the sourcing going on right now in the industry. The big shift recently was to China in an effort to introduce even lower prices. Now those countries with displaced facilities are starting to rebound by beating prices in China. Sometimes you have to be careful about vendor promises on delivery and turn around time. In an effort to win business, some people will tell you anything. The vendors who under promise and over deliver will gain market share and usually have sound business practices.

CLC.com: Name something people might not know about you.

SH: As a high school senior, I was able to witness the SALT II treaty signed by President Reagan and Russian President Gorbachev at the White House. My brother worked in the government at the time and got me into executive office building for the official signing. Nuclear disarmament was a big deal at the time because the Cold War was still going on and Eastern Europe was still under Soviet Control. I can tell you that Gorbachev’s birthmark is the real deal. I also attended school in Costa Rica for a while. These experiences helped shape my love for political science and international relations. I just eat that stuff up. I find shows like Nightline, 60 Minutes, and Meet the Press very entertaining. I would love to meet Tim Russert some day.


CLC.com: What is the most rewarding part of your job?

SH: The day the royalty check comes in! Really! There is a sense of satisfaction when that royalty check is received and it validates all your hard work leading up to that moment. I would also say this job allows a lot of creativity. I see and learn something different every day and that makes it exciting to come to work. Knowing that I can take the licensing job any direction I want to is very exciting.


CLC.com: If your career path hadn’t led to licensing – what industry would you be working in?


SH: Definitely coaching. The strategy involved in sports and getting players to execute at a high level is very motivating. My wife hates watching games with me because I’ll call the plays based on the formations before they happen. She would rather sit back and watch and take in the whole atmosphere on game day. I love coaching little league sports and seeing the kids learn. When they perform on the field what you’ve taught them in practice it’s a rewarding feeling. I’m not into the Woody Hayes style of coaching; you still have to make it fun for the kids. With that in mind, I think I would have enjoyed being a high school coach and teacher.