CONTACT US
MEET THE TEAM
Administrative
View Bio
Brett Eden, Ed.D, MBA
Director, Auxiliary Business Development
Brett Eden is a dynamic leader in business development, trademark licensing, and corporate
engagement, serving as the Director of Auxiliary Business Development at the University of Utah. With
over 25 years of experience, he has played a pivotal role in expanding the University's brand presence,
forging strategic partnerships, and driving revenue growth.
Passionate about building meaningful relationships, Brett has led initiatives that connect corporate partners with the University’s mission, generating millions in new revenue while enhancing the student experience. His expertise spans trademark licensing, marketing, sponsorships, and cross-campus collaboration - all aimed at strengthening the University’s impact.
Brett holds an MBA from BYU and a Doctorate in Educational Leadership and Policy from the University of Utah. A proud father of three, he believes in the power of innovation, service, and creating lasting connections. He is also a fierce advocate for people getting out in nature whether it be backpacking, camping, glamping, Jeeping, or anything
Licensing
View Bio
Richard Fairchild, MBA
Associate Director, Licensing & Trademarks
Richard Fairchild, MBA
Associate Director, Licensing & Trademarks
Richard Fairchild is a dynamic leader in collegiate trademarks and licensing, guided by Jackie Robinson’s
philosophy: “Life is not a spectator sport.” As Associate Director of Trademarks and Licensing at the
University of Utah since 2011, Richard has been instrumental in transforming vision into reality, driving
innovation, and maximizing the university’s brand impact.With a strategic mindset and a passion for progress, Richard has shaped the university’s trademark and licensing program, strengthening financial growth, brand protection, and industry partnerships. His expertise in financial strategy has successfully optimized royalty structures, advance fees, and guarantees, ensuring long-term sustainability and increased revenue for the university.
A relentless advocate for brand integrity, Richard has built key relationships with major online retailers—including Amazon, eBay, and Etsy—to swiftly combat trademark infringements. Working closely with the General Counsel, he has safeguarded the university’s intellectual property while fostering an environment of compliance and innovation.
Richard’s contributions have earned widespread recognition, including the prestigious ICLA Synergy Award. His ability to foster meaningful partnerships with over 400 licensees and 1,000 retailers has driven product distribution and retail success, significantly increasing consumer engagement and brand visibility. Most recently, Richard has led efforts to strategically expand the university’s licensed product portfolio by securing partnerships with high-profile brands like Albion Fit, Cotopaxi, and Fabletics— introducing premium, in-demand apparel and accessories that align with consumer trends and enhance brand positioning.
Beyond financial success, Richard is deeply committed to social responsibility. By collaborating with factory leaders worldwide, he has helped align manufacturing practices with the Fair Labor Association’s ethical standards, advocating for fair working conditions and responsible production. His hands-on engagement with manufacturers across the U.S. and Asia reflects his dedication to creating a positive global impact.
Under Richard’s leadership, the University of Utah’s licensing program has flourished—tripling in revenue, expanding product availability, and surpassing $27 million in retail sales. His work not only strengthens the university’s brand but also cultivates an atmosphere of innovation, integrity, and forward-thinking strategy, ensuring a lasting legacy in the world of collegiate licensing.
View Bio
Abby Hirshberg
Manager, Trademarks & Licensing
Abby graduated from the University of Utah in 2013 with dual bachelor degrees in International Studies
and Political Science. Among other daily functions focused on the protection & promotion of our
trademarks, Abby oversees the Crafter Program and supports Student Organizations fulfill their
merchandise needs. She is always happy to answer any questions about the licensing process or logo
usage, so please reach out anytime! Abby is currently pursuing a master’s degree in Legal Studies at SJ
Quinney College of Law, but when she has a few minutes to herself she loves to read (mostly non-
fiction), binge podcasts, and spend time with her train-obsessed little boy Partnership &
Sponsorship
View Bio
Jake Sorensen, MBA
Director, Sponsorships & Advertising
Jake Sorensen is the Director of Sponsorships and Advertising, which means he gets to help support
initiatives across the entire campus that look for partner support. He also oversees the business and
advertising operations of Student Media.Really, he's a husband, father, soccer dad, football dad, emotional support dad, soccer junkie, car lover, and amateur BBQ enthusiast who gets to spend his time at the University of Utah. He's been on campus since 2002 as both a student and employee of the University, receiving both a BFA in History and an MBA from the University.
View Bio
Jordan Schmitz
Sponsorship & Advertising Salesman
Jordan Schmitz is the Campus Sponsorship & Advertising Sales Manager. He excels in creating and
connecting unique opportunities to leverage the University and help elevate our partners and the U of
U. Being in sales and negotiations for over 15 years, he has the perfect skillset to not only guide our
partners across the University, but also understand the needs of all parties and create additional value.
Outside of work, Jordan enjoys concerts, live sports, and creating lasting memories with his son
Jameson
View Bio
Joe Canfield, MBA
Director, Affinity Partnerships
Joe has worked in the Auxiliary Business Development office at the University of Utah since 2017 where
he has been integral in organizing and executing campus wide business development initiatives. Under
the leadership of the Chief Business Strategy Officer and AVP of Auxiliary Services, the Auxiliary Business
Development office focuses on generating new revenue through business partnerships, improving
existing revenue streams, and supporting the university’s long-term vitality initiatives.
Before working at the U, Joe was a student at Utah State University and graduated in 2016 with a MBA in Venturing & Business Development. During his time at USU he served as the VP of Marketing for the MBA Association, the Director of the Huntsman Consulting Group, and was a marketing intern with the Clark Center for Entrepreneurship. Joe has also served as the CMO of an outdoor lifestyle start up that was recognized as the emerging entrepreneurial company of the year by both the Eccles School of Business and Utah State’s Huntsman School of Business. When he is not in work mode, you can find Joe on the golf course, conquering a mountain pass on his road bike, or in Las Vegas taking in a Golden Knights game with his wife and kids
View Bio
Kody Carbone
Manager, Client Experience
As the Client Experience Manager, Kody Carbone ensures the successful execution of partnerships,
bringing initiatives to life across campus. Passionate about strategic marketing, engagement, and
achieving goals, Kody focuses on creating seamless experiences that strengthen connections between
the university and its partners. In addition to partnership fulfillment, Kody manages the Swoop Mascot
Program, enhancing school spirit and community involvement.
In his free time, Kody loves to cook, spend time gardening, and compete with his dog in performance
sports like Agility and Herding. Marketing
View Bio
Kyle Atkinson
Marketing & Communications Specialist
Kyle Atkinson is a Marketing & Communications Specialist that manages marketing initiatives on behalf
of Stadium, Arena, & Campus Event Services, Commuter Services, and Auxiliary Business Development.
Kyle holds an Associate’s Degree in Media Studies & Journalism from Salt Lake Community College and a
Bachelor’s Degree in Strategic Communication from the University of Utah. While attending both SLCC
and the U, Kyle found a passion for student media and was involved in radio, TV, print, podcasting, and
online journalism. Kyle’s time hosting radio shows and writing blog posts for K-UTE Radio holds a special
place in his heart.After graduating in 2020, Kyle worked at a local marketing agency before returning to the U in 2022. As part of the Auxiliary Marketing team, Kyle serves as a project management-oriented Marketing & Communications Specialist tasked with facilitating all marketing needs for his assigned departments as well as assisting with special projects.
In his free time, Kyle enjoys spending time with family and friends, watching sports, attending concerts, and playing video games. He’s an avid fan of the Utah Utes, Utah Jazz, Minnesota Vikings, and Manchester United, as well as an aspiring DJ.
View Bio
Adam White
Manager, Marketing
Adam’s love of art started with comic books and Saturday morning cartoons, which eventually
transformed into a career in graphic design and illustration spanning more than two decades. A proud
graduate of the University of Utah, Adam first honed his skills in print shops and marketing firms, and
then returned to his alma mater in 2015 when he joined University Print & Mail Services. In 2024, he
made the move Auxiliary Business Development, where he's been able to play an even larger role in
elevating the U of U brand. Adam received the Gold Award and Audience Choice award at the 2022
IPMS In-Print Awards. When he’s off the clock, he indulges in his love of food & nerdy stuff and watches
lots of movies. Don’t get him started.
View Bio
Nikayla Spriggs
Marketing & Communications Specialist
Hello, my name is Nikayla Spriggs! I am a Marketing and Communications Specialist responsible for
managing the marketing needs and projects for Auxiliary Services Leadership, University Print and Mail
Services, the UCard office, and Sunnyside Apartments. I graduated from the University of Utah with my
bachelor’s in marketing in 2021. During my time in school, I worked as an intern managing university
social media accounts and photographing content for both online and social media platforms. After
graduating I began working for the university full time. My current focus is primarily managing projects;
however, I still pick up a camera whenever I can both at work and in my free time! Outside of work, I enjoy playing video games, reading books, hiking, and playing with my dog, Moose! I cannot wait to
work with you in the future Student Media
View Bio
Joshua Petersen
Manager, Student Media
Josh Petersen is the Manager and Advisor of Student Media. He manages the operations of Student
Media and provides advice, guidance and support to student leadership.Josh is an alumni of University of Utah and Student Media. He graduated with bachelor’s degrees in English and Psychology and served as Digital Managing Editor at the Daily Utah Chronicle. Before returning to the U, Josh was an editor at Salt Lake Magazine.
In his free time, Josh loves going to concerts and trying new restaurants.
View Bio
Melanie Hooten
ABD Office Admin Coordinator
Melanie Hooten is the smiling face you see at the ABD front desk. Melanie worked in Health Sciences
beginning in 2005, before she came to ABD in June 2024. Melanie has earned the title of “House Mom”
among the Pepsi Ambassadors and student employees. Melanie is also an alumnus of the University of
Utah, earning a BA in Environment and Behavior as part of the class of 2000.
Melanie is an artist, specifically a potter, photographer, florist, and baker. She enjoys spending time with
her teenage sons; cooking, gardening, and doing puzzles.
Melanie believes in community building, working with Partners in the Park for the last decade and a half.
Her work has helped increase enrollment at the U among the 84104 and 84116 zip codes.
At ABD, Melanie was able to bring some new elements to the 2024 football tailgates: scavenger hunts,
hot cocoa bar, and a kid’s menu. Melanie brought her creativity to the team, which thankfully,
complements the creativity of the rest of ABD.
Personal mantras:
“You will do foolish things, but do them with enthusiasm.”
“Create the things you wish existed.”