The Jerry S. Rawls College of Business empowers the next generation of business leaders and fosters excellence through its programs, organizations, and events, such as The Marketplace (Marketplace). Accomplishing this and more, the fall 2025 Marketplace offered a launching point for 34 Texas Tech student vendors to sell their products and spread awareness of their businesses.  

Hundreds of shoppers perused vendor booths, networked with professionals, snacked on J&B Coffee Company refreshments, feasted from local food trucks, and tested their luck in a raffle. From every direction, The Marketplace was alive with optimism and inspiration.   

Event organizers Anish Quenim, director of the Alderson & Griffin Center for Family Business & Entrepreneurship (AGCFBE); Team Blu9 of the Scovell Business Leadership Program (SBLP); the Raider Entrepreneurship Club (REC); the Student Government Association (SGA); and newest collaborator, the Innovation Hub, were determined to surpass the event’s previous success. Alongside the generous support from partners Cody and Dirk Dieterich, the event exceeded expectations.    

Success Spotlight: Highlighting Student Vendors   

This year’s Marketplace welcomed all Texas Tech student entrepreneurs. Vendors from various colleges across campus hosted booths selling everything from golf apparel to handmade furniture. For many, including Helena Bridge, the event marked their first experience pitching their business and conducting sales.

“I’ve never done anything like this, and I just wanted to put my foot out there,” said Bridge, a junior marketing student and active member of the REC.  

Bridge designed her business, Glow Haven Spray Tan, to build something of her own that spreads confidence. In addition to gaining networking skills and generating clients, The Marketplace reinforced her passion through hands-on experience and mentorship. 

“They inspired me to think ‘I can do it, I can own my own business,’ so I do think this helped a lot,” Bridge added.  

For senior studio art major Victoria Hernandez, The Marketplace offered professional direction.  

Encouraged by her aunt, Hernandez transformed her passion for art and design into her business, Heart Locket Art. While she has hosted booths at pop-up markets like First Friday Art Trail, The Marketplace offered the opportunity to reach new audiences and receive expert insight.  

“Sometimes it’s hard to know exactly what will work for you in your own personal business,” said Hernandez, recalling the pre-event mentorship program. “They gave us a rundown on…how to really set your business up for success and how to maximalize that success.”  

Hernandez plans to use her newfound wisdom to further scale her business by incorporating more product offerings and refining her marketing tactics.  

Although every participant rose to the challenge, the event organizers awarded six remarkable vendors whose efforts best reflected the entrepreneurial spirit: Zachary Darby (Marketplace Award), Lacy Young (People’s Award), Sara Torres Perez (Holiday Spirit Award), Lincoln Soos (Entrepreneurial Spirit Award), Morgan Alter (Emerging Talent Award), and Kaylee Bearden (Hub Hype Award).   

Vendors earned a combined estimate of $20,000 in revenue, and every business made at least one sale.   

Extending a Guiding Hand: Innovation Hub Hosts Mentorship Program  

For returners and first-time vendors alike, running a business can be intimidating and confusing. Most need a guiding hand.   

Seizing opportunity, Ryan Bain, program director of the Innovation Hub, expanded from last semester’s tabling by joining the event’s organizing team.   

“Even if students don’t have a novel invention, we want students to know that pursuing their ideas is not a waste of time,” Bain said.  

To accomplish this mission, Bain leveraged Innovation Hub resources to better prepare registered vendors with valuable skills and confidence to thrive as entrepreneurs long-term. Leading up to the event, vendors attended mentorship seminars hosted by Kathryn Dankesreiter, Innovation Hub assistant director of public relations, to receive practical insight and expert guidance on every entrepreneurial facet, from sales pitch critiques to pricing strategies.

The Innovation Hub’s involvement had a great impact on the preparation and overall spirit of the student entrepreneurs.  

Inspiration and Influence: Event Partners Share Motivation for Involvement 

Father and son Red Raider alumni, and generous event donors Cody and Dirk Dieterich further elevated the inspirational atmosphere.  

“The reason we do this is because the spirit of Texas Tech is unrivaled by any other school,” said C. Dieterich. “The entrepreneurial spirit in particular…gives me faith that the future is bright for the folks that are here.”  

Alight with optimism, he adds that their most valuable contribution is investing in their belief they can do it. 

Both actively involved with the Innovation Hub, C. and D. Dieterich are passionate about sharing their industry insights and guiding wisdom to help inspire young entrepreneurs to pursue their dreams. They serve as an example of high character and great achievement.  

Get Involved with The Marketplace 

For questions about being a part of The Marketplace, email Anish Quenim at aquenim@ttu.edu.