Former CEO of Aztec Shops dies

Media Credit: Courtesy of Aztec Shops


Harvey Goodfriend, the long time former CEO of Aztec Shops and visionary of Students Services, died on Tuesday. He was 72.

Goodfriend died from complications related to brain cancer.

Goodfriend is considered transformational in his tenure as CEO from 1961 to 1999. Under his leadership, San Diego State gave students expanded options beyond just the traditional cafeteria line. He introduced outside vendors such as Rice King and Sbarro, on-campus convenience stores such as Aztec Market and the Student Union, the first ever student union in the California State University system. Goodfriend also served as the contract manager for CSU San Marcos, and managed the food services at Grossmont College, Donna Tusack, the current CEO of Aztec Shops, said.

Goodfriend is remembered as a man who was always on the move, so much that his office lacked the traditional sit-down desk. He toured the campus, managing the Aztec Shops and cheerleading the employees. Everyone called him Harvey, even those who worked for him. He wanted people to "embrace his concept of customer service," Tusack said.

"Way before the customer service mantras of 'put the customer first' were out there, that was his passion. He was just enthusiastic beyond belief. He was so committed and dedicated to providing service to students. That was his focus - students first."

Goodfriend is remembered as a trailblazer who pushed Students Services into the modern era. An example is the ATMs on campus. Goodfriend made the risky move of installing the cash machines when the technology was still in its infancy, making SDSU the first CSU system that utilized ATMs.

He introduced dine-outs or meal-plan dining, Tusack said. He pooled the resources of other auxiliary bookstores to buy products together, which resulted in lower prices for students.

Under his management, SDSU established the Mission Bay Aquatic Center, Aztec Center and the Open Air Theatre.

Goodfriend earned his Bachelor of Science and a master's in management from SDSU.

In retirement, he came back to SDSU to teach entrepreneurial management in the business department as a part-time professor. He also sat on various oversight committees involving the San Diego County Taxpayers Association.

Goodfriend is survived by his wife Kathleen Goodfriend. He leaves behind four grown children and four grandchildren.

There will be a memorial service for Goodfriend at 11 a.m. on Sept. 21 in Aztec Center. There is also a scholarship planned in his name.