Llinas Honored As "Rocky Room" Established in Selmon Athletics Center
By Joey Johnston
USF's mascot — Rocky D Bull — now has a home.
And it will serve as a reminder of the impact made by the late Milton Llinas, perhaps the most beloved Rocky of them all.
The "Rocky Room'' was unveiled this fall in the Selmon Athletics Center during a luncheon to honor Llinas (pronounced gee-nus), a former USF student whose indomitable spirit was personified by his 3-year portrayal of Rocky. Llinas, a former Student Government senator and chief justice, died in 2018 after battling leukemia. He was 23.
"We will never forget Milton, a truly special kid,'' said Steve Greenbaum, a USF donor who endowed a scholarship that will go to future students who portray Rocky. As part of the gift, Greenbaum insisted that a dedicated space be created for all the Rocky's, where they could dress in comport, while storing the mascot uniforms and equipment.
Outside the "Rocky Room," there's a plaque:
In Memory of Milton Llinas (1995-2018), Forever Mascot — Self-described "happiest person at USF,'' Milton brought joy to us all when he wore his Rocky suit. A complete USF student, he also served as a student government senator and chief justice, beloved fraternity brother and friend.
"If you met Milton, you remembered him because he was such a positive presence and good person,'' said David Lane, chaplain for USF athletics. "If you saw him as Rocky, you'd remember that, too, because he had such great spirit. He loved USF.''
Llinas Family
Greenbaum and Lane spoke at the dedication of the Rocky Room, along with USF vice president for athletics Michael Kelly and USF Alumni Association vice president and executive director Bill McCausland. Memories were also offered by Llinas' mother, Carla Borda-Solano; her husband, Pedro Borda; and Llinas' father, Milton Harold Llinas.
"It means so much to see you all here,'' said Borda-Solano as she spoke to a gathering of 50 people, including several current and former USF students who have portrayed Rocky. "Milton enjoyed being Rocky very much.''
Greenbaum, a marketing consultant who is married to USF president Emeritas Judy Genshaft, said he has taken a personal interest in Rocky since he arrived in Tampa.
"My wife (Genshaft) was fairly recognizable during her term, but I would often say to her, 'You don't get your picture on the side of the (USF transportation) buses,' '' Greenbaum said with a laugh.
With a marketing background, Greenbaum quickly realized the branding value of a mascot like Rocky. But in the early 2000s, he thought Rocky's look needed an enhancement.
"The costumes weren't in great shape,'' said Greenbaum, who hosts an annual luncheon for the students who are portraying Rocky in that school year. "We could do better. So, after lots of discussions with students, staff and Mike Mashke (a former Rocky), we spruced it up and updated the look.
"If you go to a USF athletic event when you're a kid — or maybe when you're an adult — what will you remember? Probably Rocky. It's one of the most visible symbols of USF, so the look and everything about Rocky is important and needs to be first-class.''
The Rocky Room is part of that.
Instead of the uniform and equipment being crammed into any available space — storage was at a premium in USF Athletics with 17 different sports — there's now a dedicated room where everything is stored neatly with dressing-room mirrors and air-circulating fans available.
"Rocky is viewed very positively always,'' Greenbaum said. "The students need to create a persona — fun, mischievous, playful. It might vary depending on which student is in the costume, but they all have a great time with it.
"I don't think anybody enjoyed being Rocky more than Milton Llinas. We're so happy to give Rocky its own space and to honor Milton in the process.''
Not coincidentally, the Rocky Room dedication was on Oct. 11 — three years to the day since Llinas' death.
"Judy and I were struck at the outpouring of love we experienced when we attended his memorial service,'' Greenbaum said. "If life is measured by the love we give and the love we receive, Milton lived a very full life.
"Milton loved USF. He loved being Rocky. And he was loved in return. We miss Milton and honor his memory.''
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