Patrick T. Smith Achievement in Service Award: Jessica Stops

Some view the act of giving back as a tedious chore done not so much out of altruistic desire but rather internal guilt and/or social pressure.

Then there are individuals like Jessica Stops.

“Service was modeled for me before I had the language to describe it,” says Stops, the 2026 Patrick T. Smith Achievement in Service honoree. “My father worked in higher education with a focus on access and opportunity, and my mother has dedicated her life to helping others as a psychologist. From both of them, I learned that professional success carries responsibility. You use what you know, the relationships you have, and the opportunities you are given to help others move forward. 

“That idea has been a throughline in my life.”

Certainly never more so than in her current role as vice president of tribal brand marketing and strategic initiatives for the Yuhaaviatam of San Manuel Nation. In this position, Stops is responsible for guiding the tribe’s philanthropy and charitable giving campaigns that support more than 400 community partnerships through an annual budget exceeding $35 million.

Specifically, the funds are aimed at improving education and health care services; strengthening cultural preservation; and propelling community and economic development. And the impacts of these charitable efforts stretch beyond the Yuhaaviatam of San Manuel Nation, reaching communities throughout California, Nevada, and tribal lands nationwide.

“This work is vital and means so much because it creates pathways — especially for Native students and tribal communities, as it changes not only one person’s trajectory but the trajectory of families for generations to come,” she says.

Beyond her philanthropic-related work for the tribe, Stops played an important role in a recent landmark moment: the historic name reclamation from the San Manuel Band of Mission Indians to Yuhaaviatam of San Manuel Nation. She led critical communications, marketing, and branding efforts, from early education through operational rollout.

Making this work all the more meaningful: Stops herself is of Native American descent.

“As a citizen of the Crow Nation, I understand that tribal identity, culture, and sovereignty are not abstract ideas — they are lived experiences,” she says. “In my role with the Yuhaaviatam of San Manuel Nation, I have the privilege of helping steward the tribe’s story, protect its identity, and support the communities and partners connected to its values.”

One of those partners? It just happens to be Stops’ alma mater.

In early 2020, the Yuhaaviatam of San Manuel Nation announced a $9 million gift to UNLV, with the money earmarked to develop and support tribal-related education initiatives within both the Harrah College of Hospitality and Boyd School of Law. In the years since, dozens of UNLV students — Native and non-Native alike — have had an opportunity to learn the operational and legal nuances associated with tribal gaming organizations, with many Rebel graduates opting for that career path.

In anticipation of the formal partnership, UNLV in 2019 launched the Native American Alumni Club. Stops officially became an active member in 2021, then quickly sprang into service action by helping connect the organization with corporate sponsors for the club’s annual Powwow for the Planet event.

With sponsorships offsetting event costs, funds were redirected toward establishing the first Native American Alumni Club scholarship, which is now endowed and will make awards in perpetuity beginning next year.

That Stops takes great pride in having played a role in the scholarship’s creation is no surprise, considering it reflects three of her greatest passions: her Native American heritage, her strong belief in the power of education, and her love for UNLV.

Regarding the latter: Stops isn’t the only Rebel graduate in her family. Shortly after relocating the family from Las Cruces, New Mexico, to Las Vegas in the mid-1990s for an education position, Stops’ father, Arlie Stops Jr., began pursuing his doctorate (which he completed in 2004). Then late this spring, her sister Celina Stops earned her juris doctor from the Boyd School of Law.

“I chose UNLV because it felt both familiar and full of possibility,” says Stops, who had just finished high school in New Mexico when she moved to the desert. “Eventually, UNLV became not just a part of our family’s story but part of a larger story of access, opportunity, and public service in Southern Nevada.”

And that story now features a deserving epilogue, with the UNLV Alumni Association celebrating Stops’ selfless, far reaching and highly impactful commitment to giving back.

“What makes this recognition especially meaningful is that it is centered on service,” says Stops, who also championed sponsorship of the UNLV Native Youth College Camp. “Career milestones matter, but being recognized for work that contributes to education, community well-being, cultural understanding, and opportunity feels especially personal.

“I see the award not only as a reflection of my own journey but a reflection of everyone whose guidance and example taught me to lead with purpose.”

When did you know you wanted to pursue a communications degree? What about the field sounded appealing?

My father’s work in higher education showed me early on that access matters, and communications felt like a field where I could help create access — to information, to ideas, to communities, and to opportunity. The most appealing thing about the communications profession was it wasn’t limited to one industry or one kind of career. It was a foundation.

In my communications studies, I learned how to listen first, understand the audience, and translate complex ideas into things people can connect with. That foundation has carried through my entire career, from brand and advertising to philanthropy — as well as telling the story of a sovereign nation through the lens of culture.

At what point did you know for sure that you made the right call to become a Rebel?

I wouldn’t say there was a specific event, but rather it was the moment when UNLV began to feel less like a school I was attending and more like a community to which I belonged. A lot of that had to do with the sorority that I joined, as it gave me a way to build friendships, participate in community activities, and become more engaged outside the classroom. 

Some of those friendships forged with my sorority sisters became lifelong relationships — women who were in my wedding, whose weddings I was later part of, and people I remain connected to today. That sense of connection mattered.

UNLV gave me a community at a formative time in my life and helped me understand that relationships, service, and showing up for people are as important as any classroom lesson.

Speaking of classroom lessons, which UNLV courses did you lean on most to set you up for early-career success?

The courses that taught me to think critically about audience, message, and impact are the ones that stood out. Communications gave me the tools to move beyond simply creating a message and instead ask: Who needs to hear this? What do they need to understand? What outcome are we trying to create? 

I still use that framework every day — whether I am guiding a tribal brand initiative, leading philanthropy strategy, preparing partners to understand the Yuhaaviatam name reclamation, or helping tell our story as editor of Hamiinat magazine and the documentary work I do, the principle is the same: Communication is most effective when it is grounded in respect, clarity, and purpose.

After graduating from UNLV, you landed your first job at Bellagio before moving on to the resort’s parent company, MGM Resorts International. What was it like to launch your professional career working for one of the world’s most iconic hospitality brands?

Beginning my career at Bellagio gave me an immediate appreciation for how powerful brand, experience, and communication can be in Las Vegas. It was the perfect place to start because everything mattered — the language, the service, the visual identity, the way guests felt, and the way thousands of team members aligned behind a shared standard.

Moving from Bellagio into MGM Resorts International helped me see communications and marketing at scale. It confirmed that I had chosen the right profession because I loved the blend of creativity and strategy. I could see how strong communication could shape perception, build trust, and create emotional connection — skills that later became essential in my work with tribal government, cultural identity, and philanthropy.

What is your message to the current UNLV student about the importance of giving back, both to their future alma mater and their community at-large?

My message is pretty straightforward: Stay connected to the people and places that helped shape you. 

Giving back does not have to begin with a title, a large donation, or a formal program. It can begin by mentoring someone, volunteering your time, opening a door, sharing what you have learned, or simply showing up when your community needs you. 

UNLV is a place where many students are building lives, careers, and identities at the same time. When graduates stay connected and give back, they help the next generation of Rebels see what is possible. The impact compounds — one relationship, one opportunity, and one act of service at a time.

Lastly, I would encourage students to remember that service is not separate from the work you do; it is one of the reasons the work matters.