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Stowe Shoemaker

Dean, William F. Harrah College of Hotel Administration

Expertise: Casino marketing, Revenue management, Pricing, Consumer loyalty, Health care tourism


Stowe Shoemaker is the dean of the William F. Harrah College of Hotel Administration at UNLV. Prior to being named dean, Shoemaker served as a Lincy Professor at UNLV and the Donald Hubbs Distinguished Professor at the Conrad N. Hilton College of Hotel Administration at the University of Houston. For many years he was a member of the executive education faculty at the Cornell University School of Hotel Administration, and for a time he maintained an appointment in the Division of Diagnostic Imagery at MD Anderson Cancer Center in Houston.

Throughout his career Shoemaker has helped game developers test market new casino games (both slot machines and table games), developed programs to measure customer satisfaction for casino and hotel firms, and modeled the success and failure of marketing promotions. He has taught marketing as well as the mathematics of casino games. He is currently helping write the strategic plan to bring health care tourism to Southern Nevada. 

Shoemaker has an extensive background in strategic pricing, revenue management, and customer loyalty programs and has conducted research in these areas as well as in the hospitality in healthcare field.

His studies have appeared in the Journal of Pricing and Revenue ManagementCornell Hotel and Restaurant Administrative Quarterly, as well as several other academic journals and publications. Shoemaker has authored text books on hospitality marketing, published by Prentice Hall.



  • Ph.D., Services Marketing, Cornell University
  • M.S., Hotel, Restaurant & Travel Administration, University of Massachusetts
  • B.S., Business, University of Vermont

Stowe Shoemaker In The News

Aug 27, 2018

The healthcare industry can take cues from the hospitality industry in its efforts to boost patient satisfaction, said Stowe Shoemaker, PhD, dean of the William F. Harrah College of Hospitality at the University of Nevada Las Vegas.

Mar 19, 2018

Chris Singer approaches patients and their families sitting in a doctor’s waiting room with a smile every time.

Jan 9, 2018

Something brand new is open on the UNLV campus.

Jan 2, 2018

Hospitality Hall, a new home for the William F. Harrah College of Hospitality at the University of Nevada Las Vegas, will debut in a grand opening ceremony later this month. Students will begin attending classes in the building Jan. 16.

Articles Featuring Stowe Shoemaker

Hospitality Hall, under construction
Mar 14, 2017
Campus News

Annual QS World University Rankings place UNLV at the top of inaugural ‘hospitality and leisure management’ subject listing.

Dina Zemke
Oct 6, 2016

Discharge delays and bickering staff among the issues that compromise patient satisfaction, according to hotel administration professor Dina Zemke.

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