Stowe Shoemaker

Dean, Harrah College of Hospitality
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

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gaming & gambling, hospitality & tourism, Las Vegas

Stowe Shoemaker In The News

Tribal College Journal
May 12, 2022
The Harrah College of Hospitality at the University of Nevada, Las Vegas (UNLV) is connecting with tribal colleges and universities (TCUs) this summer to help complete the framework for its new education initiative in tribal gaming. Funded by a $9 million gift from the San Manuel Band of Mission Indians, the Tribal Education Initiative at UNLV is designed to give tribal members the educational tools and competencies to excel into top-level management and executive roles in the Indian gaming industry. Partnering with TCUs will help define the scope and format of courses that will be offered as part of this unique educational program.
The Points Guy
April 18, 2022
It might seem like a huge gamble, even by Sin City standards, to plop a multibillion-dollar resort so far away from the core cluster of resorts on the Las Vegas Strip.
CDC Gaming Reports
February 2, 2022
MGM Resorts Tuesday announced that its rebranded and retooled loyalty rewards program, MGM Rewards, has launched nationwide. Now, gaming and non-gaming guests alike will be able to take advantage of the program – formerly M Rewards – which includes access to the company’s more than 20 U.S. destinations.
Cision PR Newswire
November 22, 2021
Join us at the International Luxury Hotel Association's two day INSPIRE21 conference taking place at the Fairmont Miramar Hotel & Bungalows, Santa Monica on December 2-3.

Articles Featuring Stowe Shoemaker

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Campus News | December 8, 2021

A collection of news stories featuring research and accomplishment at UNLV.

students dance outdoors on UNLV's campus
Campus News | May 11, 2021

A collection of news stories highlighting remembrance, recovery, and progress at UNLV.