Stowe Shoemaker

Professor, William F. Harrah College of Hospitality
Special Assistant to the UNLV Foundation President
Expertise: Casino marketing, Revenue management, Pricing, Consumer loyalty, Health care tourism


Stowe Shoemaker — a professor and former dean of UNLV's William F. Harrah College of Hospitality — is an expert on strategic pricing, revenue management, and customer loyalty programs. He currently serves as special assistant to the UNLV Foundation president, working on fundraising and initiatives that advance new and ongoing external partnerships.

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. Shoemaker has also authored textbooks on hospitality marketing and helped write the strategic plan to bring health care tourism to Southern Nevada. 

During his 10 years of service as dean, Shoemaker propelled the college to be the leading hospitality program in the U.S., and helped raise more than $40 million to benefit the college and the construction of a new state-of-the-art building. Prior to his deanship, he 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.


  • 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

Las Vegas Sun
Bill Hornbuckle remembers being a community college student in Connecticut when he saw a commercial advertising UNLV’s hospitality college during a broadcast of a UNLV basketball game. Only two months later, he moved to Las Vegas with friends and $22 in his pocket, soon walking onto UNLV’s campus as a business major and working on the Strip at night.
The Brewer Magazine
Being University of Nevada at Las Vegas grads, CraftHaus co-owners Dave and Wyndee Forrest really wanted to give back to their school in some way. By working with the school, the Henderson, Nevada brewery is reaping the benefits of releasing a brand for the school.
Focus Gaming News
Some 11 individuals and organisations will receive ICE Landmark Awards. The awards, which are based on nominations from the industry, recognise those who have made a milestone achievement since the last edition of ICE.
Las Vegas Review Journal
All eyes are on the Fontainebleau in Las Vegas — but sometimes it seems for the strangest things.

Articles Featuring Stowe Shoemaker

The Sphere on the Las Vegas Strip.
Campus News | October 2, 2023

A collection of news stories highlighting expert insights, research, and academic achievement.

exterior image of hospitality hall
Business and Community | July 11, 2022

Leaders from the nation’s Tribal Colleges and Universities convene at UNLV for American Indian Higher Education Consortium annual summer meeting. 

A man stocking shelfs at the food pantry
Campus News | December 8, 2021

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

students dance outdoors on U.N.L.V. campus
Campus News | May 11, 2021

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