Dear friends,
Welcome to the School of Hospitality Business Management (SHBM) and the 2025 edition of Crimson Pineapple. It’s an incredible honor to step into the role of director for one of the most renowned hospitality programs in the world. As a proud graduate of WSU’s Hotel and Restaurant Administration program and an MBA holder from Gonzaga University, it’s deeply meaningful for me to give back to the school and community that shaped my career. This is more than just a job—it’s a passion for elevating SHBM to new heights and preparing the next generation of leaders.
The SHBM has long been a launchpad for countless industry leaders, shaping the future of hospitality one graduate at a time. You’ll see this drive for excellence reflected in our features showcasing alums Jamie Peha (’78) and Bella Pretlow (’24). Peha was recently honored as one of Puget Sound Business Journal’s 2024 Women of Influence for her leadership in the wine and beverage industry. Pretlow is becoming a force in the beverage industry as she applies her training to elevate Washington wine to the acclaim it deserves.
At SHBM, we aim to be the “go-to” institution for hospitality business education—a vibrant hub where students, faculty, and industry professionals come together to create the future of this incredible field. Guided by the mission and vision of the Carson College of Business, we are committed to continue pushing boundaries and exceeding expectations.
Our focus is clear and impactful:
- Deliver transformative, premier educational experiences
- Grow our research reputation and forge strategic partnerships
- Adapt our programs to meet the evolving needs of students and industry
I’m proud to share examples of these points in the following updates. We pay homage to industry legend Jerry Burtenshaw, who, with his wife Angelina, established a legacy of learning opportunities for SHBM students. We officially named our conference room after Jerry in honor of the family’s lengthy service to accelerate transformational hospitality education and experiences at WSU. We also recently changed the name of our Senior Living Business Management program to Aging Business Management to better align with young people’s interest in this industry. And, we celebrated our first graduate of that program, Lilia Gahard. You’ll learn more about the progress of this program and the Granger Cobb Institute for Senior Living in Professor Nancy Swanger’s op-ed.
We had another successful industry conference in partnership with the Washington Hospitality Association, with 500 participants. Many participated in workshops as well as an industry tradeshow. At the event, SHBM alum Kendall Long, director of sales at the Residence Inn by Marriott Wenatchee, received the Rising Star Award recognizing individuals who have quickly risen in industry rank and demonstrated contributions to the industry.
In recent research efforts, our hospitality experts report the use of artificial intelligence hospitality services may lower customer trust. Another study finds women are more inclined to purchase wine that has a label with feminine gender cues.
Our SHBM faculty and programs are recognized trailblazers at home and internationally. SHBM is ranked 4th in the US and 16th in the world for hospitality and tourism management by Shanghai global rankings. Recently, Professor Dogan Gursoy was again included in Clarivate’s Highly Cited Researchers list that ranks faculty in the top 1 percent by citations for their fields. He also received the honor of being named as a WSU Regents Professor. WSU Everett Associate Professor Soobin Seo was selected for the 2024-25 WSU Provost Leadership Academy and serves as a Faculty Senate representative. Professor Christina Chi recently received the University of Delaware Michael D. Olsen Research Achievement Award recognizing scholars who have made significant research contributions to the body of knowledge in the hospitality and tourism industries and who are known for their commitment to graduate education.
By supporting and recognizing our tremendous faculty, we empower students to align their education with their passions, equipping them with the skills and insights needed to lead in this dynamic global landscape. Students are what truly sets SHBM apart. Their energy, kindness, and unstoppable work ethic are more than qualities—they are the foundation of our success. Hospitality is in their DNA, and their passion inspires everything we do.
As we continue to grow, we are determined to attract and retain the very best students, faculty, and staff. Whether you are a student, alum, or industry partner, there are countless ways to be part of SHBM’s journey. Together, we are building a globally connected, innovative, and impactful future for hospitality education.
Let’s make it happen—Go Cougs!
Jim Harbour, director