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The Crimson Pineapple The Official E-Newsletter of the WSU School of Hospitality Business Management

SHBM Dedicates Conference Room to Jerry Burtenshaw

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There’s no mistaking the kindly expression of Jerry Burtenshaw on the newly installed signage in the Department of Hospitality Business Management’s conference room. Family members, faculty, staff, and students of the Carson College of Business gathered in 2024 to celebrate officially naming the space the Jerry Burtenshaw Memorial Conference Room. The naming recognizes Jerry (’56) and Angelina Burtenshaw’s lengthy service to accelerate transformational hospitality education and experiences at WSU.

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Disclosing AI in Hospitality Services May Erode Trust

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In a recent study, hospitality researchers found that disclosing the use of artificial intelligence (AI) in hospitality services may unintentionally lower customer trust. “People are fundamentally uncomfortable with AI taking on roles that involve emotional or social engagement,” says Dogan Gursoy, WSU Regents Professor of hospitality business management and one of the authors of the study. “Businesses must be careful about how they disclose AI. The wrong messaging can alienate customers expecting human warmth.”

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First Annual Golf Tournament Plays Out at Echo Falls Golf Club

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The WSU School of Hospitality Business Management’s first annual golf tournament was a swinging success with more than 60 participants. “We designed the event as a four-person team scramble to build community among our young alums and give our participating students professional experience with event management and networking with donors,” says Robert Harrington, SHBM director.

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Mat Morgan Appointed as New Executive Chef & Culinary Director

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When Mat Morgan was the food and nutrition director at TriState Health, his culinary staff often told him he’d make a really good teacher. He didn’t think much about it at the time. But when two friends and Indeed, an online job sourcing company, sent Morgan the same job posting for the director of the Marriott Foundation Hospitality and Culinary Innovation Center in the Carson College of Business, he took notice. “When I received three messages within a couple of hours, I took it as a sign I should apply for the position,” he says. He joined the WSU School of Hospitality Business Management in June 2023.

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Alumna Jessica Murray Joins Hospitality Faculty

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It’s rare when a student who earns four degrees at the same institution stays on to become a faculty member there. But for alumna Jessica Murray, a new scholarly assistant professor in the School of Hospitality Business Management, it made sense. She’s spent the last 11 years at WSU working on her education and career, gaining culinary, research, and teaching experience as she completed multiple degrees in hospitality and food science.

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Students Study Abroad in the United Arab Emirates

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Some call it the “Manhattan” of the Middle East, but Andrey Polinko, a WSU Tri-Cities business major, took one look at Dubai’s tall buildings, clean sidewalks, luxurious cars, and unique infrastructure and thought “utopia!” The 21-year-old from Richland, Washington, was one of 23 students from across WSU to participate in the Carson College’s new faculty-led study abroad experience in the United Arab Emirates. Dipra Jha, assistant director of the School of Hospitality Business Management, planned for 18 months to deliver an immersive, hand-crafted educational experience for the students from the time they got off the plane.

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Washington State Hospitality Association Conference

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The School of Hospitality Business Management and the Washington Hospitality Association are both leading sources of education and business insights for the state. Acutely aware of Washington’s shortage of 20,000 hospitality employees, Anthony Anton, WHA president and CEO; Bob Harrington, SHBM director, and Carson College of Business event manager Angie Senter saw value in collaborating to provide hospitality professionals with opportunity for education and networking. Working diligently for about six months, they created the Washington State Hospitality Conference held in 2022.

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Dr. Dipra Jha Appointed as SHBM’s New Assistant Director

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As the SHBM’s assistant director, Dipra Jha is the main point of contact when students, parents, and industry leaders visit the Pullman campus, and he has an active role in the SHBM’s social media presence. He also teaches courses in hospitality business management and international business. A passionate advocate for experiential learning and international education, Jha aims to develop and lead study abroad programs to destinations in Asia and the Middle East/North Africa region.

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