About Sam

Sam has more than 25 years of industry experience having owned and operated several tourism-oriented businesses. He has also held senior marketing and management positions in upscale resort and lodging properties, and in institutional fundraising. Sam lives in Fort Collins with his wife Joni and his son Timothy, two golden retrievers, Jake and Molly, and the head of the house cat. Joni and Sam have two older sons: Matt, a CSU alumnus; and Mike, a graduate of UC Denver. Both are currently pursuing careers in music.



  • Sam is currently a Ph.D. candidate in Heritage Tourism in the department of Human Dimensions of Natural Resources, with a focus on heritage values, learning theory, and their relationship to visitor motivation. Other research interests include wayfinding and wayshowing behavior in heritage and scenic route visitors, Native American attitudes toward authorized heritage in the western United States, subaltern Native American heritage, and heritage dissonance along the Lewis and Clark National Historic Auto Tour Route.


Ph.D., Heritage Tourism - Colorado State University
Fort Collins, CO, ABD

B.A., Political Science - University of Colorado
Colorado Springs, CO, 2005


Wayfinding and wayshowing along the Lewis and Clark National Historic Auto Tour Route

Society of Recreation Professionals Conference, Traverse City, MI, 2013

Heritage value orientation, culture, and place attachment: Current beliefs and attitudes held by affected stakeholders toward the Lewis and Clark National Historic Trail

International symposium on society and the environment, Estes Park, CO, 2013


  • International Association for Society and Natural Resources
  • Society for Outdoor Recreation Professionals