Shaffer honored by Gov. Little

The man, the myth, the Prime Minister of Wallace.

The Center of the Universe’s own Rick Shaffer recently added to the numerous titles he has accrued over the years when he was honored by Gov. Brad Little himself at the Idaho Conference on Recreation and Tourism in Twin Falls.

Held on Oct. 18, Shaffer was named the latest recipient of the Governor's Lifetime Achievement Award in Recreation and Tourism.

“It’s a gigantic honor, to say the least,” he told the News-Press. “In the hospitality industry, we don’t do it for the money. We do it because, for me, it is about enabling memories for people. When people visit, then walk away, I want them to say ‘huh, Wallace is a pretty cool place!’”

According to a press release from the Governor’s Office, Shaffer arrived in historic Wallace in 1992 from New York City. Prior hospitality experience was gained at Caesars Tahoe, the Hyatt Regency in Oakland, Calif., LaCosta Hotel & Spa in Carlsbad, Calif., Four Seasons Hotel in Seattle, and the Ramada Renaissance in Times Square, N.Y. Born in Stroudsburg, Pa., Shaffer graduated from Muhlenberg College and began his hospitality career in the Pocono Mountains resort communities.

Now the Director of Operations at the Wallace Inn, Shaffer moved to Wallace during one of its hardest times. The city was seeing fewer travelers due to the opening of the I-90 bypass that diverted traffic around the city and was still recovering from a federal raid that shut down much of the illicit activities that the town had become known for.

Shaffer was tasked with bringing attention and visitors to Wallace by his mentor Harry F. Magnuson. He accomplished this with his self-appointment as the Prime Minister of Historic Wallace and by capitalizing on the quirkiness of the town, including its prominence as the ‘Center of the Universe’ and ‘Silver Capital of the World.’

Shaffer would tell the News-Press that while Idaho’s natural beauty and amenities draw many to the area — its the folks in them that really sell it.

“That’s what makes us different. Our people are so friendly and unique,” he said. “If you aren’t unique, people will just drive by. You have to do whatever you have to do to be unique, because if you’re just another mountain town, it’s a lost cause.”

Shaffer was chosen through a Governor’s Office nomination process and joins a list of 12 other recipients.

“I’m in such great company, no doubt.” he said. “I’m humbled to be sharing this award with the others who have won it and the others who I've worked with.”

Governor's Lifetime Achievement Award in Recreation and Tourism recipient is just one of the many titles and awards he has received.

Shaffer served six years on the Idaho Travel Council as the At-Large representative with a year as Chairman. He is most proud to have played a role in the council’s efforts to help tourism partners adapt to pandemic circumstances and increase accountability for grant recipients. He speaks most fondly of fellow council members, staff, partners and people he worked with along the way.

“There’s no ‘I’ in ‘team.’” he said. “We all do this together and we all promote in our different ways. Some people promote Wallace in a different way, I don’t care how, as long as it is positive!”

Committed to his community and the tourism and hospitality industry, Shaffer currently serves as Treasurer for the Idaho Lodging & Restaurant Association, President of Friends of the Coeur d’Alene Trails, a Wallace City Council member, chair of the Historic Wallace Chamber of Commerce marketing committee and a Spokane Public Radio board member. He also volunteers on various projects, including tending bar at the Snakepit in Enaville.

Previous board and leadership positions include co-president and president of the Historic Wallace Chamber of Commerce, president of the North Idaho Tourism Alliance, president of the North Idaho Travel Committee, president of the Sixth Street Melodrama, and president of Skal International’s Spokane-North Idaho Club. He served as a board member on the Historic Wallace Preservation Planning & Zoning Committee, and as a Tourism/Recreation Advisor to the Idaho Recreation and Park Association. Shaffer has also participated in multiple domestic and Canadian motorcoach, bike and adventure shows, received the Governor’s Take Pride in Idaho Award for tourism marketing in 2007, and was named the 2012 Hotelier of the Year by the Idaho Lodging & Restaurant Association.

“A willing storyteller, Shaffer is a valuable resource for all Idaho visitors, no matter their destination,” Little said in his press release.

Shaffer, his wife Dena, and their pup Calamity Belle Starr have dual residency and enjoy time between historic Wallace and Coeur d’Alene. An avid outdoor adventurer, he welcomes every opportunity for biking, hiking, kayaking, golfing and skiing. With his marriage, he became a father of two and a grandfather of five, and he thrives in providing and participating in outdoor fun and entertainment with the whole family.

When thinking back to the governor’s speech announcing him as the award recipient last Tuesday, Shaffer chuckled at having to correct him a couple times to make sure it wasn’t a retirement party.

“I’m not done. I’m just warming up!”