Today we’d like to introduce you to Samantha Bray.
Samantha, we appreciate you taking the time to share your story with us today. Where does your story begin?
I grew up in a rural community in northeast Missouri called Ethel (then, population 100, now, probably about half that). There were 15 people in my graduating class from a K-12 public school in neighboring New Cambria. My family goes back generations in Ethel and surrounding communities. My parents were (are) potters, and I grew up traveling with them to art shows around the country, where I grew to love experiencing new places and meeting new people. When I wasn’t traveling with my parents, I spent time on my grandparents’ farm just down the road. As a child, I loved walking the creek, biking on dirt roads, searching for barn kittens, and swimming at the Ethel Lake. It was a very free and happy childhood.
A bed & breakfast opened in Ethel when I was in middle school. It was in the old brick school building built in 1909, which had been saved from demolition by a local family after the school consolidated with and in New Cambria in 1980. Called the Recess Inn by visionary founders Ralph and Sandy Clark, the inn was pure magic to me. My grandparents, father, and aunts went to school in the building, and my grandparents worked there. I even made a clay model of the inn in art class.
I went on to attend Missouri State University. A speaker from the National Geographic Center for Sustainable Destinations, Jonathan Tourtellot, came to speak, and introduced the concept of “geotourism” – tourism that sustains and enhances geographical character of place: its environment, culture, heritage, aesthetics, and well-being of residents. I fell in love with the idea, especially for rural communities like my own that could use tourism to support livelihoods while protecting the very things that make them special. I chose geotourism as a minor, and Mr. Tourtellot became a cheerleader and mentor for my career. We are still close colleagues to this day.
I went on to obtain a Master’s in Tourism Administration with a focus on sustainable destination management from The George Washington University, in Washington, DC. I did internships there with the American Society of Travel Advisors, the National Tour Association, and the NatGeo Center for Sustainable Destinations (now the independent Destination Stewardship Center, following funding cuts at National Geographic).
Following my master’s, I landed a job as a program associate with the Center for Responsible Travel (CREST), based in DC. I quickly moved up to managing director and spent eight years collaborating on sustainable and responsible global tourism projects, providing educational resources, and consulting on topics from climate action to community-based tourism. I led projects in places from rural Michigan to the Caribbean and even Ethiopia, where I supported cultural-heritage tourism. During my time at CREST, my now husband and I moved to Charleston, South Carolina and loved exploring the coastal community and its deep history. As a place both positively – and at times, negatively – impacted by tourism, Charleston offered a fantastic learning landscape for me.
I left CREST at the end of 2021, and my husband and I moved back to Missouri (this time to Kansas City) to be closer to family. Continuing to follow my passion of sustainable and responsible tourism, I began a PhD in Geography at University of Waterloo, Ontario. I attended in person for my first term and have been able to do the rest remotely, Adding in a rollercoaster IVF experience, our family welcomed our son, Jordan, in April 2023.
In the summer of 2024, the opportunity to purchase the Recess Inn Bed & Breakfast, in my hometown of Ethel, arose. It felt like fate – the opportunity to become the steward of such a special place to my family and hometown, and apply my learnings and skills in my home community. I have a great local team of lifelong family friends, and we’re figuring out this adventure together. The Recess Inn is a place to welcome guests to experience the rural heartland and a place of community and historic preservation. We are building our business first and foremost on passion, authenticity, and care for our community and planet and inviting guests to step back in time through a quiet, welcoming, nostalgic retreat.
I’m continuing to pursue my PhD, where I’m focusing on destination stewardship— care for communities where tourism occurs through public, private, and civil sector collaboration. I also do a limited amount of consulting with communities in this area. My work emphasizes sustainable destination management, shared vision and action, placemaking, climate action, and sustainable economic, environmental, and social solutions for destination communities, and businesses alike. I serve as a board member of the newly created nonprofit Visit Macon County (the county where the Inn is located), and am loving working with the Inn’s wider community to bring visitors to experience our special place.
I live in Parkville with my family, which provides endless inspiration. The Inn is about 2.5 hours away. There is so much to learn here in Parkville and KC about public/private partnerships, vibrant main streets, history, and natural resource conservation and recreation. I am a lifelong learner and bring lessons from Parkville/KC and everywhere we visit “home”. We make it back to Ethel about once a month and love it when our Kansas City neighbors come to visit.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Three main challenges come to mind:
1) The initial struggle was believing in myself that I could pursue this passion of working in travel, taking me far away from the rural community where I grew up. Moving to Washington, DC, was eye-opening in so many ways. I had to convince myself that I was smart enough, strong enough, and determined enough to make my way there. And, I did!
2) Having worked with tourism nonprofits and as an independent consultant, a key takeaway is that the tourism space in which I’ve chosen to work isn’t well understood by many. Tourism sounds simple. Straightforward. A relatively easy way to bring in money. Most see tourism first and foremost as an economic driver, which it is. 1 in 10 jobs globally are provided by tourism, and it accounts for 10% of global GDP.
However, as tourism takes hold and visitation proliferates, it can lead to overcrowding, traffic congestion, degradation of infrastructure, pressure on public services and natural ecosystems, exploitation of the workforce, commodification of tangible and intangible cultural heritage, higher prices, lower housing stock due to second home purchases and home-sharing, inappropriate and unbound development and sprawl, high volumes of pollution, waste, energy, and water use, and an overall dilution of the destination community’s sense of place and tourism offering. These challenges cause conflict with residents and degrade the very attractions that tourists seek and that make communities great places to live. Prior to COVID-19, resident pushback against the touristification of communities and natural environments had reached a fever pitch, especially in popular destinations like Barcelona, Venice, Iceland, and national parks. What more, tourism now accounts for 8.8% of global greenhouse gas emissions, which would put it third behind China and the United States if the sector were a country.
When stewarded thoughtfully and inclusively, the economic contributions of tourism, social and environmental benefits can be significant. The presence of tourism may provide an incentive for beautification and a critical mass of customers for businesses and services offered to residents (e.g., public transportation, infrastructure, restaurants, specialty shops) that may not be able to supported by the community alone. Tangible and intangible cultural heritage, ways of life, natural areas, and wildlife may be protected because they are part of the unique offering of the community. Cross-cultural interactions provide the opportunity for the development of empathy, friendship, and broader world views between both guests and hosts. But this doesn’t just happen magically. Tourism isn’t just set it and forget it; it takes active collaboration, planning, assessing, and recalibrating.
3) The third major obstacle has been funding. First of all, working for and with nonprofits and in a space that isn’t well understood makes you spend a lot of time trying to get others to understand the value of what you do. I am not a natural fundraiser, and this has been so difficult and uncomfortable for me. When it comes to the Recess Inn, our historic building needs a lot of TLC. Maintenance costs far exceed income – for now. Additionally, the inn is VERY rural, so building a customer base – even for a business that has existed for three decades – is a challenge. Prior to our ownership, there wasn’t a website, online booking option, or strong social media presence. We view the Inn’s ruralness as a definite plus though. It offers quiet like most people haven’t yet realized they need.
Thanks – so what else should our readers know about Recess Inn Bed & Breakfast?
Our Story:
Welcome to The Recess Inn, a cozy and historic bed and breakfast in the heart of Ethel, Missouri. The building has quite a story—it started out as a schoolhouse, built back in 1909, and welcomed its first students on January 31, 1910. For many years, it was a central part of this small rural community, teaching grade and high school students until 1968. Population decline forced a new arrangement with the school in New Cambria, and for the next 12 years, Ethel hosted the grade school students, while high schoolers went to New Cambria. But eventually, on December 23, 1980, all students went to New Cambria and the school closed its doors for good.
Thankfully, the building didn’t stay empty for long. The Gordon family stepped in to save it from demolition, and with vision from their California cousins, Ralph and Sandy Clark, the old school was lovingly and painstakingly transformed into an inn. The whole town pitched in to help with the renovations in 1992, and Sandy filled the place with carefully chosen, period-style décor. It wasn’t just a place to stay; the Recess Inn quickly became a gathering spot for the community, hosting teas and special events. Former students even returned to spend the night in their old classrooms! Nancy Gordon Morford, known for her warm hospitality and “grandma’s style” breakfasts, eventually became the beloved innkeeper, and the inn played a big role in reviving local businesses in Ethel.
Fast forward nearly 30 years to the pandemic, and like many places, the Inn slowed down. It stayed open for guests through word of mouth, but it was listed for sale, and the future seemed uncertain as Ethel’s other businesses were also closed by this time. Still, the people of this little town didn’t lose hope. They’ve always been resourceful, working together to support each other and their community. Ethel is a special place. You’ll feel that when you’re here.
Then, in September 2024, Samantha and Michael Bray, from Parkville, MO, bought the Inn. Samantha has a special connection to this place—she grew up in Ethel, and her grandparents and father went to the school. She works in community-based tourism, so taking on the Inn feels like a calling. With deep roots in the area, our team is excited to welcome guests and share stories about this tranquil village in the hills. We’re so glad you’re here to help us write the next chapter of Ethel’s story!
Our “Why”:
At the Recess Inn, we celebrate the rich history of Ethel while fostering a positive impact on our community. Our goal is to be a true partner through supporting local initiatives and engaging in projects that enhance the well-being of our residents and visitors alike. We believe in building connections, treating everyone with kindness and respect, and creating a welcoming atmosphere for all. As stewards of our environment and history, we are committed to preserving the stories of our Inn and the community we cherish.
Our Team:
Our team, deeply rooted in the community, is dedicated to making you feel right at home with our warm, laid-back style and genuine joy in your visit. Whether we’re whipping up a hearty country breakfast or sharing stories about our beloved Ethel, we’re here to ensure your stay is comfortable and memorable. We’re always ready to assist with recommendations or a friendly chat. Our normal breakfast cook, Kevin Souther, is a delight. His grandmother was one of the school cooks in our building’s previous life. Guests love sitting in the kitchen and chatting with him while he cooks. All formalities are out the window. Truly, when you stay at the Inn, you become part of our family. Guests love talking with Kevin about his time as a student in the school and what it’s like to live in Ethel now. Our special events chef, Kyleigh Ratliff Campbell, has a deep connection to the community as well. Her ancestor, William Ratliff, is who sold land to the Atchison Topeka Santa Fe to build the town that became Ethel. Asten, our Guest Services Manager, had family who went to school in our building, too. She is friendly and kind, always a phone call or text away to help our guests as they plan their stay with us. Kim Souther and Hanna Souther also share their event planning, hosting, and decorating skills with our guests.
We’re also happy to leave you to yourselves, respecting your need for peace and quiet and allowing you to fully enjoy the restorative nature of the Recess Inn. This is a busy, loud world. The Inn is the opposite. There are no restaurants or stores in Ethel anymore, but taking a walk down a quiet country lane can’t be beat. We are just 25 minutes from Marceline, the boyhood home of Walt Disney and the original Main Street USA and 25 minutes from Macon, where you can enjoy North Missouri’s professional theatre, Maples Repertory Theatre. Long Branch Lake State Park and John J. Pershing State Park are just 30 minutes away from us as well. For train lovers, Ethel is a great place for train watching. Take one of our lawn chairs down to the park, and you’ll see up to 120 trains in a day.
Everything we do at the Recess Inn is done with thought and purpose. The Inn itself has four spacious bedrooms with en suites, all decorated to theme: the History, Primary, Music, and Geography rooms. Antiques and family heirlooms decorate the space. Bedding is all ultra-comfortable and organic, and we’re asked where we get our pillows all. the. time. Each room is unique. Our pride and joy is the Oral Hawkins Library, dedicated to a beloved teacher and administrator of the Ethel School. Comfortable seating, ample books, board games, and puzzles, and complimentary snacks and beverages make the library our hub. It features a coffee bar made by Kevin Souther out of two antique wash stands and a beautiful slab of oak from a local farm. We serve local coffee and have a gift shop stand that features locally-made products. Cleaning products and toiletries, and supplies are natural and good for people and planet. We have WiFi, and there are TVs in each room. We have a beautiful kitchen that looks like stepping into the 1950s and a dining room that will seat 20.
We are not just a business; we are a social enterprise. Each stay at the Inn supports projects to benefit our community. For example, last year we built a Little Free Library in our front yard. The closest public library is 30 minutes away, and this helps fill a gap. We support the Ethel Community Church’s food pantry, which is right next door. We did a gently-used toy drive in Parkville before the holidays and were able to distribute many toys throughout the Ethel community via the food pantry. We hosted a poetry contest for the local school and also adults, where we asked students and past/current community members to write about what the community means to them or to capture the spirit of the community. We had over 20 beautiful entries, and winning poems from elementary, middle school, high school, and adult categories were printed and hung in the Inn’s library.
In 2026, we are doing a storytelling project called Documenting the Past for the Future, where we have over a dozen prompts folks can choose to respond to about growing up in the area. These will be compiled into a book and preserved for future generations. We are also dedicating the History Room (a guest room) this year to a past teacher and are collecting memorabilia to display. At the same time, a Community Histories Library dedicated to beloved town historian Warren “Jack” Lee” will be opened in our main hall.
We’ve also launched the After Recess Book Club, which explores Missouri stories across time. We meet virtually as a lifelong learning community, with discussions grounded in curiosity and care, to learn more about where we come from. We offer an every-changing list of events, including pottery workshops, floral design, and spa sessions.
In a world that can often feel dark, fast, and impersonal, through the Recess Inn we offer respite, connection, and reflection.
What would you say have been one of the most important lessons you’ve learned?
Tourism is not about tourism. It is about community and building bridges. It is about experiencing something new and recognizing the value in different ways of being. It is about recognizing that you don’t have to change to be something a tourist expects; you can be yourself and invite the visitors who want to truly get to know you – your history, your culture, your nature, your way of life.
Mark Twain’s quote from the Innocents Abroad – “Travel is fatal to prejudice, bigotry, and narrow-mindedness, and many of our people need it sorely on these accounts. Broad, wholesome, charitable views of men and things cannot be acquired by vegetating in one little corner of the earth all one’s lifetime” – I have found to be true.
Pricing:
- Room nights: Starting at $99, and go up to $119 during holidays. $109 most common nightly rate.
- Big Country Breakfast: $15
- Continental Breakfast: $8
- Whole Building Rental: 10% Off
- Multi-night discounts; discounts for active duty and retired military, teachers, healthcare workers, first responders, and school alumnae
Contact Info:
- Website: https://www.therecessinn.com/
- Instagram: @therecessinn
- Facebook: https://www.facebook.com/profile.php?id=100063954467918
- LinkedIn: https://www.linkedin.com/in/samantha-hogenson-bray/
