There's no mystery why “The Land of Lincoln” is the official state slogan of Illinois. Abraham Lincoln lived, worked, and traveled across the state for nearly 30 years, rising from humble rail splitter to prairie lawyer to one of the most influential U.S. presidents.

As executive director of Looking for Lincoln and the Abraham Lincoln National Heritage Area, Sarah Seiler Watson, ’79 ED, MA ’03 UIS, coordinates the efforts of 43 Illinois counties with Lincoln-related sites to create a compelling portrait of the nation’s 16th president during his time in the state. “We’re helping our communities to tell their Lincoln stories and to prosper through heritage tourism,” she says.

Designated by Congress and run in partnership with the National Park Service, national heritage areas promote conservation of natural, cultural, and historic resources across the U.S. “There are 62 national heritage areas around the country,” Watson says. “We are the only one telling the story of a person.”

As for Watson’s story, there was never any doubt the Pana, Ill., native would attend Illinois. Her parents, grandfather, and siblings were all Illini. “We have orange and blue in our blood,” she says.

Watson and her late husband—college sweetheart, Charles Watson, ’78 BUS—moved to Springfield in 1985, where she built an educational career beyond the classroom walls. During her three years as a senior advisor on literacy to Illinois Gov. George Ryan, she helped initiate Illinois Reads, promoting reading and Illinois authors. As director of communications and community relations for Springfield Public Schools, Watson strove to improve the district’s reputation by sharing positive stories directly from classrooms.

When she became executive director of Looking for Lincoln in 2012, Watson saw the role as a perfect culmination of the skills and connections she’d honed in Springfield over the years. “An executive director has to do a little bit of everything, especially since we only have a staff of three,” she says. “I knew budgets. I knew people. I knew programs. I felt well equipped to bring all of those skills to the table.” Plus, Watson had more than a passing familiarity with Honest Abe. “Living in Springfield, you’re immersed in all things Lincoln,” she says.

During Watson’s tenure, Looking for Lincoln has consistently raised at least a two-for-one match of its annual funding from the National Park Service. “We’re being good stewards of our resources to benefit our member communities,” she says. The organization’s website drives travel to Land of Lincoln communities by promoting Lincoln-themed road-trip itineraries and events, from Unforgettable Lincoln Days in Macomb to the Lincoln Days Civil War Reenactment in Pittsfield.

Watson is especially proud of launching LEAD Academy, a week-long camp that brings together eighth graders from across the state to study the traits that made Lincoln a great leader: honesty, integrity, and perseverance. “It helps them look at what kind of leaders they can be,” she says, “and gives students with real potential an opportunity to blossom.” 

This article was published in the spring 2025 edition of the Illinois Alumni Magazine.