A Different View of The Hill: Sam Eckholm Tells the Norwich Story

A preview of "Access Granted" featuring Norwich University.

Tune back in on Saturday for the full-length feature.

On a crisp Vermont morning, Sam Eckholm tightened his boots, adjusted his borrowed OCPs, and stepped into one of Norwich University’s most enduring traditions. For the content creator and Air Force veteran, the Dog River Run was not simply a dramatic opening scene for a video, but his introduction to a culture defined by challenge, shared hardship, and a simple yet demanding promise: “I Will Try.”

Eckholm’s multiple visits to Northfield pulls back the curtain on daily life — for both cadets and civilians — at the nation’s oldest private military college and birthplace of ROTC. Over several days, he joined cadets for chow, ran the Dog River alongside Delta Company, spoke with senior leaders and students alike, witnessed Rook Week and oath ceremonies, and got a taste of the Norwich community during Alumni Weekend and at a football game on Sabine.

“This was a pretty unique filming experience for me in that I really didn’t know too much about Norwich prior to arriving,” says Eckholm. “I had heard of it, and while I was serving on active duty, I met a few officers that graduated from Norwich, but other than that, it was all new to me.” 

That unfamiliarity became part of the appeal when considering a trip to Northfield. Coming into the project without extensive background knowledge, he says, “made the video that much more exciting.” It allowed him to approach Norwich the same way many prospective students do: with open eyes and a willingness to learn. “It isn’t too often that I come into a project without quite a bit of knowledge ahead of time. It made the research and planning so much more fun — and now that the video is out, my goal is that everyone will now have heard of Norwich.”

Made in the Mud

Rather than easing into campus life, Eckholm’s introduction began at full intensity. The Dog River Run — a signature tradition during Rook Week — was the first event on his schedule. As he prepared to join the cadets, he recalls looking out at the organized chaos unfolding on the athletic fields. “I remember lacing up my boots, putting on my OCPs, and looking out at all of the chaos taking place on the athletic fields and saying to myself, ‘I guess I’m getting the full Norwich experience!’”

What stood out most to him in those initial hours was not only the physical challenges of the worm pits and Dog River, but the sense of unity he observed. Running alongside Delta Company, Eckholm followed the same route as the Rooks, wading into the river and emerging covered in mud. Like every participant, he selected a rock from the riverbed — a tangible symbol of perseverance and commitment.

He was quick to admit the challenge was real. “The Dog River Run is no joke,” says Eckholm. “I learned quickly that I should have been in better shape.” But beyond the physical strain, the experience carried deeper meaning. To tell the Norwich story authentically, he believed he had to take part in it himself — even if only partially. That hands-on approach, he explains, is what separates his project from a standard campus tour, giving viewers a chance to “feel what it means to be a Norwich cadet.”

“It was an honor to run the Dog River with the Rooks,” he says. “To Delta One who let me tag along: I hope I didn’t slow you down! I’ve got my rock back home in our office in San Francisco. That’s something I’ll cherish for the rest of my life.”

The Norwich Promise

Rook Week represents one of the most intense and meaningful periods in a cadet’s journey, and its conclusion is marked by the oath ceremony — an important milestone on a Rook’s journey as they progress to a fully-fledged cadet.

Eckholm was struck by the discipline on display throughout the day. After completing the Dog River Run, Rooks quickly changed out of soaked uniforms and appeared moments later in sharp formation for the ceremony. This particularly impressed him because he found cleaning up to be one of the surprisingly difficult parts of the run. “No matter how hard I tried, I was still scrubbing the camouflage off my face for days!”

The ceremony itself left a strong emotional impression. “The ceremony was incredibly moving, both seeing the Rooks successfully cap off a grueling Rook Week, but also having the civilian students represented as well,” he says. “It’s important to highlight milestones, and it was beautifully done.”

Learning From Leadership

Between training events and student activities, Eckholm sat down with Norwich leadership, including LtGen John Broadmeadow ’83, USMC (Ret.), President of Norwich University; Commandant of Cadets and Vice President of Student Affairs, BG Bill McCollough ’91 (VSM); and Dr. Travis Morris, professor and Director of the Peace and War Center. Despite years of interviewing experience and serving himself, he admits that “I still get nervous interviewing anyone with a star on their shoulder.”

Those conversations, however, left a strong impression. “I can’t say enough positive things about all of the leadership and faculty we had the chance to interview for this video,” says Eckholm. “President Broadmeadow was so gracious in letting our team get what we needed, and both him and BG McCollough set such fine examples of what it means to be a Norwich alumni.”

From his perspective, these interviews clarify what sets Norwich apart. The leadership’s emphasis on character development, service, and responsibility provided a framework for the traditions and daily routines he was witnessing across campus.

Hope for the Future

While interviews with leadership offered insight into Norwich’s institutional mission, Eckholm’s conversations with students were equally powerful. After speaking with cadets and civilian students, he was left with a renewed sense of optimism.

“I walked away from every conversation I had with Norwich students thinking to myself how our country is in great hands. Anyone who can make it through four years here, balancing everything Norwich throws at you, is already a rockstar,” he says. “But it became abundantly clear that it’s much more than that. I learned that Norwich teaches you to be a leader, to practice humility, and to be there for your classmates on your left and right, not just yourself.”

He witnessed the community being forged in Northfield in real time. “There’s a lot of pride flowing through all those who are associated with this University, and it was a privilege getting to experience that for the time we were there.”

Life in Northfield

As the days wound down, extracurricular activity across campus began. He took advantage of his free time as a window of opportunity to observe how cadets spend their time outside of the classroom and structured training. An evening on the Upper Parade Ground left a lasting impression.

“I remember standing on the Upper Parade Ground one evening after classes had finished, just soaking in all the buzz,” he says. “The Drill Team was practicing their rifle tosses, the band was rehearsing their marches, and the cavalry was trotting their horses getting ready for the big Homecoming parade. It was a picturesque, crisp fall day in Vermont, and it felt like there was truly magic in the air.”

The breadth of opportunities immediately struck him. “I’m just so impressed with how many clubs, activities, ceremonial and specialty units, and opportunities there are for cadets to take parti in,” says Eckholm. “It made me want to enroll right then and there.”

Additionally, he got a taste of the uniquely dedicated Norwich alumni community when he attended a Norwich football home game. While the Cadets thrashed the Maine Maritime Academy 63-0 in front of a packed stadium, the crowd was initially treated to a special flyover from a B-2 stealth bomber prior to the game. The moment tied together school spirit, military heritage, and the community’s pride. For students and alumni, it was a familiar spectacle. For Eckholm, it was another layer of the Norwich story — one that connected tradition with the present-day campus experience.

“I Will Try”

One of the central questions guiding his project was how he would describe a Norwich cadet to someone unfamiliar with the institution. Eckholm realizes that the answer can take many forms, but he offers his own perspective shaped by what he witnessed.

“At the most basic level, to me, a Norwich cadet is someone who voluntarily takes on structure, pressure, and responsibility because they want to be challenged and prepared to lead, whether in the military or civilian world,” he says. “On a deeper level, it’s someone who chooses the harder path when an easier one is available. It’s a person who understands that character is built through consistency, accountability, and service to something bigger than themselves.”

His experiences allowed him to meet cadets who learn to show up early, carry the load for others, and lead with humility even when no one is watching. “It’s a mindset that carries with them for the rest of their lives.”

Throughout his visit, Eckholm encountered the university motto — “I Will Try” — not just on banners or buildings, but in daily interactions and personal stories. One explanation, shared by C/1LT Amrutaa Vibho ’26, particularly resonated with him: “At Norwich, we’re not asking you to fail, and we’re not asking you to succeed. We’re simply asking that every single day you wake up, you try.”

For Eckholm, that perspective captured the heart of Norwich’s ethos. The motto, he said, applies far beyond the campus and reflects an approach to life grounded in effort, persistence, and growth. “This motto can be applied to anything in life,” he says. “It’s something that deeply resonated with me.”

A Secret No More

When planning the project, Eckholm was told Norwich was often described as “the nation’s best kept secret.” After spending time on campus, he understood why that phrase carried weight — and why it deserved to change.

“The most important thing I want people to know about Norwich is that it’s so much more than just a military college. Yes, you come here to get a top-notch education, but it’s also about building people up, making them comfortable with responsibility, teaching you to operate under pressure, and instilling an understanding of the value of service, discipline, and trust,” he says. “Whether you’re commissioning into the military or going into business, public service, engineering, or another civilian career, all graduates have the same foundation.”

“I’m so glad we are able to share this video with the world because that secret is no more,” says Eckholm. “If you strip it all down, Norwich teaches you how to lead, and that’s what lasts as one of the most valuable skills one can have.”

A Lasting Impression

By the time Eckholm left Northfield, he left with more than just footage and a Dog River rock. He carried a deeper understanding of what draws students to Norwich and what keeps alumni connected long after they leave.

From muddy boots and early-morning formations to quiet moments on the parade ground and high-energy game days, his visit reveals the many dimensions of Norwich life. What ties them together was a shared commitment to effort, accountability, and service. “Every single interaction I had with cadets, students, and staff was memorable,” says Eckholm. “Norwich may be a small school, but it was clear from the very beginning that it’s a tight-knight community — a family. Everyone just seemed so proud to be here, and that camaraderie really resonated with me.”

For those who have not yet learned of the secret in Northfield, the message is clear: Norwich is not an easy path. It is a demanding one — intentionally so. But, for those willing to accept the challenge, it offers something rare: a community that pushes its members to grow, to lead, and to live out the promise embedded in those three simple words — “I Will Try.”