United States

Building a Successful Organization

The passage of Proposition lA in 2000 allowed many Indian gaming casinos in California to rapidly grow from small local oriented properties to regional gaming and entertainment destinations. Casinos that were once little more than bingo halls with class n gaming devices quickly became fullservice casinos offering guests a multitude of dining and entertainment options. Most significant to marketers was the addition of sophisticated player tracking systems that allowed Indian casinos to employ database marketing programs and analytical tools that were once only available to non-Native American casinos.

Unfortunately the staffing needs of marketing departments for many of these rapidly growing casinos often did not keep up with these hurried expansions. As such many casinos now find themselves marketing larger properties, promoting multiple dining options, expensive headliner entertainment, hotel, meeting space and greatly expanded gaming operations with virtually the same sized staff that they had prior to this period of growth.

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The Dangers of Marketing Cheap

Native American gaming operations have often looked to Nevada for insights into how to market their casinos. The general belief is that the marketing practices of Nevada casinos are based on sound research and experience, and have demonstrated themselves to be the best way of attracting and retaining qualified gaming prospects.

One of these marketing practices is the concept of attracting garners by discounting food, drinks and room rate to ridiculously low levels. Cheap meals, cheap drinks and low room rates have always been associated with Nevada casinos. The logic behind these practices is that by generating traffic through the property, a certain percentage of those people will stop and gamble. The exact percentage that do stop to gamble or their gaming budgets has never been determined.

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