I sold my consulting company in 2017 after a fulfilling 20-year run. Since then, I’ve never used the term “retired” to define my work status, only “semi-retired.” In fact, I’ve been searching for one “last chapter” to wrap up my career. Call it a “relationship,” a “situation,” a “strategic advisory,” or a “collaboration.” Just don’t call it a “job.” Been there, done that.
When I first became semi-retired, I thought that having three personal consulting clients (whom I liked and respected) for 3-5 days a month each would be a perfect situation, with rewarding work for appreciative clients. Thankfully, I found those consulting clients quickly and was thrilled to work with three quality organizations.
Then one of the CEOs for whom I worked suddenly passed away. Another had his company’s casino sold off and chose not to stay on with the new owners.
Then COVID hit. And that was it for my semi-retirement, as I spent the next two years ruminating on what I really wanted my final career chapter to be. All I knew was that I wanted it to matter, working with people I considered “one of us,” with the goal of leaving the gaming industry (or even one entity in it) better off because of my involvement.
Fortunately, I didn’t need “to work,” so I could be selective in choosing my final chapter. Although I can’t say I’ve found that chapter yet, I thought I’d share with you some of the things I’ve thought about, or tried to pursue, or were even offered. In case you’re ever in a similar situation.
Casino influencer
I’ve watched the “influencer” world with great interest and for some, it seems very lucrative and impactful. Brian Christopher and Vegas Matt have a huge number of followers in the gaming world and seem quite successful. But it appears that it takes several years to build an influencer following and a lot of filming, posting, and promoting, with success certainly not guaranteed. Plus, I think what sells in the casino influencer world is watching influencers gamble on different games in different casinos. Even if watching me play electronic bubble craps would be wildly entertaining, no thanks.
Online-casino affiliate
For many years, online casinos have run affiliate programs with websites that can feed them likely gamblers. Of course, the websites have to contain a high volume of likely gamblers who are referred to the online casino on sort of a commission basis. I was actually offered an opportunity to manage an affiliate program for a friend of mine in the publishing business, but I turned it down. I have no experience in online gaming, I wasn’t convinced my friend had enough of an online following, and I just didn’t like the idea of trolling for gamblers and turning them over to an online casino. Sort of like casting a huge fishing net and unintentionally snagging a few porpoises.
Access-marking consultant
One component of my consulting company was opening doors for companies trying to do business (or more business) with casinos. The challenge there was dealing with companies that didn’t understand the gaming business and its sales cycles and had a distorted or unrealistic view of their product or service and its value and application to the industry. Also, many of these vendors wanted their access marketing consultant to work on the “if come” (when your efforts lead to sales, you get paid). I found that many of these “let’s crack the gaming industry” vendors just wanted me to work my (extensive) gaming-industry network and badger my friends and associates to take a meeting and presentation with the company’s sales guy. No thanks.
Customer-experience reviewer
Many casinos often do secret shopping or customer-service evaluations. I think they have some value, but my issues have always been that these surveys are done on the cheap and are performed by reviewers (who may or may not have casino experience) who get paid $15-$25 an hour and typically skim the surface of “how we do things around here.” And how well. I actually put a program of this type together and performed it twice for a very progressive client who understood the value of my “Dennis perspective” over typical onsite researchers. But I’ve found it to be challenging to overcome the difference in pay for having someone with 50 years of casino experience root around a casino in a significant way versus someone with little or no casino experience.
Casino-customer advocate
I have believed for some time now that casino customers need to be organized into a consumer advocacy group to deal with increased casino fees (parking, ATM, resort, etc.), policies that might negatively impact problem gamblers, hidden practices that consumers should know about (e.g., how fast a particular bet or game will, on average, take your money), and a variety of other things where the gambling customer currently has no say, no representation, or no recourse. Gamblers need something like this to slow down the casino trends to provide less value to players, not more. Of course, I realize that such a role, however valuable to players (and to the industry, really), would be as welcome as a surprise visit from the meddlesome in-law.
Brand ambassador
I believe I would be a great ambassador for the right company. For instance, I’m a huge fan of Interblock’s bubble craps electronic game. I think they should have a character like “Captain Casino” who travels to casinos that have these games (also roulette and blackjack) and creates revenue-driving VIP events that also serve as instructional seminars to show players and potential players how to play these electronic gizmos. In the couple of years I’ve been playing bubble craps, I’ve been astounded that they don’t get more play and how few players know how to play them. Sounds like an opportunity for a Bubble Boy!
I’ve had many other thoughts on my final chapter and have been approached by several individuals and companies seeking my involvement. Most just haven’t been right and felt more like work than a meaningful final chapter. But I do know one thing. If Barona ever calls me again, I’d be there in a heartbeat. After nearly four years of working in their environment of total customer worship, I can’t think of a better final chapter than creating fun and value for the best-run casino in the world.
