I often see things in casinos that truly impress me, so much so that I start thinking that all casinos should do them. But then reality sets in and I start seeing all the reasons why most won’t attempt them, in fact why they will likely never attempt these things that I believe are home runs.
Undaunted, I bring you my list of Some Things All Casinos Should Do, in the hope that some forward-thinking, innovative, risk-taking gambling businesses might at least try one or two of them. So, casinos, dare to try these (the ones that haven’t already).
- No ATM Fees – That’s right, when your gamblers tap out, while gambling, let them use your ATMs without dinging them with a service charge to get more of their own money. The casinos I know of that first implemented “No ATM Fees” are still doing it years later. Think they discovered something? Your accounting execs will surely point out how many millions of dollars a year you’d be giving up in those $2-$3 fees per transaction. But smart casino operators that try this will look closely at what happens to gaming volumes (especially slot volume) and total ATM daily transaction amounts with this no ATM fee policy change. Hey, at least try it for three months or for your best gambling customers.
- The Signature Promotion – This is the $2 Heineken at the bar. The $3.99 shrimp cocktail at the deli. The $19.99 prime rib dinner at the steakhouse. The all-you-can-eat lobster buffet on Wednesday nights for an eye-popping price. The $2 hot dog with all the fixin’s at the cart in the sportsbook. The free picture in front of the $1 million display. The signature promotion is not ALL of these bargains (that would make for a good value-casino, though), it’s any one of them that you can call YOURS and that your customers can count on being there for a long period of time. You’ll get pushback about “cheap,” about attracting customers only for the signature promotion, about lost revenue opportunities with the cheaper prices. Screw ‘em. Count the additional revenue, the new customers created, and the positive guest feedback. Signature results!
- Best Customers, Best Employees Get Comping Privileges – Yep, this is just what it says: Your identified best customers and (frontline) employees can issue a certain menu of complimentaries to new casino customers either in-house at the time or in the world at large. And before your CFO goes ballistic at the potential costs or control challenges of such broadened comping, tell her such comping authority is carefully screened, is communicated as being only for legitimate, good, new customers who get a players club card and use it, and can be revoked for non-use or abuse. And oh yeah, if your best players and employees can’t be trusted to promote you, who can? Just a bunch of high-priced, overworked, casino hosts?
- A Billboard or Marquee Sign Dedicated Solely to Customers and Employees – All casinos post signage throughout the property. Boy, do they! But it’s usually to announce the upcoming entertainment, highlight that month’s promotional giveaways, announce new food specials, give directions, or let you know “the rules.” But what about dedicated, prominent signage saying “Happy 50th Anniversary, Norma and Fred!” or “Thanks, Joe, for your 10 Years of Great Service!”? Sure, there’s some work in tending and changing these message boards on a daily basis. But I can tell you from casinos that have done something like this, the impact is profound. Hey, they care about me!
- 10 Free Lottery Tickets – This one is simple. Whenever the Powerball or Mega Millions jackpots are uncommonly enormous, offer each of your customers with a set minimum daily value to come in for their 10 free lottery tickets. The gaming folks may grouse about turning casino players into lottery players with some of their gaming budget, but you can counter with riding the wave of the lottery’s massive advertising and the known appeal of huge life-changing jackpots to gamblers’ behavior. Try it once!
- Personal Welcomes at Every Casino Entrance – Yes, this is a live employee welcoming customers at every casino entrance. It can be security staff (if they can be welcoming and not intimidating) or it can be just the friendliest people you can find. Department heads will grumble about staffing costs for this greeting crew being there 24/7. But the key is getting this “hello, goodbye and thank you team” other meaningful activities to perform. Answer questions. Promote the players club or promotions. Highlight the dinner special. Give a bounceback offer upon departure. Just take a lead from some of the big box retail scores, touching customers at the first and last points of contact.
- Loosening the Keno Paytables – I have been astounded by the growth of play on casino keno machines. Perhaps it is the jackpot potential or the rhythm of watching and waiting for “my numbers” to pop up on the screen. Whatever, people like playing keno machines, especially the 21- to 40-year-olds. And the keno hold percentage is typically among the highest of all the casino machine games. Hey, loosen them up, tell your customers exactly what you did, and prepare to steal keno players from the competition. Do it right and you’ll soon be adding more keno machines to counteract what the slot guy will claim is lost revenue on the lower-holding new games.
- Roll Dice for a Free Room – Tonopah Station in Tonopah, Nevada, has been doing this for decades. Upon check-out, roll 3 dice and if they are all sixes (or whatever number you decide) your room is free. Simple. Appeals to gamblers. Cost effective (one free room every 216 rolls). Try it and see how it affects your hotel guests (and how often they return).
- Mary’s Favorite Recipes – Ask your casino customers if they have a favorite recipe they’d like to share and have served in one of your restaurants. Introduce it for a week and let Mary bring a group of eight to experience it for free, while also allowing the general public to experience it at an attractive price and share their feedback on “Mary’s Dish” (give them a 2-for-1 offer on a future meal for sharing their opinion). If they like it, Mary’s Dish makes it to the menu, while you hunt for a few others from your customers. Sure, this takes some work to execute, but what other casino would ever do this?
- Bosses Day – Just as it sounds on this day, casino bosses (supervisors, managers, directors, VP’s) trade in their executive suits for the uniform and job of some select frontline employees (this can be a great reward for the right employees). The employees could have the day off, but better yet, have them “shadow” the boss trying mightily to do their jobs without screwing up. Employees love it, customers love it, and bosses … well, they will appreciate it later for having dutifully walked a mile in their employees’ shoes. This is great team building and has excellent potential for a customer promotion. “Come see the bosses work for a change!”
I have seen numerous things in Casino Land that I think all casinos should do. Or at least try to do. But if a casino culture is already one of listening, appreciation, innovation, and risk-taking, I’m confident you’ll come up with these things (and more) yourselves. Then you’ll be memory-making mavens.
