Every now and then there are ideas that seem to offer great promise, but they just don’t work or fail to gain widespread acceptance (like skill games and server-based slots). I’m not sure whether some of these concepts are ahead of their time or are just plain bad ideas. That said, below are my Top 10 Ideas (in no particular order) that I think are great, but they were never widely adopted … at least not yet. I’m still optimistic about a few of them.
1. The In-House Pharmacy
When M Resort first opened on the outskirts of Las Vegas, they featured an in-house pharmacy counter where guests could fill prescriptions and, if they chose, could use their promotional credits for payment. What a great concept!! Surely, we’ve all noticed that 80% or more of the folks in line at the drugstore are in our prime demographic??? Instead of future guests wasting time browsing the aisles in the drugstore, they could be playing slot machines!! Any excuse to visit a casino is good for us! The best option would be to partner with one of the biggies (CVS, Walmart or Walgreens, etc.) and let them handle the regulatory paperwork. I’m certain they’d be open to free rent deals and a crowd of eager customers. I have no idea why this didn’t work at the M. A secondary benefit would be offering a back-of-the-house counter for team members as a convenience and time saver. Perhaps they could even get team member discounts?
2. Personal Progressives
When John Acres designed his first Advantage Slot System, one of the turnkey bonuses was Personal Progressives (PPs). They were like a normal progressive, where a small percentage of the Coin In would go to a jackpot meter awarded to whoever lined up the winning symbols. The difference with a PP is that only the player who contributed the Coin In could win that jackpot. As it grows larger, there was never any fear that someone else would hit it before you do. It seemed (and still seems) like a great method to encourage repeat visits and casino loyalty. But it never seemed to catch on.
3. Default 401k Decisions
Contributing to a 401k is the greatest “no brainer” in the history of capitalism. Even if there’s no employer match, you still can legally con the feds out of about 30% of tax-savings until retirement. Those funds also grow tax free, until much later when your rates are probably lower. For some unexplained reason, sign ups among casino employees for 401ks are historically low. I’m convinced that’s because signing up is a complicated process forcing decisions on which funds to select and how to invest. A better solution is to make participation in a 401k at some set percentage the default option. Opting out, not signing up, would be the choice that requires filling out forms. Most people are basically lazy and choose the path of least resistance. Some surveys have shown that this method increases 401k participation rates dramatically. Do it today. It’s good for everyone.
- Automated MEAL Books (MEAL=Machine Entry Authorization Log)
Newer software solutions offer the ability to automate the MEAL process, but far too few casinos have implemented them. If you’re not in Slots, the MEAL is a logbook located inside every slot machine that anyone opening the door has to sign and explain why they opened it. Newer systems can automate this process, grabbing data from the team member’s access card. Instead of team members wasting time illegibly scribbling in these books, these newer systems speed the process and make better reporting possible. Slot supervisors, techs and regulators have no meaningful way today to analyze these archaic handwritten books. The MEAL books are put into boxes and seldom (if ever) reviewed. Therefore, useful reports on reoccurring machine issues are seldom addressed. Automating your MEAL books will improve guest service immediately, provide searchable databases and spot overlooked problems for techs and regulators.
- Facial Recognition on All Slot Machines
This is a great idea, but it may never happen due to growing “privacy protection” concerns. To me it doesn’t matter much, since I’m convinced that Zuckerberg and Apple already know more about me than I do. But imagine, with good facial recognition there’d be no need for loyalty cards. Everyone would just be recognized. Problem gamblers would be spotted the minute they hit a machine. Likewise for known cheats or banned players. Cashless gaming would be a breeze. No more ID checking. And much more. On other devices, time clocks would be simplified. Forgotten computer/software passwords would be a thing of the past. But don’t hold your breath. Several states have already passed laws against facial recognition. It’s a shame.
- Raise the $1,200 Taxable Limit
My God!! When the Feds put this limit in place, gasoline was 62¢/gallon!! That year was 1977. Check Google, and you’ll find that $1,200 in 1977 is the equivalent of $5,477.01 today (probably more since I wrote this, due to inflation). That’s why the new IRS jackpot taxable reporting limit should be $5,000. Write your Congressperson! Seriously. And let the AGEM and AGA know this is a priority.
- Cashless Gaming
Just like the taxable limits above, the casino world is years behind. Every gas station and 7-11 offered cashless transactions a decade ago. Today, cashless casino gaming may have reached the tipping point (based on the dozen or more vendor claims at G2E). However, with everyone now jumping in with different solutions, it could lead to a cashless “Tower of Babble.” There is a real possibility of players becoming frustrated and confused by the details of so many different systems. We just need one like the hardware store, fast food place and Amazon.
- Gaffed Slot Software
At G2E and NIGA, every slot manufacturer exhibits their games with “gaffed” software. This means that with the push of a hidden button or two, the sales folk can call up and demonstrate the bonuses and special features of a machine. It’s wonderful. However, the folks who could use this the most are our floor operations team. You know them. They are the ones that never get to Las Vegas to see the shows. Yes, they are the same team members who talk to our guests every single day. They need to see these features a lot more than executives. And not at the Sands Expo Center, but somewhere back-of-the-house in our casinos. Of course, you’d have to provide some guaranteed protection to ensure this software never hit the real floor, but that shouldn’t be difficult. It could really make a difference in the future. Imagine the concept: team members knowing how our games work and telling guests from first-hand experience about the wonderful bonuses awaiting them!
- High-End Team Member Areas
A few enlightened casinos have designed their team member dining halls with the same premium aesthetics you’d find in their VIP steakhouses. But not many. Why not make your back-of-the-house areas just as nice as anything you’d want your guests to see? Same goes for the restrooms, locker rooms and team check-in/check-out areas. With recruitment and retention getting lots of attention post-COVID, these ideas seem obvious. One southern California casino even offered team members the same promotional deals as they did for guests each time there was a new marketing scheme. If they gave away a car in a drawing to a lucky guest, they also gave one away to a lucky team member. Great concept.
- The Good Side of Spying
Casinos have some of the best surveillance systems of any industry. The obvious reason is to protect assets and improve security. However, using those same cameras to spot team members doing things right can be powerful and productive. Not only does it spread goodwill, but it can serve as an extra deterrent for those team members who might be contemplating a future misdeed. If consistent multiple notices are issued to Operational Supervisors directing them to compliment team members on observed good deeds like picking up trash, straightening chairs, assisting guests and the like; it subtly re-enforces the “they are watching everything” concept while rewarding positive team behavior at the same time. A true win/win.
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If you have other thoughts on good ideas that haven’t made it, we’ll share them in the future. Email buddy.frank@yahoo.com.
