In competitive casino markets, food and beverage offerings can drive loyalty more effectively than gaming rewards alone. Operators use dining access, targeted offers, and behavioral analytics to enhance loyalty programs and increase total on-property spend.
“Loyalty & Cross-Promotion: How to Keep Players on Property in a Competitive Market,” a panel session at the Indian Gaming Association tradeshow, focused on identifying genuine wallet-share growth, aligning food and beverage with player behavior, and designing offers that reinforce visitation and engagement without eroding margins.
Andrew Cardno, chief technology officer and co-founder of Quick Custom Intelligence, moderated the session that featured Rita Reed, director of marketing at the Valley View Casino & Hotel in Valley Center in San Diego County and Tasha Tahbo, director of marketing at the Blue Water Resort & Casino in Parker, Arizona.
Tahbo said the resort on the Colorado River is in a community of 3,500 people, which makes it a destination location. They have no other casino competitors.
Reed said Valley View is in a competitive marketplace, but it’s considered off the beaten path by being about 10 miles from the freeway. “You have to be able to create that experience for everybody and we have several casinos around us,” Reed said. “I want other players to go visit other properties, because they are going to come back to us.”
Reed said their food and beverage options are an experience, and some of their best guests will visit a property 100 times a year. “There’s a reason for it.“ We all have slot machines and great food, but how do we take it to the next level every time with that food and beverage experience?”
Tahbo said the Colorado River has various restaurants and floating-dock bars, but her property has the only steakhouse in town, which gives them an advantage.
“How we distinguish ourselves is that we brought back big entertainment, so it’s about creating that emotional connection to your guest with customer service,” Tahbo said. “Food is the love language. It affects you emotionally, so you have emotional connections to a property when you go in and have that great experience.”
On the night of a concert, the property will have dinner and drink specials and even a giveaway. “It pulls people to the casino floor and creates that flow pre-show, during show, and post show. It’s a collaborative effort of how you are marketing your property and how you create that memorable experience to create those return trips to your property.”
Reed said with marketing campaigns — whether it’s television, digital or radio — properties are making a promise, and it’s important to deliver on that when guests come back.
“Every single time we’re going to deliver what we’re putting out there,” Reed said. “We’re going to greet our guests by their first name and make them feel safe and have them have an experience, have the chef come out and greet them. It’s such a nice thing to see the chef walk around and take pride in what they are delivering.”
Tahbo said everything from how a property visualizes itself on its website to social media posts and radio campaigns paints a picture and promise. “When we pull people into the door, the challenge is to visualize that promise you put out there 100%.”
Cardo was surprised that he never heard free play discussed. The one-time perception was that free play is the driver of frequency to casinos.
Tahbo said while everyone wants free play, it has to be strategic.
“It’s a fine line when it comes to rewards. We all know that the minute they walk through the door, they want free play,” Tahbo said. “It also goes back to food offerings. One big mistake you can make in giving food rewards to your VIP players is overcompensation, because then it’s not a reward, but an expectation.”
Tahbo said she learned from experience about “giving away the house.” The guests need to know it’s the result of their activity and loyalty to the property versus being entitled.
Cardno said one of the keys to getting players out of entitlement mode is understanding them and giving them something appropriate.
“One thing about customer service is convenience and options,” Tahbo said. “If they can pick and choose how they want to redeem their points and comps, that feels rewarding. We have a marina and beach and our rewards encompass golfing.”
In closing, Reed said patrons in her area have many choices where they can go eat. They will visit the other properties, but Valley View has the better food.
“Food is sexy if it’s delivered right and pictured right,” Reed said. “If that picture looks good, you’ll want to dine there. It better be good and as pictured. Food is warming and something people will drive for.”
