Monthly Archives: September 2015

Do you love what you do?

Like some of the people I’ve met in my career, I ended up in Casino Player Development almost by accident. I never intended to apply for a job at a casino, but I heard they had a job opening for talkative social types, and I had to know more. After being hired, I fell in love with the atmosphere, the guests, the giveaways (they gave me a microphone!), the tournaments, and especially all the hugs. We were a family, the guests and employees, and I was hooked. So hooked, actually, that I worked my way from host to supervisor to manager to executive before going to “The Dark Side.” (It’s my affectionate term for having left the industry to work for a casino technology vendor…and I love that, too!)

There are people I’ve worked with over the years who were naturals at casino hosting, and I’ve worked with some for whom another vocation was their true calling. Both groups can harbor Rock Star hosts, for sure. Some members of both groups have moved on to other career opportunities for a variety of reasons, and some of them are still in the trenches in a casino operation somewhere. Obviously, the choices these friends and acquaintances made revolved, at least in part, around doing something that makes them happy.

So, why do you do what you do? My years in a casino operation meant I went to work every day knowing that the day would present me with unanticipated challenges, small victories, and only rarely would I be bored. There was always something new to learn, interesting (or baffling) problems to solve, guests to meet (or placate), and often a crisis brewing. It was hardly ever boring. I did what I did because it was fascinating, challenging, and rewarding. I did it because I am a social creature, and I spent my workdays surrounded by people from all walks of life. It was, particularly in the beginning, my dream job.

Now, I do what I do because I believe Harvest Trends can make the lives of Player Development pros easier. We have assembled the tools I wish I’d had when I was running a Player Development team. To be able to quickly spin a list of players who fit a certain profile that the property had determined was our target, assign those players to hosts for contact, and track their progress as they worked toward completion is a dream come true for most of the folks I know who are taking care of the best players in properties around the US.

I do what I do because I fell in love with an industry that provides entertainment with the chance for a life-changing prize. I do what I do because somewhere out there is a good player who wants to know why no one appreciates his business, and I want him to know his “home” casino is glad he plays there. I do what I do because I am happier when I am feeling accomplished and fulfilled, and I want my children to see that making a living can be rewarding and is not always a drag. I do what I do because there are untapped resources available for casino marketers and player development professionals, and I want them to know about those resources.

So, tell us: Why do you do what you do?

Events (& Tips!) for Casino Hosts

When you’re looking at your player list trying to come up with ways to engage your patrons and get them to make a return trip soon, planning something with a broad appeal might seem like the way to go. But in reality, many players whose patronage warrants invitations to exclusive events are looking for a little special treatment. There’s not likely to be any single event you can do which will appeal to everyone you’d like to reactivate, for example. (Think of the invitees as the individuals they really are, and you’ll quickly see why.) This means that having a variety of event types in your repertoire is a good idea. Here are few to consider.

The Friendly Competition Team up with another host at your property and decide what sort of competition you want to have. Ham it up and go with armwrestling or a video game showdown; cheese it up with a craft-making competition or an online silly selfie contest; heck, you could even do a spelling bee. Involve the whole host team or even invite others. Feeling bold? Team up with players. Whatever you decide, make it something compelling to watch. Then set the stakes for the contest. You could have the “loser” host shave his head (set the shave date in the future and maybe drive two trips). How about a parade through the casino for the winner, complete with loud music, balloons, and a handout of some kind for the guests on their route? Again, make the stakes and the spectacle worth watching. You can do prizes for patrons in attendance if you like, too.

VIP/Executive Roundtable Guests love to interact with executives when they can. High-end guests feel as though their patronage should give them a seat at the table, so why not give them one? Light hors d’ouvres, light cocktails, and round tables surrounded by comfortable seating set the stage for a dialogue that will make your players feel important and provide insights to your executives. (Especially effective if Ops Execs participate!) Just remember, make no promises and always be sincere.

Paint & Sip Appeal to the artistic and/or wine lovers on your player list and do a fun, reasonably- priced relationship-building event. The host should be painting and sipping too for the record, to share in the experience and give everyone the same opportunity for praise and encouragement. A friend of mine did one of these and felt as though this event would work again and again. Handpick small groups and keep the atmosphere mellow.

Spa Day/Massage Therapy Do you have players who own their own businesses or who are raising kids? These folks migh not take adequate time to recharge unless encouraged to do so, so provide them a good reason. If your property doesn’t already have a spa, talk with those around you and work out an equitable way to provide the service to your patrons. Setting up on property is preferable, but you could add a fun element if you have to “road trip” your guests to an off-property pampering.

Hometown/Region Celebration This could take many forms, but is based on bringing in patrons from a particular geographical area while appealing to hometown pride. Invite only those from your target area and encourage them to bring a friend if they like. Feature decorations that emphasize the unique qualities of the area, serve local favorite foods, play music about or from the region…you get the idea.

Plus, Bonus Tips! To make every event a success, there are a few things to consider throughout the process:

  • Harness the power of social media. Tweet, post, blog, stream, and share before, during, and after to maximize engagement. Tag your guests! (If you haven’t already, consider – within company rules, of course – setting up profiles for use only with guests to share directly with them… keeping your personal accounts “private”)
  • Ask for feedback. Give your guests a score card or link to an onlie survey asking what they thought or for ideas for future events to ensure you’re hitting all the high spots. I’ll bet you will get some great stuff from this!
  • Include others. Ask co-workers to team up with you, invite the chef to talk about the food, have executives stop in, and encourage patrons to invite friends when appropriate. Many years ago, we invited one of our patrons (who also owned a nursery) to do a VIP presentation on preparing your garden for winter. We got lots of brownie points for that one!
  • Build relationships. Use people’s names, show appreciation, introduce guests to one another, and share the stories that keep them laughing. This will pay dividends in the form of stronger bonds between co-workers and yourself, between guests and associates, and among the guests themselves.
  • Get creative! Anyone who’s been in or around the casino business for very long knows that we recycle a lot of the same events. (Or do a “tribute” to competitor’s successful event.) Come up with ways to keep things fresh: do a fun theme, switch up the details (think middle 25 scores win the tournament), or combine elements from more than one event.
  • Remember to have fun! Ultimately, your guests return to your property because it’s an entertainment experience. Don’t let them see you sweat if things go awry, resolve that the show must go on, and have fun with it. No matter what.

For more event ideas, see our first post on the topic. Got ideas of your own you’d like to share? Tell us all about it in the comments below or email them to Amy at ahudson@harvesttrends.com!