Enhancing Loyalty Through Dining Options
In competitive casino markets, the food and beverage offerings can cultivate loyalty more effectively than gaming rewards alone. Operators leverage dining access, targeted promotions, and behavioral analytics to boost loyalty programs and elevate overall spending on-site.
Panel Discussion Insights
The session titled “Loyalty & Cross-Promotion: How to Keep Players on Property in a Competitive Market,” held at the Indian Gaming Association tradeshow, aimed to pinpoint real wallet-share growth, sync food and beverage offerings with player behavior, and craft promotions that enhance visitation and engagement, all while protecting profit margins.
Expert Panelists
Andrew Cardno, the chief technology officer and co-founder of Quick Custom Intelligence, moderated the discussion featuring Rita Reed, marketing director at Valley View Casino & Hotel in San Diego County, and Tasha Tahbo, marketing director at Blue Water Resort & Casino in Parker, Arizona.
Unique Positioning of Resort Locations
Tahbo shared that her Colorado River resort serves a close-knit community of 3,500 people, positioning it as a sought-after destination without direct casino competition. Conversely, Reed noted that Valley View Casino, situated about 10 miles off the freeway, is in a competitive area with various casinos nearby. “Creating an exceptional experience is essential,” Reed stated. “I encourage players to try other casinos, as it often leads them back to us.”
Food and Beverage as a Differentiator
Reed explained that their culinary offerings provide unique experiences, with many guests frequencing the property up to 100 times a year. “While we all offer slot machines and great food, we strive to elevate the food and beverage experience every time.” Tahbo added that their steakhouse stands out in a region with numerous restaurants and bars, providing a competitive edge.
Creating Memorable Experiences
To draw guests in, the properties host special events, including dining packages and giveaways during concerts, driving traffic to the casino floor and enhancing the overall experience. Reed emphasized the importance of delivering marketing promises by providing personalized service, ensuring guests feel valued and recognized.
Strategic Marketing and Customer Expectations
Tahbo suggested a strategic approach to free play offers, noting that it’s important to avoid creating expectations among loyal guests. “Recognizing loyalty should feel like a reward rather than an entitlement,” she said. Cardno highlighted the necessity of understanding customer needs and offering them choices in rewards, fostering a sense of satisfaction.
Closing Thoughts on Food’s Role
In conclusion, Reed pointed out the many dining options available to patrons, asserting that Valley View’s superior food quality is a compelling reason for their visits. “Food is appealing if presented enticingly,” she remarked. “If the imagery is appealing, it will entice people to dine with us, and it needs to meet those expectations.”
