Gaming – the Panacea. How to elevate your Game to stay in it. By John Hendrie

Everyone is a player now.  Looking at Gaming from my perch in Massachusetts, I am astounded with the activity in the Northeast.  In a hard hit economy and cries for jobs, Gaming appears to be the answer.  In Massachusetts, probably still some years away, major corporations have their eyes on various communities to host their operations.  In neighboring states, like New Hampshire and Rhode Island, the conversations are vigorous to introduce/expand Gaming.  In Connecticut with FoxWoods and Mohegan Sun, the state is watching their gaming base deteriorate, challenged by the competition, and like an Oreo, squeezed by the neighboring Bay State and watching what New York comes up with in terms of initiatives and a very pro-gaming electorate.  New Jersey’s Atlantic City is redesigning itself, having been hammered by Pennsylvania and their very successful, newer operations across the State.  Unbelievably, after investing millions in AC, New Jersey is talking about a new Gaming Mecca in the Meadowlands.  Go figure!

Florida, especially the Miami area, wants to expand their efforts, Kentucky is now talking Gaming, Detroit Casinos have begun to make money again, and riverboats are moving ashore.  The scene in the Southwest and California through Washington and Oregon is more settled, as the shake-out of smaller and less dollar sound operations disappear, while others redefine and renovate their operations.  Nevada has begun to escape their doldrums, and Las Vegas strides along to the tune of their own drummer.  But, the message is loud and clear -  join the parade, get on board, bring the chips and dips – Gaming is the joyous salvation. 

Right now, the pro-Gaming voices have the edge – quite a loud, resounding voice.  For the States and affected cities and towns the voice carries a legitimate message.  Casinos will create jobs and bring monies to municipal coffers in our current time of naught.  This is very attractive, and we shall deal with the problems associated with Gaming later.  This is a legitimate refrain, but I expect there are few who think that Gaming is a panacea, rather a short term fiscal tourniquet.  We’ll tackle those other problems down the road. Yup!

Conceptually, over the years Gaming has evolved.  It is no longer the free-standing bingo parlor, the slots and/or the tables with maybe a short order restaurant or two.  That type of operation simply did not differentiate sufficiently, certainly not enough to woo back the players, particularly after a deadly two to three year abyss from our world-wide recession.  Successful Gaming operations are now a full service Destination, where players can still gamble but also enjoy recreation, fine dining, shop top Brands, sleep, get spa-ed and be entertained.  This is the new model; you can see it with the more recent gaming operations and certainly those on the books.  To manage a Destination takes a much broader skilled Management set, the difference between a Croupier and a CEO.  It is a variable skill set and business acumen.  Actually, as of late,  we are learning that non-gaming business is at a par, if not above Gaming revenue. 

These successful executives understand the full spectrum package – what drives their Destination, focusing upon product, facility and services – almost holistic.  They continually survey their Guests and Customers to gain insight, correct problems and manipulate their model for the future.  This conversation is on-going, leading to loyalty, advocacy and return visits.  These Executives also validate their operational standards and protocols all the time, through QA and Mystery Shops, always fine-tuning the operation.  Lastly, they know that Service creates the distinction and the reputation – that frames the Memorable Experience and on-going message.

So, we will see the deluge of new Gaming Operations, and they will be an entirely different model from years ago, run by true Hospitality professionals who can deliver on the promise.  Gaming might not be the panacea for everyone, but at least those driving the momentum understand how to manage the dynamic better than their predecessors.  Tally-ho!