Property Type: Single destination resort with 4-diamond hotel and spa located within an hour of a western metro area with population <2 million.
Challenge: Red Circle was hired to create and mentor in-house player development group with sufficient skills and expertise to develop their own high-end players. This effort was to be concurrent with the Red Circle marketing group’s own effort to initiate a strategic player development marketing program. The challenge was to measurably increase revenue by 4% among their top 500+ players.
Before Red Circle: Minimal efforts at player development focused on building relationships or loyalty among top players/high-potential players. Insufficient staffing and a lack of knowledge or strategic programs resulted in significant untapped revenue from these players.
Red Circle Results: As a result of RCA’s analysis, recommendations and comprehensive training series (including on-the-job coaching) a strategic player development program was implemented. This has produced increased loyalty among assigned guests, the result of which has been an increase in total revenue from these high-value guests. Additionally…
Casino Hosts obtained the skills needed to:
- Analyze the value of a guest and invest accordingly in developing that guest
- Obtain the interpersonal skills needed to build relationships with each of their assigned high-end guests
- Implement a strategic plan to increase play and visits with each of their assigned guests
Player Development Management obtained the skills needed to:
- Measure the progress of the Hosts’ activities
- Implement an incentive program based on the measurement criteria
- Learn database management skills needed to develop effective player programs
- Develop their leadership “soft skills” to more effectively coach their own staff
