Raving Consulting recently honored Seminole Casino Coconut Creek with its prestigious Barona/VCAT Award for Excellence In Indian Gaming Marketing.
The Seminoles accepted the award at a special industry luncheon during Raving’s 14th Indian Gaming National Marketing Conference on February 1 at Agua Caliente Casino Resort & Spa in Rancho Mirage, California.
The Barona/VCAT Award, created five years ago, is the only award in the gaming industry that recognizes the marketing efforts of tribal casinos and acknowledges their importance in the success of a gaming enterprise, states a Raving press release.
“Seminole Casino Coconut Creek has always entertained me with their constant unusual and creative promotions, such as Dinner in the Sky, Cocktails and Tiffany’s, Heroes and Miracles (Chilean Miners); but what has truly impressed me is that all of these promotions drive revenue and speak to their key constituencies,” said Dennis Conrad, president and chief strategist of Raving Consulting and creator of the award.
Seminole Casino Coconut Creek joins industry leaders Barona Resort and Casino, California (2007), Santa Ana Star Casino, New Mexico (2008), Black Oak Casino and the Tuolumne Band of Me-Wuk Indians (2009), and Osage Million Dollar Elm Casinos (2011) in receiving the award.
Seminole Casino Coconut Creek competed against a group of seven tribal gaming properties for the esteemed Barona/VCAT Award.
The competition is a tough one—judges looked for excellence in an organization’s total body of work, not a singular year of performance or a marketing campaign, Raving states. The competition was open to all Class II and Class III tribal casinos in the U.S. and Canada. Participants were asked to provide a compelling essay addressing how their casino links superior marketing efforts to superior financial performance; builds marketing excellence around key constituencies of customers, employees and communities; and integrates marketing effectively throughout their entire casino operation.
“The economy, gas prices, and housing markets definitely impact the south Florida gaming market,” shared Michael Michaud, vice president of marketing at Seminole Casino Coconut Creek. “Being a locals casino we’ve seen a reduction in the number of visits from our high frequency guests, as well as a smaller share of their wallet, which would indicate a shift in their residual income.
By focusing on value marketing, core guest service CRM, and play-earn programs, we are able to grow our existing players while reducing our expenses until such a time that we see play return to previous levels.”
He added, “Building the promotion and event volume at this property has to be supported by the entire staff, not only marketing. In this business, you have to work very hard every single day making minute decisions that will affect tomorrow’s business. Research your guest’s overall experience, study your data analytics to determine your weaknesses, then make your decision and move on. That’s the best advice I could give to anyone who truly loves their job and this great industry.”