This month, we spoke with five casino executives in Oklahoma about how they differentiate their casinos in terms of the player experience and marketing strategies; what features of their loyalty programs players find most appealing and how they enhance these programs to retain players; and to share an especially successful promotional campaign and why it was so effective. Here is what they had to say…
Chris Derenzo, Director of Marketing
Lucky Star Casino – El Reno, Clinton,
Canton, Hammon and Watonga, OK
luckystarcasino.org
DIFFERENTIATING THE PLAYER EXPERIENCE: We recently overhauled our direct mail program to reward our guests based on the average daily theoretical (ADT) of their most recent visits, rather than solely based on their tier. Our objective is to ensure our guests receive their rewards in their mailboxes within three to five days after each visit. This strategy enables us to engage with our guests via direct mail up to six times a month, compared to the usual once-a-month mailer. Additionally, this approach allows us to be more generous with the rewards we offer, as they were already earned during their previous visit and can be used during their next visit.
LOYALTY PROGRAM APPEAL: Our players appreciate that we quickly recognize and reward their increased play, rather than making them wait for the next month’s mailer to arrive. We continually monitor our player reinvestment and response rates to ensure that our guests are receiving and redeeming the rewards that match their level of play and are quick to adjust when any deficiencies are identified.
SUCCESSFUL CAMPAIGN: We hosted a two-day slot tournament for top players from all six of our casinos at our centrally located hotel, casino, and convention center. Over 100 of our highest-rated players stayed the weekend in our hotel and received the full VIP treatment. While our guests were enjoying the tournament, our marketing and player development staff had the opportunity to engage with them and gather feedback about what they liked best about our casinos and where we could improve. In addition to the valuable insights we received from our best customers, our guests had a fun-filled weekend, and we had a record-breaking weekend on the
casino floor.
Rodney A. Fourkiller, CEO
Ponca Enterprise Gaming
Fancy Dance Casino
Quail Perry, OK
fancydancecasino.net
DIFFERENTIATING THE PLAYER EXPERIENCE: In a saturated and competitive market, we have a strong understanding who our players are and have taken a personal approach to player development. We do utilize traditional sources of advertising, but we fuel our success with the power of digital and social media. We at Fancy Dance Casino realize the importance of embracing the ever-evolving transformation to digital advertising, allowing for increased guest engagement. Our all-encompassing social media efforts strive to create a consistent and targeted approach to keep our guests informed and enable us to develop lasting relationships with our guests. With us having the ability to segment our guests regardless of if they are carded or retail enables us to develop creative methods to reach and engage them. Once we get them on property, we have a fantastic team to optimize their on property experience.
LOYALTY PROGRAM APPEAL: Our guests find the value in the simplicity of our loyalty program suits them well. We ensure our teams not only understand the process of their jobs, but also understand the gaming floor. The goal of reaching positive guest interactions every day provides us the ability to develop a thorough understanding of our guests and their desires. If you are in a guest-facing position, we want you to understand not only our promotional strategy, but also understand the remaining facets of our operation to be able to fully assist our guests. We’ve experienced a high level of guest satisfaction from simply being able to reinforce our brand value consistently and clearly.
SUCCESSFUL CAMPAIGN: We have launched multiple campaigns that have proven to be extremely successful. What we have found is that those campaigns were orchestrated with efficiency in mind. Our gaming floor is relatively small, so we aim to maximize our efforts in the most efficient methods possible. As most gaming floors are full of high-volatility games, the ability to effectively evaluate players has become increasingly relevant for Fancy Dance Casino. Lastly, we approach all promotions with player retention in mind by embracing feedback and recognize that revenue cannot be the only metric that defines success.
Brian Gooden, General Manager
Apache Casino Hotel
Lawton, OK
apachecasinohotel.com
DIFFERENTIATING THE PLAYER EXPERIENCE: At Apache Casino Hotel, our differentiation from competitors in terms of player experience and marketing strategies centers around creating personalized and immersive experiences that go beyond gaming. Our approach combines traditional hospitality with innovative entertainment, ensuring each guest’s visit is memorable. We emphasize customer service with a personal touch, where team members know players by name, preferences are remembered, and every player feels like a VIP. Additionally, our marketing strategies are data-driven and dynamic, allowing us to tailor promotions and communications to fit the unique preferences of our players, thereby increasing engagement and loyalty.
LOYALTY PROGRAM APPEAL: The most appealing feature of our loyalty program is its flexibility and the value it offers to players. We continually enhance our programs by integrating customer feedback into the development of new benefits. Regular updates to our program ensure that we are addressing the evolving needs and preferences of our players, which aids significantly in retaining players and encouraging
frequent visits.
SUCCESSFUL CAMPAIGN: Our VIP promotional campaigns, particularly those that incorporate our unique dining experiences and thoughtful, personalized gifts, consistently yield impressive results. We’ve discovered that our VIP players not only look for exceptional gaming opportunities, but also value high-quality culinary experiences and meaningful rewards. For instance, we capitalize on our top-tier dining options by inviting VIPs to exclusive gourmet events, where they can savor custom menus crafted by our renowned F&B team. These events are not just about dining – they are immersive experiences that foster a deeper connection with our players.
Additionally, recognizing the preferences of our best players for unique and thoughtful gifts, we curate special items that resonate on a personal level. Whether it’s limited-edition merchandise, early access to new services, or custom-made gifts, we ensure that these tokens of appreciation deepen their loyalty and enhance their overall experience at our casino. This targeted approach in our VIP promotions not only distinguishes us from competitors, but also significantly boosts our engagement and retention rates among our most valued players.
Through these strategies and campaigns, Apache Casino Hotel continues to strengthen its market position and enhance its reputation as a leader in providing exceptional guest experiences tailored to the needs and desires of our visitors.
Mary Jewett, General Manager
Buffalo Run Casino & Resort
Miami, OK
buffalorun.com
DIFFERENTIATING THE PLAYER EXPERIENCE: At Buffalo Run Casino & Resort, we pride ourselves on providing a holistic and memorable experience that extends far beyond the typical casino environment. Our emphasis on guest service, cleanliness, and friendliness sets the tone for every interaction, ensuring each guest feels welcomed and valued. Over the past year, we’ve expanded our indoor event center by adding 1,500 stadium seats and creating a grand entrance to the Peoria Showplace. Additionally, we opened a new private lounge with massage chairs, refreshments, and charging stations; upgraded our table games to a new area and introduced new gaming floor technology for in-game bonuses.
As we approach 2025, our luxury RV resort will open and is sure to attract both new and current visitors. Ongoing improvements include hotel updates, better workspaces, and enhanced organization, all aimed at making Buffalo Run Casino & Resort the best place to work and play.
LOYALTY PROGRAM APPEAL: Our loyalty program is a cornerstone of our guest engagement strategy, offering tailored benefits based on individual preferences rather than just tier levels. We regularly update our program based on player feedback and behavior analysis to retain and delight our guests. Our loyalty program includes complimentary access to exclusive events, free weekend entertainment at the Backwoods Bar, and private lounge access. These features, along with constant innovation and adaptation, keep our loyalty program relevant and appealing.
In addition to our physical amenities, we use technology to enhance the guest experience. Our mobile app and player portal provide digital offers, reward tracking, and personalized promotions, ensuring guests stay connected and engaged with the latest offerings at the resort.
SUCCESSFUL CAMPAIGN: One of our many successful promotional campaigns was the “We Love Our Guests” campaign, which effectively showcased our diverse amenities and focus on guest experience. Another recent campaign, “We’re More Than a Casino,” highlights the dedication and invaluable service of our team members, emphasizing the unique environment created by the relationships we have within our teams and with our guests.
Michael Ka’ahanui, Executive Director of Commerce Marketing
Choctaw Nation of Oklahoma
Choctaw Casinos & Resorts
choctawcasinos.com
DIFFERENTIATING THE PLAYER EXPERIENCE: At Choctaw Casinos & Resorts, we differentiate ourselves by offering a unique blend of world-class amenities and the rich cultural heritage of the Choctaw Nation. Our properties are designed to provide an intimate and welcoming atmosphere, enhanced by traditional artwork, architecture, and events celebrating our history and traditions. This cultural integration enriches the guest experience and sets us apart from competitors.
Our marketing strategies prioritize delivering exclusive, personalized experiences rather than relying on discounts. We use data-driven insights to customize offers and communications, ensuring they resonate with our diverse audience, from high rollers to casual visitors. This approach allows us to cater to a broad demographic, offering a range of experiences from high-stakes gaming to family-friendly activities.
Choctaw Casinos & Resorts emphasizes a more refined and culturally immersive experience. We highlight luxurious accommodations, diverse dining options, and top-tier entertainment in a culturally rich environment. Our focus on personalized service and exceptional guest experiences helps us build strong loyalty among our guests, distinguishing us in the competitive Dallas-Fort Worth market.
The Art Gallery at Choctaw Casino & Resort – Durant showcases Native American artwork by local and national artists and features different artists and themes throughout the year. Choctaw Landing, our newest resort, has incorporated advanced AI technology to guide visitors on an ‘art hike’ so they can learn more about the culture, art and history of the Choctaw Nation.
More than 6,000 pieces of Native American artwork from more than 40 Choctaw artists are featured throughout Choctaw Casinos & Resorts.
LOYALTY PROGRAM APPEAL: Our loyalty program, Choctaw Rewards, stands out due to its tiered rewards, personalized offers, and exclusive event access. Players particularly appreciate benefits beyond gaming, such as earning points on hotel stays, retail purchases in one of our many in-casino stores to meals at top restaurants. These perks enhance the overall experience and encourage frequent visits.
We continually enhance our loyalty program by integrating player feedback and keeping up with industry trends. Regular updates ensure that our offerings remain relevant and exciting. Additionally, we leverage advanced analytics to tailor rewards and offers, further improving player satisfaction and engagement. This commitment to a superior guest experience has helped us maintain a loyal customer base.
SUCCESSFUL CAMPAIGN: One of our most successful promotional campaigns is the “3 Months. 3 Millionaires.” promotion. This is our second year of making three lucky reward club members millionaires. The promotion, which has created an incredible level of excitement and anticipation, offers guests a chance to win substantial cash prizes throughout the summer. A $1 million prize drawing is held one Saturday a month in June, July and August.
Our last “3 Months. 3 Millionaires.” drawing for 2024 is scheduled for Saturday, August 24 at 1 a.m. It is complemented with hourly $10,000 cash drawings from 4 p.m. to midnight and a $50,000 drawing at 3 p.m. The structured entry system, allowing Choctaw Rewards players to earn entries from July 28 up until the final drawing time, encourages sustained engagement and frequent visits. Special incentives, like earning extra entries on specific days, further boost participation.
This promotion has been particularly effective due to its tiered approach. It offers the potential for life-changing prizes and frequent smaller rewards, maintaining excitement and engagement. The comprehensive marketing strategy, including traditional, digital and social media, and in-property promotions, ensures broad visibility and participation. The campaign’s success is evident in increased foot traffic, heightened player engagement, and a significant boost in revenue, solidifying our reputation as a premier destination for extraordinary experiences.