American Indian Report - July 2008 - (Page 16)

Casino Royalty: Special Treatment for the High Rollers High rollers may only be a smidge in a casino’s visitor volume, but they often account for an attractive percentage of its revenues. So, yes, they do deserve special treatment and usually get it — from helicopters to fly them in to lavish suites to private high-limit gaming rooms. And the customer service they get is a lot more personal. At the Barona Valley Ranch Resort & Casino in Lakeside, Calif., whales, patrons with at least a $1 million credit line, and high rollers, gamblers with a credit line below $1 Barona’s gravy is comprised mainly of businessmen, mostly American and in the 40 to 50 age group. They come from all over, though the majority lives west of the Mississippi. When they come, they bring their friends, not their families, and usually stay no longer than three days. There is plenty to lure high rollers to Barona: private helicopters and limos; complimentary hotel suites, including one that is 3,400 square feet; rounds of golf on the Barona Creek Golf Club; private butlers Dillon believes the high roller areas are the biggest draw. “We are one of the few that have a truly private area. The player can come and go as they please, and no one would even know they were on property.” Getting them there and keeping them coming back requires much more than advertising. Dillon said most high rollers are brought in through a host, an independent rep who, like a travel agent, arranges these junkets for a commission. Barona also has in-house reps, people who nurture relationships with the gamblers, whether it is via phone, e-mail, mail or going to where they live and having dinner with them. With an 80 percent or higher return rate, all the schmoozing pays off. Barona relies on technology a little to track high roller play. At the table games, for instant, EFT (electronic funds transfer) is used. But Dillon said there is nothing out there that bests the human eye. “With high rollers, you usually have a person watching the game. So, they have a real good idea of how they are playing,” Dillon said. Unlike the general gambling population, high rollers are less likely to forego a casino trip due to gas prices or other economic conditions. There are really only two things that will keep them from coming to any property: the weather and competition. Barona private gaming area’s limo and garage. Photo courtesy of Benedetto Communications, Inc. million but above $50,000, make up less than 1 percent of its visitors, according to Executive Director of Casino Operations Nick Dillon, yet they generate 3 percent to 5 percent of its revenues. Dillon calls the low rollers the bread and butter. “High rollers are just the gravy.” 16 and cooks. Then there are the two 2,000-square-foot ultra-exclusive gaming areas, with two private access points; table games or slot machines, whatever the gambler wants; and a $25,000 betting limit, comparable to what big Vegas properties offer and higher than what any property in California allows. July 2008 American Indian Report http://www.barona.com http://www.barona.com

Table of Contents Feed for the Digital Edition of American Indian Report - July 2008

American Indian Report - July 2008 Contents Wolf Research; Native Language Scrabble; Indian Baseball History; Art; NEA Award Ethics & Standards of Conduct: Dual Roles - A Balancing Act Congress: Activity on the Hill Knowing Your Customer Grants: Tribal Transit Program - Putting Public Transportation in Rural Tribal Communities Indian Country Struggles with Skyrocketing Gas Prices Isolated Village Tackles Unique Environmental Issues CSKT and Wildlife Service Sign Bison Range Agreement Fostering Connections to Success Act Passed in House Tribal Government: Strategic Planning - A Shorter Assessment Process

American Indian Report - July 2008

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