Leisure & Hospitality International - Spring 2015 - 29

P U R E C A NA D IA N G A M I N G C O R P.

Playing
the Game

PURE Canadian Gaming bets heavily on a strong internal
culture focused on customer loyalty. BY CHRIS PETERSEN
What's the difference between playing blackjack in a Las Vegas casino
vs. playing blackjack in a Monte Carlo
casino? According to PURE Canadian
Gaming Corp. President and CEO
George Goldhoff, the answer to that
question holds the secret to success
in the gaming world. "In our business, casinos have the same products," he says. "They have the same
table games with the same limits and
the same rules."
Where casinos set themselves
apart, Goldhoff continues, is not
through the games but through the
customer experience - atmosphere
and amenities they offer their guests.
Although many casinos approach this
through gimmicks, PURE Canadian
Gaming has taken an approach that
Goldhoff says will create much more
lasting effect and greater impact on its
casinos' guests. "The most sustained
strategic way to do that is through
company culture," Goldhoff explains.
PURE Canadian Gaming owns and
operates four casinos in Alberta: Casino Edmonton, Casino Yellowhead,
Casino Calgary and Casino Lethbridge. The company and all four of
its properties underwent rebranding

George Goldhoff

president and CEO
"We consider ourselves one of the
leaders in western Canada in gaming."

in 2013, but the company's heritage
dates back to 1973, when it was
founded as Alberta Bingo Supplies by
Heinz Oldach. Although the company's original focus was on supplying
bingo halls throughout the province,
it began operating its own casino
properties in 1981. By 1987, the company had divested itself of its bingo
supply operations to concentrate on
casinos full-time.
Today, with four successful casino
properties under its umbrella and a
major revitalization project underway
at all of them, Goldhoff says PURE Canadian Gaming is poised to reintroduce itself to gaming enthusiasts in
Alberta as the premier destination in
the province. "We consider ourselves
one of the leaders in western Canada
in gaming," Goldhoff says.

CUSTOMER SERVICE
Goldhoff says PURE Canadian Gaming is in the middle of a major effort
to pump new life into its properties
and build stronger connections with
their patrons. He says the company
is working to create a new culture
from the ground up that gives its
guests more than just a fresh coat
of paint, but a feeling that they are
valued and appreciated. "I can put
Persian rugs, crystal chandeliers and
gold doorknobs in the casinos, but if
people come in and our employees
don't make a connection with the



Table of Contents for the Digital Edition of Leisure & Hospitality International - Spring 2015

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