Casino Insider - by Jack Diamond
AC’S CASINO EXEC’S NOT
BIG ON RISK...
March 2007
ALTHOUGH THOSE WHO HEAD ATLANTIC CITY’S
CASINOS ARE WELL VERSED IN THE AREA OF
RISK, ODDS AND PAYOUT PERCENTAGES, GENERALLY
SPEAKING, THEY ARE A RELATIVELY
CONSERVATIVE GROUP...
The East Coast gaming model is
changing rapidly, and right
before the eyes of gaming executives
in Atlantic City. With the recent
opening of two slot parlors in
Pennsylvania, and more on the way,
Atlantic City’s casino executives have
decided to take a wait-and-see approach
to the ever present danger to the bottom
line this new neighbor potentially represents.
Gaming revenues in Atlantic City
took a dip in January for the first time.
The number, still impressive by any
business standard, really wasn’t that
bad when you factor in the notion that
people naturally go to the “new spot.”
Toss in the fact that many of Atlantic
City’s customers come from the
Pennsylvania region, and match it up
against the dip, and the number is not
bad when you consider that casino
openings usually have the most profound
effect on the competition in the
beginning. After that, the market usually
absorbs the opening as new customers
are created and the numbers go
back up, albeit incrementally and slowly.
Atlantic City has had a thirty
year head start on other gaming jurisdictions.
It’s time for the city to lose its
crutch and start selling what the city
has that other areas do not. For example,
the little body of water called the
Atlantic Ocean, just a football’s throw
from the Famous Boardwalk, not a bad
selling point by iteslf, would be a good
place to start. But selling the city as a
whole destination has not been a part of
each individual casino’s marketing
strategy in the past. History shows us
that the monopoly enjoyed by Atlantic
City’s casinos has resulted in them
competing only with each other and, as
such, their advertising focused on their
own properties. Any other resort destination
focuses on getting the masses to
the region in general. The idea being,
and it’s one that’s hard to argue with,
doing so provides plenty of business for
everyone. Currently, the organization
responsible for representing the Atlantic
City casinos is the Atlantic City
Casino Association. If this group
teamed up with the Convention &
Visitors Authority, as well as the
Chamber of Commerce, and independent
businesses, to create the kind
of provocative advertising which compels
people to action, there would be no
stopping this town. It’s as simple as
that. There is plenty of product to sell.
Two were mentioned above. But now,
Atlantic City also boasts sensational
shopping, delicious dining and exciting
nightlife to compliment its natural
attractions and resources. There’s also
boating, fishing ocean cruises, amusement
rides, and just about every kind of
recreational activity you can think
of..The point here is, rather than sitting
back and watching the scene develop,
the entire business community of
Atlantic City, including the casinos,
needs to get proactive and start pushing
the far superior product they have. Do
that, and the future economic prosperity
of the entire Southern New Jersey market
will be positively affected for the
next twenty years, at least.
So what’s the “big picture”
point here?
Now’s not the time for conservatism.
It’s the time for co-oped proactivism
marketing. More on that one
next month. Until then, play smart, stay
within your budget, always sign up for
casino customer cards, and always try
and play “maximum credits,” You can’t
hit the Jackpot unless you do.
AC HILTON
POKER PLAYERS GET
BENES TOO...
The Atlantic City Hilton takes care of
its Poker Players in a big, big, way.
Play fifty hours in just one month and
earn free parking and entrance to the
brand new, ultra-posh, Chairman’s
Club. The new players Club overlooks
the Boardwalk and mighty Atlantic
Ocean, and is a very comfortable, handsomely
appointed, high-end spot to
hang out. An extravagant food buffet
featuring a variety of tasty treats is featured,
as well as a plethora of hi-def
TV’s for watching your favorite sporting
event.
HILTON AND RESORTS
LEADS AC IN GIVEAWAYS
AND COMPS...
In the third quarter of 2006 Atlantic
City Hilton gave away 39% in
allowances and expenses as a percentage
of casino revenue. Sister property
Resorts was 40%. That’s the best in the
city and is why both properties are
kickin’. March is no different with a 5X
Cashback for new Destination Club
cardholders who will also receive a
scratch off card with a chance to win
$25,000. Yo! Poker Players can earn
Free Parking and access to the exclusive
Chairman’s Club by playing just
50 Hours at the Atlantic City Hilton.
BALLY’S
IL CIRCO - JOIN THE
JOURNEY...
Bally’s has been hosting a very hot, new
show in town. “Il Circo - Join The
Journey” is the Award winning
Imagination Entertainment pro d u ction
force behind this enchanting theatrical
journey through the dream of a child.
Astounding acrobatics, original music
and beautiful theatrical sets will sweep
you away. Runs to April 5th. Two shows
every Saturday through Thursday. The
theater is dark on Friday.
BORGATA
$50,000 POKER
FRIDAYS CONTINUES...
Every Friday in March you can get in
on the Poker craze and give yourself a
shot at 50 large at the same time. The
action starts at noon in Borgata’s
brand new, perfectly posh poker room.
The game is No-Limit Hold ‘Em and
buy-ins are $250 and $30. Get your seat
early as seating may be limited. My
Borgata Card required to play. See the
“My Borgata” rewards center for complete
details.
CAESARS
3X CASH BACK
Stop into Caesars, Harrah’s, Bally’s,
or Showboat through April 1st and start
to get 3X cash back when you earn 100
base reward credits on your slot play
with Total Rewards card. For more
information see the Total Rewards
Center for details.
HARRAH’S
$1 MILLION HIDDEN
JACKPOT...
All of the Harrah’s properties
(Harrah’s, Showboat, Caesars, &
Bally’s) are participating in this big,
big, deal. And why not? It’s the kind of
promotion that will do what casino promotions
are supposed to. Bring people
to the property. Here’s how it works:
Each day $1 Million dollars will be
secretly hidden in someone’s “Total
Rewards” customer account. Patrons
simply swipe their “Total Rewards”
card to see if they are the lucky winner
that day. There are also other smaller
cash prizes available too. Check with
the “Total Rewards” customer service
representative for complete details, or
to sign up for your card.
HOUSE OF BLUES
CHANGES IN THE AIR...
House of Blues is undergoing some
changes which will eventually result in
Harrah’s Entertainment taking over
the Atlantic City facility. If you are a fan
of the House Of Blues don’t be alarmed;
the Insider has learned that the cutting
edge entertainment and exclusive
Foundation Room will continue sans
the music genre’s which were creating
havoc at the Showboat property. Keep
checking here for details as this is one
item that is hot. For more information
call 343-5700.
RESORTS
RESORTS DESTINATION
CARD AND CLUB...ONE
OF A KIND...
Talk about thinking outside the box.
The marketing folks at Resorts have
been putting in quality hours with the
introduction of the Resorts Destination
Card and Club. The new customer
loyalty program upgrades and combines
both Resorts and Atlantic City Hilton
cardholders into one program which
allows them to earn comp dollars
towards shopping at Resorts
Destination Shoppe. This shoppe is
loaded with terrific retail merchandise
like flat-panel televisions, grills, bicycles,
kitchenware, camcorders, printers,
power tool sets, iPods and docking stations,
vacuum cleaners, laptop and
desktop computers, shredders, and yard
tools, just to mention some of the great
merchandise available.
TEXAS HOLD ‘EM
POKER LESSONS...
Stop into Resorts Monday through
Friday at 2pm and 8pm in the main casino
and fine-tune your Texas Hold ‘Em
game. Lessons cover all aspects of the
game.
SHOWBOAT
3X CASH BACK
Stop into Caesars, Harrah’s, Bally’s,
or Showboat through April 1st and start
to get 3X cash back when you earn 100
base reward credits on your slot play
with Total Rewards card. For more
information see the Total Rewards
Center for details.
TROPICANA
WIN HIS AND HERS
SATURN SKY’S...
Stop into Tropicana anytime through
March 31st and you can earn entries
into their His and Hers Saturn Sky
giveaway on April 1st. No Foolin’.
DIAMOND CLUB MEMBERS
GET $2 OFF AN
IMAX TICKET...
Sign up for your Diamond Club Card
from Monday through Friday and get
$2.00 off the regular ticket price of an
IMAX movie. Then take your ticket
stub to Brulee for $2.00 off any dessert.
DOUBLE CASH BACK
AND DOUBLE COMPS...
This is a pretty good deal for new card
members. Double cash back and double
comps. Can’t go wrong with that. Plus
Tropicana card holders are eligible for
all kinds of perks and promos, like discounts
in the shops at the new Quarter.
TRUMP MARINA
FOUR PLAY: A LOTTO
WAY TO WIN...
Every Tuesday at 7PM, four numbers
will be randomly selected. Match the
four numbers with the last four numbers
on your Wild Card, and you could
win the weekly grand prize of $5,000.
THURSDAYS FEATURE
HOMETOWN HEROES...
Every Thursday at Trump Marina folks
can participate in one sensational event.
Hometown Hero starts at 7pm and participants
can not only win prizes for themselves, but also for anyone in attendance from their same
zip code. See their Promotions Center for more information
about this event.
TRUMP PLAZA
JEZEBEL’S OPENS...
Trump Plaza has introduced Jezebel’s, an upscale nightclub
and lounge that will knock your socks off...and maybe your
shoes too.
FREE PARKING EVERY DAY...
Visit Trump Plaza with your Trump Card and don’t worry
about the parking fee. Just flash your Trump Card and get
free parking at the Plaza every day It’s really that simple.
Don’t have a Trump card? Stop on in and sign up. See the
promotions center for complete details.
TRUMP TAJ MAHAL
$100,000 SPRING FORWARD SWEEPSTAKES...
Stop into the Trump Taj Mahal on Sunday, March 25th
and insert your Trump Card at least one hour before each
drawing to get your entry. Every two hours, beginning at
1PM, the Taj will award cash prizes of $10,000, $15,000 and
$25,000. There are six drawings in all and every Taj
card holder gets one free entry. See the promotions
center for more information.
Jack Diamond is a pseudonym of a southern New Jersey, well known business marketing
analyst, with over twenty five years of award winning advertising and marketing experience.
