Casino Marketing & Technology Conference Agenda

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Available November 2nd
through December 4, 2020

Player Development Boot Camp

In this session, we’ll review the building blocks for a strategic, revenue-driving, sales-focused loyalty and player development model including tested player development strategies.

Whether you are new to your role in the PD department, an experienced manager, or exploring redesigning this key department, start here!

 

You will see an in-depth review of the methods, terminology and progressive strategies that are essential to your successful 21st player development teams and why integration with your loyalty club is essential, especially as PD teams are faced with limited or inexperienced staffing and fluctuating demand. Now, more than ever, it is critical that we get back to basics: the building blocks for an effective PD team.

 

Presenter

Steve Browne, Senior Raving Partner, Player Development and Guest Service

 


Available November 2nd
through December 4, 2020

Loyalty Club Boot Camp

Your loyalty club is the core program for your property and this session we’ll review key terms and strategies for a progressive loyalty club and how integration with the player development department is critical. We’ll discuss strategies for those casinos that are relying on fewer or less experienced team members.

For those who are entering into the loyalty club or looking to improve upon their current design, we’ll review key marketing objectives, how loyalty programs and player development fits into a casino marketing program, and player segmentation models and reinvestment terms.

 

Presenter
Deana Scott, Raving CEO

 

11:00 am – 12:00 pm ET
8:00 am - 9:00 am PT

Current Challenges and Solutions for PD and Loyalty Clubs

We kick off the conference with this interactive session where attendees will be asked a series of polling questions so presenters can specifically address challenges and target concerns during the day of presentations. This also allows attendees to see up to the minute data from other properties on critical issues, strategies and player behavior. We encourage all participants to attend live. Polling results as well as chat questions not answered in the roundtable or during the following day’s sessions will be addressed in a wrap-up report after the event. Don’t miss this time to connect to fellow PD and loyalty club execs and managers, share ideas and get a real time update at properties around the globe.

 


12:30 pm – 1:30 pm ET
9:30 am - 10:30 am PT

You Want What? Practical Reinvestment and Comp Strategies for Hosts

Hosts are constantly asked by players for show tickets, food comps and rooms; now for many casinos, offerings have changed, and hosts are asked to do more with less (no concerts, large VIP gatherings, limited amenities). How do you know how much to give, what to give and resist turning on the “free play faucet”? How do you reach out when you stay connected and drive a visit, without having to give something? In this hands-on session, we will breakdown practical reinvestment and comp strategies and get back to basics. We’ll discuss the balance and strategy behind the role of hugger, hunter and hybrid.

Presenters

Steve Browne, Senior Raving Partner, Player Development and Guest Service

Janet Hawk, Raving Partner, Player Development and Marketing

 


2:00 pm – 3:00 pm ET
11:00 am - 12:00 pm PT

Why Setting Point Values and Understanding the Math Will Determine if Your Players Find Value in Their Rewards

How players earn a point is the financial foundation of any loyalty program and will determine if your players find value in the rewards they earn. Attendees will learn the math behind setting a point structure and the pitfalls to avoid, including overinvestment in loyalty club tiers. In light of COVID-19, it is critical that rewards and offers are based on a solid, core math base.

Moderator
Lynette O'Connell, Raving VP of Data Science and Operations

Panelists:
Jenny Brinkman, MBA, CAPM, CSSYB, CSM, Senior Director Customer Experience-Solutions, Aristocrat Technologies, Inc.

Mark Schrecengost, Executive Director of Casino Operations and Marketing, Harrington Raceway and Casino

Trevor Taylor, Director of Marketing, Route 66 Casino Hotel

 


3:30 pm – 4:30 pm ET
12:30 pm - 1:30 pm PT

The Top Five Tips for New Player Acquisition

Some of our best players will not return this year or their visitations will decrease significantly. Without new players, the ability to grow business is extremely difficult and this topic is more important than ever. We will talk about non-hosted players and other resources to identify players. We’ll look at the top five tools, including how to look within your existing database and explore the meaty middle. As there has been some shift of demographic for the short-term, how do you determine if a new player is worth your time? How do you make up for players that are just not coming back? How do you set up a sales campaign to tell you who is showing up and gauge and compare lift, before during and after?

Presenters

Steve Browne, Senior Raving Partner, Player Development and Guest Service

Janet Hawk, Raving Partner, Player Development and Marketing

 


5:00 pm – 6:00 pm ET
2:00 pm - 3:00 pm PT

What’s Working Right Now: How To Better Serve Our Guests With Less Touchpoints

People don’t want to stand in line, they want more independent interactions that they don’t have to physically interact with employees. Our clubs may be operating with less staff. How do we streamline interactions with guests and employees to limit direct contact? How can combining departments and the better use of technology help accomplish this? If the previous discussion was about merging your loyalty club booth with your cashier cage for overall efficiency, then let’s take it a step further based on what our casinos have had to change since reopening. What technology do you need to provide guests other places for their transactions? Is this a cost factor and how will it impact your service to your players? We’ll talk to properties that have successfully went “all out” with technology for changing touchpoints and streamlining guest interaction.

Moderator
Deana Scott, Raving CEO

Presenters
Steve Neely, General Manager, Rolling Hills Casino and Resort

Richard Rader, CTO, Umpqua Indian Development Corporation and Seven Feathers Casino Resort

Trevor Taylor, Director of Marketing, Route 66 Casino Hotel

 

11:00 am - 12:00 pm ET
8:00 am - 9:00 am PT

Marketing in the Time of COVID-19

As marketers settle into the new normal of limited gaming capacity, social distancing and restrictions on amenities, how are your players adjusting? And what adjustments do you need to make? In this session you will hear the results of a new comprehensive national survey of the top 20% of gaming value in casino databases. The survey will cover such topics as:

  • Personal safety priorities and gaming preferences
  • Planned frequency and spend
  • Key marketing motivators
  • Amenity usage
  • Rating new customer-facing technologies

As a bonus we will share the results of a survey of US casino marketers.

Data will be presented with an eye toward how marketing plans and customer communications can and must evolve to address challenging times and how they could affect the demands on casino marketers themselves. Open discussion on best practices and potential solutions will be encouraged so that all can benefit.

Moderator

Mary Loftness, Owner, Profitable Customers

Presenters

Staci Alonso, Former EVP/CMO, Station Casinos; Senior Marketing Advisor, Sightline Payments

Julia Carcamo, President & Chief Brand Strategist, J Carcamo & Associates

Michael Meczka, President, Meczka Marketing Research Consulting, Inc.


12:00 pm - 12:30 pm ET
9:00 am - 9:30 am PT

Virtual Networking - Continue the Conversation


Join us after the session to continue the conversation with the presenters from Marketing in the Time of COVID-19

12:30 pm - 1:30 pm ET
9:30 am - 10:30 am PT

How Your Guest Service Can Meet the Moment

Social distancing and safety measures such as masks can seem at odds with traditional customer service, but there is no time like the present to focus on the basics of making guests feel comfortable and welcome. The importance of front-line team members remains paramount, but they can’t be counted on alone to resolve conflicts arising between those who embrace safety measures and those who question them. They also need to be rewarded and recognized for delivering top-notch service in emotionally difficult times. Casinos are in an all-hands-on-deck environment where top management, gaming operations and surveillance must all play a role. In this session, you will hear how casinos can meet the service needs of the moment while at the same time supporting and strengthening their teams.

Moderator
Deana Scott, Raving CEO

Presenters

Steve Browne, Senior Raving Partner, Player Development and Guest Service

Paula Allen, Raving Partner, Leadership and Tribal Member Development, Enrolled Tribal Citizen of Jamestown S'Klallam Tribe, Learning Point Group Partner Director of Leadership Development and Guest Services, 7 Cedars


2:00 pm - 3:00 pm ET
11:00 am - 12:00 pm PT

Executive Interview

Dennis Conrad Signature Series

When I was running casino marketing education programs some years ago, Kari Stout-Smith was one of the best and brightest attendees, someone who quickly became one of my go-to speakers once she started rising through the marketing ranks. Most (but not all) speakers at her level of responsibility would head for the door once their session was complete. But Kari always returned to her chair in the audience and put her learning cap back on. It didn’t surprise me at all when her career path took her straight to the GM chair at Agua Caliente and now Cache Creek, two of California’s leading casinos.

 

Now in the time of COVID-19, the “new normal” and unique operational challenges for all casino marketers, we need to hear from leaders like Kari; how they are managing through tough times, keeping their teams together, maintaining and building on the core strengths of their business and adjusting on the fly to so many imponderables. But also what happens when our personal stories intersect with the unpredictable. What in our development and experience can we look back on as critical to us in this difficult moment but also to our long-term success?

Look for this session to be much like a conversation between two longtime friends. Questions won’t be shared beforehand, in the spirit of keeping things fun and interesting. We’ll go from serious to light and back again. You’ll be treated to a most enjoyable and informative hour.

Moderator

Dennis Conrad, President Emeritus, Raving Consulting Company

Speaker

Kari Stout-Smith, General Manager/Chief Operating Officer, Cache Creek Casino Resort


3:00 pm - 3:05 pm ET
12:00 pm - 12:05 pm PT

5 Minute Guided Yoga Break



3:30 pm - 4:30 pm ET
12:30 pm - 1:30 pm PT

Five Keys to Database Management Success

The power of relational databases has transformed marketing. A properly managed marketing database enables you to connect with players, understand their needs and create unique relationships. But as any marketer knows, there are challenges, and the disruptions associated with COVID-19 have not made the task any easier. Speakers at this session have been in the trenches and will discuss five key barriers to successful casino marketing database management and how to surmount them. These are:

  • Data decay
  • Ensuring accuracy
  • Time-Sensitivity
  • Maintaining consistency
  • Building the right team

Presenters
Claudia Winkler, President, GHI Solutions

Lynette O'Connell, Raving VP of Data Science and Operations

 

11:00 am - 12:00 pm ET
8:00 am - 9:00 am PT

Promotions in the New Normal

Marketing in a pandemic means promoting to customers in ways that appeal to their gaming needs and don’t reduce their comfort level on-site. Free play still wins, car promotions and large crowds will not be of interest in the short term. Point multipliers are touchless so they can be a good motivator for high-value players. These are among the early takeaways on casino promotions post-reopening, but how are they evolving? In this session, learn how marketers are deploying promotions to connect with their best players, increase trip and extend length-of-play without compromising their comfort level.

Moderator

Deana Scott, Raving CEO


Presenters

Mark Astone, CEO, Catalyst Marketing Company

Steve Dahle, VP Data Analytics, Mille Lacs Corporate Ventures

Tom Osiecki, Raving Partner Advanced Operations and Marketing


12:00 pm - 12:05 pm ET
9:00 am - 9:05 am PT

5 Minute Guided Yoga Break



12:30 pm - 1:30 pm ET
9:30 am - 10:30 am PT

Email Marketing Leadership Panel

As the social media landscape changes and delivery systems evolve, email remains the digital channel of choice for casino marketers. In the time of COVID-19, email has become even more critical as the touchless marketing channel of choice. In this interactive session, you will hear from leading operators how they tackle email marketing issues that all of you are working on, including:

  • New technologies that are changing the game
  • Appending and Updating
  • How to increase open and conversion rates
  • Personalization and privacy
  • Mobile optimization
  • Measurable ROI

Moderator

Tino Magnatta, Host, Casino Update on Linkedin


Presenters

Michael Donovan, General Manager & Vice President, Twin River Worldwide Holdings | Casino KC

Chris Jenner, Vice President Digital Marketing Operations, Strategy & Execution, Caesars Entertainment


2:00 pm – 3:00 pm ET
11:00 am - 12:00 pm PT

Executive Roundtable: Assessing the Impact of COVID-19

The spread of COVID-19 has compelled everyone to rewrite their 2020 marketing playbook. In this high-level panel you will hear directly from operators how they responded to the coronavirus outbreak as their reopening phases unfolded, particularly from a marketing standpoint. Specific issues to be covered will include real-world business impacts, steps taken along the way to reassure customers, how relationship management and loyalty programs were tested, and some rules of the road for casino marketing and operations as we complete the second half of the year and head into 2021. Panelists will also give their views on when they expect the new normal to start resembling the old normal and what just may have changed forever in their business as a result of the pandemic.

Moderator

Luigi Mastropietro, VP of Relationship Marketing, Everi

Presenters

Ryan Frohberg, Chief Marketing Officer, Casino Del Sol

Steve Neely, General Manager, Rolling Hills Casino and Resort
Shannon Redmond, Vice President of Marketing, Rivers Casino Pittsburgh

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3:00 pm - 3:30 pm ET
12:00 pm - 12:30 pm PT

Virtual Networking


Join us after the session to continue the conversation with the presenters from the Executive Roundtable: Assessing the Impact of COVID-19


3:30 pm - 4:30 pm ET
12:30 pm - 1:30 pm PT

Staffing: Balancing Organizational and Individual Needs in Difficult Times

Casino marketers operate in an unforgiving 24/7 environment and coping with the challenges of the job are difficult enough without a global pandemic and all that has accompanied it. In this session, hear from your peers how they are working with their teams to stay productive and engaged while dealing with everyday issues such as training, scheduling, working-from-home, and staying in touch (or not) while on vacation. You’ll also hear job satisfaction data on their casino employee priorities, such as career advancement, and work/life balance issues. The goal of this session is to provide you with real-world examples of solutions that are working for both sides of the employer/employee relationship in a time when both sides are under extraordinary stress.

Moderator

Ben Farber, President, Bristol Associates

Presenters

Andrea Ferguson, Vice President of Brand Marketing and Entertainment, San Manuel Casino

Anika Howard, Vice President, Brand Marketing and Digital, Foxwoods Resort Casino


 

Conclusion of Program



Show Guide

Presented By

Casino Journal

Sponsors

Mark-It Smart Raving

Virtual Exhibitor

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Media Partners

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