Casino Marketing & Technology Conference Agenda

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8:30 am – 2:00 pm
Registration Open

9:15 am – 11:45 am
Loyalty Club and PD 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 and marketing techniques.

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

You will see an in-depth review of the methods, terminology and progressive strategies that are essential to your successful 21st century loyalty club and player development teams.

 

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

 


11:45 am – 1:00 pm
Lunch on Your Own

1:00 pm – 1:45 pm
Your Conference, Your Learning, Your Peers

This session will address the timely and critical issues that traditionally prevent gaming organizations and team members from achieving peak performance. We will address the developments and changes of the last several months. You’ll leave with the tools that address your pain points right now and will give you a future-focused blueprint to move forward.

To kick-off, we’ll review the issues that you have told us are the most critical to YOU TODAY. We’ll help you start to build a player development and loyalty club that addresses the modern casino player.

To help us frame the discussions on your real-life situations, we need three things:

  1. Prior to the conference, you will be asked to complete a short, online survey about the goals and challenges you face today in your role in player development or the loyalty club. We will share this information during the session.
  2. We’ll use this data to formulate team challenges, completed over the course of this two-day challenge, that will tackle your issues. You’ll be introduced to your teammates during this time period.
  3. Your active participation! You’ll find that collaborating with your peers will be one of the most valuable learning and networking experiences yet.

Presenters
Steve Browne, Senior Raving Partner, Player Development and Guest Service
Deana Scott, Raving CEO


1:45 pm – 2:00 pm
Networking Break

2:00 pm – 2:45 pm
Tools that Can Improve Performance at Your Organization and Insures the Care of Your Best Players: The Importance of Developing Managers as Coaches

The situation of the last several months is taxing our teams; you may have fewer staff or team members taking on different roles or wearing multiple hats. Whether you are a senior member of your host team; a loyalty club manager or you are the marketing director overseeing all things “player development,” we’re all leaders when it comes to dealing with our best players. If the goal is to function as a high-performance team, what are the key elements that help us inspire each other, increase cooperation, set goals and communicate our vision? How do we become coaches in our own departments and across our organizations to ensure our guests are coming back? And, that our guest’s experience – whether they are interacting with a host or a loyalty club team member – is consistent? For the long-term success of our organizations, it is critical that resources and programs are instituted to create a leadership culture throughout the organization. In this session, attendees will get a roadmap of how to develop professional internal performance programs that focus on growing the team from the bottom up.

Presenter
Paula Allen, Raving Partner and Director of Leadership and Guest Services, 7 Cedars Casino & Jamestown S’Klallam Tribe


2:45 pm – 3:00 pm
Networking Break

3:00 pm – 4:00 pm
Breakout Sessions

CLUB Breakout: 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.

Presenter:
Raving Data Analytics Team Member

HOST Breakout: You Want What? Practical Reinvestment and Comp Strategies for Hosts

Every day, players ask for show tickets, food and rooms, but how do you decide what to give, if anything? Have our offerings changed in the last several months?. In this hands-on session, we will breakdown practical reinvestment and comp strategies.

Presenters
Steve Browne, Senior Raving Partner, Player Development and Guest Service
Janet Hawk, Raving Partner, Player Development and Marketing


4:00 – 4:15 pm
Networking Break

4:15 pm – 5:00 pm
Ethics for Hosts and the Loyalty Club Team: Without EVIL There is No GOOD

Okay, there’s a lot of grey area in-between good and evil (or let’s just call it between a wise choice and a really, really bad decision). Many in our industry have struggled with the ethical side of selling the gaming experience to avid players and feel that current company policies are not realistic. In this session, we will lead participants through a series of questions aimed at key ethical areas of PD including the use of social media, accepting gifts and events off-property. We will not only poll the crowd for the answers but also engage in discussions around each one and what is right and wrong in the world of gambling and sales.

Presenters
Steve Browne, Senior Raving Partner, Player Development and Guest Service
Janet Hawk, Raving Partner, Player Development and Marketing


5:00 pm – 5:45 pm
Team Challenge

Attendees will be split into teams and tasked to complete a player development project that brings together the host and loyalty departments utilizing knowledge from previous sessions as well as your personal skills and experience. The challenges are based on the issues attendees provided from the pre-conference survey.

The goal is to learn the issues that are facing PD and loyalty programs throughout the country (you are not alone) and discuss solutions. Each team will be given a specific, hypothetical challenge. This interactive group assignment will allow attendees to put into action their experience, explore new concepts, insert known best practices, and develop team creativity. You will then present your solution to the entire audience end-of-day Tuesday.

8:00 am – 7:00 pm
Registration Open

8:45 am – 9:45 am
Everything You Need to Know to Improve Business Operations by Creating an Asian Player Development Team

In the United States, the gaming industry recognizes the Asian market as an extremely valuable player demographic. How do you create a player development team that understands this market and what exactly does this entail? How do we do this in small markets? What is appropriate and what cultural differences impact how you structure your program? Can you adequately host without an Asian host team?

In this candid and informative Q&A, we’ll talk to Fion Chong, who started her career in PD as a slot host and has been extremely successful as an Asian Casino Host and an Asian Player Development Executive for several U.S. properties, including Mandalay Bay Group, MGM International and Caesars Entertainment. An expert in providing cultural awareness training and mentoring, she’ll share her hands-on experience and give insight how she assists clients globally on Asian casino marketing and hosting.

Along with Fion, we’ll be chatting with Steve Browne, who has helped gaming organizations, from small rural properties in the U.S. to international gambling houses in Europe and Asia, focus on driving revenue and developing key selling strategies. You’ll hear his perspectives on what tools and tactics he has learned from his Asian and U.S.-based clients on building an effective player development team for Asian players.

 

Moderator
Deana Scott, Raving CEO

Panelists
Steve Browne, Raving Senior Partner, Player Development and Guest Service
Fion Chong, Owner, Honor Global Consulting, LLC

 


9:45 am – 10:00 am
Networking Break

10:00 am – 10:45 am
Breakout Sessions

CLUB Breakout: 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?

 

Moderator
Deana Scott, Raving CEO

Panelists
TBA

 

HOST Breakout: Fresh Water for the Pool – 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. As in a pond, without fresh water, the pond will become stagnant and eventually stop supporting life. The same goes for your book of business. So, let’s 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.

Presenter
Janet Hawk, Raving Partner, Player Development and Marketing


10:45 am – 11:00 am
Networking Break

11:00 am – 11:45 am
The Art of Closing the Sale: Four Steps to Success Inspired by Inigo Montoya of the Princess Bride

In selling gaming, we often claim that hosts don’t close the sale. They can sell till the cows come home but, in the end, it is up to the player whether they want to gamble more or not. While that is certainly true (and we don’t want to promote problem gambling behavior through the execution of high-pressure closing techniques), there are, nevertheless, tactics that hosts can use to ensure the best outcome to their sales pitches and calls. In this session, we’ll reveal these powerful closing techniques that will help your hosts make more successful sales touches and beef up their business. And yes, you will find out Inigo’s four steps to his success!

Presenters
Steve Browne, Senior Raving Partner, Player Development and Guest Service
Janet Hawk, Raving Partner, Player Development and Marketing


11:45 am – 1:00 pm
Working Lunch Classroom (Lunch Provided)

1:00 pm – 1:15 pm
Networking Break

1:15 pm – 2:00 pm
Breakout Sessions

CLUB Breakout: When to Tier and When Not to Tier, That is the Question

Club tiering began as a way to give our players aspiration. At what point are tiers useless and feel “unattainable”? And how many tiers is too many? In this session, Lynette will walk you through the steps to answer these questions including why you should add tiers and when it is time to eliminate them, factoring in math, your database and other principles.

Presenter
Lynette O’Connell, VP Data Science and Operations

HOST Breakout: Using Social Media and Digital Communication to Enhance a Customer Profile and Drive a Trip

While there are many "do's and don'ts” and best practices of using social media and digital communication tools, these channels can work to build relationships and drive business. Through social media profiles, you can learn a lot about guests, and them about you. In this session, we’ll review the top channels such as lnstagram, Twitter, Facebook Messenger, Trip Advisor, YELP, Whatsapp, WeChat and share some important guidelines and tools to help you build your relationships and drive more business.

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


2:00 pm – 2:15 pm
Networking Break

2:15 pm – 3:00 pm
Hugging, Hunting or Hybrid? How Your Player Development Team Can Be More Effective

There are many PD professionals in the business who are experts at the soft skills of selling and are terrific at being service providers. As a matter of fact, many hosts think of “hugging” – taking care of the player while on property – as sales fulfillment … and it is, to some degree. However, to develop players and grow incremental revenue, that’s where “hunting” comes into play. “Hunters” are sales-driven, they seek out opportunities that generate trips and spend. By combining the two ideas (hugging and hunting), you can drive more theo and increase loyalty. In this session, we’ll learn hybrid techniques and review elements that combine the best of service and selling that both loyalty club team members and hosts can use that is much more effective.

Presenter
Janet Hawk, Raving Partner, Player Development and Marketing


3:00 pm – 3:15 pm
Networking Break

3:15 pm – 5:00 pm
Host Department Project Presentation
5:00 pm – 7:00 pm
Casino Marketing & Technology Conference Expo Hall Open

5:00 pm – 7:00 pm
Casino Marketing & Technology Conference Opening Night Reception
8:00 am – 5:00 pm
Registration Open

8:00 am - 5:00 pm
Expo Hall Open

8:00 am - 8:30 am
Breakfast on Show Floor

8:30 am - 9:15 am
Opening Keynote: The Casino Marketing Revolution: A Hands-On View

What are the top priorities for a GM/CMO whose career path has run through casino marketing? In this opening keynote session, we’ll hear the answer to that question from Kari Stout-Smith, General Manager and COO of Cache Creek Casino Resort. In her presentation, Smith will outline how the guest experience drives the overall success of Cache Creek, touching on a wide range of topics, such as the evolution of casino marketing, professional development and navigating through dramatic changes, with an eye toward which issues are top-of-mind for her going forward.

Presenter
Kari Stout-Smith, General Manager/COO, Cache Creek Casino Resort


9:15 am -9:45 am
Networking Break

9:45 am - 10:45 am
Concurrent Sessions

Marketing: What’s on Your Mind?: The Casino Marketer Survey

In this first-ever session of its kind, hear the results of a new comprehensive national survey of casino marketers covering such topics as:

  • Top strategic challenges
  • Workload and compensation
  • Job satisfaction
  • Training and education
  • Branding and promotion
  • Entertainment and marketing

See how your perspective and experience compares with that of your peers. Data will be presented with an eye toward sharing experiences among attendees, identifying best practices and solutions, and getting your feedback for this year’s survey.

Moderator
Mary Loftness, Owner, Profitable Customers

Presenters
Julia Carcamo, President & Chief Brand Strategist, J Carcamo & Associates
Mike Meczka, President, Meczka Marketing Research Consulting

Technology: 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 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, Co-Founder of GT Advertising


10:45 am - 11:15 am
Networking Break

11:15 am - 12:00 pm
Concurrent Sessions

Marketing: Executive Roundtable: Assessing the Impact of COVID-19

Presented by Casino DMA

The spread of COVID-19 has compelled everyone to rewrite their 2020 customer relations playbook. In this high-level panel you will hear how operators responded to the coronavirus outbreak, including from a marketing and messaging 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 marketers in the second half of the year.

Moderator
Luigi Mastropietro, VP of Relationship Marketing, Everi

Presenters
Cara Cohan, Director of Marketing, Black Mesa Casino
Casey Cohen, Vice President/AGM, Red Rock Casino Resort & Spa
Ryan Frohberg, Chief Marketing Officer, Casino Del Sol

Technology: AI-Powered Marketing: How Artificial Intelligence Can Help You Understand Player Behavior and Design More Effective Campaigns

Artificial Intelligence is taking casinos by storm, but it can be difficult to assess whether AI is simply a buzzword or if it can add real value to casino operations and marketing. This session will explore AI technology in casinos, how it can be used to understand and model player behavior, and how this information can be used to create and refine marketing campaigns. We introduce two complementary AI-powered segmentation techniques that can use gaming behavior, demographics, and non-gaming spending patterns to automatically generate detailed customer profiles, which are predictive of each customer’s likes and dislikes, and their probable response to new offerings. These profiles can feed directly into microtargeted marketing campaigns, and optimization of gaming content to match casino customer preferences. Examples of player profiles from a tribal casino case study are presented in order to demonstrate the behavioral differences between player segments, and we discuss how using AI to better understand your players and their response to offers can increase ROI.

Presenters
Dr. Stasi Baran, COO, nQube Data Science Inc.
Dr. Jason Fiege, CEO, nQube Data Science Inc.


12:00 pm -1:45 pm
Lifetime Achievement Award Luncheon

Recipient
Marilyn Spiegel, President, Wynn Las Vegas


1:45 pm - 2:30 pm
Concurrent Sessions

Marketing: Branding to Win

In competitive markets, research shows that leaders are almost three times as likely to have a strong branding differentiation point than their competitors, meaning they have something that emotionally connects with their customers. Once you have that differentiated position you can become more targeted in your marketing efforts and speak directly to customers. Casino marketers are good at leveraging gaming psychology to get players to trade up. All casinos have slots, table games, restaurants and amenities, but many still tend to lag in the area of branding, which marketers in other consumer-facing industries have successfully used to create a difference in the consumer’s mind that enables them to choose between two close alternatives. In this session you will hear from an accomplished casino marketer how he has deployed the power of branding in competitive situations by identifying and developing assets that are unique to your organization and create a loyal customer base.

Presenter
Mario Maesano, SVP Marketing, Live! Casino Philadelphia

Technology: Slot Analytics, Price Volume Analysis and KPIs

There is so much data to be accessed and distilled within the casino environment. More and more systems are generating insurmountable amounts of data that can drive decisions by executives, marketing and slot operations to maximize casino win. In this panel, our experts will discuss how slot analytics drives the KPIs of the casino and marketing teams and how casinos are using data analytics to make key decisions about the slot product mix and marketing initiatives.

Presenters
John Janicky, Corp VP of Marketing. Casino Queen
Kris Ritzmann, Director of Strategy and Analysis, Casino Del Sol
Tom Winward, Owner, Real Win Solutions


2:30 pm - 3:00 pm
Networking Break

3:00 pm - 3:45 pm
Concurrent Sessions

Marketing: Did My Promotion Provide Any Incremental Lift?

IThat's the question all marketers want to know but answering isn't so easy. What analysis do you need to answer the question? What are the most common mistakes of marketers when evaluating their promotions? Learn key factors that will help you determine if your promotion really did generate incremental revenue. A handout and worksheet will be given to attendees that includes key steps and takeaways.

Presenter
Lynette O’Connell, VP Data Science and Operations

Technology: Developing Your Digital Ecosystem

A digital ecosystem is a detailed visual of how all digital and social assets of a brand interconnect and interact. And how messages complement each other based on content, context and frequency. When managing multiple platforms, it's important to understand how they will all work together to achieve the brand's goal.

Presenters
Scott Harkey, Managing Partner and Co-Founder, OH Partners
Dominic Orozco, Chief Marketing Officer, Gila River Hotels & Casinos


3:45 pm - 4:15 pm
Networking Break

4:15 pm - 5:00 pm
Concurrent Sessions

Marketing: Staffing: Balancing Organizational and Individual Goals

Casino marketing is labor intensive and employee retention is central to the success of any marketing department. Complicating matters is an unforgiving 24/7 calendar and the downsides of connectivity. In this session, hear from your peers how they approach such issues as training and continuing education, 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.

Moderator
Ben Farber, President, Bristol Associates

Technology: The Power of Influencers

In this session, we will share case studies, best practices, and show why influencer marketing must be a part of your marketing plan and how it can be a cost-effective marketing approach whether you’re looking to reach new audiences, increase awareness, generate buzz, or grow your social following. We will look at the channels, developing content and creating brand advocates with micro and macro influencers.

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

8:00 am – 4:00 pm
Registration Open

8:30 am - 9:45 am
Romero Awards Breakfast

Presenter
Toby O’Brien, President, Toby Talks Marketing


9:30 am - 2:00 pm
Expo Hall Open

9:45 am - 10:45 am
Concurrent Sessions

Marketing: The story of Mattress Mack: Lessons in Marketing a Sportsbook, A Dennis Conrad Signature Session

Jim McIngvale, commonly known as “Mattress Mack,” is a Houston furniture tycoon, a big Houston Astros fan, and, well, a character. Last year, Mack ran a furniture promotion where his furniture buyers would get their money back if the Astros won the 2019 World Series. Mack did not buy any insurance for the promotion, and by the time he reached out for help from two Las Vegas sports betting “sharpies,” Anthony Curtis and Frank B at the start of the playoffs, Mack’s potential furniture refund potential liability was over $20 Million! Anthony and Frank’s request from Mack? Help Mack make millions of dollars of Sportsbook bets (mostly ON the Astros) to lessen a potential financial calamity.

This is the story of trying to bet these millions of dollars at casino sportsbooks around the US (most of whom would only book a few thousand bucks). It’s the story of Sportsbook operators’ fears of big action, but also the story of a progressive few who seized a marketing opportunity. In addition, it’s a learning-filled, broader discussion about marketing strategies and tactics that these betting insiders have seen drive business, attract new casino visitors and help casino executives put their Sportsbooks on the map in this new era of sports betting explosion.

Moderator
Dennis Conrad, President Emeritus, Raving

Presenters
Frank B, Las Vegas based professional gambler
Anthony Curtis, Publisher, Huntington Press and the Las Vegas Advisor

Technology: 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. 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
Lynette O’Connell, Raving VP of Data Science and Operations
Claudia Winkler, President, GHI Solutions


10:45 am - 11:15 am
Networking Break

11:15 am - 12:00 pm
OK Boomer: Managing the Mutigenerational Workforce

Times change and people along with them, but the present era is unique in some important ways. The modern casino is typically staffed with everyone from employees who can actually remember when the Internet wasn’t a thing to younger employees whose starting point was the digital age. The impact on the workforce is profound and can be riddled with misunderstandings and missed opportunities if not managed properly. In this highly interactive and, yes, multigenerational, session, hear how casinos are navigating the multigenerational landscape and building organizational cultures that work for everyone.

Moderator
Deana Scott, CEO, Raving Consulting

Presenter
Steve Neely, General Manager, Rolling Hills Casino


12:00 pm - 2:00 pm
Lunch on the Tradeshow Floor

 


2:00 pm – 2:45 pm
Concurrent Sessions

Marketing: Marketing attribution: Identifying Cause-and-Effect in a Multi-Channel Environment

Determining which marketing programs and channels that are most effective is critical to maximize ROI. Effective evaluation of your marketing efforts requires properly crediting programs that change customer behavior; however, assigning causality in a layered, multi-channel marketing environment can be challenging. We will review the key topics and trends in marketing attribution and discuss best practice methodologies.

Presenter
Myles Swann, President, Swann Gaming Group

Technology: Tearing Down the Silos at Laughlin’s Riverside Resort

Casino marketers are consistently urged to build relationships with department heads in IT, Slots, and Finance, but how do these relationships actually work in practice? In this session, you will learn how key executives at Don Laughlin’s Riverside Resort Hotel & Casino have de-siloed to optimize marketing and overall business results. Hear specific examples of intra-departmental cooperation and what a team can do to foster and develop it.

Moderator
Buddy Frank, Principal and CEO, BF Slot Strategies

Presenters
Diana Fuchs, Marketing and Entertainment Director, Don Laughlin’s Riverside Resort Hotel & Casino
John Willett, I.T. Director, Don Laughlin’s Riverside Resort Hotel & Casino
Jason Wilson, Casino Marketing & Financial Analyst, Don Laughlin's Riverside Resort Hotel & Casino


2:45 pm – 3:15 pm
Networking Break

3:15 pm - 4:00 pm
Concurrent Sessions

Marketing: The Art and Science of Buying Entertainment

We spend a lot of money on entertainment in the casino industry and finding the right mix of acts to fit your guests desires and your CFO’s budget can be tricky. In this session you will hear from the four time International Entertainment Association Casino Buyer of the year and experienced operators what’s hot and what’s not in entertainment. Learn the secrets to negotiating a better deal and ways to help your entertainment line up stand out from the crowd.

Moderator
Kell Houston, Raving Senior Partner - Entertainment

Technology: Monetizing the Casino Resort App Experience

The casino mobile app landscape is dominated by loyalty-driven features and information. ROI is lost and typically inferred by sending offers to players or defining a reduction in cost of delivering offers without Direct Mail, but adoption is typically only a cross section of players. True monetization comes from in-app commerce. Our panelists will discuss mobile wallet, in-app purchases and social gaming.

Presenters
Michael Carpenter, CEO Ruby Seven
Nick Curcuru, SVP, Analytics & Customer Engagement

Presented By

Casino Journal

Silver Sponsors

imagine this Raving SCA Gaming

Media Partners

CIO Review Fantini