Loyalty Player Development Conference Agenda

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Loyalty Player and Development Conference

Monday, July 22, 2019

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. 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.

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

Bridging the Gap: A Progressive Model for Integrating your Loyalty Club and Player Development Departments

If you’re finding that your hosts provide services that a well-trained loyalty club ambassador could execute – say for lower value players – we challenge you to adopt this new model.

Here we will explore a new model where there is a defined strategic and operational connection between loyalty club and player development. Where the guest experience is flawlessly executed through your loyalty club and works in tandem with player development.

In this new model, you’ll hear about integrated training, marketing and the guest journey.
We’ll cover analytics, sales techniques and logistics based on a progressive integrated model.

Key benefits of this new model:

  • Transforms your loyalty club reps into host ambassadors to improve engagement with your mid-value players, freeing your hosts to focus on new revenue and high-value players
  • Utilizes the synergy between the loyalty club and PD department to extend your player development efforts deeper into your database where revenue growth potential is greatest
  • Uses the integration of loyalty club and PD to overcome “call a host-itis”
  • Uses the combination to create a defined and effective career path for team members within the player development and marketing arenas

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

2:45 pm – 3:00 pm

Networking Break

3:00 pm – 3:45 pm

Breakout Sessions

CLUB Breakout: Building the Loyalty Club of the Future

Your loyalty club is where the customer journey starts, grows and succeeds. This is where players of all levels come to get the information and assistance they need. Even the term players club is obsolete – it’s time to start treating the loyalty club as the center of your property; the hub of your player interactions and communications.

Building on the previous session, we’ll do a deep-dive into the modern-day loyalty club and what changes should be made to provide your guest a more holistic experience.

Learn from operators who are changing where the club is it located and have integrated other departments to drive player development, grow visits and increase spend.

Moderator: Deana Scott, Raving CEO

Wendy Carter, Vice President Marketing, Cache Creek Casino Resort
Lee Simonson, Director of Loyalty Marketing, Northern Quest Resort & Casino
Luisa Woods, Vice President of Marketing, Gaming and Entertainment, Delaware North


HOST Breakout: Analytics for Hosts

Do you need a solution that helps hosts easily focus on players that, with the correct communication and sales techniques, would come more, spend more and move up a tier?

This is what we see … most PD reports are too complicated, difficult to act on and don’t provide the complete picture for hosts or PD managers.

In this session we’ll talk about the key information and reports that hosts and managers need to move the needle, measure success and identify growth opportunities.


  • Easy to use, effective reports for hosts (MYBOB, SLIM, Incliner/Decliner)
  • Easy to use, effective reports for PD managers
  • What a host dashboard should look like and identify
  • What actions should be taken from which reports

Steve Browne, Senior Raving Partner, Player Development and Guest Service
Lynette O’Connell, Raving VP Operations

3:45 pm – 4:00 pm

Networking Break

4:00 pm – 4:45 pm

Understanding Player Reinvestment from Both Sides, Player Development and Loyalty Clubs

Traditionally, loyalty clubs are based on point rewards and tier benefits that are aimed at rewarding the low- to mid-value player. PD departments create customized rewards providing a personal one-to-one sales efforts to high-value players. Although the two reward strategies are different, they overlap in many ways, creating challenges with layered costs and inaccurate reinvestment values.

In this panel, we will discuss ways to appropriately integrate the two so that the reinvestment strategies used are effective, cost appropriate and specific to the right group of players.

Moderator: Deana Scott, Raving CEO

Mark Juliano, Vice President, Casino Marketing, Las Vegas Sands Corp.
Michael Minniear, Raving Partner Data Analytics
Lynette O’Connell, Raving VP Operations

4:45 pm – 6:00 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.



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Loyalty Player and Development Conference

Tuesday, July 23, 2019

8:00 am – 7:00 pm

Registration Open

8:45 am – 9:45 am

Building a Career Path Through Player Development

Interview with Kathryn Jenkins, VP and AGM, Harrah’s New Orleans

Kathryn started her career in gaming as an executive host; PD was her boot camp that jumped started her career within her organization. What tools did she have access to? How did she leverage her learning in PD to expand her opportunities? And, as VP and AGM, how is she creating opportunities for her team members and rising stars in player development at Harrah’s New Orleans? You’ll hear in her voice, her passion for her job and how she’s very focused on front-end operations and building a team environment. Attendees will learn about her unique outlook to the role of the host and the importance of player development to the overall organization.
Kathryn got her start with the Caesars Entertainment family in New Orleans in 2002 as an Executive Casino Host. Over the next few years she was promoted to Director of Player Development, and then National Casino Marketing Manager. She’s held a series of roles in the VIP and National Casino Marketing (NCM) organizations with progressively greater responsibility, including Vice President of Casino Marketing for Harrah’s Las Vegas and Flamingo. Most recently, she held the role of Vice President of VIP Sales & Operations, overseeing marketing strategy and operations for all Caesars properties outside of the Las Vegas market, and all VIP programs throughout the enterprise. And it all started in PD!

Presenter: Kathryn Jenkins, VP and AGM, Harrah’s New Orleans

9:45 am – 10:00 am

Networking Break

10:00 am – 10:45 am

Breakout Session

CLUB Breakout: Secrets of Successful Loyalty Clubs Revealed!

Learn the secrets of successful loyalty clubs through dynamic analysis and reporting.
Raving’s Vice President of Operations Lynette O’Connell reveals surprising analysis that uncovers why thriving loyalty clubs are successful. Understand analytics that focus on the key statistics driving effective loyalty clubs. Discover the win-win formula for points, comps and rewards that are lucrative for both your players and your company.

Unravel the mystery of players club systems and reports. Which reports and KPIs reveal profitable trends in players club performance.

Once you’ve discovered the sweet spot in club analytics, Raving Partner Tom Osiecki will reveal secrets to adapting analytics to productive players club operations. Use strategic marketing to motivate new players and encourage existing players to move to the next level.

Get in on the secrets that transform players club analytics into communications, training and knowledge. Learn how to transfer that knowledge into successful players club marketing strategies in this fun and educational session.

Lynette O’Connell, Raving VP Operations
Tom Osiecki, Raving Partner, Advanced Operations and Marketing


HOST Breakout: Janet’s Top 10 Tactics for Building a Relationship Between You and Your Players

Before there was technology, there were face to face conversations. Before there was email or texting, people wrote letters and thank you notes. Before there was free play, there was “chocolates in the pockets.”

Come learn from a successful 25-year host about personal techniques that worked (and still do) and will complement the technology that rules the world today!

Presenter: Janet Hawk, Raving Partner, Player Development and Marketing

10:45 am – 11:00 am

Networking Break

11:00 am – 11:45 am

Use Technology to Enhance Service, not Replace It!

We’re hurtling down the road of technology with kiosks in our hotels and on our gaming floors designed to reduce lines, and player app interfaces designed to make it easier for our guests to do business with us. All in hopes to save us money. But are we replacing guest service with technology, or are we using technology correctly so our best guest service interactions can be highlighted elsewhere on the property?

In this session, we will discuss how to integrate current technology with operations to enhance human touch points in our player experiences, touch points that enhance the relationship rather than create a barrier between us and our players.

Moderator: Lynette O’Connell, Raving VP Operations

Angela Ahmet, Vice President Sales, Loyalty Products, Everi
Ryan Frohberg, Chief Marketing Officer, Casino Del Sol
Daniel Wood, Raving Partner, Digital & Gamified Marketing Solutions, VP of Sales, Engaged Nation

11:45 am – 1:00 pm

Working Lunch Classroom

1:00 pm – 1:15 pm

Networking Break

1:15 pm – 2:00 pm

Breakout Session

CLUB Breakout: Host Skills for the Loyalty Club Team

It is critical that these two teams work together. In order for your loyalty club team to effectively support your player development team, and vice versa, they all need to have a similar skill and knowledge base. Otherwise the ability to collect information (formal or informal) on players and communicate that between the two teams is lost.

In this session, we will outline specific items that should be included in your loyalty club training programs, and why. We will also highlight areas where hosts need skills to effectively support the loyalty club.

Dan Stromer, Raving Partner, Executive Development and Operations


HOST Breakout: Tele-Selling without a “Freebie” to Give Away!

Get Comfortable Calling Strangers or New Players Just … Because

Hosts, like anyone, are comfortable talking in person or on the phone to the usual suspects, players they know and see all the time. But as you search for growth players in your database, you will find that you must call players that you do not really know.

In this session, we will share specific techniques and skills for making comfortable phone calls to these currently unknown players without a “freebie” to give away.

Janet Hawk, Raving Partner, Player Development and Marketing
Daniel Wood, Raving Partner, Digital & Gamified Marketing Solutions, VP of Sales, Engaged Nation

2:00 pm – 2:15 pm

Networking Break

2:15 pm – 3:00 pm

Conflict Resolution and “Negotiation” Strategies for Player Development and Loyalty Clubs

In this session, you will learn the two key strategies that address the issue of “negotiating” and performing effective conflict resolution with players at all value levels.

Too often, when a player asks for something beyond their earned benefits, they hear, “no, I cannot give you that,” leading to an unhappy guest and a nervous team member. However, there are key strategies, techniques and selected words that allow hosts and loyalty club team members to use this situation to “negotiate” their way with a player of high-value and feel confident in offering alternative benefits.

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

3:00 pm – 3:15 pm

Networking Break

3:15 pm – 5:00 pm

Host Department Project Presentation

5:00 pm – 7:00 pm

Expo Hall Open

5:00 pm – 7:00 pm

Casino Marketing & Technology Conference Opening Night Reception

Loyalty Player and Development Conference Casino Marketing & Technology Conference


Sponsored by: Everi



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