Three words: old-school works.
In other words, offer the comps and they will come. It’ll be your Field of Dreams.
Right now, you’ve got tens of thousands of empty hotel rooms every night and you’re holding out — for what?
What do I know? I’ll tell you. A close Vegas buddy was gigging at Mohegan Sun last weekend. He was stunned to see that not only were all three casinos packed to their gorgeous rafters, the Mohegans had built a third tower since his last gig and had a sold-out arena show to boot.
Corralling one of the managers, he exclaimed, “This place is hopping! How’re you doing it? Vegas is a ghost town.”
The answer? “Comps. “We’re VERY generous with comps. Play $100 here your first time and we give you $200 in comps to come back. Play more and we’ll comp everything.”
Remember RFB, people? When Vegas meant value? Try this: “Vegas is Value. Again. And that’s a sure bet.” Or WE GIVE GOOD GAMBLE.
The average 72-hour Joe and Joanne will come back and play and spend. They just want to experience value. Think cruise ship. They want to come back, though not now, because of your attitude.
See, when business is tight, you have an amazing opportunity to grab market share by opening the gates, not by being Scrooge. When you shove $15 beers, $40 parking, and $50 resort fees down their throats, it only goes so far before we choke. You’ve turned the Golden Goose into a vulture.
Back at Mohegan, “And we have an entire kids’ area. Kids-only games, a kids pool with staff to take care of them while the parents are partying.” Can you imagine a classy Circus Circus?
“But it’s the comps that keep them coming back.”
That first part is old school. Give us some free play, food, drinks, parking, shows, and rooms — yes, even RFB. Give value and watch out. Check out the Plaza, South Point, Four Queens.
Most people hope to win, but expect to lose. But if they’ve had a good time, they leave feeling it’s money well spent.
It’s okay keep doing it your way. We all lose. Even the house.
Mohegan management is playing smart. With Encore Boston and other competition, they’re no longer the captive market they were a decade ago.
Mohegan is probably one of the most gorgeous casinos anywhere. Incredible indigenous art and nature themes on a lake in a forest. Amazing. Fantastic video poker, even 100%+. Good table games for every budget. They give good gamble.
Some of you are trying with a $6 hamburger or an occasional NRF deal. That’s not changing the grand scheme. Then there are the masters of value, packing them in.
Stop the shilling and get willing. Offer good comps, give good gamble, SCREAM IT FROM THE ROOFTOPS, and they will come. Heck, maybe have Bruno sing it.
And remember There’s ONLY ONE VEGAS.