The casino player development team has always been and remains the heartbeat of the casino. It is this team consisting of the director, host manager, executive hosts, casino hosts, slot hosts and player development reps that cater to the players who produce the most revenue for the casino. This is the instrumental group that is most often at the forefront when the player first arrives on property and throughout their stay at the property. It is the many faces of the PD team that many guests will repeatedly verify makes them feel the most “wanted” and “valued”. And feeling wanted and valued is instrumental in developing loyalty from the guest.
The casino player development organization must be a well-oiled team that has systems and programs in place that provides the guest with an experience that is seamless and flawless. From the moment the guest calls in and books a room to the time they get in the limo to return to the airport, the player development team must not skip a beat. No “T” can go uncrossed and no “I” can go un-dotted. It is the most simple details that must be checked and double checked to insure that the guest has an experience that is not just pleasing, but most importantly, extraordinary.
This team of executives must be led by a dynamic leader, most often the player development director, who understands not only the importance of having a systematic, analytic method for tracking the performance of the department, but also the intricacies and delicacies of servicing players in a way that is personal and efficient, yet fun and lively. This director must have the capability of putting themselves in the position of the general manager who must account for all the dollars being spent to recruit and retain the high roller and yet, they must also understand the position of the host who has to face the player and serve as the representative of the casino who’s loyalties must at least appear to lie with the player even though the casino is actually the employer of the host. It is a fine line to walk for any and all player development executives. And as the casinos become more cost-conscious, this line does not become easier, but rather tougher.
Nonetheless, the group of player development folks is inevitably the most personable and noticeable of any of the employees at the casino property. They are the ones who love what they do so much that they are willing to answer their phones 24/7 just to make certain that a player never goes unnoticed or unappreciated and always has someone to call about any desire or demand they wish to be fulfilled.
It is the casino player development team that truly does serve as the heartbeat of the casino. They are in the middle of the action, whether it be the VIP Party, the sporting event, or the hot action on the casino floor. They constantly strive to maintain the loyalty of their current players while relentlessly seeking new players as well. They are known by name more than any other employee on the property. It is these loyal casino employees who make the casino a place high rollers wish to be.
Betz Modglin has been a casino player development top-level executive for over 18 years. She serves as a consultant for major casinos across the country and specializes in developing and implementing effective player development programs, training of player development staff, and the design and implementation of cutting-edge casino internet marketing programs.
For more information on Betz’s casino marketing programs go to http://www.CasinoInternetMarketingMagic.com.
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From Betsy Modglin – “Casino Player Development Guru and Casino Marketing MoJo.”