STATESIDE


Stateside I


recently leased a new car for three years. I considered changing brands, but decided to stay with Acura for the fourth time since 2009 and lease the 2019 version of my current model. It is a good-looking car with a solid service and performance track record. Once I decided on another Acura, I then questioned


remaining with my longtime dealer – only 10 minutes away – or compare quotes from more distant dealers. I did not always love their salespeople for my other cars, but the good maintenance and convenient location won out. I have a good relationship with Sonny, the manager. He was committed to keeping me as a customer, but in good conscience, I wanted to broaden my search to see if I could do better elsewhere. The result? I discovered the price and incentives Sonny and sales associate Maria offered were better by $800. We spent so much time together hashing out the details and taking test drives that it felt like friends really trying to please me. Plus, I couldn’t imagine the same loyal relationship with another dealer 60 miles away, let alone calling to arrange for local service after leaving them and buying across state lines. This is how business works. Like so many products/services, competitive casinos prosper or fail on the same premise. How do they make customers feel special? No one can rest on their laurels anymore and expect customers to continually come to their doors. Just as every Acura dealer sells the same models, every


casino basically offers the same table games, slots and lounge drinks. What makes each different to attract repeat customers? Name recognition and portability is one answer. For


example, consumers love using only one casino player’s card, especially if it may be transported between jurisdictions. Think of Caesars’ or MGM’s reach across the US; a player’s benefits go everywhere they do. Among smaller jurisdictions, locals may patronize multiple


sites. Station Casinos in greater Las Vegas operates 10 distinct low key and luxury gaming and hotel venues. Landry’s operates five Golden Nugget casinos, several hotels/resorts and dozens of restaurant brands that accept gift cards and special Landry’s Select Club dining benefits.


8 FEBRUARY 2019


Sharon Harris muses on how larger chains create the impression of a personal touch, and says goodbye to a friend and colleague.


Gary Blakely/Adobe Stock


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