VEGAS UNWRAPPED For the players Vegas
Unwrapped owner, Paul Sculpher,
explains how to both challenge and reward your VIP players.
could start with race trips, then fancy dinners, then sporting events, then… well… what next? Once you’ve had a go at all those options it’s easy to get trip fatigue and before you know it your VIPs are getting tired of the same old same old. So, what do gamblers really like doing? Well, gambling of course! So why not run a turnover race? If it’s legal in your jurisdiction, running a short promotion where the top ten players in terms of turnover qualify for the event will light a fire under your players and incremental play will help to fund the event itself.
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Most players will feel they can up their turnover with perceived low risk play, so nudging a little more play from them – with an eye on social responsibility and their regular play patterns not being wildly exceeded – should be possible. These interactive events are usually ideal for keeping players feeling involved, and it obviously points them towards what they like doing – playing!
And as for a real-world VIP treat, surely the obvious choice is Las Vegas. However, plenty of operators are hesitant to take players to Vegas as it’s a tricky place to navigate for the best experience and the best value unless you know it well.
The natural thing to do would be to call in an expert. I run a company that specializes in just that – Vegas Unwrapped. Our process is to set up and help host parties of players in Las Vegas and make sure the operator gets the best possible experience for their guests.
The key to a successful Vegas trip is getting the mix of activities and downtime right. For example, for flights from Europe, the first night is comfortable for an evening event, but the second night is when the jet lag knocks everyone out, so by all means have a day event but let everyone zonk out in the evening. You want to get the best for your marketing spend and that’s where using an experienced guide can help. You don’t, for example, want to be trying to set up a big club night without knowing your way around, who to pay off and what’s an appropriate minimum bar spend for a party of, say, 20. Without that
experience you could find yourself having paid $5K for a table but with your VIP guests stuck outside simply because you didn’t know who to speak to for instant venue access.
The great thing about Vegas is the number of activities you can do. For a standard four-day trip, you could have a couple of great restaurant experiences, a world class show, a helicopter day over the Grand Canyon and an afternoon shooting machine guns. Co-ordinating all of these things can be tricky, as is knowing which firms are reliable and which aren’t, so a Vegas veteran is key.
Finally, you’ll know that players get comped for their play in casinos, but you might not know that it’s possible to get cash rebates for your players. It’s a fiendishly complex process of registration, so your best bet is to use an existing agent so that you can do a deal to share the money rebated from your big players. Vegas Unwrapped is already registered as commissioned agents so we can help you organise your trip and get the best value from that play. There’s no need to worry about the hassle and stress of organizing a Vegas experience for your players, when it can be taken care of for you. Knowing how the dynamics of jetlag vs energy work, how activities vs downtime and playing time work, and how sociable players want to be is key to arranging a great trip, so why not avoid the learning curve and go straight to a specialist.
hen it comes to taking care of online casino VIPs, you’d think there’d be a million options to choose from. You
Co-ordinating all of these things can be tricky, so a Vegas veteran is key
CIO FEBRUARY 2019 89
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