SNOQUALMIE CASINO
CI: You touched on community engagement earlier – a casino can be a hugely positive force within the community. What’s at the heart of your community presence? SL: A lot of our team members are a part of our local community, and we are certainly one of the largest employers in the Snoqualmie Valley, most of the earnings come straight back into the community. One of the core tenets of our culture here at Snoqualmie is taking care of our team members. We continually evaluate what is important to them and try and give back in those ways. We also look at our guest population and try to determine what is important to them. As a casino, we have many guests that are advanced in years and that have served our country in the military. Knowing that, we have determined that anything we can do to support veterans would be special to those guests. We frequently partner with local veterans organisations on initiatives to honour these brave men and women.
CI: Are there any programs you have initiated, endorsed or that you encourage staff to partake in? SL: Right now we are active members in the SnoValley Chamber of Commerce; an organisation designed to help businesses in our communities thrive. Something we have been working on over the last year and a half is lobbying the state for funds to improve State Route 18, a major thoroughfare that many of our guests and team members travel daily. Tragically, in November 2018 we lost two team members on this highway and several years before that, we lost two other team members in traffic accidents. This particular highway has a seven-mile stretch that is very dangerous from a visibility standpoint. It’s a huge
46 MARCH 2020
priority for the entire community to see this major commerce highway fixed. The real forward progress started with the Snoqualmie
Tribe – they are profound leaders. Their concern for their neighbours, community and team members has been really impactful. They offered to assist government efforts through a contribution, then taking leadership in the community on task forces to try and improve things. Many times, states will see there is a need for something to happen but there are so many different populations and areas to be served that sometimes those projects or priorities just need to have a voice. For us, it was mainly being the voice of those who could not speak. It’s been very effective and action has become a priority.
CI: Is all of your marketing done in-house or do you use agencies? SL: It’s all internally. We used to have an ad agency but decided that with the talent of our marketing team, we had the skill set to do our marketing here on property. One of my passions as a leader is to develop my team. I believe that it is essential to develop the people on your team if you are to keep them engaged long-term.
CI: What demographic are you searching for with your funnel? What are your advertising outlets? SL: Let me take that in a different direction. When we look at our guests, the first thing we look at is proximity – who is most likely to visit. Then within those areas, what does that demographic look like? Casinos in general are very data-centric, and we are no exception to that, but sometimes you can do an eyeball test. If you walk through our casino floor you can see clearly our core demographics, the ages, the ethnicities – and they will
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94
