SNOQUALMIE CASINO
largely mirror that of the I-90 corridor. We welcome everybody, it’s just a matter of what that customer is looking for. Now, how we position ourselves – that is what’s most important. We position ourselves as an approachable luxury property. It’s one of the cleanest properties I have been in, it’s one of the safest, and from a service standpoint it’s one of the friendliest. Earlier I mentioned the beauty of the property – put all of those things together and it creates a fairly opulent space, but we want it to feel approachable and for people to feel comfortable no matter what walk of life. There are certain things that are of course non-negotiable though: safety, hygiene and service. It starts with the culture, we care about our team members and so they care about where they come; when people come in the door, they’re our guest, not just the casino’s guest. That is what we are aiming for, and how we target our consumers.
CI: You touched on data there; casinos gather mountains of data, but often don’t have the ability to effectively mine that in a meaningful way. How do you handle it? SL: Right next door to where we are sitting is our planning and analysis director, and a team dedicated to analysing and taking
that data, putting it into formats that are easier to consume. The common metrics that all casinos use like how much do people spend per day, what are their game types, proximity to casino, their preferences, visit frequency, time on device… These things are very important to us but there is so much of it we have to put it into a digestible format to use it. We mine the heck out of that data, and we use it carefully. But that said, we are not paralysed by it. Data is important and it helps us make astute decisions but as we look at data, we also have to use the sniff test – it has to smell right! You can massage data to create any outcome you want, so it’s about being able to use good judgement to ensure what you are looking at is verifiable, useable, and that it makes sense in the scheme of what we’re trying to accomplish.
CI: It’s important to understand that data so you can communicate effectively with your guests, I would think… SL: On the floor, hosts are our mouthpiece and embody customer service, along with the other 1100 team members we have here. When someone asks how many we have in the marketing team, I just ask how many employees we have. Every person on the floor represents us, everyone out there becomes our evangelist – and that’s why it’s so important to treat your team members with respect and make sure you have a great culture.
MARCH 2020 47
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