If I were a betting person, which you know I am, I would bet that you’ve heard the phrase “there’s two types of people in the world.” Whether you’re blasting Britney Spears or casually pondering the meaning of life, I’d like to let you know that the phrase also rings true with casinos – there are local operations and then there are destination operations.
While at their core both local and destination operations are, in fact, casinos, often offering the same titles, there are hundreds, if not thousands of decisions, that are made behind the scenes based on this distinct classification. That is because, like with people and their complex personalities, local and destination properties are inherently different.
Before we start breaking down some of the subtle and more obvious examples of the differences that exist between the two, it is important to first understand the target customer of each group.
For many, destination properties exist to be an escape from reality. The types of customers that visit destination properties are typically spending expendable income and looking to let loose with less of a budget in mind. On the other hand, local guests are searching for a familiar and comfortable hangout that helps them stretch their entertainment budget the furthest and with ease.
During the course of my casino career so far, I have had the opportunity to serve on the marketing team for both large destination properties that are dependent on tourism, and some smaller scale operations that are more focused on their immediate local area.
Because these two types of casinos are trying to attract two different customer sets, their business approach can usually be easily spotted in public facing marketing materials. That is because marketing materials are often the first providers of information about the property to potential guests. Like with any marketing, it is imperative that the message reaches the correct receiver and offers them a solution to something in their lives. In this scenario, we would want to make sure the nice retiree down the street received an invite to Monday’s gift day and not a notice to attend the 18+ night club.
If you’re curious to see examples of this on your own, I’d say the marketing differences between the two properties can directly be seen on social media. If you take a look at a tourism dependent property, like your favorite Downtown Vegas casino, you’ll probably notice that the content focuses more on entertainment and more broad highlights including restaurants. These destinations want to show their out of town prospects that they are the fun and happening place to be.
For local casinos, the content, if planned correctly, typically focuses on what exactly a person can do to make the most of their preferred local spot. Local casinos should focus more on their promotional calendars, showing guests exactly what they can get for stepping foot on property. For instance, locals casinos are more likely to give out free gifts, since people who live locally will find that more enticing.
On a deeper level, local properties are also about personal connections and the chance to feel at ease. I’ve talked about it before – I do believe that with their sense of community, these neighborhood casinos are essentially a third place. They serve as somewhere that people go to feel connected to their community and comfortable enough to be their true selves.
While the lines did get a little blurred for me when I was living in Vegas. I was able to find a property that matched my style of play. I gravitated to properties like Rampart Casino or Plaza Hotel & Casino. While a little smaller, these properties provided me with an air of comfort while bringing the excitement and prospect of big wins. Now that I live in Texas, I still play at Plaza. They have won my loyalty based on how they treat me and what they offer.
Let us know in the comments, do you prefer local or destination properties?
Local
We think a lot of players appreciate the local approach too!