July 22
Paris Las Vegas

Player Development is the hottest topic in gaming today and this Summit is a “must attend” for senior level player development, marketing and operations executives.

This powerful pow-wow will explore a variety of opportunities that gaming operators have to reach specific player demographics. Included will detailed discussions on how to reach Asian, Hispanic, Gen X and Gen Y, Senior and Tourist markets.

Note: The Player Development Summit is not included in the basic Casino Marketing registration rate. See registration page for details on how to register.

Keynote Speaker Richard Schuetz and Friend

Agenda*

*As of May 1; subject to change

 Tuesday, July 22

7:00 a.m. – 4:00 p.m.
Registration Open

7:30 a.m. – 8:45 a.m.
Continental Breakfast

8:45 a.m. – 9:00 a.m.
Introductory Remarks
Speaker: Charles Anderer, Senior Events Manager, Gaming, BNP Media

9:00 a.m. – 10:00 a.m.
Opportunity: Asian
Sponsored by
Everybody knows that gambling and luck are a big part of the Asian culture and that Asians are typically an avid, experienced customer segment in casinos worldwide. But how big is this opportunity? Who are these Asian customers and what do they want? How do we communicate with them? What are the cultural nuances and sensitivities and what casino marketing activities will build revenues and loyalty with this profitable ethnic group already predisposed to gambling? Find out in this high powered, business building session.

10:00 a.m. – 10:30 a.m.
Networking Break

10:30 a.m. – 11:45 p.m.
Opportunity: Hispanic
Sponsored by
In North America, the fastest growing ethnic demographic is the Hispanic one and many casinos have a significant number of Hispanic customers as well as Hispanic employees. But is this customer segment being paid attention to as a significant player development opportunity, or taken for granted as a modest worth ethnic customer group. In this extremely instructive session, hear from a panel of Hispanic marketing experts including an amenity challenged casino, in a highly competitive market, with an 80% Hispanic customer base that will discuss how it steals market share from bigger, nicer and better located casinos, with a customer-focused Hispanic marketing strategy of “Mi Casa Es Su Casa.”
Speakers: Conrad Granito, General Manager, Santa Ana Star Casino; Charles Harrison (Moreira), Managing Director, Harrison & Montoya Associates

12:00 p.m. – 1:30 p.m.
Keynote Luncheon
Sleeping Well at Night in a Sometimes Ruthless Business
Richard Schuetz, Consultant, Scheutz, LLC
Richard Schuetz is the former Corporate Vice President of Marketing for Lyle Berman’s Grand Casinos. He was brought into the Stratosphere as President and CEO after the property stumbled badly at its opening and repositioned the location with a Horseshoe-style “best place to gamble on the planet” philosophy, one of the strongest player development positions around. During his career Richard has worked for 13 different gaming firms throughout the United States and has consulted throughout the world. Candid and sometimes controversial, Richard will share his thoughts on the evolution of player development (Cro-Magnon to corporate), where it is headed (for better and for worse), and how the marketer can survive it all (alcohol, needlepoint, and/or shock therapy).

1:30 p.m. – 1:45 p.m.
Networking Break

1:45 p.m. – 2:45 p.m.
Opportunity: Gen X and Gen Y
The conventional wisdom says that young people have little discretionary income and thus little interest in casinos. And yet, the World Series of Poker and World Poker Tour events are teeming with youthful players. Properties like the Hard Rock (Florida, Nevada, and Mississippi) and the Palms and Planet Hollywood are TARGETING Gen X and Gen Y customers. And many once “graying” casinos now have nightclubs or periodic entertainment for the 20 and 30 somethings. In this “hip” session, you’ll learn how and why one of these New Wave casinos pursues opportunities with the 21-35 crowd and thus builds business for the future.
Speaker: Christopher Abraham, Vice President of Marketing, Golden Gaming, Inc.

2:45 p.m. – 3:00 p.m.
Networking Break

3:00 p.m. – 3:45 p.m.
Opportunity: Seniors
Okay, so you’ve figured out that the majority of your casino revenue comes from seniors. But do you treat them like rickety, old blue hairs and offer them $1 off the breakfast buffet and cheap cash drawings cause you know that they’re, like, FRUGAL? Or, have you strategically plotted your seniors’ marketing, become “senior friendly,” and created integrated senior events and promotions that really drive your gaming business and fill your casino with old folks at the best of times – when we need them? In this sage session, you’ll hear the wisdom of a casino industry expert who has created numerous casino marketing programs that make Gram and Gramps seem like kids in the casino candy store.
Speaker: Deb Hilgeman, Seniors Marketing Specialist

3:45 p.m. – 4:00 p.m.
Networking Break

4:00 p.m. – 5:00 p.m.
Opportunity: Tourists
So your casino has locked up all of the locals business and has even developed assorted amenities (hotel, spa, restaurants, retail, golf course, etc.) to attract business (AKA: Tourists) from further distances. But is your strategy working – are you getting new customers that stay longer, and spend money at more of your cash registers? Or are you just putting heads in (cheap) beds” and attracting a gaggle of low worth bus customers that enjoy the ride and the free buffet? In this session, you’ll learn how to drive incremental tourist revenue with your new or expanded casino resort, how to successfully integrate these “newbies” into your current marketing mix and how to get them loyal to you and your new gaming entertainment experience that is no longer just slots and tables.
Speaker: Scott Voeller, Vice President of Hotel Marketing, Mandalay Bay Resort & Casino