Session Coach: 

Daniel White, Dan White + Associates

A marketing professional for the past 27 years, Dan White has spent the last 19 years in the tribal casino industry. He was the Director of Marketing at Muckleshoot Casino, the largest casino in the Pacific Northwest and one of the largest casinos in the United States. He has served in executive and officer-level roles at several properties in both marketing and casino operations. Since 2009, Dan has been part of various qualitative and quantitative research pr studies regarding casino consumers and has championed the value of research in building strategies. Dan received his bachelor’s degree from Central Washington University’s School of Journalism in 1993 and is currently pursuing his certification in Behavioral Economics from Texas A& M University. He is a former United States Marine.

LinkedIn     Website

Player defectors sometimes have different meanings depending on the casino property.

Are you a destination or a local casino? Still, the players club database is the heartbeat of the casino operation. Why do we keep losing profitable players? What are the reasons that players are not coming back? How do we recapture room-comp-level and above valuable players? Do we activate aspirational marketing incentives? Then again, some players are frankly not profitable.  Do we want to bring them back?

Focus groups, direct marketing with aggressive offers, outbound call campaigns, SMS & MMS can all be a part of the solution.

Session Coach:

Luigi Mastropietro, Everi

Luigi Mastropietro is currently the VP of Relationship Marketing for Everi (formerly Global Cash Access), (NYSE: EVRI), headquartered in Las Vegas, Nevada.

Since 1996, Casino Marketing & Player Development departments have utilized at least a dozen uniquely designed services for the casino industry that are now routinely offered by Everi. The Casino Share Intelligence dashboard won awards from the Casino Journal as one of the Top 20 Most Innovative Gaming Technology products in 2011.

Luigi has worked with Everi through several corporate acquisitions for over 25 years. Following the acquisition of Central Credit by GCA in the fall of 1999, he integrated Central Credit’s Guest Development Services into the GCA corporate portfolio of services, creating Casino Marketing Services. The marketing services have proven to be very successful in enhancing the overall marketing & player development strategies for many casino brands over the years.

Everi’s Casino Marketing Services are widely considered a unique, quality resource for prospecting and player acquisition to target new casino players exclusively for Everi clients. The results have proven to yield very high response rates.

Everi also offers slot machines, financial, compliance, marketing & customer service solutions to Native American and traditional gaming jurisdictions in over 1100 casino locations around the world.

LinkedIn     Website

Artificial Intelligence (AI) has revolutionized the way businesses operate, and the casino industry is no exception. As marketing professionals, leveraging AI tools can significantly enhance job performance, streamline processes, and drive exceptional results.

In this immersive session, we will delve into the capabilities of ChatGPT and explore how it can be effectively utilized to maximize job performance for casino marketing employees. ChatGPT can be a valuable asset in your marketing arsenal, from creating compelling content to generating personalized customer communications.

During this session, we will guide you through practical exercises and real-world examples, allowing you to gain firsthand experience in utilizing ChatGPT to optimize your casino marketing efforts. Key topics that will be covered include:

1. Introduction to ChatGPT: Understand the fundamentals of ChatGPT and its potential applications in the casino marketing landscape. Learn about the capabilities, limitations, and best practices for interacting with the model effectively.
2. Crafting Engaging Content: Explore how ChatGPT can assist in generating high-quality, engaging content for various marketing channels, such as social media posts, email campaigns, and blog articles. Discover techniques for training the model to produce on-brand messaging that resonates with your target audience.
3. Enhancing Promotions, Entertainment, and Events: Practice utilizing AI prompting to create promotions, entertainment, and events. Practice writing a promotion from ideation to execution, including SOPs, terms and conditions, and marketing strategies.
4. Optimizing Campaign Planning: Explore how ChatGPT can aid in campaign planning and optimization by generating creative ideas, conducting market research, and analyzing customer data. Discover how the model can assist in forecasting and evaluating the potential success of marketing campaigns.

By the end of this interactive session, you will have gained practical knowledge and hands-on experience in utilizing ChatGPT to optimize your performance as a casino marketing professional. Whether you’re a beginner or an experienced marketer, this session will empower you with the tools and skills necessary to harness the power of AI and elevate your marketing strategies to new heights.

Session Coach:

Justin Shank, Shank Marketing

Justin brings an operations-driven perspective to marketing with career experience in casino marketing, hospitality, event management, advertising and as a publicist for movie studios. He specializes in marketing strategy, social media marketing, reputation management, and marketing technologies. He keeps his finger on the pulse of the digital marketing world and drives innovation through creativity and adaptability to the ever-changing digital landscape.

His casino gaming experience started with Swinomish Casino & Lodge in 2010, where he assisted in expanding the digital footprint of the property, launched the first online interactive slot catalog, and developed an internal digital marketing team focused on social media content and in-house video production. His experience includes working as an Account Director for OfferCraft, and consulting for Raving Consulting Company.

He launched Shank Marketing in April 2017 to provide tribal casinos with more accessible and affordable digital marketing resources. The agency has grown to include 10 team members working with casinos, entertainment venues, tribal enterprises, restaurants, resorts, bars, c-stores, golf courses, and healthcare centers, with clients in California, Wisconsin, Nevada, Oregon, and Washington.

Justin enjoys exploring the world with his wife Mackenzie, hiking, camping, kayaking, and fishing, and is a Seattle Seahawks fan. His bachelor of arts degree is from Western Washington University.

LinkedIn     Website    Twitter    

Effective communication with casino customers is more crucial than ever in today’s fast-paced world. This session will explore the channels and tools to engage, inform, and retain our most valuable customers. We will delve into the benefits and strategies of leveraging SMS and email to connect with your casino audience in a personalized and impactful manner. We will discuss how these communication channels can enhance your customer experience and drive tangible results for your casino marketing efforts.

Session Coach: 

Aaron Harn, Wild Rose Entertainment

Aaron Harn is an esteemed expert in casino marketing, currently serving as the Vice President of Marketing, Brand Strategy, and Player Development at Wild Rose Entertainment – an independently owned gaming company that owns and operates three casino hotels in Iowa: Wild Rose Casino & Hotel Clinton, Emmetsburg, and Jefferson. With an impressive background in the industry, Aaron possesses nearly 20 years of invaluable experience in various aspects of casino and property marketing.

Throughout his career, Aaron has held key positions at renowned establishments such as Isle of Capri Casinos, Boyd Gaming, and Delaware North, where he has excelled in database marketing, player development, advertising and brand management, and creating profitable events and promotions. His extensive expertise encompasses a broad range of disciplines critical to casino marketing success.

As the Vice President of Marketing, Brand Strategy, and Player Development at Wild Rose Entertainment, Aaron’s responsibilities extend beyond providing the overall marketing strategy. He also delivers strategic and tactical direction to senior executive leadership, corporate teams, and property marketing teams. With a keen focus on areas including database marketing, casino and property marketing, player development, advertising and brand management, and events, Aaron expertly guides his colleagues in achieving (and surpassing) marketing goals. Furthermore, his guidance in operations ensures a cohesive and effective business strategy.

Aaron’s track record includes designing and implementing innovative marketing strategies that have driven significant business growth and fostered strong customer engagement. Recognizing the importance of adapting to changing consumer behaviors and evolving communication strategies, he is deeply committed to researching, testing, and deploying new and modern tools and methods to attract, retain, and expand the customer base. With his visionary approach, Aaron consistently positions Wild Rose Entertainment at the forefront of digital communication in the industry.

LinkedIn     Website

Session Coach: 

Daniel White, Dan White + Associates

A marketing professional for the past 27 years, Dan White has spent the last 19 years in the tribal casino industry. He was the Director of Marketing at Muckleshoot Casino, the largest casino in the Pacific Northwest and one of the largest casinos in the United States. He has served in executive and officer-level roles at several properties in both marketing and casino operations. Since 2009, Dan has been part of various qualitative and quantitative research pr studies regarding casino consumers and has championed the value of research in building strategies. Dan received his bachelor’s degree from Central Washington University’s School of Journalism in 1993 and is currently pursuing his certification in Behavioral Economics from Texas A& M University. He is a former United States Marine.

LinkedIn     Website

As competition intensifies and player expectations evolve, establishing a distinctive identity for your casino has never been more crucial. By understanding the power of brand differentiation, you can position your establishment as a leader and stand out from the crowd.

We will explore methods, strategies and best practices for crafting a compelling brand narrative that resonates with your target audience. Learn how to define and articulate your unique value proposition, highlighting what sets your casino apart from the rest. Through real-world examples and case studies, we will showcase successful approaches to brand differentiation that have proven effective in capturing the hearts and minds of casino patrons.

Walk away from this session equipped with actionable insights and practical strategies to differentiate your casino brand successfully. Join us as we uncover the transformative potential of brand differentiation and empower you to leave a lasting mark in the minds of your team members and guests.

Session Coach: 

Julia Carcamo, J Carcamo & Associates

Julia Carcamo is a casino branding expert and the author of Reel Marketing: The Art of Building a Casino Brand. As president & chief brand strategist at J Carcamo & Associates and founder of Casino Marketing Boot Camp, she aids casinos in building and maintaining engaging brands and tactical marketing programs. Following a successful tenure at Caesars Entertainment, where she developed the initial brand architecture for Harrah’s core brands, including Total Rewards, she answered the call from Steve Wynn to open his signature resort, Wynn Las Vegas. She was at the helm of the reinvention of the Isle of Capri house of brands, introducing new brands, successfully connecting with new and inactive customers, and reintroducing the iconic Lady Luck Casino brand. Recognizing the impact the Hispanic market is having now and will have in the future, she has co-founded espÑOLA, a Hispanic marketing and engagement agency.

LinkedIn     Website     Facebook     Twitter     Instagram  TikTok

It has become imperative for casino operators to explore diverse revenue streams beyond traditional gambling offerings. Convenience stores have emerged as a lucrative avenue, providing visitors with a one-stop-shop experience for their everyday needs. However, effectively marketing these convenience stores within the bustling casino environment requires a strategic and tailored approach. 

During this session, we will explore proven marketing strategies, best practices, and innovative ideas specifically tailored to marketing convenience stores within a casino environment.

You’ll gain valuable insights and learn practical tips that can be immediately implemented in your casino’s convenience store marketing strategy. Whether you’re a seasoned marketer or new to the casino industry, this session will provide you with the tools and knowledge necessary to drive success and maximize the potential of your convenience store operation within a thriving casino environment.

Session Coach:

Justin Shank, Shank Marketing

Justin brings an operations-driven perspective to marketing with career experience in casino marketing, hospitality, event management, advertising and as a publicist for movie studios. He specializes in marketing strategy, social media marketing, reputation management, and marketing technologies. He keeps his finger on the pulse of the digital marketing world and drives innovation through creativity and adaptability to the ever-changing digital landscape.

His casino gaming experience started with Swinomish Casino & Lodge in 2010, where he assisted in expanding the digital footprint of the property, launched the first online interactive slot catalog, and developed an internal digital marketing team focused on social media content and in-house video production. His experience includes working as an Account Director for OfferCraft, and consulting for Raving Consulting Company.

He launched Shank Marketing in April 2017 to provide tribal casinos with more accessible and affordable digital marketing resources. The agency has grown to include 10 team members working with casinos, entertainment venues, tribal enterprises, restaurants, resorts, bars, c-stores, golf courses, and healthcare centers, with clients in California, Wisconsin, Nevada, Oregon, and Washington.

Justin enjoys exploring the world with his wife Mackenzie, hiking, camping, kayaking, and fishing, and is a Seattle Seahawks fan. His bachelor of arts degree is from Western Washington University.

LinkedIn     Website    Twitter    

In this session, we will delve into the intricacies of player development and explore the notion that merely setting goals is insufficient to drive success. To truly excel, casinos must create comprehensive plans to reach their objectives. However, with staffing challenges and limited resources, the luxury of adding more staff may not be a viable option. Instead, we must leverage our existing teams and cultivate a culture of player development as a collective goal. This session will guide participants through practical strategies and actionable insights to make player development a shared objective across the entire casino property.

We will explore the critical role of team culture in achieving player development goals. Discover practical methods for optimizing existing resources, fostering collaboration, and creating a unified approach to player development across your entire casino property. Together, we will unlock the potential of your team to cultivate a memorable and rewarding experience for your valued players.

Session Coach:

Jatonia Ziegler, Playersoft Technologies

Jatonia Ziegler is Vice President of Marketing & Sales for Playersoft Technologies.  Playersoft is a technology solution provider that allows staff to service players using mobile software for club enrollments and other delivery services, such as managing invites, groups, comps and offers.

Jatonia has 30+ years of experience in casino gaming, player development, hospitality, and retail.  Known as “JZ” to colleagues, she has worked for casinos such as Agua Caliente, Ameristar, Morongo and Station Casinos.  She is the co-founder of the Casino Player Development Association LinkedIn Group, with over 900 members sharing specific conversations about player development and hosting jobs available around the country.

Jatonia has designed and implemented casino player development programs for several properties across the U.S. Her colleagues have recognized her as an expert in business & casino player development. Her written work on player development has been featured in Gaming & Leisure Magazine and The Strategic Casino Host by Jackie Parker – Chapter 5, Maximizing Your Dinner Party. You can read more of Jatonia Ziegler’s work by visiting LinkedIn to view her posts & articles.

LinkedIn     Casino Player Development Association    Website