If data tells you what happened, story determines what people do next.

Many casino marketers have a strong grasp on technical tactics. The problem is, the application of sound marketing technicals fail to create distinction. In this session, we move beyond storytelling as a creative exercise and into storytelling as a strategic discipline. Participants will learn how to identify, codify, and activate the stories already embedded in their property. Leaving Boot Camp, we will be better prepared to create stories that align teams, clarify decisions, and create emotional gravity with players. Using practical frameworks and real casino use cases, attendees will leave with tools to turn everyday moments, data, and experiences into stories that compound value over time—internally and externally.

Session Coach: 

Chris Province, MA, Player Performance Group

Chris Province is the founder of Player Performance Group, a Tulsa-based agency revolutionizing gaming and hospitality through data-driven strategies and inspired leadership. Chris transforms complex analytics into compelling narratives that align teams, elevate performance, and bring bold visions to life. With a passion for empowering courageous leaders, Chris has helped hundreds of gaming professionals achieve personal and organizational breakthroughs. Drawing on decades of experience—from global analytics roles in technology fields to leadership in marketing and operations in gaming and hospitality—Chris bridges strategy, operations, and human potential to capture premium market share and build sustainable success. A Maxwell Leadership-certified trainer and coach, Chris developed the Purpose-to-Profit™ process, an empirically researched model to activate performance acceleration for service businesses. Chris holds degrees from Oklahoma State University and the University of Oklahoma and specialized certifications from the University of Nevada – Reno and the Project Management Institute.

LinkedIn     Website     Podcast     Twitter

Your competitors are sending you signals every day—through their offers, floor, hosts, and players’ experience. In this session, you’ll learn how to turn those signals into a clear, structured picture of their reinvestment strategy and priorities. We’ll break down what to look for before you arrive, what to watch during your visit, and how to document your findings so they’re useful long after you’re back at your desk.

This isn’t a “drive through and grab a mailer” conversation. You’ll do real field work: observing, capturing, and reporting on competitor activity using practical frameworks you can take home and reuse with your team. Then we’ll translate those observations into action—identifying risks, opportunities, and specific adjustments you can make to your own offers, experiences, and loyalty strategy.

You’ll walk away being able to:

1. Spot the meaningful signals in competitor offers, floor layout, service, and loyalty touchpoints
2. Use a simple structure for capturing observations during site visits (without feeling like a secret shopper spy)
3. Turn raw notes into a clear competitive picture your leadership will understand
4. Translate competitive insights into concrete changes in reinvestment, promotions, and player communications
5. Build a repeatable “comp shop playbook” you can run quarterly with your team

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, 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

Your guests are already telling you what’s working—and what’s not. But when feedback lives in reports and dashboards, it rarely turns into decisions, and it definitely doesn’t turn into revenue.

In this session, you’ll learn how to interpret customer sentiment as a decision-making tool. You’ll identify the moments that build loyalty, the friction points that break momentum, and the signals that indicate where your brand promise is being delivered (or missed). Then you’ll convert those insights into a prioritized action plan your team can actually execute.

Learning outcomes:

1. Spot the difference between “noise” and insights that predict guest behavior
2. Identify your top sentiment drivers (what truly shapes satisfaction and loyalty)
3. Prioritize fixes and improvements based on impact—not volume
4. Turn feedback into clear actions across marketing and operations
5. Leave with next steps you can implement in the next 30–60 days

Session Coach:

Robert Levine, ComOps

After enhancing a global brand’s operations for nearly a decade (Hard Rock), Robert Levine founded ComOps in 2021 to offer similar efficiencies to other hospitality leaders. Specializing in contact center, revenue management, guest sentiment, and digital innovation for the hospitality and gaming sector. Previously, as VP at Seminole Hard Rock Support Services, Robert led vital commercial services for notable resorts like The Guitar Hotel. Robert’s current focus, ComOps, has seen rapid growth, now supporting over 40 casinos and 70,000 hotel rooms worldwide.

An HSMAI Top 25 Mind in Sales, Marketing, and Revenue Optimization, Robert is a Michigan State University and University of Iowa alum. He enjoys investing, cooking, traveling, and family life in South Florida with his three kids.

LinkedIn     Website

This hands-on workshop shows attendees how to turn everyday weekends into high-impact revenue events using themed playlists, messaging, and sound-driven brand moments. Working in small groups, marketers will choose a seasonal or “Big Event” theme—Super Bowl, Summer Nights, Mardi Gras, Retro ’80s Weekend, or create their own—and build a complete activation plan including playlists, message scripts, touchpoints, and one surprise “wow moment.” Participants can take this knowledge back to their properties to launch immersive audio takeovers that boost energy, engagement, and spend.

Session Coach: 

Nathan Green, New Level Radio

For Nathan Green, music isn’t just a hobby; it’s a lifelong obsession. From the days of meticulously crafting mixtapes to becoming a leading voice in the music and marketing industries, Green’s journey has been defined by his deep connection to sound.

In 2007, he co-founded New Level Radio, which transforms businesses through carefully curated music, messaging, and marketing programs. Today, New Level Radio works with hundreds of clients across North America, including some of the world’s most iconic casino brands.

Green’s passion and expertise make him a popular speaker at national conferences like Casino Marketing Boot Camp, Native Nations, and the Casino Marketing & Technology Conference, where he shares his unique perspective on the power of sonic branding.

When he’s not on an airplane or creating a new playlist for a property, Nathan is typically at home in Denver with his wife and kids, working on new ventures, running a road race, or listening to music with the volume turned up to 10.

LinkedIn     Website

 

Buckle up, you beautiful marketing mavericks, and get ready to elevate your email marketing game to new heights in the highly interactive session. We have one goal for you superstars: to make your email marketing program KICK A$$.

Becoming KICK A$$ takes work, but have no fear as we plan to explore a few areas that require a little effort yet yield high results. Areas of focus for this session will include and be specific to the casino industry:

• The signup experience and why it matters.
• Why a digital hug in the beginning is the single most crucial step to retention.
• Learn how not to creep out your subscribers using data.
• Why the open rate is on digital life support and exploring other metrics for your casino.
• The perfect-looking email and the best day and time to send it.
• How to start and continue testing.
• Why “best practices” often lead to mediocrity.
• Your challenges answered

Come prepared to learn, laugh, and love your email program again, not just for today but for the years to come. Are you ready to KICK A$$?

**Please note that some pre-work will be required for you to get the most out of this session**

Session Coach:

Andrew Kordek, iPost

Oh, let us introduce you to Andrew Kordek, the VP of Customer Engagement, Support, and Marketing at iPost – a place where they claim to be the wizards of Email Service Providers (ESP), catering to those modern marketers (especially in casinos) who just can’t get enough of data and hyper-personalization. Fancy, right?

Before landing in this Email Shangri-La, Andrew fancied himself as the Co-Founder and Chief Strategist at Trendline Interactive, where he supposedly led some sort of email marketing strategy revolution with some of the largest and most complex programs in the world. He’s been around the block, you know – client side, where he led email at Groupon, Sears, and Quest Software, like the champion of strategy, execution, reporting, and analytics.

This guy’s been rocking the email boat for over 24 years. They say he’s an innovator, a thought leader, and apparently, the self-proclaimed superhero fighting for responsible email marketing. Oh, and let’s not forget, he’s been ranked #5 among the big shots in email marketing. Quite the feather in his cap, huh?

And when he’s not busy being the Email Messiah, Andrew takes up the mighty pen, becoming an email-writing warrior. He graces stages with his email wisdom, probably preaching about the do’s and don’ts of subject lines. Oh, and rumor has it his love for email is so passionate that he branded his Illinois license plate with the word “EMAIL.” I guess he’s keeping the roads spam-free, one plate at a time

This session explores how meaningful differentiation, often achieved by challenging long-standing industry conventions, can drive sustainable performance in casino marketing. While properties with strong location advantages may succeed with traditional approaches, casinos facing geographic or competitive disadvantages must rethink “best practices” to unlock growth. By turning conventional strategies upside down, marketers can clarify market position, stand out in crowded markets, and build share by deliberately going against the grain.

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

Own the audience. Reduce waste. Prove what’s working.

Casinos have a wealth of first-party data, but most use it in only a few channels (often just direct mail and broad offers). In this session, you’ll learn how to use the data you own as the foundation for a smarter audience strategy, then connect that strategy to closed-loop attribution so you can see what’s working across channels.

You’ll explore how to centralize and curate audiences, reduce waste through deduplication (so you’re not paying to reach the same people multiple ways), and enrich player insights beyond theo and coin-in. You’ll also expand your definition of first-party data: looking at what you can capture from on-property behaviors, point-of-sale, creative engagement, and other touchpoints, so your “golden record” becomes more than a mailing address and last trip.

What you’ll walk out with:

1. A clear definition of first-party data that goes beyond the player card (and how to use it) 

2. A practical “audience to attribution” workflow that improves relevance and reduces wasted spend 

3. A smarter way to think about segmentation (avoiding the micro-segmentation trap) and building scalable messaging 

 

Session Coach:

Jamie Sawyer, Good Giant

More than 30 years ago, Jamie was the creative who helped launch Sam’s Town in Tunica, Mississippi, for Boyd Gaming. After more than a decade of writing and producing award-winning creative, he shifted to the client side in the healthcare industry. After earning his MBA from Wake Forest, he started a social software company, one of the first to have access to Facebook’s API. He applied that experience in the broadcasting industry, helping Raycom Media grow its digital business by generating monetized impressions and inventory across all channels. 

Today, Jamie focuses entirely on the data-rich casino/resort industry. As Chief Strategy Officer at Good Giant, he operates at the leading edge of innovation, overseeing the agency’s approach to audience development, attribution, AI enablement, and automation. He remains passionate about writing and is currently testing his skills against an increasingly proficient stable of virtual AI writers.

LinkedIn     Website

Digital marketing doesn’t play by old rules. Channels evolve, algorithms shift, technology advances, and guest behavior changes faster than most casino marketing teams can adapt. In this session, you will walk through a critical-thinking approach to understanding what’s actually working now and why flexibility is essential to the success of your marketing program. You’ll learn how to identify meaningful shifts in technology and player behavior early, evaluate what deserves your attention, test new strategies without derailing your workflow, and communicate changes to leadership with clarity and confidence. This is your roadmap for adapting quickly, aligning internally, and building a digital marketing system that evolves as fast as your players do.

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    

Most casino teams don’t need more data. They need the right reporting views and a simple process for using them. In this session, you’ll learn how to identify a “decision-ready” reporting stack that helps you spot trends, identify red flags at a glance, and avoid getting stuck in the weeds.

We will begin with the big picture—performance and trends—then examine how and when to zero in. This disciplined approach accelerates decisions, sharpens insights, and frees you from vendor bias or guesswork.

No matter your role, this session is designed for those living in the database or those shaping the campaigns—this will give you the transparency and confidence to make decisions that move the needle. Bottom line: this is not just for database people!

By the end of the session, you’ll be able to:

1. Identify the “core” report(s) that drive most day-to-day decisions—and why they work
2. Build reports that highlight red flags and home runs quickly (so you can act fast)
3. Use a general-to-particular workflow to diagnose performance without bias (and without starting with only redeemers/participants)
4. Reduce dependence on vendor-only reporting by knowing what you should be looking for internally
5. Pressure-test assumptions before they become pivot points that derail a campaign or test

Session Coaches:

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, 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

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

A full promotions calendar doesn’t always mean a profitable one—and “good participation” doesn’t always mean guests are choosing you more often. In this session, you’ll learn how to build promotions that do all three: drive incremental revenue, create real excitement, and deliver moments guests remember.

You’ll walk through a practical way to evaluate promo ideas before they hit the calendar—so you can avoid “filler” promotions, reduce reinvestment waste, and design events that feel fresh without creating operational chaos. The goal is a calendar that’s not just busy… it’s worth the trip.

A fast-paced, full-room working session built for the real world, not hypothetical case studies.

We’ll work through a set of common (and anonymized) casino marketing scenarios drawn from real operational realities: campaign performance, loyalty, offers, database growth, creative execution, host alignment, and cross-department friction. As a group, we’ll rapid-solve each one using a repeatable triage framework:

• Clarify the goal + constraints

• Diagnose what’s really driving the issue

• Generate practical options

• Pick the Play: the first move to run—plus what to measure next

No stations. No rotating. This is a shared-room lab designed so more people can participate, learn from each other, and leave with fixes they can apply immediately—without putting any single property on the spot.

You’ll leave with:

• A reusable triage framework you can run with your team back home

• A short list of adaptable plays for the issues casinos face most

• Clear next steps (and success metrics) you can put into motion right away