Opinion: Tribal casinos evolve amid a challenging economy

Tuesday, December 13, 2011  

"Tribal gaming has seen a transformation, even in remote locations around the U.S. and Canada. It flourished initially, something new and fun. Flush, operations began to expand—more tables, more slots, an upgrade in the restaurant space. Management began to understand that if people spent the night, they would spend more in the casino and gaming halls. A hotel was added and RV parks began to sprout, all to feed the action. But, people cannot gamble 24/7, so other amenities were added, such as a Spa, perhaps a marina, certainly a golf course. If that were not enough to attract the crowds, let’s offer entertainment—music, acts, an occasional star. Now, we have the full package to market to a ready consumer.

However, that consumer, buffeted with the same recessionary blues, was wary; they wanted more, something different. They sought value, authenticity, some standards—basically, some differentiation for their discretionary funds. For many tribal gaming operations, this was news, for they had not been really following or listening to their patrons. Feedback mechanisms were somewhat shallow and rudimentary. “Open the doors and they will come” had been the mantra. But, now they weren’t. The focus had been almost exclusively on gaming activity; now, you had other business facets (your lodgings, restaurants, etc.) which required a whole different expertise and approach. What to do?"

Get the Story:
John Hendrie: Tribal Gaming Evolves Into Full-Fledged Destinations (Indian Country Today 12/13)