Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved. After reading this chapter, you should be able to: Describe types of casinos as they relate to customer service. Identify and describe types of floor positions typical to casinos. Describe the unique characteristics of a casino property. Explain and apply the concept of guest service to various casino guests. CHAPTER 9 T HE G UEST S ERVICE OF C ASINOS

Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved. Introduction Casinos are unlike any other facet of the hospitality industry. – Average guest will lose more than they will win. – The Casino Experience: Very difficult to replicate outside a casino Guest is provided with some of the best services available The more they spend, and lose, the better the services. The lights and energy are a thrill. Guests crave this experience. It is up to the casino professionals to make it happen.

Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved. Types of Casinos Offer more than gaming. May be freestanding or on a riverboat Often part of a larger entity. Many are within hotel or a destination resort – Linked to hotels, food and beverage operations, meetings and convention halls, entertainment arenas, golf courses, and even cruise ships. Gaming is typically considered the money-maker Key: contain the spending within the property by offering guests everything they need. – Once they leave, the money goes with them.

Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved. Changes From criminal enterprises to respectable entities – Gaming commissions tightly controls – Publically traded Now in many states and increasing world-wide

Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved. Complex Entities Casino segment is heavily regulated Requires a unique model Alters the typical operations of the other departments – The environment, the views toward profitability, and the customer profiles are all unique to this entity.

Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved. Floor Positions Front of the house (FOH) casino games – Typically split into two primary divisions: Slot machines Table games – Require much more support so the organizational chart is more layered – Typically, every employee on the floor must be state-licensed. Table games: – Blackjack (21) – Roulette – Craps – Baccarat – Poker

Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved. BOH Common back of the house (BOH) casino departments that support customer service may include: – Accounting – Cashier’s station/cage – Countroom – Bookkeeping – Surveillance – Security

Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved. Slot Machines Slot machines have staff positions as well: – Slot manager Also called “Director.” Responsible for overall management – Shift manager Responsible for slots during a given shift – Slot mechanic Responsible for repair and maintenance of slots – Slot Attendant Also called “Floor Person.” Responsible for verifying payouts, and supervising change attendants – Cashiers Located within “Main Cage”

Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved. Unique Characteristics Main Goal – The primary goal of a casino is like that of any other business—to earn a profit. – Must provide a service and retain the customer High-Tech – Most patrons of casinos desire technology. – State-if-the-art technology is part of the competitive mix in offering a guest a great experience. – Competition pushes casinos to embrace the latest technologies. – Casinos must be on the cutting edge of everything from lighting, to entertainment, to communications.

Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved. Unique Characteristics (cont’d) Free Drinks – It is customary for drinks to be offered free of charge on the casino floor. – This keeps customers there longer so they don’t have to leave for a drink. – This also helps them to feel welcomed and as if they are valued and receiving something, even if they may be losing money at the machines or at the tables.

Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved. Unique Characteristics (cont’d) Food and Beverage – Meals are offered in all styles so that the customer does not have to leave the property. – Originally Restaurants were “loss leaders” Only supported the gaming function – Now Still considered a support department Also offered and expected to earn a profit. Common to have every possible type of food outlet. (20 to 30 or more) Some are chains and others are named after celebrities.

Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved. Unique Characteristics (cont’d) Rooms – Casino hotels are some of the largest in the country and the world. – Some have 3,000 to 4,000 rooms, and some have as many as 6,000. – A casino hotel is for VIPs, frequent players – Also supports conferences, conventions and tourists – Are intended to facilitate the casino – Many comps are given. It is not uncommon for as much as 90 percent of the rooms to be compensated.

Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved. Unique Characteristics (cont’d) Meetings and Events – Many casinos are associated with meetings, trade shows, exhibitions, and conference centers. – Great draw for attendees of meetings – Attract new customers to the casinos – Shows also attract many different types of people. Rodeo, a computer trade show, and a business meeting all being held simultaneously. Sports teams are being integrated into show arenas They may be non-gamblers or very low rollers, who spend very little on gambling. Meeting the needs of this crowd is very different because their primary goal is different from that of typical gamblers.

Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved. Unique Characteristics (cont’d) Atmosphere – Casinos appeal to the senses. – No matter what day or time of day that you are there, the atmosphere is festive. – It fills the senses. Other Activities – Resorts with golf, spas, shopping, shows, and many other activities. – Alternative activities for gamblers to spend or to occupy the non-gamblers in the party. – Like the restaurants, medium and luxury brand names have been lured to open shops, making the overall offerings very attractive.

Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved. Unique Characteristics (cont’d) Security – Security in casinos is much higher than at most other hospitality operations. – Everything is monitored on video. – Cameras cover nearly every angle and every square foot. – Security officers are visible, controlling access, cash drops, counts, and all physical assets. – A director of surveillance oversees the surveillance department, games, compliance, and conduct.

Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved. Local versus Out-of-Town Local Gamblers – Unique characteristics – Meeting the demands Out-of-Town Gamblers – Different expectations

Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved. Discussion Questions 1.How are the guest services different for high-rollers versus low-rollers? 2.Why does a casino hotel give most of its rooms away? 3.Why do casinos typically serve free drinks? 4.Explain how food and beverage service is different at a casino. 5.How are conference attendees different from typical casino guests? 6.Why do casino hotels give so many comps to high rollers? 7.What types of services do whales receive? 8.How important is casino security? 9.Why do casinos offer so many services to the guests? 10.What is the “Spirit of Aquai?”