Make Your Concerts Sing With Success

Cash In! is a series of concise communiqués that offer our perspective on topics that challenge marketing professionals in the gaming industry.

Native American Casinos have long utilized concerts and events as a means to draw in big crowds to their respective casinos. While the careful selection of the entertainer is important and comes first, there are other factors that might be even more important in determining if the event actually turns a profit for the enterprise. And it goes without saying that the ultimate goal is maximize efficiency for all events.

Let's start with the actual selection of the entertainer(s) themselves. Regardless of who structures the deal in the end, internally or if you use a talent service, it is important to start by determining what your casino guests want to see. It isn't important to fill the seats with people. It is important to fill the seats with the "right" people. You need to determine who the right people are for your enterprise... then find creative ways to get them there. And remember, "there," means the casino, not just the event. The best way of determining who to bring in is to first ask your "right" players. You can do this through focus groups, player panels or exit interviews from your shows.

Let's move on to a couple of other things that will help maximize the efficiency of your events. Forgive me if some of these items sound simple. In actuality they are. It is implementing them that takes time and energy, the two things that people in the business seem to have less and less of.

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