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 ID: 144873
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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
The Guest Service of CasinosSlide2
IntroductionCasinos 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.Slide3
Types of CasinosOffer more than gaming.May be freestanding or on a riverboatOften part of a larger entity.
Many are within hotel or a destination resort
L
inked 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.Slide4
ChangesFrom criminal enterprises to respectable entitiesGaming commissions tightly controlsPublically traded
Now in many states and increasing world-wideSlide5
Complex EntitiesCasino segment is heavily regulated Requires a unique model A
lters the typical operations of the other departments
The environment, the views toward profitability, and the customer profiles are all unique to this entity.Slide6
Floor PositionsFront of the house (FOH) casino gamesTypically split into two primary divisions:
S
lot machines
T
able games
R
equire much more support so the organizational chart is more layered
T
ypically, every employee on the floor must be state-licensed.
Table games:
Blackjack (21)
Roulette
Craps
Baccarat
PokerSlide7
BOHCommon back of the house (BOH) casino departments that support customer service may include:AccountingCashier’s station/cage
Countroom
Bookkeeping
Surveillance
SecuritySlide8
Slot MachinesSlot 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” Slide9
Unique CharacteristicsMain GoalThe primary goal of a casino is like that of any other business—to earn a profit.
M
ust 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. Slide10
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.Slide11
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
R
estaurants were “loss leaders”
Only supported the gaming function
Now
S
till considered a support department
A
lso offered and expected to earn a profit.
C
ommon to have every possible type of food outlet. (20 to 30 or more)
Some are chains and others are named after celebrities. Slide12
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
A
lso 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. Slide13
Unique Characteristics (cont’d)
Meetings and Events
Many casinos are associated with meetings, trade shows, exhibitions, and conference centers.
G
reat draw for attendees of meetings
Attract new customers to the casinos
S
hows also attract many different types of people.
R
odeo, 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. Slide14
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.Slide15
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.Slide16
Local versus Out-of-TownLocal GamblersUnique characteristicsMeeting the demands
Out-of-Town Gamblers
Different expectationsSlide17
Discussion QuestionsHow are the guest services different for high-rollers versus low-rollers?
Why
does a casino hotel give most of its rooms
away?
Why
do casinos typically serve free
drinks?
Explain
how food and beverage service is different at a
casino.
How
are conference attendees different from typical casino
guests?
Why
do casino hotels give so many comps to high
rollers?
What
types of services do whales
receive?
How
important is casino
security?
Why
do casinos offer so many services to the
guests?
What
is the “Spirit of
Aquai
?”