Archunde, a seven-year veteran of the gaming promotions industry, worked at Isleta and Route 66 casinos before being recruited by Santa Ana. She heads the advertising, promotions and player's club departments. She said, "All the casinos have a pretty good idea of who their market is," but it is how the changes are determined, and the customers brought in that separate the cream from the crop.
The key to change effectively is proper collection and dissemination of information, thanks to new technology, shifts in game popularity, and even food preferences can all affect the way a casino must operate. With the recently implemented ticket system - players funds are tracked on computerized cards - Santa Ana, which draws about 5,000 people per day, can accurately track which machines are drawing the crowd of gamers more. Customer's feedback is also important on the casino's improvement for changes.
Two major changes the researches recently resulted into: the new parking structure, begun in January, will be completed this fall, and the casino floor now includes new penny slots, which allow for 50 lines per spin.
Archunde said, you need to make the guests feel that the changes is their idea to take ownership and make them accustomed to the improvements, lucrative promotions and other incentives are often needed.
With regard to changing, there has to be the need of consistency, so the customers will not think the casino is always changing. This is the reason Santa Ana is keeping standard games, like the one-line slot machine with the pull-down lever.
Service is equally given to all types of customers, whether it's the Sunday brunch crowd, the boxing attendees and the high rollers. The impression must never be that the casino only wants the customers' money.
Like liquor establishments, gambling is a prevalent in New Mexico, area casinos see their share of addicts. It is up to the guests to take personal responsibility with their finances said Archunde.
The most preferred games are baccarat, which Caesar's Palace describes as one of the simplest casino games, and dice.
For the new comers to casinos, Archunde recommended coming during the slower hours so that the dealer may offer lessons to those who may need it.
There is one word that is synonymous with New Mexico's gaming industry, and it is not "jackpot." It is the change you made in your casino. With the help of new technology, you can communicate with the guests online and you can see what are they likes and dislikes to improving your casino.
