University of Southern Mississippi Casino, Hospitality, Tourism Management Role of Resort Operations, Air & Bus Programs & Golf Packages in Casino Marketing Wednesday, October 17th 2012 Discussion Items Overview of Brand Loyalty Program for MGM Resorts International Air & Bus Program Operations Golf Packages and Operations Resort Operations Overview of Brand Loyalty Program, M life, of MGM Resorts International Air & Bus Program Operations Beau Rivage Charter Air Program Destination Cities 6 National Marketing – Air Program Program operates in the east, mid-west and southeast corridors of the United States Notable metrics: Almost 90K passengers annually, via a 737-400 with all leather seats, including first-class legroom in all rows Over 92% overall occupancy annually Over 120K Annual Room Nights Almost 2,300 Charter Block Hours flown per year National Marketing – Air Program Service from St. Petersburg/Clearwater, FL Increased service in 2012 from 3x/week to 5x/week No flights on Sundays and Wednesdays 2,700 seats per month, or 32,400 annual seat capacity YTD occupancy over 90%, despite increase of 1K seats per month versus 2011 Passengers are very loyal to the M life and MGM Resorts International Brands YTD, through August 2012, Beau Rivage Air Program has generated a profit margin over 27%. Consolidation of Wallet Share, Duration of Play, and Cross-Property Loyalty are all extremely important long-term factors National Marketing – Air Program National Marketing – Bus Program Program produces marginal profitability, in line with YTD. Program focuses on Sunday to Thursday business, and “Day Trips” on Fridays & Saturdays. Over 67,000 Patrons Year-to-Date Some competitors continue to offer unreasonable, profit-reducing incentives and pricing to Tour Operators. Beau Rivage and Gold Strike drives profit-enhancing patronage. Commissions for Tour Operations are not flat per patron, but rather are play-based. Golf Packages and Operations Beau Rivage Property Amenities Golf Course Tom Fazio-designed Fallen Oak is an ultra-exclusive golf course only for Beau Rivage guests Named one of the “Best Resort Courses” by Golf Week magazine In 2012, listed at #27 in GOLF Magazine’s “Top 100 Courses You Can Play” list Host to the Sr. PGA Tour and the Mississippi Gulf Resort Classic Course offers mature oak trees, lush landscapes, forests and wetlands 12,000 sq ft Southern mansion-style clubhouse anchors the property Pros and Cons of Golf Operations Golf Courses are generally extremely expensive to build, and quite costly to maintain and operate In Casino / Hotel Operations, Golf Courses are thought of as both a ‘Brand Enhancer’ and ‘Incremental Profit Driver’. The latter is very difficult due to: Very high-end patrons must come to your Casino Resort, with Golf as a vital and premium amenity in their perception Higher-end courses in Vegas, such as ...

1. University of Southern Mississippi
Casino, Hospitality, Tourism Management
Role of Resort Operations,
Air & Bus Programs & Golf Packages in Casino Marketing
Wednesday, October 17th 2012
Discussion Items
Overview of Brand Loyalty Program for MGM Resorts
International
Air & Bus Program Operations
Golf Packages and Operations
Resort Operations
Overview of Brand Loyalty Program, M life,
of MGM Resorts International

2. Air & Bus Program Operations
Beau Rivage Charter Air Program
Destination Cities
6
National Marketing – Air Program
Program operates in the east, mid-west and southeast corridors
of the United States
Notable metrics:
Almost 90K passengers annually, via a 737-400 with all leather
seats, including first-class legroom in all rows
Over 92% overall occupancy annually
Over 120K Annual Room Nights
Almost 2,300 Charter Block Hours flown per year

3. National Marketing – Air Program
Service from St. Petersburg/Clearwater, FL
Increased service in 2012 from 3x/week to 5x/week
No flights on Sundays and Wednesdays
2,700 seats per month, or 32,400 annual seat capacity
YTD occupancy over 90%, despite increase of 1K seats per
month versus 2011
Passengers are very loyal to the M life and MGM Resorts
International Brands
YTD, through August 2012, Beau Rivage Air Program has
generated a profit margin over 27%.
Consolidation of Wallet Share, Duration of Play, and Cross-
Property Loyalty are all extremely important long-term factors
National Marketing – Air Program
National Marketing – Bus Program
Program produces marginal profitability, in line with YTD.

4. Program focuses on Sunday to Thursday business, and “Day
Trips” on Fridays & Saturdays.
Over 67,000 Patrons Year-to-Date
Some competitors continue to offer unreasonable, profit-
reducing incentives and pricing to Tour Operators. Beau Rivage
and Gold Strike drives profit-enhancing patronage.
Commissions for Tour Operations are not flat per patron, but
rather are play-based.
Golf Packages and Operations
Beau Rivage Property Amenities
Golf Course
Tom Fazio-designed Fallen Oak is an ultra-exclusive golf
course only for Beau Rivage guests
Named one of the “Best Resort Courses” by Golf Week
magazine
In 2012, listed at #27 in GOLF Magazine’s “Top 100 Courses
You Can Play” list
Host to the Sr. PGA Tour and the Mississippi Gulf Resort
Classic
Course offers mature oak trees, lush landscapes, forests and
wetlands
12,000 sq ft Southern mansion-style clubhouse anchors the

5. property
Pros and Cons of Golf Operations
Golf Courses are generally extremely expensive to build, and
quite costly to maintain and operate
In Casino / Hotel Operations, Golf Courses are thought of as
both a ‘Brand Enhancer’ and ‘Incremental Profit Driver’. The
latter is very difficult due to:
Very high-end patrons must come to your Casino Resort, with
Golf as a vital and premium amenity in their perception
Higher-end courses in Vegas, such as Shadow Creek and Rio
Secca, meet this criteria. However, the vast majority of
Regional Golf Courses do not
Pros and Cons of Golf Operations
Regional golf courses should mitigate their costs through:
Mid-week, premium priced cash business (which might dilute
their respective perception of exclusivity)
Expense mitigation, via part-time assistance, limited hours, etc.

6. Golf Packages can include:
Hotel, Airfare, Food & Beverage, and/or Table Play and
Freeplay
Be built around tournaments
Be Invite-only (i.e. Pro-Am Events)
Resort Operations
Beau Rivage Property Amenities
Casino & Hotel
AAA 4-Diamond Resort
Recognized by Conde Nast Traveler and Travel & Leisure as
one of the top resorts in the country
Features the most table games, guest rooms and meeting space
on the Gulf Coast
85,000 sq ft casino, featuring 2,100 slot machines and 93 table
games
1,740 guest rooms, including 95 luxury suites

7. Beau Rivage Property Amenities
Gourmet Restaurants
BR Prime steakhouse - Prime grade steaks, fresh seafood and an
extensive 3,500-bottle wine collection
AAA 4-Diamond restaurant
2010 Wine Spectator Award of Excellence
Jia - Contemporary Asian cuisine including sushi, hibachi-style
cooking, and a variety of specialties from Thailand, Japan,
China, Vietnam and Hong Kong
AAA 4-Diamond restaurant
2010 Wine Spectator Award of Excellence
Stalla - classic Italian food paired with premium wines and
excellent service
Memphis Q – a variety of tangy barbeque, smoked chicken, and
dishes reminiscent of the South
Beau Rivage Property Amenities
Spa & Salon
20,000 sq ft Spa and Salon
Personalized treatments ranging from wraps and therapeutic
massages to facials or even eyelash extensions
Expanded treatment menu with innovative offerings such as a
Caviar & Pearl Facial

8. State-of-the-art fitness facility featuring cardiovascular, circuit
training and weight machines
Men’s and women’s saunas, steam rooms and plunge pools
Pool deck extending out over the Gulf of Mexico
features lush tropical landscapes, heated Jacuzzi, and private
cabanas with service staff
Pool Bar & Café offers a variety of tropical smoothies and
cocktails, along with light meal service
The nicest amenities in the world cannot compensate for poor
Customer Service
Management has a responsibility to ensure their team members
are engaged
Highly engaged team members, lead to more satisfied
customers, and greater profitability
Poor Performers, and highly Dis-engaged employees, can have a
detrimental effect on their teammates and overall operations
Look for managers and supervisors whom have the 4 “E’s” and
1 “P” (from Jack Welch’s book, Winning)
High Energy
Ability to Energize Others
Edge (making difficult decisions in tight time-frames, with
limited information
Execution (Consistently perform)
Passion (Emotional connectivity to their teammates and duties)

9. Customer Service – The “Make or Break” Factor
Questions / Comments
University of Southern Mississippi
Casino, Hospitality, Tourism Management
Thursday, November 3rd, 2011
http://espn.go.com/college-football/team/_/id/2572/southern-
miss-golden-eagles
http://espn.go.com/college-football/team/_/id/2572/southern-
miss-golden-eagles

10. Discussion Items
Loyalty – Creating a Value Proposition
Brand Builders, Stand‐Alone and Long‐
term
Marketing: Air & Bus Programs
Promotions – Tying Together Multiple Brands
2010 Promotion
Las Vegas First Class
Getaway Giveaway
Jet Away on a First Class MGM MIRAGE DREAM VACATION
or
Win Your Share of $280,000 in FREEPLAY!

11. 6pm – 11pm | (2) Winners will be chosen each hour to
qualify for the 11pm drawing
11pm | (11) Winners are Guaranteed to win the MGM
MIRAGE Dream Vacation or $7,500 in FREEPLAY
Promotions – Tying Together Multiple Brands (continued)
Planes, Games, & Automobiles
Every Thursday & Sunday in June & July
–
8pm | (5) Winners will be chosen each hour, each winning up to
$4,000 in Freeplay
9pm | (5) Winners will be chosen each hour, each winning up to
$8,000 in Freeplay
OCTOBER AND NOVEMBER 2011 PROMOTION
DRAWING DATES
Every Tuesday, Thursday, & Sunday
October 1 – November 27
DRAWING TIMES
Every hour

12. 5PM – 9PM
PRIZES
(10) Winners each hour
5PM – 8PM: $700 ‐
$2,000 FP
9PM: $1,400 ‐
$4,000 FP
On‐going Promotion: FreePlay
Speedway Jackpots
Guaranteed to Hit Weekly!
Jackpot paid in FREEPLAY, Starts at $5,000 and must hit by $2
0,000!!
Everyone playing with their Player’s Club card when the Jackpo
t hits, will also
receive $25 in FREEPLAY.

13. Winner also receive FSJ Leather Jacket and trophy. Winner wil
l
be featured in
advertising.
YTD, through August 2011, Beau Rivage Air Program has gener
ated
32% Theo Profit, and 24% Actual Profit margins.
Program has brought over 53K patrons to the Beau Rivage in th
e
first half of 2011
National Marketing – Air Program
National Marketing – Air Program

14. YTD, through August 2011, Gold Strike Air Program has genera
ted
33%
Theo Profit, and 28% Actual Profit margins.
is much smaller than that of Beau Rivage
National Marketing – Bus Program
Program produced solid 32.5% margin YTD.
Program focuses on Sunday to Thursday
business, and “Day Trips” on Fridays &
Saturdays.
-to-Date
Competitors continue to offer unreasonable,
profit-reducing incentives and pricing to Tour
Operators. Beau Rivage and Gold Strike drives
profit-enhancing patronage.
cials to run during Q4 2011
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15. 8Slide Number 9Slide Number 10Slide Number 11Slide Number
12Slide Number 13
Instructions Bb Collaborate Archive_Session#4
Content
Top of Form
Bottom of Form
Presentation topic: The Role of Resort Operations, Air & Bus
Programs & Golf Packages in Casino Marketing
iPASS Presenter: Ryan Ross,
Date/Time: Thursday, March 20th , 4pm
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