This was a presentation a gave to the Puget Sound Research Foundation. The overview gave a look into the data the Las Vegas Visitors and Convention Authority leverages to better understand visitor behavior.

2. What’s the big deal about Vegas?
How does Vegas think about owning market share?
Who goes there anyhow?
What do those people do there?
How do casinos leverage insight about their guests to make more money?
Ok, what are the big take-aways?

3. Gross Income
6.2
14.9
13.1
Las Vegas
Amazon.com
Boeing

4. Fun Facts!
• 39,727,022 visitors
• 17 of the 20 largest hotels in the
world
• Nation’s 5th busiest airport
• 14 implosions since 1993
• 200,000 slot machines
• 315 weddings a day
Caesar's Palace has used 2 million plus maraschino cherries, 11
thousand ounces of caviar, 2million ounces of tomato juice, and
close to 600,000 ounces of vodka in a year's time.

5. How do casinos compete for
market share?
Attraction
Relationship
Loyalty

6. Market Research Summary

7. Most are coming to gamble

9. They tend to keep coming back

10. It’s all about having a good
time…

11. They’re spontaneous and easily distracted.

12. It’s really hard to hold a captive audience…

13. There’s a big segment of higher
end customers.

15. Slot machines are dominating.

17. What are the best games to
play?

20. Casinos gamble too…

22. If everyone is losing money, how do
they feel about their trip to Las
Vegas?

24. We know….
People love Las Vegas,
Why they’re visiting,
How many times they visit,
What they’re doing when they’re here,
And, that they’re hard to control.
How do we use this market research data to
increase revenue and loyalty?

25. Unparalleled luxury
and service.
Loyalty
Attraction
Relationship
A personal relationship is the
stickiest thing on the planet.

26. The loyalty systems behind the
service
Calculating Theoretical
Revenue
How long did they play?
What was the average bet?
What game were they
playing? (house win %)
= Theoretical revenue
metric

27. Once you’re tracking everything, behavioral
segmentation is easy.
Internal
External
Theoretical
revenue per trip.
Type of gaming
preferred.
Lifestyle
preferences
Enhanced
demographics
M-Life tier
Show and concert
Show and concert
preferences
preferences
Income potential
Major life events
Number of trips
per year
Comping
transaction
history. Likes &
Dislikes
Macro
transactional
history
Competitor
Analysis

28. You can play better defense…
Theoretical
revenue per trip.
Number of trips
per year
Competitor
Analysis
These are our most valuable customers
We know they come every three
months. Why don’t they have a trip on
the books?
Our competitors are running their
credit? Red alert!

29. Resonate with a customer in
a meaningful way.
Transactional
history
Type of gaming
preferred.
Marketing Offers
Some people love to mash the buttons on a
slot machine. If we identify a pattern of
behavior, we can infer information about their
personality.
Slot machines are designed with different
personalities in mind. There’s a reason they’re
themed.
Offers are personalized for relevancy.
Superstitious players get “luck” based offers
that’ll expire fast to nurture a spontaneous
response.

30. Find new gamblers…
Type of gaming
preferred.
Lifestyle
preferences
Build a profile of your most desired customer
segments.
Append 3rd party data to identify commonalities
with regards to demographics segments.
We found that high risk / income potential vocations correlated
with our ideal gaming customers; Car Dealership Sales
Managers, Debt Collection Agency owners, Real Estate
Brokers, Day Traders.
We worked with the convention sales department to pursue
these industry gathering aggressively.

31. Other Marketing Opportunities.
Marketing
Automation
Risk Profiling
Hospitality

32. The most important thing
Strategy
Design
Customer
Experience

34. Thank You.
Jesse Fowl
206.300.5012
Jesse.Fowl@gosolomon.com
www.linkedin.com/in/jessecfowl