after reading this chapter, you should be able to : describe types of casinos as they relate to...

Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved.

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 9THE GUEST SERVICE OF CASINOS


Introduction

• Casinos 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.


Types of Casinos

• Offer more than gaming.• May be freestanding or on a riverboat• Often part of a larger entity. • Many are within hotel or a destination resort – Linked 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.


Changes

• From criminal enterprises to respectable entities– Gaming commissions tightly controls– Publically traded

• Now in many states and increasing world-wide


Complex Entities

• Casino segment is heavily regulated • Requires a unique model • Alters the typical operations of the other departments– The environment, the views toward profitability, and

the customer profiles are all unique to this entity.


Floor Positions

• Front of the house (FOH) casino games– Typically split into two primary divisions: • Slot machines • Table games

–Require much more support so the organizational chart is more layered– Typically, every employee on the floor must be state-licensed.

• Table games:– Blackjack (21)– Roulette– Craps– Baccarat– Poker


BOH

• Common back of the house (BOH) casino departments that support customer service may include:– Accounting– Cashier’s station/cage– Countroom– Bookkeeping– Surveillance– Security


Slot Machines

• Slot 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”


Unique Characteristics

• Main Goal– The primary goal of a casino is like that of any other

business—to earn a profit. – Must 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.


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.



• Food and Beverage– Meals are offered in all styles so that the customer does not

have to leave the property. – Originally • Restaurants were “loss leaders” • Only supported the gaming function

– Now• Still considered a support department• Also offered and expected to earn a profit. • Common to have every possible type of food outlet. (20

to 30 or more)• Some are chains and others are named after celebrities.



• 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– Also 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.



• Meetings and Events– Many casinos are associated with meetings, trade shows,

exhibitions, and conference centers. – Great draw for attendees of meetings– Attract new customers to the casinos– Shows also attract many different types of people. • Rodeo, 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.



• 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.



• 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.


Local versus Out-of-Town

• Local Gamblers– Unique characteristics– Meeting the demands

• Out-of-Town Gamblers– Different expectations


Discussion Questions

1. How are the guest services different for high-rollers versus low-rollers?

2. Why does a casino hotel give most of its rooms away?3. Why do casinos typically serve free drinks?4. Explain how food and beverage service is different at a casino.5. How are conference attendees different from typical casino

guests?6. Why do casino hotels give so many comps to high rollers?7. What types of services do whales receive?8. How important is casino security?9. Why do casinos offer so many services to the guests?10. What is the “Spirit of Aquai?”

after reading this chapter, you should be able to : describe types of casinos as they relate to...

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