I’ve been interviewing PD professionals from across the country for my next book, The Strategic Host. I’ve been hearing a lot from Casino Hosts about the challenge of not having enough hooks, give-aways, comps, offers, freebies to be able to give their players.

But then I was speaking to Jim, a Player Development Executive. Jim said “If I know a guest is coming in at 9pm, then I am out at Valet Parking at 8:45pm, to be ready to greet them with a smile, every time. Every time.”

Wow! My neck flipped around. Jim took me back to the old-fashioned basics.

Maya Angelou said: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

High net worth gamblers can buy almost anything they want, but no-one can buy an experience and, to quote the Beatles, ‘Money Can’t Buy Me Love’. So Jim focuses on creating a warm and positive experience, and not on what he can give them.

Yes, the Casino has a limit on what we can give in comps, events, tickets, amenities. But there is no limit on the care and consideration that we can give the guest in the way we greet them, treat them, and follow up with them.

So now we all have a secret weapon! Give them some Love.