Tag Archives: Casino Host Goals

Casino Host Culture

7 Habits That Help Hosts Succeed

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In a world of increasing digital contact and fewer human interactions, Player Development still has a focus on personalized contact, whether by phone, email, snail mail or in person.There are techniques that successful Casino hosts employ to build relationships with valuable players and secure their loyalty.

These the 7 Habits that we’ve observed in successful casino hosts:

  1. Successful hosts are detail-oriented.  When you’re responsible for hundreds of valuable casino patrons (and their spouses, at least by proxy), it’s easy to get lost in the weeds. Remembering a guest’s children’s and grandchildren’s names is just the beginning. Does she smoke cigarettes? Which brand? What kind of room does he prefer, and does he have a favorite in your hotel? Will he want to go to the steakhouse right after he checks in, or will you need to go and pull him off the tables so he won’t lose his reservation? This kind of attention to the details about his or her players allows a casino host to provide personalized service that hardly exists anywhere these days. It sets them apart.
  2. Understanding profitability is key.  The details a good host remembers about his players aren’t limited to preferences and habits. He needs to understand the profitability profile of each player and his associates in order to proactively motivate them to make visits to the property without overspending the casino’s assets. Here’s a good rule of thumb for tough comp decisions: If you wouldn’t foot the bill yourself, why would you expect the casino to do so? Look at play patterns, redemption patterns, and associated play in aggregate before making a comp decision. It is entirely possible to motivate a player without spending money on supplemental offers.
  3. Good hosts don’t let good players languish. Does Susie usually make at least one trip per week? Have you seen her lately? If not, you should give her a call. Did you hear that Ron was upset about not getting tickets to last weekend’s Beatles tribute show? You should look into what happened and check in with him. While it’s sometimes appropriate to allow an angry guest some time to cool off before making contact, it’s better to reach out soon and re-establish communications before they try a competitor and decide they’re treated better someplace else.
  4. Information is king. Sharing it is key. Whether overheard on the gaming floor or learned in a training session, like any good employee, a good casino host will look for ways to incorporate things they learn into doing a better job taking care of their players. This includes learning what not to do! A great PD team leader will encourage hosts to share what they’ve learned, particularly about promising players or competitor activities, so they can work together to be proactive against any threats or looming disappointments which might be mitigated.
  5. Balance the wants of the guest with the needs of the business.  It’s often a precarious position to be in: your players want what they want and your company says it’s a “no go.” There are a myriad of ways to make everyone happy, and a good host will navigate through the possibilities until finding just the right one. From making an alternative offer, meeting the player halfway, presenting a case to the leadership in advocacy for the guest, or coming up with a brilliant out-of-the-box idea, hosts whose heads AND hearts are in the game will find a solution that keeps the players and the bosses happy.
  6. Remember to take “me” time…but not too much!  While it’s true that working in a 24-hour business with some of its most demanding patrons is almost assuredly a recipe for burnout, most of the PD pros we’ve met love their jobs so much they don’t ever want to do anything else for a living. In order to keep themselves on an even keel, dedicated casino hosts have to take a breather now and then to keep from going into overload. Leaving their players in the hands of their co-workers may be nerve-wracking, but the time away from the constant demands of  the job is essential to long-term well-being and success. Aside from weeks-long vacations, there are ways to regroup and refresh during the work week as well. Enjoy a hobby, take a walk around the neighborhood, meditate, go to the gym, read an engaging novel. Finding a way to disconnect from the world for a few short hours and recharge one’s batteries can make all the difference.
  7. When all else fails, host pros ask for help. It’s not easy to admit it when we need assistance. Whether it’s with a computer program, finding time to accomplish everything on the day’s to-do list, or handling a sticky guest situation, there’s nothing like another perspective to help a host move past a roadblock and keep things moving. There’s no reason a host who needs a hand shouldn’t ask for the assist. Studies have shown that people who do favors for others tend to regard the recipients in a more favorable light, because who wants to help out someone who isn’t deserving? This happy side effect can help to bring a host team closer together while solving the issue at hand. Nice, huh!?

There are a lot of moving parts in a casino host’s set of responsibilities. These 7 attributes can indeed make a good casino host better. Think about it: If you’re refreshed and fulfilled, have the tools you need to execute what’s best for both the guest and the business, and you proactively seek solutions to the day-to-day demands of your players, you can’t lose.

This article is brought to you from casinoplayerdevelopment.wordpress.com, sharing Helpful Ideas on Player Development.

Casino Host Culture

How do you keep your team rolling?

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I swept my whole house today. You’re probably wondering why I started with that fascinating factoid, right? While I was moving the dust mop through my kid’s rooms, I noticed that the stuff I was sweeping up was reacting differently to the mop’s motions based on its individual nature.

There was a yellow bead that kept rolling right past the rest of the stuff I’d swept up, and there was a tiny metal bead (like a BB) that rolled pretty well but mostly stayed with the pile. There were some dust bunnies under my 16-year-old’s bed, and they stuck to the dust mop. The leaves under my 9-year-old boy’s bed were stubborn and didn’t want to be swept up, so I had to get the bristly broom for those.

Your player development team is a lot like the stuff I swept up today. How? Each individual on your team responds differently to the same stimulus. The yellow bead is the host who takes your advice and direction and runs with it, not looking back to see where the rest of the team is. The BB was your “steady Eddie” host, who stays with the pack and keeps moving at a steady pace.The dust bunnies are like the hosts who won’t make a move without a push. The leaves are the hosts who keep doing what they’re going to do regardless of your attempts to motivate them, at least until you force the issue.

In my experience, player development pros get better when they have to step outside their comfort zones, and their leaders sometimes have to start sweeping to get things moving. The dust bunnies would still be under my daughter’s bed if I hadn’t swept. The yellow bead would probably have ended up in a different place on the floor, and the BB would be hanging out with the leaves. They needed motivation to move; to roll.

Each of the members of your host team needs motivation too. Most likely, it will take something tailored to each individual to get maximum results.

The host who’s rolling on without regard to the rest of the team may be ready to take on the challenge of being a mentor for another employee. The one who is rolling along but not excelling may benefit from some encouragement to implement his ideas. The ones who want to hang back and need a push might do more if they know you’re watching and keeping track of their accomplishments. The stubborn ones could get better with training, so they should be paired up with a “rolling” host.

Take the time to evaluate your team individually, assess the tools you have available to get them moving, then choose the right combination of tools and methods to start things rolling. Then, repeat as necessary. Just like I’ll have to do with the clean(er) floors in my kids’ rooms.

Casino Host Culture, Casino Host Evaluation

How does a casino host find good players?

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When I started my gaming career, I was first hired as a casino host. In those days, we mostly walked around the gaming floor looking for quality players we could sign up for the players club and chatted up the guests in the high limit areas. Later, when we began mining the database to identify better players and assign them to the hosts, the Player Development function turned into more of a phone-based activity. The evolution of the Player Development program is still going strong, and I believe we need to land somewhere in the middle of these two activity types in order to be most effective.

Today, many casino hosts have lists provided to them by the database team, so they work their way through phone calls and mailing lists, often never meeting their players in person until they’ve communicated a handful of times. Some hosts have worked in PD for a number of years and have developed their own “book of business” – hard-won high-level players who call when they want to gamble. A handful of these hosts are independent operators, who can send their players to any number of casinos instead of representing just one property. It is my belief that any good casino host will understand (or seek to learn) how to “cut in” to a good player, establish a rapport, and move away from dependency on the database team to build his or her book of business.

So, how does that work? How will I find these mythical “good players”? How will I know whether they’re really worth my time? I have provided a few of the best places to look below.

  1. Go to the busiest slots areas on the gaming floor and talk with the players there.  See who has your property’s highest players club tier, watch the action as you visit, take some names and look those folks up to see how consistently they play well.
  2. Talk to the slot attendants and see who they recommend you meet.  They’re not always right, but they know who sits at a machine feeding it all day and they can tell you who you missed.
  3. Make friends with table games shift/floor supervisors.  They can quickly tell you who bought in for big money and where those players are now if they’re still in house.  Want to know who blew a lot of cash in a hurry?  Because these important and busy employees have to do the paperwork related to the biggest losers, they should be able to at least give you a name.
  4. Ask your guests for leads.  Birds of a feather do flock together, so talk to your best players and give them incentives to invite their gambling friends to your property.  Buying a round of buffets for 4 doesn’t cost very much and it makes your current player look important to their friends.  If the play is good enough, make it the steakhouse instead…and everybody shines.
  5. Learn what affinity groups are near your property and find ways to introduce yourself.  Do you host mostly table games players?  Hit the links and distribute your business cards, because many golfers also love to play casino table games.  Do you mostly handle slot players?  Find the local bingo parlor and grab a dauber, because you can learn which bingo enthusiasts go to what property while you play.  Do you have lots of guests from one particular ethnic group?  Do some research and find the community gathering place for that nationality, then offer to speak or distribute casino merchandise at a get-together.

Just like any other sales function, networking is essential to the casino hosts’ ability to build a stronger list of players and/or a book of business.  Finding players with high potential can be a challenge, but developing this skill will make you a more valuable employee and help you achieve your theoretical targets.

Do you have successful tactics to add?  Please feel free to comment!

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Ethical Scenarios for Casino Player Development

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In these blogs, we have covered a lot of ground: things hosts should do, things they shouldn’t do, how to evaluate them, how to set and measure goals, and we have gone into some depth on a few of these topics.  One important aspect of a host’s job, however, is one we’ve only briefly touched.  It is especially important that hosts keep in mind the effects of their decisions and the ethical implications thereof.  This post is designed to be interactive, so please comment with your responses.

Let’s pretend for the purposes of this post that I am a successful casino host.  I work at a property that has thus far been blissfully free of growing competitive stresses, though some of my players occasionally travel to Las Vegas for an extended gambling vacay.  I’ve been at my property for just over 5 years, and I’ve developed some solid relationships with many of my high-worth guests.  I am not allowed to accept cash tips, but guests may give me gifts of a reasonable value.   In the following scenarios, what should I do?

  1. One of my players has been indicted for embezzling a significant amount of money from the banking company for which he worked (until the indictment, anyway).  He continues to visit and play, even coming in more often now than he used to since he’s got more free time these days.  As his host, what is my responsibility to him and to the property?
  2. I have an older player who sometimes invites other guests to come to her room (in my on-property hotel) to assist her with getting in and out of the shower.  Because she obviously trusts these players, she is heartbroken and sobbing when she comes to find me on the gaming floor to tell me that someone has stolen $300 in cash from her purse.  I immediately suspect the latest of her “assistants,” but she begs me not to say anything to that lady.  What is my best move in this situation?
  3. My best friend is a hotel supervisor at my casino, and she calls me over to stand behind the desk so she can make an emergency trip to the ladies’ room.  I know how to check people in and issue card keys, so when someone approaches the desk, I assist the guest, who tips me $50 with a wink upon check-in.  Rapidly, I go through the options available to me: upgrade to the last host room (it’s a suite), upgrade to a room with a better view, say “thanks” and put the cash in my pocket, hold the tip to give to my BFF, or explain that I’m just filling in and suggest that the tip should be given to someone else since I can’t accept it.  Which choice should I make?
  4. One of my players was delighted with the anniversary amenity I had waiting for her and her husband in their hotel room last week.  She was so delighted that she sent me a thank you card containing a $100 bill.  The guest sent the card to my home address.  I’m not sure where she got it, as I’d never give a guest my address…What should I do with the cash?
  5. I believe that one of my players makes his money illegally.  I don’t know any details, but I have heard other table games players (and dealers) gossip about him.  Speculation on the sources of his income runs from gunrunning to illegal drug sales to house-flipping to a sizable inheritance.  He doesn’t seem to have a regular job, he travels a bit, and he always has lots of cash and a fancy “new” car almost every month…so I know something isn’t typical about how he earns his living.  What is my responsibility to the player and/or my property in this case?
  6. I overheard a conversation between one of my co-workers and his wife last night.  He was on his company cell phone, shouting at her in the back-of-the-house hallway.  Visibly upset, he returned to the office not long after and began making guest calls.  One of his guests must have known he was upset, because next thing I know, he’s spilling the story to a guest on the office phone.  What should I do about this?
  7. One of my favorite players is moving (permanently) to her lake house about 4 hours’ drive from my property.  She has extended to me and my family an open invitation to come and visit her sometime.  She’s not likely to make many visits after the move, since she is reluctant to drive such a distance alone.  She doesn’t have much family and considers me one of her closest friends.  Is it okay if I accept her invitation?

Many hosts encounter similar situations to these, and it isn’t always easy to know what one should do.  Your feedback might help a casino host to make a better decision, so don’t be shy.  Choose one scenario or reply to them all…but use the number of each so we know which scenario to which your answer(s) refer(s).

Ready?  Set?  GO!

Casino Host Culture

Finding Balance in Player Development

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As many readers of this blog already know, it is the job of a casino host to produce return trips from a property’s best players.  That means they are always in contact with guests, building and enhancing relationships with their players both “old” and new.  The key to doing it right means ensuring the host is in contact with a variety of players, many of whom are at different places along the bell curve of their player cycle.

What do I mean?  Well, think about a cross-section of a casino’s database.  There are guests who have just discovered your property, or maybe they just signed up for a card even though this is their 4th visit.  Either way, these are your new players in terms of marketing.  Then you have the “regulars.”  These people play within a predictable pattern, and are likely to be in one of the top tiers of your players club.  You know them and they know you.  Surely you have decliners, who might fall between the cracks in your player retention programs.  If direct mail doesn’t move them, a host call might, but if no one realizes they’re missing, they might get that call too late; after they’ve found an alternative in one of your competitors.   Finally, there are the ones who are “lost.”  They haven’t been in for a while due to reasons you may or may not know.  Obviously there are players like these at all levels, but your hosts really need to be aware of those who are among your best.

Since it’s easiest to talk with people you know, many hosts tend to communicate over and over with the same core group of guests.  I often refer to them as “the usual suspects.”  They are generally good players who become the ones you look for in a roomful of players at an event or show or tournament.  These players absolutely deserve the attention, but focusing too much time on these players means that the host doesn’t manage her time properly and other guests go unnoticed or un-contacted.  Additionally, contacting them first every time there is a value-added opportunity for them means the profit margin on the guest (or couple) shrinks with every offer they accept.  You run the risk of unprofitability once spending on these players exceeds your target reinvestment percentage.

It’s better to spread that spend around.  Make sure your department’s overarching goals include specific activities targeting players in all stages of their cycle of worth to your property.  Identify a player profile of those you stand to lose to a competitor (using drive time, ZIP codes, frequency, and other metrics to see what those players “look like.”)  Determine how you’re going to segment new players and build goals for getting enough of them to return and become loyal (and profitable!)  Teams of generalists should have goals targeting reactivation and acquisition as well as retention, and they should include a little reach so they don’t fall by the wayside throughout the goal period…your property will lose good players along the way if the hosts aren’t working them.

120x110_tree_onlyTechnology can help you identify, segment, and track contacts with any player according to criteria you set.  Test, survey, adjust goals, monitor progress and measure results as often as possible to ensure your plans are working as expected.  Establish goals which require your team to shift priorities from only touching retention.  Talk with your hosts and understand the challenges they face.  Keep acquisition and (preemptive) reactivation top of mind with the team so they don’t lose sight of your best players in all areas of the cycle.  Keep everyone up-to-date with regular periodic reviews and updates of progress and pace to goal.  That way, every member of your Player Development team is on track, on pace and ready to change course if needed to reach the finish together.

Casino Host Evaluation

7 Keys to Evaluating a Casino Host’s Performance

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As the end of the year approaches, it is time to reflect on the year past…and for many of us, it is time to begin writing evaluations. It does not have to be a daunting prospect. Two things need to be addressed, however, before we get started.

  1. Use concrete examples whenever possible to back up what you write in the evaluation.  Even if you don’t include them in the document, make note of the examples and use them when you discuss the evaluation with the host. Anecdotes help you make a point in a clear and concise manner.
  2. Nothing in the evaluation should be a surprise to the host. If you’re going to drop a bombshell on someone, this is not the right time. Be honest, but don’t be brutal.

Use the following 7 areas of performance to evaluate whether your hosts are doing well or not, and use the evaluation process as a starting point for coaching to improve the performance of those hosts who are not meeting your expectations. Rate each host in every attribute and make notes to back up each rating.

Accountability: A host who is accountable is one who takes ownership of his role and understands how it contributes to the property’s success. The accountable host handles his responsibilities and knows where he stands in terms of his performance. What negatives should you look for? “Lost” reservations, difficulty locating the host while on shift, guests who say calls were never returned, incomplete tasks, and similar dropped balls.

Contribution: An individual makes a contribution to a team by providing candid and constructive feedback to team leaders and co-workers in the spirit of continuous improvement. Did your players like the ice cream social party you had? If not, what should you have done instead? A host who is contributing to the team’s success would have shared with you what her players said about it. She also might have told you about the shortcut she found in your player tracking system and she may even have suggested coming in an hour early tomorrow to show the ambassadors how to set up for tournament registration.

Collaboration: Hosts need collaboration to be successful. From getting timely hotel reservations to setting up birthday celebrations, hosts need to establish and nurture working relationships across the enterprise to effectively meet both guest needs and property objectives. Leveraging relationships with dealers, slot attendants, steakhouse servers, reservations agents and valet attendants enables a host to provide the absolute best experience for their players. Ask the host who her go-to person is in each department on property to understand how collaborative she is.

Communication: It is of vital importance that hosts understand what needs to be shared with whom, and in what venue. Ensuring that the flow of information follows established guidelines to protect private and proprietary data is one of the most critical security concerns hosts have. Beware the over-sharer or, alternatively, the host who rarely has anything to add to a conversation.

Results: A results-oriented host is one who achieves individual and team goals the majority of the time and focuses on results instead of efforts. Here, you’re looking for a performer who can tell you whether or not he is on pace to reach a goal, how much theo his players drive on a typical Wednesday, and what he is doing to surpass his goal. A host who is not results-oriented will tell you how many people he was unable to reach when he was making calls and often offers up excuses instead of plans when he is off pace.

HostGoals

Guest Service: This seems like a no-brainer, but it needs to be addressed because of its importance to Player Development. When in front of a guest, the host should be able to focus on that guest as though he or she is the only person in the world regardless of what is going on around them. A host should always follow up on guest requests in a timely manner and should provide the same level of courtesy to his collaborators around the property. Think of more than one anecdote to back up your score in this area, because there is always room for improving one’s guest service.

Strengths and Areas for Growth: To demonstrate your understanding of each host as an individual contributor to the department, include a short list of that host’s strengths as well as areas in which there is a need for improvement. Think of it sort of like a lawyer’s closing argument. Present to the host a quick but comprehensive picture of your view to his overall performance. Doing this establishes that you have been paying attention to the host’s work and that you know him.

Now that you’ve written some scores and anecdotes for each of the attributes, set aside the evaluation. Review it in a couple of days and make any adjustments you deem necessary, then complete the review process according to your property’s practices. Keep in mind that you should be setting the example for your team, so you may want to evaluate your own performance using the same 7 attributes.  Happy evaluating!

 

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A Day in the Life of a Casino Host

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Good Player Development leaders realize that each host has inherent strengths and challenges, and that it is important to provide each host individual opportunities to grow, to maximize their strengths and increase their overall effectiveness.

Individual performance toward goals, as well as contributions to team efforts and the provision of excellent guest service should be elements in the host training and evaluation process. Ideally, host efforts will be observed and monitored on a daily, weekly, monthly and quarterly basis.  Feedback should be provided regularly to create both accountability and skill enhancement.

The ultimate goal of all that hosts do is to drive business.  Every job responsibility of a host is a function of this goal. Bringing high-worth and potential high-worth players back to the property and increasing trip frequency by these players, developing a “base” of players from which to draw, and recognizing and rewarding guests based on their play are all things hosts do to reach that ultimate goal.   Monitoring the performance of tasks a host should complete in a shift is an easy way to begin assessing performance and effectiveness.

Daily Tasks

One thing that sets this job apart from so many others is that a host does not have a set schedule of how and when they perform their job responsibilities within their shift. Time management is a key skill and each host has to determine what they should work on and for how long. While there is flexibility, each host should have some element of routine in order to accomplish their goals.

Here is an example of a casino host’s daily activities.

  • Check the mail, both snail and electronic.  Mail that is addressed to someone in particular should be placed in that individual’s mailbox and other mail should be distributed accordingly.
  • Check that day’s arrivals list to make note of reservations for high-worth players.  All the hosts should be aware of the day’s anticipated arrivals and should work as a team to greet these guests and take care of their needs, especially for guests whose host is not on property that day.
  • Spend some time in the office during the shift to read e-mail/check phone messages and make/return guest calls as needed.
  • Once the most outstanding of the above contacts have been made, head out to the gaming floor.  Floor time includes sign-ups (as assigned), but also means face time with guests (make contact with the regulars; get to know some new faces) and interaction with staff in other departments.  REMEMBER!  A good host is a role model for the property.  It’s easy: Smile, be sincere, project a positive attitude, and try to be the “morale coordinator” for everyone, guest and team member alike!
  • Organize a contact list and work from the office after some time on the floor.  Check for new player bounce-backs, inactives, players with upcoming occasions to note, and hot players.  Prepare guest mail for bounce-backs, any greeting cards, and “Welcome to the Club” notes. Look for tier upgrades (if applicable) and check on the progress of yesterday’s (or today’s) new sign-ups.
  • Make guest calls to book business.  Focus on positive guest contact and planning something special for at least one couple or group of players for the coming week(end).  Make player development second nature by staying cognizant of player contacts.
  • Use the tools provided to track and note all contacts.  Set up reminders as needed to make reservations, provide amenities (flowers, food, cards, etc.) for upcoming visits, or complete other follow-up tasks.  Include trying again to reach guests who were not reached on the first try.
  • Make sure that upcoming events are booking as they should, and do some telemarketing if needed.  Be sure to complete assigned calls for filling events in a timely manner.
  • Follow up on play reports for sign-ups or player contact logs, double-check on restaurant reservations or notes      that need to be delivered to guest rooms, book show tickets, and take care of all the follow-ups due today.  Look through the ones due for tomorrow.
  • Complete required reporting on all contacts and activities as assigned.
  • When leaving a work area, make sure it is neat and orderly.  Log off the computer before the next person will need it.  (Lock the workstation when leaving for only a short time.)   Before leaving at the end of a shift, make sure  that everything has been distributed as needed (reports sent, mail delivered, messages delivered etc.).

Thoughts?  Comments?  Missing responsibilities?

E-mail them to ahudson@harvesttrends.  Please.