Exploring Casino Special Events: An Empirical Analysis for Determining Which Themed Celebrations and Tournaments Have An Indirect Effect on Increasing Slot Volumes |
| |
Authors: | Lisa Young Thomas Nicholas J Thomas Bruce W Ollstein |
| |
Institution: | 1. DePaul University, School of Hospitality Leadership, Chicago, Illinois;2. Industry Consultant, Las Vegas, Nevada |
| |
Abstract: | This empirical study sheds light on the indirect effects of slot-player special events on casino revenues. Slot departments provide the largest gaming percentage profit for U.S. casinos, almost twice that of table-game departments, making it crucial to cultivate robust slot operations. Casino special events, which include culture-, recreation-, and sports-themed experiences as well as slot tournaments, are experiential marketing techniques used to sustain slot-player relationships and/or increase casino gaming volumes. This exploratory study uses multiple regression analysis to identify which special events, including the corresponding complimentary rooms, have significant indirect effects on slot machine wagers, providing a model for casino managers to predict their special events’ indirect effects on slot revenues. |
| |
Keywords: | casino gaming revenue Las Vegas slot coin-in slot tournaments special events |
|
|