Casinos are busy places—and it’s easy for employees and their managers to get wrapped up in the hustle and bustle of the day. There’s a lot to do and it can get rather frantic.

But I’m suggesting that you stop and ask yourselves a question: What do your guests see and feel when they drive up to your casino and walk through the front door? That’s right, I’m asking you to actually slow down for a moment and look around at the premises and at your colleagues. What kind of impression are you making for your guests?

The answers to these questions are important because they can make the difference between a customer visiting just once or actually coming back again and again. The way your casino looks and the vibe you create for it can either turn people off or set them on a course for becoming advocates for your property. Believe me, you want them to become advocates and recommend your casino to friends.

My wife and I had an opportunity to put this to the test once when we visited three casinos in the same market while on a business trip. It was a real eye opener. By the time we were finished, we knew which casinos we would and would not recommend to others.

I’ll refer to them as Casino A, Casino B and Casino C. We started at Casino A. As we drove into the parking garage, we both commented that things looked a little rough. The signage looked old and worn. The garage was dirty. We wondered, “When was the last time someone bothered to sweep up?” But we gave the place the benefit of the doubt and were sure that everything would be great on the casino floor. But we couldn’t have been more wrong. As we walked inside the property, we noticed one thing repeatedly: More and more dirt! The carpet was grimy and looked awful. You could see ashes on the carpet everywhere. Even the windows were a mess.

We walked onto the casino floor and right into a huge letdown. The casino was dark, small and confusing. Now I know senior management is ultimately responsible for the layout and décor of a casino, but employees and their bosses could at least try to go out of their way to make up for it in some fashion. Perhaps the employees at this casino were just as bummed out as we were, because they were in no mood to brighten up the place emotionally. Bottom line—the casino was so uninviting we wanted to leave at that very moment.

So much for casino A. Would Casino B be better?

We entered Casino B and immediately noticed a difference. It was clean, open and looked inviting. Employees smiled and were friendly and downright fun. It was a property that we would enjoy visiting again in many ways. Granted, it was a newer property, but the staff there really made it a pleasant visit.

And finally, the tiebreaker, Casino C. It was very nice. It was clean and had a great energy that surpassed even Casino B. I would want to tell people to visit this property and enjoy themselves.     

Now here’s the real kicker: Casinos A, B and C are owned by the same company. Their signage bears the same brand. How in the world could they be so different? Why aren’t managers and employees clamoring to have this situation fixed? Since they are all the same brand, someone could walk into Casino A and assume the others are just as terrible. The livelihood of employees at casinos B and C also suffers. Listen up, people: The impression you make is critical!

It is vital that you keep your property in tip-top shape and that you make every guest thrilled that they dropped in. You must make your casino and the service you provide compelling. Your guests’ opinions of your casino is completely in your hands. This is something you control. So stop, pause and look around. What do you see? What do you feel?

By Martin Baird

Martin R. Baird is CEO of Robinson & Associates, Inc., a customer service consulting firm that works with casinos around the world. He is creator of the company's Advocate Development System, and author of  Advocate Index: An Operational Tool.

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