Richard Spurlock radiates enthusiasm. It flows from his perception of Binion’s, a fresh challenge and the assembling of a lineup.

The timing could not be better. Spurlock, the director of slot marketing, helps define a Binion’s makeover. The direction spans the physical property, rewards system and ambience. Spurlock seeks to tweak the system, yet convey the grand airs of an expansion.

“They have given me a great opportunity here,” Spurlock says. “Based upon my 11 years in the operations, technical and marketing side, Binion’s said there was a need to clean up our floor, and do some marketing to be great. They said, ‘Help us be great,’ and that’s what I’ve tried to accomplish.”

Spurlock first examined the product. He saw history blend with modern upgrades.

“Binion’s is the place where poker became famous,” Spurlock explains. “So why not capitalize on that notoriety? There is no reason why Binion’s can’t make slots famous; we can make anything we want famous. Our idea is that the legend continues. We have greater rewards, new carpet, new wallpaper and we have 200 brand new slot machines being placed on the floor as we speak.

“This is excitement.”

Spurlock gained his gaming foundation in the military. He served in the Marines for six years as an avionics technician in El Toro, California. Expertise in matters like electronics installation and calibration led to a slot technician’s role for his first casino job. Spurlock opened his career at the Majestic Star riverboat casino in his native Indiana.

The military training also provided him an aggressive gaming approach.

“It gives you that that can-do attitude,” Spurlock says. “You feel as though you have the ability to overcome any situation presented in front of you, whether that’s from an employee or a customer who has had a bad day. You get the idea of taking a picture of a situation and then working it out.”

Spurlock gravitated to Detroit in 1999 with the MGM family and embarked on a provocative 2002 journey. He was asked to tour the company properties and help implement player tracking systems. One of the stops was Vegas, during the winter.

That’s when his career hit Triple Sevens.

“It was brutally cold back home in Detroit with two feet of snow on the ground, but I was here,” Spurlock says. “Here it was, January, and I’m at a pool enjoying daiquiris. I knew it was important to come back here.”

Spurlock worked at the Golden Nugget, excelled in marketing and then took the Binion’s challenge three months ago. He analyzed the property’s market position and what it would take to improve.

“You spend time speaking with customers and hearing stories about the good old days,” he says, “then you try to bring all of that back to the surface. At the end of the day, Binion’s is a downtown property that also enjoys a locals following.

“What that means is we must give that customer a reason to come Downtown and play, even though we are a longer drive than the closest casino to him.”

The “new” Binion’s has a re-done bar, a keno lounge that has been moved into a private and secluded area, more open space and a greatly enhanced rewards system. One hundred points now equal a reward dollar, instead of 1,000 points. The atmosphere is lively. Slot tournaments have returned.

For Spurlock, the buzz represents a chance to head his own Army—one with a rich history.

By Dave Bontempo

Casino Connection Sports Editor Dave Bontempo is an award-winning sports writer and broadcaster who calls boxing matches all over the world. He has covered the Philadelphia Flyers in the playoffs, as well as numerous PGA, LPGA and Seniors Golf Tour events, and co-hosted the Casino Connection television program with Publisher Roger Gros.

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