Deb Kepler
Executive Director of Marketing, Northern Quest Casino
Spokane, Washington

Deb Kepler thanks God, her family, mentors and divine circumstance for much of her fortune.

Actually, she can look inward and also thank herself.

The former Vegas gaming veteran, recently promoted to executive director of marketing for Northern Quest casino outside Spokane, Washington, has long placed others first.

Kepler followed her husband Harry around the world in support of his military career and picked up odd jobs to augment the family income. In the process, she stumbled into gaming as a VIP lounge host.

That was 23 years ago. After the Landmark Hotel, Flamingo Hilton and Bally’s became a substantial chapter in her life, she went to Washington state, again supporting her husband’s military pursuits. Now it’s her career that keeps them there. Harry retired, the family loves the area and Deb Kepler helps run a property that’s actually expanding. Northern Quest expects to hike its work force from 1,500 to 1,900, triggered by a new hotel opening later this year.

The casino made a calculated effort to spend while others have contracted. It also capitalized on reasonable advertising rates and flooded its medium-sized market with an extensive advertising campaign. Northern Quest’s prosperity marks a high point in Kepler’s road.

“It’s been a wonderful, phenomenal journey,” Kepler said. “There have been terrific teachers, wonderful opportunities and a chance both to work for corporate business, Nevada gaming and tribal gaming. I couldn’t have asked for much more.”

The Wakefield, Massachusetts native discovered Las Vegas after Harry was transferred to Nellis Air Force Base. With the couple raising four children, she became a clerk at the Landmark, which paid little more than some mental health.

“It must have been $6 an hour it paid,” she said, laughing. “It barely paid for the babysitter. If we had $40 left at the end of a week, it was, ‘Whoo-hoo!’”

But Kepler carved out a relationship. The “whoo-hoo” led to the Hilton and later a Bally’s job as an insurance specialist. Kepler handled company claims with insurance companies, representing 1,200 employees.

Then came the crossover.

“They were starting these VIP lounges, a new marketing tool to Las Vegas,” Kepler said. “They wanted people to speak two languages. I speak Italian, which helped me be considered. Friends told me it’s a job that gets you into marketing, far within the casino industry, and that it would translate well for my career. It was also perfect timing because it allowed me to spend a lot more time with my kids.”

Kepler saw another, more extreme version of “whoo-hoo,” watching high-rollers spend thousands like they were nickels.

“You go from a world of being happy you have 20 extra bucks to, ‘Oh my God, look at how these people go through money,’” she said. “It was important to learn how relative it all was. They would spend according to what they made. You also learn quickly what the mindset of a player is. That person chases money, that person puts a lot of money into play and is the kind of gambler that is paying the bills for the property. You have to learn how to take care of that person. Ultimately, it is the relationship you develop that keeps the player in your establishment.”

Kepler did not need a marketing degree, even though she’s taking classes for one now. En route to becoming an executive, Kepler formed her own brand of customer development. It could be subtle, like first fussing over a player’s wife before greeting the player. That reduced the chance she would feel threatened by female hosts and try to keep him from returning. The player involvement could also be direct, like dining in the homes of high-end patrons.

Lessons emerged: provide a comp for someone who lost $3,000 in 15 minutes rather than saying he didn’t play long enough; back down a player, if necessary; take a phone call from a $10 player.

At Northern Quest, Kepler said a $10 customer saved her thousands by sending her entertainment schedules of properties in a neighboring state. It enabled the property to avoid booking a similar act.

About 10 years ago, Kepler did not know what act she would book next. Harry had been transferred to Washington and her casino career appeared done. She moved to Washington, took six months to find a job and found herself back in insurance.

“We had always been frugal, given our military background, and I was thankful we had put aside money for a rainy day,” she said, “because it was pouring.”

But up came Northern Quest, offering a job that resembled Vegas. It was the Camas Club, a VIP position demanding marketing, promotion, a new tracking system, etc. Kepler went to work 16 days before the casino opened. Nine years later, she’s a fixture. One of her sons also works for her.

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.