For Maria Cates, it’s always been about the people.

Strong personal relationships have long surrounded Eastside Cannery’s marketing manager. The Philippines native moved here six years ago to reunite with her parents. She  obtained a job at the Cannery with the help of an uncle, and has given back in return. Maria found jobs for both parents in Washington, Pennsylvania, where she was transferred to supervise the opening of the company’s sister property, the Meadows, last year.

Five months ago, Cates returned to her Nevada gaming family. It’s been quite a journey for the former medical receptionist, who once sought to become a surgical coordinator in Las Vegas.

Now she coordinates a “wellness” program known as casino club benefits.

“Dealing with customers is very much the same as when you work with people who are sick,” Cates said. “People need attention. Most of the time, they just want to be heard. They want to know somebody is paying attention to their problem and truly cares about it. If you give them a little bit of your time, that is what they will remember.

“That works for me. My personality is such that I love dealing with people. I always want to be on the front line. It doesn’t matter if it is in my department or outside of it; if I can help somebody, I will try to do so.”

History indicates she succeeded. Maria has been an employee of the month or star performer in different casinos. They range from the Cannery to the Fiesta, the Meadows and now Eastside. A glutton for extra duty, she has survived an almost unheard of four openings in six years.

“There is something fresh, exciting and new about starting a place up,” Cates said. “Everybody wants to get started. You have a little nervousness. You think you have everything down, but you won’t know until you start in with the casino, and then you can’t wait for it.”

Cates has worked both the database and live problem-solving side of marketing. She prefers face-to-face resolution of customer concerns, with the personal touch.

“When you are in the office, you are concerned about profit and loss; how much did we make with this or that promotion,” Cates said. “When you are out front with the customers, you really can solve their problems. A guest would come up and say, ‘Your line was long on opening day. I was supposed to get a free shirt with this card I have, but you guys were out of shirts.’ So, I would honor the rain check and be sure to mail the shirt to her.

“You have another situation in which someone says they were here for the hat giveaway, but again the lines were too long. The promotion isn’t in force anymore, but you go ahead and give the person the hat. There are many little things you can do for people that they appreciate.”

Cates is the perfect representative for a casino needing repeat customers. The bells and whistles take the form of player’s clubs, signups, cards, promotions, deals with nearby stores, etc. Clubs convey the sense of ownership to players. That concept is nearly as important as the promotions themselves.

Customers like to know that their business represents a big deal. When they speak with Maria Cates, that’s how they feel.

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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