Where to Go When You Don’t Know
Are you losing sleep over how to solve that impossible IT problem? Can't figure out what your new casino marketing strategy should be? Does your table games hold come in consistently low, no matter what tactics you employ? Wondering who the best management firm is for your new property? Is your casino expanding and your staff struggling to manage the increased demands placed upon them?
Although you have assembled the most experienced executives and skilled managers in the industry, you still might end up in over your head when major changes are made to your operation. If the softening economy threatens to put a dent in your bottom line or if increased competition is forcing your marketing staff to work overtime, maybe it's time to consult an expert who's been there and done that.
In this buyer's guide for expert advice, you'll find out just where to go when you don't know. From marketing consultants to game protection consultants, from construction firms to former regulators, this group of gaming experts can help you overcome virtually any hurdle.
Bergman, Walls & Associates Ltd.
Bergman, Walls & Associates Ltd. specializes in all types and sizes of gaming projects, from large Las Vegas resorts to tribal casinos and foreign gaming facilities around the world. Whether it is a slot club of 500 machines or a casino resort with 300 tables and 3,000 slot machines, President and COO Scott U. Walls, AIA, says Bergman, Walls & Associates delivers its expertise as gaming architects to create exciting, entertaining and financially successful projects.
That expertise was partially gained while working directly for gaming guru Steve Wynn at MIRAGE Resorts--Joel Bergman for 16 years and Walls for nine. "We gained an invaluable education as to how these casino resort properties best function behind the scenes and out of the public's eye," Walls said of that time. "Spatial relationships, functionality and circulation need to be configured properly to create the most efficient property, therefore ensuring its financial success. Public spaces are just as critical to a property's success as the gaming floor. We have learned through the years that the proper placement, size and aesthetics of these public spaces affect the guest's attitude toward gaming, length of stay and future visits to that property."
Walls says the process is also vital, as good design does not occur instantaneously, but in many phases, with input from the owner, the owner's operational team, the architects and their various design engineers. "The best advice I ever received was that a casino is about total entertainment, not just gaming, and the overall experience needs to be engaging," he said. "It is not just the slot machines, or the dice, or the cards, it is the complete experience of dining, retail, hotel, spa, etc., that ensures the guest's complete satisfaction."
Noted Bergman, Walls & Associates clients include Harrah's Entertainment, Pinnacle Entertainment, Trump Ruffin LLC, Resorts International, Shakopee Mdewakanton Sioux (Dakota) Community, Barona Band of Mission Indians, Snoqualmie Indian Tribe, Fontainebleau and SBE Entertainment.
BMM Compliance
The oldest and most experienced gaming test lab in the world, with offices and operations in Las Vegas, Lima, Graz, Barcelona, Johannesburg, Sydney and Melbourne, BMM Compliance has always operated across the full spectrum of gaming markets, products and technologies in every region, for every major manufacturer, and with virtually every regulatory authority. Richard Williamson, senior vice president of engineering services, says gaming experience is just that--experience, hard won over many years. BMM has, for example, been testing server-based systems since its inception in Australia in 1981.
Since that time, BMM has made a point to put its customers first. Its mission statement starts with a simple motto: We are about our clients, always. Williamson says the best advice he ever received helps him carry out this motto--to listen and learn. And he means to actually listen. "You cannot understand your client's needs if you do all the talking," he explained. "And a client engagement is about their needs, not about you the consultant."
Barbara Kyser-Collier, director of the Quapaw Tribal Gaming Agency, knows this firsthand. "We have been privileged to join Rich and his wife Maureen in several training sessions where, as a presenter, Rich was highly motivating," she said. "He was joined by his team, as all of them are successful engineering experts in the gaming field, and they have the knowledge of structuring their information to apply to each exceptionally different tribal gaming agency and gaming commission to enable a high standard of regulatory policy."
"The key is to strike the right balance between very effective regulatory oversight and maximum operational efficiency and opportunity for the industry stakeholders and players," Williamson said. "The challenge is always to create the right 'architecture of accountability' for the jurisdiction and its gaming patrons while enhancing the opportunity of the casino operators and gaming manufacturers to bring the best and most exciting games, technologies and experience to gaming patrons."
Noted BMM Compliance clients include the Quapaw, MGCB, the Forest County Potawatomi, the Iowa Racing and Gaming Commission, and the Puerto Rico Tourism Co.
G. A. Wright Marketing Inc.
As The Direct Agency for Gaming and Hospitality, G.A. Wright Marketing offers a full suite of benefits, ranging from market research and strategic consultation through data analytics, direct mail development/production, e-mail programs, website design and development, and full creative design and copywriting.
Senior Vice President Jack Breslin says that because he's been around "for quite awhile," he knows that there is no marketing magic wand. Instead, he takes time to understand the property and competitive environment as well as the current marketing program's challenges and capabilities. "I know how to help marketers find their way to identify an appropriate direction and help them implement the programs," he said. "I also don't bring a preconceived agenda or a one-size-fits-all solution."
Scott Eldredge, director of marketing at Santa Ana Star Casino, can vouch for that, having worked with G.A. Wright for 10 years, in three different jurisdictions and at four different properties. "G.A. Wright constantly evolves and keeps us on the cutting edge of CRM," he said. "They keep abreast of all current trends and utilize the latest in technology to ensure we are never stagnant in our efforts to better market to our guests."
Passing on the best advice that he ever received--never hesitate to seek help and advice--Breslin hopes to steer others around the potholes he has become an expert in recognizing. "Too often, we all feel we must handle it all ... and if we don't, we're not doing our job," he said. "It took a while to learn that my role as a marketer isn't to try to handle absolutely everything, but rather to get the best results utilizing the tools and resources available. You get more accomplished that way and also learn in the process."
Noted clients include Seminole Hard Rock Hotel & Casino, Tampa, Fla.; Santa Ana Star Casino, N.M.; Chickasaw Enterprises, Okla.; Desert Diamond, Ariz.; Double Eagle, Colo.; Century Casinos, Colo.; Osage Casinos, Okla.; Three Rivers, Ore.; and Boomtown, Biloxi, Miss.
Gaming Laboratories International
Serving regulator bodies in tribal, domestic and foreign markets, Gaming Laboratories International (GLI) is a gaming test lab that tests and certifies electronic gaming equipment for regulators in more than 400 jurisdictions around the world. It also offers consulting services to help emerging and established jurisdictions write their gaming regulations. GLI also consults in the area of field testing--systems, EPROMs, evaluations of online data monitoring, TITO verification, ATM/debit voucher verification, cashless and promotional bonusing features, WAP testing and software verification, plus a full network security assessment, right down to property physical security. "Because we deal with so many regulatory bodies around the world, our clients benefit from our knowledge of how regulations work best," GLI President James R. Maida noted.
He also noted that when it comes to consulting, experience is key--and GLI's engineers have plenty. "We have engineers who are experts in very specific, very technical areas who see things and test equipment in different ways, meaning that our regulator clients can be absolutely sure that the test results they get from GLI are thorough and accurate," he said.
Maida also says it's important to turn to a consultant whenever you feel you are treading into areas beyond your immediate expertise. "An outside, independent consultant can help to lend clarity to an issue and also help to remove barriers to progress that you might be experiencing," he explained.
He warns that because GLI is independent, companies shouldn't expect a sugar coating. They should, however, expect results. "We will give them an honest assessment of their situation, for good or for bad," he said. "If the situation is bad, we will give them a point-by-point roadmap to help move them into a better place and help keep them there."
The Innovation Group of Companies
With more than 500 gaming industry clients around the globe, plus more than 100 tribal and First Nations clients, The Innovation Group of Companies covers almost every aspect of the casino/resort economic development process: The Innovation Group to consult, Innovation Capital to finance and advise, Innovation Project Development to coordinate build-out, and Innovation Marketing to position. Working together or independently, Chairman Steven M. Rittvo says the Innovation affiliates can offer a seamless and efficient transition to address a wide array of advisory, management, financial, development and marketing needs. "While we have great respect for many of our peers, quite frankly, no other organization or group of professionals in our industry offers the national and global exposure, depth of experience, range of services and exceptional reputation for accuracy and discretion," he said.
Rittvo also says Innovation clients are usually in one of three situations: 1) those without the skill set or market knowledge to provide feedback and recommendations for a targeted effort; 2) those with a task so important to operations that they recognize the need for external validation from an industry specialist; or 3) those with an aggressive or imperative timetable that can only be achieved by a professional who is already well-versed and up-to-speed. To remedy these situations, Rittvo says, "We hire industry 'superstars' with extensive relationships, proven market knowledge and an appreciation for the client perspective."
Just to name a few of those superstars, Innovation Group President Steve Szapor was also a senior manager for Hollywood Casino Corporation, Sahara Gaming and Colorado Gaming & Entertainment; Innovation Project Development President Bob Kelly was corporate VP of design and construction for Harrah's Entertainment; and Executive VP Michael Soll held senior positions for Starwood and Caesars, and was VP of Casinos for Hard Rock Café International.
Noted clients include Boyd Gaming, Delaware North, Hard Rock Café International, Harrah's Entertainment, Isle of Capri Casinos, Las Vegas Sands, MGM MIRAGE, Penn National Gaming, Trump Entertainment Resorts, Wynn Resorts, the Mashantucket Pequot Tribal Nation, and the Pueblo of Sandia.
Gaming Regulatory Consultants
Specializing primarily in domestic tribal and non-tribal regulatory bodies, Gaming Regulatory Consultants assists clients in developing and implementing effective regulatory and compliance programs and in addressing complex regulatory issues, including those of a technical nature related to electronic gaming devices and associated systems. With a combined 42 years in the gaming industry, Principals Patrick Leen and Thomas Nelson have high-level experience both working for, and consulting with, regulatory agencies. "We played key roles in the successful development of the regulatory agency structure and programs for the first land-based casinos in a major urban market and have direct, firsthand experience with virtually all aspects of casino regulation," Leen said.
They recommend turning to a consultant when a situation is sufficiently unusual that regular staff is untrained or unequipped to produce a meaningful analysis or make appropriate recommendations; when there is a shortage of experienced, trained personnel in new or rapidly expanding gaming jurisdictions that make it impossible for agencies to hire, train and focus staff to accommodate the demand of the marketplace; when new technology or procedures requires guidance and advice to avoid problems in implementation; when an effective communication interface is needed between various industry stakeholders; and when the client needs an independent outside opinion to fairly assess a problem.
Whatever the reason, Leen and Nelson say that it is important for consultant and client to work closely together to set up mutually agreed upon specific objectives and to constantly monitor progress toward achievement. "As the project or engagement proceeds, clients need to understand the importance of frank and honest communication with the consultant," Nelson explained. "A consultant's advice is only as good as the information upon which it is based."
Trust is a crucial element of this relationship, and central to the best advice that Leen and Nelson ever received: "Never enter into an agreement with someone that you do not or cannot trust."
Noted clients include the Tonkawa Tribe of Oklahoma, the California Gaming Control Commission, McAfee & Taft PLC, ID Interactive, Biometrica, and Gerson Lehrman.
The Navegante Group
The Navegante Group specializes in the management and operation of gaming facilities in both international and domestic markets. One of the executives of the development group is Vice President of Business Development Richard R. Lehman, who has more than 29 years of gaming experience working as vice president of slots and general manager for several operators in both commercial and tribal gaming sectors.
"We provide our clients with the necessary due diligence in preparing feasibility and marketing studies supporting decisions to go forward with their projects," Lehman said. "The Navegante Group is recognized globally for providing consulting services in each aspect of hotel/resort/gaming operations, both on land and sea."
Lehman says having a consultant's oversight on changes made to a property's operations can be a valuable tool. "Nearly any decision referring to large-scale changes in the organization or operation where the outcome is unknown to the operator should be reviewed from a second source having extensive expertise in the related area," he said. "This second review process could mitigate potential failures and possibly offer increased awareness to the operating staff at the facility."
One of Navegante's global clients is AMZ Holdings PLC, a London Stock Exchange-listed developer of casino projects in Europe and Asia. "In 2004 I formed an investment partnership that purchased four casino/hotel properties in Las Vegas," said Michael R. Treanor, CEO of AMZ Holdings. "In 2005 the ownership sought to make a change in the management of the properties and I was given a list of names of companies that could provide both casino management services and consulting services. ... Over the coming months we engaged Navegante and they were approved by state regulators to take over the operation of the properties. Navegante was able to dramatically improve operating cash flow almost immediately."
Noted Navegante Group clients include major Las Vegas casinos, local casinos, riverboat casinos, international casinos, tribal casinos, public corporations, international corporations, private client groups, entrepreneurs and foreign governments.
Bart A. Lewin
An expert in marketing technology; intellectual property development, management and protection; IT organizational and project management; system selection and implementation; and product manufacturing, Bart A. Lewin has worked with small startup companies, large corporations, and casinos with multiple properties across the United States, Asia, Latin America and Australasia. With more than 27 years in engineering and IT, the last seven as a consultant, Lewin says it takes experience to know what to do, how to do it and when to do it in the process, as it takes both success and failure to recognize the harbingers of each. "I know how to prioritize according to what customers want, and 'right size' the solution to fit their capacity and capabilities," he said.
Experience has given Lewin another critical insight: the difference between IT persons and executive management. "Picture a typical executive committee meeting," he explained. "It's clear that everyone around that table has been preparing for their position, that seat at the table, for their whole career--except, when invited to the table, the technology person. Frequently, that IT person just wanted a raise."
Lewin, however, specializes in navigating between technology and operational people--a critical point of communication in any organization. "It is common that executive management is intimidated by IT issues," he said. "I have seen executive decisions made in minutes for technology costing millions because they don't understand or won't take the time. It is often my job as a consultant to bridge that communication barrier."
Lewin has learned many lessons along the way, including the value of defining success up front. "What is it that the customer actually wants?" he asked. "Frequently, it isn't what the customer needs. My role as a consultant is to provide the client with both."
Noted clients include Technology Assurance Laboratory Inc. (founder/partner), Hollywood Park Casino Inc., Southern California University for Professional Studies, Southern Bank of Vietnam, Station Casinos Inc., Blue Haven Pools LLC, Milbank, Tweed, Hadley & McCloy LLP, GHI Solutions LLC, Las Vegas Sands Corp., Guardian Gaming LLC, Isis Hospitality LLC, Galaxy Entertainment Group, IGT and TableMAX Inc.
Power Strategies
Focusing on gaming operations, including casino marketing, technology selection and implementation, project management, and training, Founder and President Stephanie Maddocks says Power Strategies recognizes that a casino is only as successful as its people and processes. "We've designed our services to focus on improving team members and operations through the efficient and effective utilization of technology throughout the casino resort," she said.
Because her team members have been involved in more than 40 casino system installations across the United States, Maddocks says Power Strategies has a knowledge base of best practices, policies and procedures, and processes that can be utilized to define and develop a casino's own operations. "We understand the 24/7/365 nature of the gaming industry and the critical importance of technology systems to a casino's success," she said. "With our experience in both casino operations and gaming manufacturing, we bring a unique perspective of being able to understand both product development and product implementation."
Whether working with a casino operator or gaming manufacturer, Maddocks says communication is the key to a successful client-consultant relationship. Kelly Shaw, vice president of Systems Sales & Marketing - North America at Aristocrat, noticed this after hiring Power Strategies. "Stephanie possesses a unique strength as it relates to her ability to communicate complex 'techie' concepts to a non-technical audience. She brings the product to life and demonstrates how an operator can turn a complex piece of technology into an easy to use product that results in increased bottom line revenue," she said. "When she consults with you, you have credible, sound and experienced advice coming from years in the gaming industry."
But one piece of advice Maddocks will never give is, You can't do that. "I have always believed that there is always a way and when presented with the challenge of you can't do that," she explained. "The path may not be the one that was first identified, but there is always a way to complete the task."
Noted clients include Lakes Entertainment, Four Winds Casino Resort, Red Hawk Casino, Cherokee Nation Enterprises, Ainsworth Game Technology, Aristocrat Technologies, Cash Systems Inc. and Euro Game Technologies.
Yarborough Planning LLC
The Principal of Yarborough Planning LLC, David Paster, MBA/MUP/CCM, brings 12 years of gaming and hospitality expertise to the consulting table and serves as a Professor of Practice with the University of Southern Mississippi College of Business faculty.
Paster commented on the role of gaming consultants, "An entity should turn to a professional gaming consultant when they find themselves operating in realms beyond their core competencies. Consultants should complement (but not necessarily duplicate) the knowledge and skill sets of the hiring party. ... Since I am not immediately involved in some of the day-to-day matters, my outsider position permits seeing the proverbial forest through the trees."
"We have worked with Yarborough Planning research for over a year and have been very impressed by David Paster's extensive expertise and professionalism," said Jack Breslin, senior VP of marketing at G.A. Wright Marketing Inc.
"On numerous occasions I have reached out to David for some insight," said Diamond Jo Casino General Manager Todd Moyer. "Sometimes our conversations are lengthy and technical, but the conversations I value the most are the ones where he has a quick, off-the-cuff answer to a question. ... I appreciate the advice David Paster has given me over the years, and it is nice to know he is only a phone call away."
Giorgio Isella, general manager of the Aruban Resort & Casino, said, "Above all David is fun to work with, and anyone can benefit from his knowledge, personality and valuable connections in the gaming industry."
Trent A. Parks, national account executive for the Palms Casino Resort Hotel, stated: "Since working with David at the Hard Rock Hotel & Casino Las Vegas, he has continued to support me on projects ranging from a Miller Lite concert sponsorship to multiple Playboy events. David's consulting services provide a sensible but creative sounding board and (on occasion, when situations get a little wild) a stabilizing force."
Perini Building Co.
Perini Building Co. is a general contractor and the largest builder of gaming and hospitality projects in the nation. Vice Chair Dick Rizzo says, based on his 31 years of experience at Perini, "I cannot emphasize enough the importance of retaining a general contractor in the conceptual phase of a project's design. Clients can significantly reduce costs and increase efficiency by hiring the general contractor and the architect at the same time."
"Building a design and construction team early unleashes the full potential of preconstruction planning," Rizzo added. "As architectural drawings are being conceived, the client, architect and general contractor have the opportunity to work as a team and jointly solve problems as they arise in the planning phase. Problems can include construability--can the design be built within budget? Can we build the project on schedule? Preplanning allows us to order long-lead materials ahead of time; it also allows us to secure enough manpower."
With more than 90 percent of Perini's business coming from repeat clients, the industry's vote of confidence in the process is clear.
Rizzo notes that the traditional method of bidding construction projects might not be the best bet for a potential client. "Less than 5 percent of Perini's projects are through the bid process," he said. "The best possible outcome for both the client and the general contractor is to sit down and work through the budget process. Selecting a contractor based on the lowest bid and hard and fast numbers doesn't equate to the best possible product or the best price, at least in the long run."
Noted clients of Perini Building Co. include MGM MIRAGE Design Group, Trump Organization, Station Casinos Inc., Harrah's Entertainment Inc., Hilton Hotels Corp., Mohegan Tribal Gaming Authority, Seminole Tribe of Florida, Pechanga Development Corp., Morongo Band of Mission Indians, San Manuel Band of Mission Indians, Santa Ynez Band of Chumash Indians, United Auburn Indian Community, and Viejas Band of the Kumeyaay Nation.
IGT Professional Services
Todd Simons is the director of Professional Services for International Game Technology. He has worked in the gaming industry for 28 years, and has spent nearly two of those years as a consultant. Simons worked in operations for 18 years, holding executive level positions at the Mandalay Resort Group, MGM MIRAGE and the Hard Rock Hotel & Casino, Las Vegas. Simon believes his level of understanding casino and resort operations, combined with his ability to uncover opportunities within a gaming operation, is key to his role in driving and overseeing the Professional Services consulting practice for IGT.
IGT's Professional Services consultants provide support for both internal and external customers. "Externally, we provide support for the many customers we have with the games, systems and products we develop and service," Simons said. "This support is in the areas of bonusing/reinvestment strategies, functional application of the systems ability, marketing expertise, casino operations expertise, casino layout, statistical analytics, business/marketing plan development and the list goes on."
As a company, IGT has enormous resources and insight into many markets, company cultures and talent, making it a top-notch firm for casino gaming companies in any jurisdiction--national and international, government-owned or commercial. "Todd has brought his remarkable range and depth of experience to bear on a number of projects for our organization," said Robert Allen, corporate vice president of slot operations for the Mille Lacs Band of Ojibwe Indians. "He is a highly skilled professional and has been an absolute pleasure to work with."
"In providing expertise to our customers, we draw from the areas we feel are necessary to exceed our customer's expectations," Simons noted. "The talent pool, with regard to operations, regulations, analytics and technology, is as robust as you would expect in dealing with the largest gaming technology manufacturer in the world."
Having worked in casino operations his whole adult life, Simons has been privileged to work with some of the most talented and influential individuals in the gaming industry. Throughout that time, he has received invaluable advice, but believes the best advice he has ever received is to know and understand your competition. "Do not critique what you see, but work to understand why they do what they do because you can be sure there is a reason, even if that reason is unknown to them," Simons said.
Noted clients of IGT Professional Services include Mille Lacs Band of Ojibwe Indians, Dubuque Greyhound Park & Casino, and M Resort.
WhiteSand Consulting
While its consultants have substantial experience in nearly all aspects of the gaming industry, WhiteSand Consulting focuses primarily on casino management, marketing, technology, finance and operations. Primarily working with domestic and tribal enterprises, WhiteSand has also tackled projects in Europe, the Caribbean, South America and Asia. Managing Director Saverio R. Scheri says his consultants' exceptional professional and educational backgrounds--plus years of experience--have prepared them to tackle the toughest challenges facing gaming organizations. "As these organizations range from the largest international corporations to smaller tribal enterprises and everything in between, our consultants have the breadth and depth of knowledge required to steer a gaming enterprise in the right direction," he said.
That's why Mohegan Sun at Pocono Downs called on WhiteSand to guide it as it became the first gaming facility to open in Pennsylvania. "With their assistance, we had a very successful opening without any material issues," said Robert Soper, president and CEO of Mohegan Sun at Pocono Downs. "WhiteSand was an integral part of our opening team and were a very professional group and a joy to work with."
Scheri says client satisfaction is a must for WhiteSand, and he makes it happen by not only meeting, but exceeding their expectations. "Having spent so many years on the operational side of gaming, I was often disappointed with the quality of work from vendors and consultants," he explained. "Once I joined one of the Big 8 consulting firms, I quickly learned how to make a difference for our clients and took pride in the results of my work."
Noted clients include Microsoft, Morongo Casino Resort and Spa, MGM MIRAGE, Wynn Resorts, Harrah's Entertainment, Trump Entertainment Resorts, Borgata Hotel Casino and Spa, Marriott, Boyd Gaming, Barona Casino, Sandia, Cache Creek Casino Resort, the New Mexico Racing Commission, Showboat, Prairie Meadows, Casino Arizona, Star City, Foxwoods, Isle of Capri Casinos Inc., Mohegan Sun at Pocono Downs, the Atlantic City Convention & Visitors Authority, Hyatt, Six Continents, the Agua Caliente Band of Cahuilla Indians, Ritzio Entertainment Group, Resorts Destinations, the Idaho Lottery, Pearl River Resort, and the Maryland State Lottery.
ICS Gaming
For the past five years, ICS Gaming has been helping casinos, both tribal and commercial, better manage their slot operations. Owner John Wilson, also known as the "Slot Mathemagician" puts it quite simply: "I deal in slot machines--math, revenue, game play analysis and training."
With keen attention to detail and an "obsession" to understand the complete workings of the machines, Wilson says working with various casinos has provided him expertise in the means of selection, placement and analysis of slot games. "A professional consultant can provide 'new blood' and a fresh insight into an organization," he said. "When your organization's internal experience is not sufficient for a new objective, if you are trying to expand beyond your current level of expertise or you require a new look at an old problem, it's an ideal time to turn to a professional gaming consultant."
If you do turn to a consultant, Wilson says to remember that the consultant is there to support you, which can be an invaluable resource if taken advantage of. "Be sure to use their resources and abilities not only to get the job done, but also to learn from them," he said. "You know your business better than anyone. Ask a lot of questions. You may be holding a vital piece of information that will help everyone involved."
Sometimes, Wilson says, the solutions aren't as complicated as a casino manager or manufacturer tries to make them. By starting at the beginning and building from there, he is able to workout even the most complex and convoluted-appearing configurations. After all, the best advice he ever received--advice that he has built his business on--was to remember that for every advanced skill you learn, you lose a basic skill. "Sometimes the answers lie in the elementary," he said. "Don't get so focused on the newest and greatest advances that you forget the simple basics."
Noted clients include the Ho Chunk Nation, Potawatomi Northern Lights Casino and Casino Enterprise Management magazine.
GHI Solutions Inc.
Specializing in IT, GHI Solutions Inc. offers strategic planning, system selection and implementation, merger and acquisition due diligence, assessments and transitions due to a change of control or change in ownership, project management, and budget planning for tribal, commercial, domestic and foreign markets. According to President Claudia R. Winkler, her team's extensive experience in gaming technology and operations converge to clients' benefit. "We have all worked on the operations side of the business," she said. "We maintain professional relationships with all the system vendors. We all have startup and transition and change of control experience."
With all this experience, including 20 years in the industry herself, the last six as a consultant, Winkler has amassed a great wealth of tried-and-true solutions, including these vital four pieces of advice:
- If you are not part of the process, you will be part of the problem.
- Gather the facts and stick to the facts.
- Murphy's Law is a fact of life--be prepared for change and be flexible.
- Don't trip over dimes to save nickels--spending a little extra money will save you time and money in the long run.
Sometimes that includes hiring a consultant, whether for a neutral opinion, a fresh set of eyes, a specific skill set or management support. "Experienced consultants are highly skilled and knowledgeable professionals," she said. "The dollars that you pay us will pay dividends in shorter cycle times, access to our network of contacts and resources, and overall cost savings. In many cases, 'we know what you don't know' or we can offer additional information to validate your assumptions and strategies."
Stevie LaBrie, VP of IT for SBE Entertainment, knows this firsthand. "Claudia was instrumental in helping SBE build a comprehensive IT budget for our Sahara Hotel development project," he said. "She's very well connected and well respected in the gaming and hospitality industry and was able to streamline our RFI and RFP process. I'm looking forward to working with GHI as the Sahara project progresses."
Noted GHI clients include Olympia Gaming, Potawatomi Bingo Casino - Milwaukee, Las Vegas Hilton, Wynn Resorts, SBE Entertainment, Chumash Casino Resort, Avi Resort & Casino, and Gaming Capital Group.
Last Resort Consulting
As former Nevada Gaming Control Agent, casino operator and professional card counter, Last Resort Consulting Principal and Consultant Bill Zender has been involved in various areas of gaming and hospitality since 1976. In the past, he has instructed courses on game protection, card counting, advantage play and gaming operations at various colleges and institutions throughout the country, and has penned five non-fiction books about gaming and is preparing to release a sixth.
The need for a gaming consultant, Zender says, is "any time executives operate outside the scope of their immediate area of expertise. Many gaming executives try to duplicate someone else's ideas and/or procedures in an attempt to save money; however their result usually ends with a poor return for their efforts, or in some instances, an idea that is poorly implemented which turns into a disaster."
Turning to the consultant during times of poor performance can save an organization from wasting valuable assets and time Zender noted. "An outside pair of eyes can see issues and problems that need to be addressed without being biased or blinded from being too close or familiar with the existing, underperforming operation," he said.
"Bill combines an extraordinary knowledge of gaming with a common sense approach to implementation that allows his clients to minimize risk while maximizing revenue," said Todd Greenberg, VP of business performance analysis for Ameristar Casinos. "He explains complex concepts in a professional yet easy to understand manner that helps us fully utilize his expertise on the gaming floor."
Zender's primary expertise is in live game protection and operation, operational management, and operational problem solving, but also includes being an expert witness in court. "I have logged numerous hours on the witness stand in both civil and criminal cases involving gaming and casino management--for the prosecution, plaintiff and the defendant."
Included in Last Resort Consulting's long list of clients are Ameristar Casinos; Chukchansi Gold Resort & Casino; Emerald Queen Casino; GEMACO Card Co.; Hollywood Park Casino; the Iowa Gaming Association; MGM MIRAGE Corp.; Mohegan Sun; Planet Hollywood; the University of Nevada, Las Vegas; and Venetian Resort.
Июль 26 2008 03:05 пп | Gaming News
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