Meeting planners know it better than anyone: Not all deals are created equal. And when it comes to landing a sweet deal with a gaming venue, things get especially tricky. That's because the booking patterns and revenue streams at gaming operations are unique, mostly thanks to all that action on the casino floor.
But all kinds of gaming destinations can provide excellent value, if you know what to ask for. Here, sales execs from top gaming venues share seven little-known tactics for making the most of your budget.
1. Avoid the Weekends.
Gaming venues are especially keen on weekday group business because they are flooded with leisure travelers on the weekends. "Groups can come here whenever they want, but we have pricing strategies that benefit them coming between Sunday and Thursday," explains Peter Bonell, vice president of hotel sales and marketing at Mohegan Sun in Uncasville, CT. At that tribal establishment, and other gaming venues, room rates can go up by 200 percent on the weekends.
2. Try the Off-Season
Different locations have different off-seasons, but regardless of when it is, booking at that time can mean substantial discounts, says Reina Herschdorfer, executive director of sales and operations at Harrah's in Las Vegas. "It always makes sense to take a look at when the business is a little slower--the conference business overall tends to slow down in the summer and the market in Vegas is no different. And in terms of seasonality, if customers are flexible with the dates, any holiday periods tend to be great times for discounts."
3. Use In-House Entertainment
Many gaming properties offer world-class entertainment on site, especially when it comes to theater, dining, and shopping. Planners should work with the venue's conference services manager to take advantage of those options, says Joan Esneault, executive director of resort sales at Foxwoods Resort Casino in Mashantucket, CT. "What we offer is convenience," she explains. "We can set up dine arounds for attendees, book spa treatments, and arrange tickets to shows."
4. Get Comfortable in the Casino.
The casino floor is usually home to unorganized masses of gamblers plugging away at the tables and slots, but it doesn't have to be that way. The casino can be an economical spot for organized group activities including cocktail receptions, gaming lessons, and card or slot competitions, says Sean Miller, slot manager at the St. Kitts Marriott Resort. One popular option is a slot machine tournament: "Each attendee randomly picks a slot machine and plays for five minutes, and the one with the highest score wins a prize."
5. Track All Spending by Your Attendees.
Gaming properties offer lots of places for attendees to spend money: In addition to casinos, there are mini-bars, lounges, buffets, theaters, restaurants, even spas and golf courses. If you can track attendee spending in these spots, you may garner a percentage discount off the master bill, says Mike Massari, vice president of hotel operations at the RIO All Suite Hotel Casino in Las Vegas. "Customers that guarantee a certain level of expenditure often win concessions."
6. Join the Club
Almost any casino worth its chips has some sort of rewards program for gamblers. Usually this entails use of a special gaming card on the casino floor, which allows management to monitor betting, and award discounts and freebies based on the amount wagered. "The whole system is similar to a grocery store discount program, or an airline frequent flyer card," says Steve Klein, executive director of business development at Barona Valley Ranch Resort and Casino in Lakeside, CA. If you can entice attendees to participate in these programs, you may earn perks for attendees or even discounts on the master bill.
7. Know Your Group's Gaming Spend.
If your group is likely to spend a lot on the casino floor, use that as a bargaining chip. "When planners produce historical data based on gaming spend from their group, it goes a long way in negotiating the overall agreement," says Mohegan Sun's Bonell. That kind of data is hard to come by, Bonell admits. But even if you don't have any hard numbers on gaming, the fact that your group is likely to gamble should generate some good will in the sales department.