New Success Story: Talking Stick Resort
PALMS CASINO RESORT
Palms Casino Resort
In April 2022, Palms Casino Resort
made history when it reopened its doors under the new ownership of the San Manuel Gaming and Hospitality Authority, a governmental instrumentality of the San Manuel Band of Mission Indians. This transition made Palms the first resort in Las Vegas to be fully owned and operated by a Native American Tribe.
Nestled just off the Las Vegas Strip, Palms Casino Resort
is a striking destination with two distinct towers housing 766 hotel rooms and suites. The resort boasts an array of bars, restaurants, live entertainment venues, and immersive lifestyle experiences spread across a reimagined 95,000-square-foot casino.
“We really wanted a company that understood the landscape and the casino environment and that gave us the flexibility to then create specialized atmospheric things in each environment that was appropriate."
"Captivating an Audience"
As Palms prepared for its grand reopening in early 2022, Crystal Robinson-Wesley, VP of Entertainment & Activation,
understood the pivotal role of creating the perfect atmosphere. With nearly two decades of experience in the casino and gaming industry, coupled with her background as a performer, Robinson-Wesley knows the significance of captivating an audience.
“As a live entertainer, I've taken a keen interest in making sure that the audience is engaged,” said Robinson-Wesley, an accomplished professional vocalist who has toured the world performing in various groups and as a solo artist. “So, as I'm walking the casino floor, I'm seeing how people are either (hopefully) bobbing their heads and moving to the music or they’re not really listening or hearing the music at all. Those contextual clues let us know how we're doing.”
“I firmly believe that the music playing in the casino is just as important to the atmosphere as what slot machines or table games are on the floor. The music is right up there in terms of establishing a mood and a welcoming environment.”
In selecting a music and messaging partner, Palms had a clear vision of what it sought: a company specialized in gaming floor and entertainment integration, one that comprehended the intricacies of daily casino operations and offered flexibility to adapt quickly when needed.
“When it comes to a property with such a large footprint as we have, we really wanted a company that understood the landscape and the casino environment and that gave us the flexibility to then create specialized atmospheric things in each environment that was appropriate,” Robinson-Wesley said. “We knew we were going to have to test and that there was going to be some trial and error. We wanted to make sure that – pretty much at a moment's notice – if we saw that something didn't quite fit, we would have the support to make a change.”
“We make sure that we have an intricate understanding of the nuances inherent to each property, so when the age or demographic changes, the music does as well."
"Identify the Ideal Customer Profile"
Enter New Level Radio.
Nathan Green, the CEO and co-founder
of the industry leader in providing customizable radio networks to businesses across the U.S. since 2007, says that a common issue in casinos is a lack of attention to detail when it comes to pinpointing their target audience and their presence on the property.
“Our approach entails establishing a foundational understanding of the guests within a given location, the purpose of their presence there, the duration of their stay, and identifying the ideal customer profile for that particular setting,” Green explains. “We then take this blueprint, factor in other considerations like transition periods, and carefully examine the differences in customer behavior between weekends and weekdays, as well as day and night.”
As a result, New Level Radio tailored a music and messaging program for Palms that was ready from Day 1. However, this wasn't without spending time at the property, familiarizing themselves with the layout, and analyzing the demographic the resort aimed to attract.
“They were very hands-on partners with us right from the beginning,” says Robinson-Wesley. “Not only did Nathan come out and walk us through this entire process, he took the time to see the casino floor and get familiarized with our property layout. He also provided us with some best practices, and things that they have seen work at other properties; having someone with that kind of experience was extremely helpful.”
New Level Radio created a program with 50 different zones, which is critical in being able to play a variety of music in different areas of the property.
“You wouldn’t want the same music playing during the day on the casino floor as you would at Scotch 80 Prime (the resort’s signature steakhouse) or at the pool,” Green says. “We make sure that we have an intricate understanding of the nuances inherent to each property, so when the age or demographic changes, the music does as well.”
Adds Robinson-Wesley: “When we have our over-50 crowd in the casino, or as we like to call them, our ‘gemstones,’ we want them to hear that ‘oldies, but goodies’ kind of music mix. And then later in the evening as that demo shifts to a younger crowd, we transition into the 2000s music or something more current. New Level Radio enables us to do just that without even thinking about it.”
"New Level Radio has been an integral, trusted partner in helping us achieve our goals and they’ll continue to do so as we try different marketing methods.”
"A Potent Marketing Tool"
Palms boasts an impressive lineup of renowned musical acts performing at the 2,500-capacity Pearl Concert Theater. New Level Radio ensures that the music playing in the casino resonates with the guests attending these concerts. For instance, when Pat Benatar and Neil Giraldo recently performed at Palms, the casino floor featured a classic rock vibe in anticipation of the night's entertainment.
“You already have a captivated audience, so why not cater to their wants and needs?” Green says. “And you can also add in messaging with a call to action, with the hopes of selling some last-minute tickets if seats are still available the day of the show. We have found that a targeted music and messaging program functions as a potent marketing tool.”
Of course, opening a property as vast as Palms doesn't always go precisely as planned. Over the past year and a half, there have been occasions when Robinson-Wesley and her team desired changes, whether it involved adding or removing songs or introducing specific messaging to align with a current promotion or giveaway.
“It’s so refreshing to know that we have a true partner in this,” adds Robinson-Wesley. “I may not know how to program things, but I know what we want to hear on property. I don’t even need to send a formal email most of the time. When we need something changed or we have a new idea, all I need to do is call New Level Radio and briefly explain what we’re looking for and, without fail, they take care of it and give us what we need.
“Having that flexibility has been really crucial to our success. We’re still a new property, we’re still experimenting and trying to get the programming right, whether it’s on the casino floor or in the restaurants. New Level Radio has been an integral, trusted partner in helping us achieve our goals and they’ll continue to do so as we try different marketing methods.”
