New Success Story: Talking Stick Resort
TALKING STICK RESORT
Talking Stick Resort
Talking Stick Resort
and Casino Arizona
in Scottsdale, AZ stand as prominent entities independently owned and operated by the Salt River Pima-Maricopa Indian Community.
Talking Stick Resort, positioned as a AAA Four Diamond Rated Resort, serves as a central landmark in The Valley with 496 deluxe rooms, a nearly 300,000 square-foot casino, 11 exquisite restaurants and lounges, a world-class spa, a 400-seat showroom, a grand ballroom, and more than 113,000 square feet of versatile indoor and outdoor meeting space. Casino Arizona
boasts over 100,000 square feet dedicated to gaming and entertainment, offering visitors a dynamic and immersive experience.
“It was really important that the messaging throughout the property was on target ... The overhead announcements are really how our guests find out what's going on."
- Ivanna Muñoz, Advertising Specialist, Talking Stick Resort
THE CHALLENGE
Located in the heart of the Phoenix metro area, Talking Stick Resort
emerged as a prime destination during the takeover of Super Bowl LVII
in February 2023. Branded as "Superzona, the Ultimate Big Game Weekend Celebration,"
the resort hosted a star-studded event lineup including the likes of Shaquille O’Neal, Snoop Dogg, Rob Gronkowski, Bo Jackson, Steve Aoki, Machine Gun Kelly, and more.
Not only did the on-property messaging produced by New Level Radio
have to align with each party's theme, but it was crucial to have a seamless transition as one event concluded and another began, maintaining an uninterrupted flow of engaging content.
“As you can imagine, we all had a lot on our plate the entire week with so many high-profile events,” said Advertising Specialist Ivanna Muñoz, who has worked at the property since 2018.
“It was really important that the messaging throughout the property was on-target. We don’t have a lot of signage on property and people don't always notice it. So the overhead announcements are really how our guests find out what's going on.”
"In a bustling casino environment, especially during peak events like Super Bowl Week, timely and relevant on-property music and messaging is as vital as ever."
- Nathan Green, CEO, New Level Radio
THE SOLUTION
Superzona
began with “The Kick-Off Party”
on Thursday, featuring Aoki at the resort's main pool. Followed by “Shaq’s Fun House”
on Friday, and “Gronk Beach”
and “Sports Illustrated The Party”
on Saturday, the weekend culminated with “The Big Game Watch Party”
on Super Bowl Sunday.
“Once we submitted the messaging scripts for Super Bowl Weekend, we left it to New Level Radio to produce the messaging and schedule it for the entire weekend,” says Muñoz.
New Level Radio
created and implemented a customized music and messaging program designed exclusively for Superzona. Each event demanded its own unique messaging. As soon as one event ended, the messaging for it faded away with the promotions for the other events increasing. This seamless, auto-rotation continued throughout the weekend.
"In a bustling casino environment, especially during peak events like Super Bowl Week, timely and relevant on-property music and messaging is as vital as ever,” says New Level Radio CEO and Cofounder Nathan Green. “Not only does it enhance the overall guest experience and ensure that each moment is maximized for enjoyment, but if the messaging component matches the atmosphere and promotes current events and specials, it can lead directly to increased sales."
Added Muñoz: “We have all of these people on the property, so why not try and get them to buy tickets for the next event?” If there’s a group having a great time at Gronk Beach, let’s get them to come back for the viewing party on Sunday.
“New Level Radio made it all happen without any lapses or problems. Our team didn’t have to worry about the ‘Shaq’s Fun House’ messaging playing during the Sports Illustrated party. We trusted that New Level Radio had it covered, and they did.”
"That’s why I love working with New Level Radio. They are so quick, efficient and easy to work with. They make my job easier on a daily basis.”
- Ivanna Muñoz, Advertising Specialist, Talking Stick Resort
THE RESULTS
The implementation of New Level Radio's
music and messaging program contributed to a resounding success during Super Bowl Weekend at Talking Stick Casino.
The dynamic messaging resonated with party attendees
and the music created an overall lively and energetic atmosphere
within the casino that was targeted toward the demographic that was on property throughout the weekend
Each event received messaging aligned with its unique theme and audience. A strategic rotation system synchronized with the timeline of each party
guaranteed an uninterrupted flow of timely and relevant content and the play lists significantly heightened the festive ambiance
that an event like the Super Bowl demands
“When it comes to pulling off so many high-profile events in such a small period of time, communication is crucial,” says Muñoz. “That’s why I love working with New Level Radio. They are so quick, efficient and easy to work with. They make my job easier on a daily basis.”
