Argosy Casino Hotel & Spa

Argosy casino hotel and spa logo on a white background

Argosy Casino Hotel & Spa is a PENN Entertainment property located in the heart of Kansas City with 38 table games, over 1,500 slot machines, a luxury spa, several restaurant choices, and a AAA 4-Diamond-rated hotel.

A large building with a fountain in front of it.

"Music is different. People listen to music because it creates a vibe. Even if they don't like the song, they're listening. And if they're listening to the music, they'll listen to the messaging."


- Argosy Casino Marketing Manager Jennifer McDowell


From Tune In to Tune Out:

How Argosy Casino Gets Guests

(and Staff) to Listen Up

With nearly 25 years of experience in the gaming industry, Jennifer McDowell knows a thing or two about guest behavior. And one thing she is certain of is that people who walk through a casino are much more prone to "listen" rather than "read."


"You can put out as much signage as you want. For the most part, nobody reads it,” says McDowell, who has served as the Marketing Manager at Argosy Casino Hotel & Spa since 2022 and has been with the property for seven years in various roles. “But music is different. People listen to music because it creates a vibe. Even if they don't like the song, they're listening. And if they're listening to the music, they'll listen to the messaging."


Since 2022, New Level Radio has been providing specially curated music and messaging to Argosy Casino, and McDowell says the effectiveness of the program is crystal clear when you walk the casino floor.


For example, in the zones where the Player’s Club customer service is located, the casino currently has a New Level Radio-produced, 30-second message in its rotation playing in between songs that announces with a bold voice:


“Are you waiting in line right now to get your card reprinted? Well, we have news for you! No more waiting! We offer guests to try our new card reprint kiosks, located right next to the cage player services.”


“It’s great because I've seen people immediately look up and say, 'Where are those kiosks?'” McDowell says. “As a result, we have seen the utilization of our kiosks increase tremendously. The messaging works."


A man with a beard is smiling in front of a white brick wall.

"A place of business like a casino should covet captive audiences because they represent a guaranteed opportunity for exposure to a specific message . . . We have found that kind of messaging to be extremely effective."


- New Level Radio CEO and Cofounder Nathan Green

New Level Radio CEO and Co-founder Nathan Green isn't surprised to hear this kind of reaction.


"A place of business like a casino should covet captive audiences because they represent a guaranteed opportunity for exposure to a specific message," Green says. "It allows you to easily track how well the message was received, especially when you add in a call to action. We have found that kind of messaging to be extremely effective."


Of course, it’s also helpful when the message is catchy and easy on the ears. Argosy Casino is well-known for its “Pie Days” around the holiday season when Player’s Club members can get their hands on a free pie. Last year, the promotional messaging began with a loud "Hippie Pie Yay!" and the phrase caught on quickly throughout the entire property.


"We had people walking and dancing their way up to get their pie singing 'Hippie Pie Yay!'" McDowell says. "Everybody was saying it. Even our employees. It was a riot."


Speaking of the employees, a unique and dynamic on-property music and messaging program is also a huge benefit to team members who spend eight to ten hours a day working their shifts. McDowell said the messaging is key because it keeps employees informed and up-to-date on all current promotions, which is extremely helpful if they are asked questions by guests. 


Secondly, having a targeted musical playlist not only creates the right vibe for guests but it also helps boost employee satisfaction and morale, something McDowell can attest to firsthand.


"When I was the Player’s Club Manager before we started using New Level Radio, the casino used to play this same song from the ’80s that I absolutely couldn't stand, and I would hear it every day, all the time," McDowell remembers with a big laugh. "I finally said to the Marketing Manager, half-kidding, 'If I hear that song one more time, I'm going to flip out!' She actually agreed with me and said I wasn't the first one to mention it. It’s something that can really wear on the nerves of the staff."

A large building with a lot of windows is lit up at night.

"New Level Radio definitely removes an extra responsibility from my plate because I see the music automatically shift every day to the demographic we have on the property . . . The music creates the casino atmosphere we are looking for, no matter what time of day or night."


- Argosy Casino Marketing Manager Jennifer McDowell


But with the help and expertise of New Level Radio, both Argosy Casino guests and employees don't have to suffer the same fate.


“New Level Radio definitely removes an extra responsibility from my plate because I see the music automatically shift every day to the demographic we have on the property," says McDowell. "Typically, throughout the week during the daytime, we have older guests, so we're playing a lot of songs from the '80s and '70s, and as the crowd gets younger throughout the day and into the evening, the vibe gets more upbeat.


"Believe me, guests will complain if they don't like what they're hearing, and we rarely hear a complaint. The playlist is always fresh, always eclectic, and well-balanced. And we don't get that 'Oh my God, not THAT song again' reaction from our employees. The music creates the casino atmosphere we are looking for, no matter what time of day or night."