Silver Reef Casino Resort, a premier gaming destination located in Ferndale, Washington, provides a convenient getaway for those seeking entertainment and relaxation.

The casino floor offers a variety of slot machines, table games, and a sportsbook, while the resort boasts several dining establishments, a spa, and an 18-hole golf course.

"A lot of times we have signage up and guests will just walk right by it. I feel like when they hear something other than music on the casino floor, they are listening and remembering the message.”

- Sarah Lester, Advertising & E-Marketing Coordinator at Silver Reef Casino Resort

Silver Reef Casino Strikes Gold with Targeted Music and Messaging

The Challenge: Enhancing the Guest Experience

Across Diverse Demographics

Silver Reef Casino Resort, owned and operated by the Lummi Nation, sought to elevate its guest experience by creating a vibrant and engaging atmosphere. With a diverse clientele ranging from retirees to a growing younger demographic interested in sports betting, the casino needed a music and messaging strategy that resonated with everyone.

"Our demographic leans a bit older for the most part so I think it's important to have music that is from that generation playing," says Sarah Lester, Advertising & E-Marketing Coordinator at Silver Reef Casino Resort, referring to the casino's loyal base of retirees.

"But at the same time, it’s also important to hit the younger crowd because we've been having a lot of younger people come in and placing sports bets."

"When you're dealing with a diverse clientele, a one-size-fits-all approach simply won't worK.

"We worked closely with Silver Reef to understand their different customer segments and crafted unique music experiences that resonated with each group."

- New Level Radio CEO and Cofounder Nathan Green

The Solution: New Level Radio Delivers Customized Music Zones

and Targeted Messaging

Silver Reef Casino Resort partnered with New Level Radio to implement a customized music and messaging strategy. New Level Radio created distinct music zones throughout the property, ensuring each area had a unique vibe tailored to its specific demographic.

"When you're dealing with a diverse clientele, a one-size-fits-all approach simply won't work," says Nathan Green, CEO of New Level Radio. "We worked closely with Silver Reef to understand their different customer segments and crafted unique music experiences that resonated with each group."

In addition to curating the music, New Level Radio also produced targeted messaging services with professional voiceovers, seamlessly integrating promotional announcements and key information into the music programming.

"People hear messaging better as opposed to reading it on signage," says Lester. "A lot of times we have signage up and guests will just walk right by it. I feel like when they hear something other than music on the casino floor, they are listening and remembering the message.”

This was particularly evident when Lester and New Level Radio worked together on creating messaging for The Cantina, a new Mexican restaurant that the property will unveil in late December.

“We used a different voice for the messaging and right away people on the casino floor took notice and started to ask questions about the restaurant and when it will open,” Lester says. “It has such a bigger impact than any kind of signage.”

"I love that whenever we have a question or want to make a change to the playlists or messaging, New Level Radio always responds quickly, usually within an hour. That kind of service is refreshing.”

- Sarah Lester, Advertising &

E-Marketing Coordinator at Silver Reef Casino Resort

The Result: Increased Engagement and

Customer/Employee Satisfaction

The partnership with New Level Radio has yielded impressive results for Silver Reef Casino Resort. The casino has seen a noticeable increase in guest engagement and dwell time, with customers reporting a more enjoyable and immersive experience.

"The right music creates emotion and activity," says Green. "This helps people stay longer and spend more money. And the more they spend, the more we're doing something right."

Lester agrees, adding, "I think just playing good music and upbeat songs, happy songs, makes people want to spend money and gamble, right?"

Besides customer satisfaction, Lester said the appreciation of a diverse playlist throughout the casino also resonates with team members.

“I’m the one the employees will email or call when they have a comment about the music and I can tell you that they love the playlists,” she says. “And when you have happy employees, you usually have happy guests.”

Beyond the financial benefits, New Level Radio's responsive customer service has also been a major asset for Silver Reef Casino Resort.

"I love that whenever we have a question or want to make a change to the playlists or messaging, New Level Radio always responds quickly, usually within an hour,” Lester says. “That just doesn’t happen with most other vendors. They sometimes won’t get back to you for days and that’s never the case with New Level Radio. That kind of service is refreshing.”

A Winning Partnership

The partnership between Silver Reef Casino Resort and New Level Radio demonstrates the effective use of targeted music and messaging to create an engaging atmosphere. By addressing the needs of a diverse clientele, the collaboration has contributed to a more dynamic guest experience and positive outcomes.