BY NATHAN GREEN
When you first step foot into a casino, the array of different sounds, scents and sights can be overwhelming. Slot machines are chirping. Groups of gamblers are cheering. Chips are rattling. The music is humming.
As a casino operator, once a guest enters your property, the goal is to enhance and extend the visit. While it’s difficult to control what games your patrons play and if they win or lose, you can manipulate what they hear from your sound system, so it’s crucial that you utilize a strategic music and messaging program.
As a “music guy,” it’s frustrating for me to walk into a business -- especially a gaming property -- and find that the atmosphere has fallen flat, simply because the choice of music is missing the mark. Everything else on the casino floor can be near-perfect, but the atmosphere just isn’t at the level it could or should be as a result of a poor music choice.
In my experience, here are the three most basic and common mistakes made by casino properties when it comes to their
music and messaging strategy:
1. Inconsistent volume level
The last thing you want your music and messaging system to do is to “distract” your guests, and that can be true when the volume is too high or too low. Keep in mind that the volume may need to be adjusted in different zones as it can be affected by crowd size and acoustics, so one master level for the entire property most likely won’t work. Don’t be afraid to have your servers, dealers and floor people ask customers about the volume level. They are your best resource.
2. Abrupt and annoying messaging
Whether it’s a cheesy commercial or news of a big slot jackpot that was just hit on the floor, there’s nothing worse than having a staticy, muffled and off-putting announcement dropped directly into the middle of a playlist. In addition to needing the correct balance of messaging and music -- we typically drop it in every five to seven songs -- the messaging should be seamless, easy on the ears and relevant. For example, New Level Radio inserts promotions for upcoming events at each of its properties with calls to action so ROI can be easily tracked.
3. Not knowing your demographic
The clientele of a casino can change dramatically as the day moves along and into the evening hours. A video poker bar that draws mostly Baby Boomers in the late morning and early afternoon, could very well have a crowd of millennials sitting in those same seats during the dinner and late night hours. So doesn’t it make sense that the shift in music genres should adjust, as well? New Level Radio
does the research
to find out who’s in the property, why they’re in the property and how long they’re in the property and then creates a playlist based on that data.
Bottom line: The absolute worst thing you can do is aimlessly play music at your property. The right music choice will enhance the visitor experience and, in turn, extend their stay and spend. New Level Radio is constantly consulting with our partners and giving each program the personal attention it needs in order to evolve.
About Nathan Green
Under the guidance and vision of Nathan Green and his partner Sam Ambrose, New Level Radio launched in 2007, creating a new niche in the radio and music industry. Today, the Denver-based company delivers customizable radio networks for hundreds of businesses all over the U.S., particularly the casino industry. When he's not on an airplane or creating a new playlist for a property, Nathan is typically at home in Denver with his wife and kids, working on new ventures, running a road race, or listening to music with the volume turned up to 10.
