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New Owners Revamp Resorts Casino

Posted on May 13th, 2011

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In an effort to attract new customers and gain back the old ones, new owners of the Resorts Casino are taking exhaustive measures to revive the first casino to open outside Nevada. David Gomes, Chief Officer and co-owner of the Resorts, is employing creative and rigorous marketing strategies not just to attract customers but to gain profit from its efforts. Gomes said the casino is catching up in terms of customers flocking in but it is still losing. He hopes to gain profit in July after all the changes implemented.

To entice customers they, American singer David Cassidy was tapped to perform at the Hotel’s Superstar Theater. Customers ranging from middle-aged women to senior citizens were serenaded with the hit song I think I love You of the sitcom Partridge Family, accompanied by shards of light from a disco ball to complete the desired ambiance. Just around the corner, a simulated flash mob dressed as casino workers worked their magic across the floor. Customers are not only enticed through entertainment but the casino is also giving out cash to new customers, huge discounts on its hotel rooms- even cheaper than discount motels- during the week days.
Gomes is also trying to rebrand the casino- in hoping to attract customers in the younger bracket- into the roaring 20’s theme. To achieve it, cocktail servers are made to wear costumes similar to that of Flapper Girls in the 1920’s, backless skimpy costumes accented by fishnet stockings and high heels. This effort might have proven to be a success in drawing the desired customers but it has also served to cause several problems with the cocktail servers who were fired after the casino hired an agency to determine which workers looked best for the theme. The theme is complemented by the marble floors and polished brass fixtures remind customers of the era.

To further attract punters, Gomes did not only change the look of the casino but also offered very low buffet prices every day. A single payment of $19.20 includes an eat-all-you-can for king crabs and shrimps. A full steak dinner for 2.99 dollars after 11PM, a meal that would have cost around 20 dollars or more in other casinos, is also available. Another strategy adopted by Gomes in order to augment the number of visitors is by setting the promotional spigots to full-blast. It is driving customers to the casino and back from New York City and Long Island in luxury mini-buses for only 5 dollars. It is also giving privilege to Philadelphia Phillies fans by giving out 150 free rooms before the team’s season’s opener tailgate party.

Another attraction is “The Singing Bartender” who sings requested songs while mixing drinks accompanied by a strolling violinist who serenades diners and customers and a stilt-walker in a giant zoot shaking hands and posing for pictures.
The new owners of the resort is also looking into remodeling the 480 rooms in its Ocean Tower as one customer, Jake Brown, also agreed by saying “Our room looks kind of old,” he said during a recent visit. “The bathroom, especially. Old tiles, old tub. And the mattress is kind of hard, too.”

The efforts and new promotions have shown positive signs of increasing the patronage. However, in the bid to streamline operations, jobs were lost. The previous 2,000 workers were made to re-apply for their jobs and after evaluation, 200 were laid off and 500 others with salaries reduced by as much as 52 percent.

Gomes is a veteran in the casino industry and has held management positions in top casinos during his career and his experiences have equipped him in rebuilding Resorts. His efforts proved to be successful but Gomes said that until performance stabilized, everything remains uncertain. “The revenues are doing great, but we are still experiencing losses,” Gomes said. “Our improvement is the best in the industry, around a 40% operating improvement. But it’s stressful during this period because losses are going to continue for a period. Everyone is calling me this turnaround expert, and I don’t like that because I won’t consider this a turnaround until we’re making some good profits.” Experts agree that Gomes is the best man for the job.