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Cuningham Group

Cuningham Group Architecture, Inc. exists to create beautiful places for a balanced world. Simple and eloquent, the statement embodies Cuningham professionals’ passion for design and its impact on their clients, communities and the world. Their “Beautiful Places, Balanced World” approach to the business and practice of architecture is one they’ve nurtured for more than four decades.    

Founded in 1968, the multi-disciplinary design firm provides architecture, interior design, urban design and landscape architecture services for a diverse mix of client and project types, with significant focus over the last 20 years on gaming and entertainment. Bolstered by a staff of 230 and offices in Minneapolis, Los Angeles, Las Vegas, Biloxi, Denver, Seoul and Beijing, Cuningham Group has expanded services and markets to meet a growing demand from some of entertainment’s largest and most respected clients.
   
Their portfolio includes casinos, hotels, theaters, convention centers, restaurants, retail venues, master plans and support facilities for gaming and resort destinations throughout the U.S. and around the world.
   
Cuningham Group’s top priority is design excellence through a client-centered, collaborative approach. Their “Every Building Tells a Story” philosophy toward gaming design emphasizes one-of-a-kind solutions—creating experiences and a sense of place by telling stories through a modern interpretation of metaphors that reflect the vision of the client and the character of each property and site.
   
Recent projects include the final completion of the multi-phase $650 million transformation of Harrah’s Cherokee Casino Resort in North Carolina into a sophisticated, world-class mountain resort. The expansion and renovation was recognized with HOSPY Awards for Best Lobby and Best Suites in 2011 and Best Buffet and Best Theatrical Experience in 2012. The firm also has two major projects currently under construction. The $97 million Margaritaville Resort and Casino in Bossier City, Louisiana will be complete in May 2013, while a new 22-story, 381-room hotel tower for Potawatomi Bingo Casino in Milwaukee, Wisconsin will open in 2014.
   
Cuningham Group is consistently ranked among top firms in publications such as Building Design + Construction and Engineering News Record, and its design work has been honored with more than 140 industry and market awards, including recognition at the 2012 Casino Design Awards for the firm’s role in designing two of the industry’s most outstanding projects. Ultimately, Cuningham Group believes good design enhances one’s interaction with a space, and they have enhanced the experiences of countless people in the places they work and play.
 
For more information, visit www.cuningham.com.

BMM Testlabs

BMM Testlabs is a prominent gaming testing laboratory and technical consultancy, providing professional technical and regulatory compliance services to the industry since 1981. BMM’s services cover the full range of all classes of gaming hardware and software testing, including in-depth mathematical analysis required to verify compliance with the technical standards for various jurisdictions.
   
BMM also provides field service inspections, audits and forensic investigations. In the U.S., BMM has been forging relationships with tribal gaming jurisdictions and supporting their efforts to develop, analyze and refine technical standards, conduct forensic evaluations, perform IT system security audits and help develop policies and procedures for technical compliance management.   

BMM Testlabs’ commitment to partner with and support tribal gaming regulators is visible through such efforts as its Regulatory Outreach Program, customized seminars and training workshops at conferences and trade shows and tribal-focused newsletters. By providing up-to-date information about the constantly changing regulatory arena, BMM’s clients can make well-informed critical decisions to ensure that they meet the continued goal of protecting tribal assets.

As a leader in regulatory and compliance training, BMM continues to offer free education through its critically acclaimed i-gaming boot camp program, Finding Your Path. This seminar of industry experts was created to offer tribal gaming regulators crucial insight into current and future i-gaming business practices and their impact on each TGRA.
   
Teams of highly qualified and experienced engineers and mathematicians are employed throughout all of BMM’s lab locations around the world, testing and certifying the full gamut of systems and equipment necessary to make a gaming operation successful. BMM is dedicated to providing the services required to maintain the integrity of gaming by offering manufacturers, regulators and operators the highest standards of technical compliance in the industry. BMM’s global compliance expertise and commitment to innovation and quality are the foundation of its growing client partnerships worldwide.
   
BMM employs more than 200 people in 12 countries and operates 11 gaming labs. BMM serves more than 400 jurisdictions. BMM’s world headquarters are located in Las Vegas, Nevada, with offices in Mexico City, Mexico; Lima, Peru; Melbourne and Sydney, Australia; Singapore; Macau; Busan, South Korea; Moncton, Canada; Barcelona, Spain; Graz, Austria; Rome, Italy; and Midrand, South Africa.
   
For more information, visit www.bmm.com.

Bally Technologies, Inc.

Bally Technologies is proud of its many years of partnership with tribal gaming operators, and looks forward to continuing to provide games, systems, mobile and interactive solutions to help Native American casinos continue their prosperity. This year, Bally has a host of solutions for tribal gaming operators.

NASCAR and Pawn Stars Video Slots

NASCAR features a lineup of who’s who in racing royalty—Clint Bowyer, Dale Earnhardt, Jr., Jeff Gordon, Kevin Harvick and Jimmie Johnson. Players select their favorite driver and the game screen changes to reflect that driver’s team colors and branding. The games are delivered on Bally’s Alpha 2 Pro Series V22/32 cabinet, available with both a life-changing Cash Connection wide-area progressive top jackpot award and stand-alone versions for non-WAP jurisdictions.

Bally continues to bring the world’s top TV shows to casino floors in Pawn Stars, featuring Rick, grandfather Richard (“Old Man”), grandson Corey and Chumlee, from the hit TV series Pawn Stars on the History Channel. 

Systems Business Excites Players

iVIEW DM, Bally’s award-winning picture-in-picture-style player-user-interface, coupled with the Elite Bonusing Suite’s DM Tournaments solution, enables powerful, floor-wide slot tournaments on any manufacturer’s touch screen-enabled gaming devices.

Last year, DM Tournaments made it possible for one California casino operator to host the “World’s Largest Slot Tournament,” earning Bally a certified Guinness World Records achievement. The record-setting event featured more than 1,100 players simultaneously competing in a tournament in one location on slot cabinets made by five different slot-machine manufacturers.

Bally Interactive

Bally’s internet and mobile solutions provide casinos with a single view of the player across online, mobile and traditional land-based gaming platforms. Bally has a full suite of interactive solutions including the Bally Mobile platform for concierge casino apps and mobile websites; its open iGaming platform, which enables casinos to deliver play-for-free and wager-based poker, table games, video slots and sports betting and choose from best-of-breed content; and a library of interactive games based on proven casino-gaming content.

For more information, contact Laura Olson-Reyes, senior director of corporate marketing and communications, at 702-584-7742, lolson-reyes@ballytech.com or visit www.bally.com.

Aruze Gaming America, Inc.

Aruze Gaming America is a rapidly growing provider of distinctive video and stepper slots, communal gaming products and multi-terminal stations. Aruze’s global business units operate in the Americas, Japan, Australia, Macau, Africa and European markets.

Since 1983, Aruze’s innovative approach to product development has enhanced the entertainment experience for all players. “We have little interest in following the path of other gaming companies,” says Chief Executive Officer Rich Pennington. “Our goal is to be a leader in innovation and enhanced entertainment value.” Recent examples of Aruze’s successful development approach include products such as Paradise Fishing, Lucky Big Wheel and Innovator steppers.

At NIGA, Aruze will display more than 60 games, including its game-changing Innovator steppers with Radiant Reels technology. This revolutionary stepper technology attracts the player with large reels incorporating dynamically illuminated, multi-colored LED lights and variable spin speeds. All of these design elements focus on building anticipation and celebrating winning events. Innovator games capture the players’ attention and deliver on Aruze’s commitment to fun. Among the new Innovator titles on display are Aladdin and The Lamp, Alibaba, The Gold, Crystal, Sapphire Chance and d’Artagnan and the Musketeers.

Aruze also will exhibit Lucky Big Wheel, one of its multi-player G-Station games. This eye-catching product revives the traditional big-6 casino game with technology that engages the player and provides strong returns to the operator. Closing out the showcase will be the latest G-Deluxe game, Knight of La Mancha, a multi-bonus game featuring a knight in shining armor and his legendary adventures.

For more information, contact Marsha Aranas, brand manager, at marsha.aranas@aruze-gaming.com.

Ainsworth Game Technology

Ainsworth Game Technology is a leading-edge designer of innovative gaming machines and game combination software. Ainsworth distributes a range of gaming products, entertaining stand-alone progressives and linked games through its sales offices and distributors in Australia, New Zealand, Asia, Europe and the United States.

In 1995, Len Ainsworth founded Ainsworth Game Technology Limited with a commitment to become the leading manufacturer and supplier of gaming machines, software and related equipment. Today, Ainsworth is a premier manufacturer of global gaming products with more than 200 years of combined gaming experience. “Ainsworth Game Technology is committed to a culture of quality, innovation and excellence,” says one company official.

Hardware

Ainsworth provides enhanced technology options featuring the A560 family of cabinets, peripherals and supporting hardware to meet the continued technology demand of the industry, and to provide hardware to support market-leading premium game designs.

Ainsworth’s wide-screen A560 is the strategic choice for gaming operators seeking to diversify their gaming floor. The wide-screen A560 range provides state-of-the-art downloadable capability with its dual wide-screen LCD platform, powerful Quadtronic processor, compact storage, high-quality sound system and an ergonomic player interface supporting up to 18 play buttons.

During 2013, Ainsworth will continue to showcase its latest addition: the A560st Slant Top cabinet. Said Ainsworth Chief Executive Officer Danny Gladstone, “The new A560st is an extraordinarily engineered cabinet providing a spectacular presentation no matter where it is placed on the gaming floor.”

QX32 Jackpot Controller

Ainsworth now provides the ultimate in jackpot solutions with an endless range of options through the QX32, an intelligent controller that sets itself apart from the competition. Not only does it manage multiple jackpot banks, the QX32 also has the ability to simultaneously manage both symbol and mystery jackpot pools.

In addition, the QX32 intelligent controller is a highly cost-effective and development-efficient hardware that removes dependence on third-party developers and supports Ainsworth’s aggressive global link progressive strategy.

Leading Global Game Portfolio

Ainsworth provides a wide range of game titles that are developed using a base of new and proven product brands, incorporating stand-alone and link progressives, including premium products supported with market-leading game options and features.

For more information, visit www.ainsworth.com.au or call 702-778-9000.

Happening Now

As I wrote the online gaming piece for this year’s Tribal Government Gaming, I was fascinated by the divide in Indian Country about the subject. There are passionate arguments being made on both sides of the issue, and I can understand why these positions are held so steadfastly.

There is a small parallel with commercial gaming and its long-held opposition to online gaming, a position that only began evaporating a couple of years ago. Like tribal casinos, commercial casino companies were terrified that a new form of gaming would keep players at home rather than traveling to their gaming halls. And putting their heads in the sand seemed to work for a time, but online gambling by U.S. players grew steadily. It halted quickly in 2006 upon the passage of the Unlawful Internet Gambling Enforcement Act, but the market was slowly rebuilt and today is equal if not greater than 2006.

Technology has also rocketed forward. Today, it’s not unreasonable to assume that you can identify your players, bar underage and problem gambling, and be assured that the player is where the geo-locator says he is. In fact, online gaming is better at the integrity issues because there is an electronic record of every game, move, decision and transaction.

Commercial casino companies eventually came to the conclusion it’s better to get in front of the issue rather than being left behind. So, what convinced the commercial casinos to change their stance is the beginning of a discussion to make tribal government gaming consider what course is best.

Of course, Indian gaming has other issues, some more important than player identity and geo-location. Tribal sovereignty is a concept that is inviolable in Indian Country. In some respects, online gaming seems to threaten that, should the federal government or the individual states take control of it. After all, one sovereign cannot tax another, and the sovereign that submits to taxation or other control loses a bit of its independence.

But can tribal sovereignty still be protected while submitting to taxation? There are many companies owned by tribal members and even tribal governments that operate off the reservation and are therefore subject to state regulations, oversight and taxation, with no loss of tribal sovereignty. Construction companies, retail operations or service organizations are just a few examples of businesses run by tribes subject to state oversight.

So if a tribe sets up a public online gaming company organized under state regulations and subject to state taxation, but separate from tribal government, is that a violation of sovereignty? When the Mohegan tribe won a commercial gaming license in Pennsylvania, subject to the same rules, regulations and taxation as any state casino or racino, did that threaten the tribe’s sovereignty? The answer is clearly no, so why can’t the same principle apply for online gaming?

That’s not to denigrate the concerns of many tribes about the impact of online gaming. After all, the remote locations of many tribal casinos already take an effort by the players to travel to them, so if they can gamble online in the comfort of their own home, that trip may seem even more onerous.

But if tribes do not act and a state lottery or other commercial enterprise fills the vacuum, where does that leave the tribes?

In many ways, the growth of online gaming is inevitable. Tribes can’t stop it, but they can play a role in it. The question is what role will it will be and how it can be crafted to save sovereignty and become a net gain.

Yes, the arguments on both sides are passionate and convincing, but each party must realize that online gaming offers both opportunities and challenges. To sit back and wait for the next development in online gaming is not an option. Tribes need to be proactive and ready to step up to take control of their own online-gaming destinies. There are many experts in this field who can draw that middle road between those tribes fearful of the impact of online gaming and those that want to drop everything to grab the advantages.

John Tahsuda told me that when gaming first started in Indian Country, there was little gaming experience, but tribes had nothing to lose, so mistakes didn’t have many consequences. That’s not the case today. Mistakes and missteps can have serious results, so every gaming tribe needs to study online gaming and evaluate how they can play a part in this new and exciting industry for the benefit of the tribal community. Don’t make the mistake of burying your head in the sand while the industry runs you over.

A Term In Review

Over the past two and a half years, by working together, tribes and the National Indian Gaming Commission have furthered compliance with the Indian Gaming Regulatory Act and NIGC regulations throughout Indian Country by implementing the A.C.E. initiative, a three-step approach to regulation of Indian gaming.

A.C.E. stands for assistance, compliance and enforcement, in that order. The commission believes that the NIGC’s responsibility as the federal prong of Indian gaming’s three-tiered regulatory structure is, first and foremost, to assist tribes to comply with federal regulations and maintain high levels of security and integrity within their operations.

Enforcement actions, though necessary in some circumstances, can be prevented in most cases with proper assistance. Thus, the commission is dedicated to assisting tribes to prevent problems requiring NIGC enforcement action.

One of the biggest challenges we faced at first was figuring out how to remedy problems before they became critical. To that end, we developed four priorities to implement the A.C.E. initiative: consultation and relationship building, training and technical assistance, regulatory review, and agency operations review.

Because each of us came from Indian Country, we realized from the start that an open, candid relationship between tribes and the NIGC is integral to the success of anything we would do. Therefore, we made consultation and relationship building a major priority.

In that effort, we began by asking tribes for feedback on basic issues, like how best to consult with tribes. Then, we asked tribes where we could improve our regulations from a practical standpoint in today’s evolving industry. And we listened to what tribes said, and talked about what we intended to do. We wanted open communication with tribes, whether through consultation, training, technical assistance, or other forms of guidance, because without it, the A.C.E. initiative would not work.

We are still refining our consultation process to maximize tribal and federal resources and to ensure honest, candid government-to-government communication. Most recently, we have updated our Draft Consultation Policy. The new draft provides greater clarity and a more streamlined approach to consultation. We hope that our new Draft Consultation Policy helps ease those burdens on tribes. We welcome tribal comments on the draft, which is available on our website at www.nigc.gov.

The second, but equally important, priority that supports the A.C.E. initiative is training and technical assistance. Over the past two and a half years, our training and technical assistance courses, site-specific trainings, and guidance from our regional offices have helped prevent enforcement actions. For example, the NIGC staff noticed issues regarding late audits, licensing and fees. Instead of recommending enforcement actions, our staff began to remind tribes in advance of approaching deadlines by sending written notices.

Since then, timeliness has improved significantly. Indeed, in the past fiscal year, there were very few incidents of late audits and late fee worksheets. And in nearly all cases, after the issues were identified, the NIGC staff made efforts to reach out to the tribes, and in doing so, was able to work with the tribes to remedy the non-compliance.

We have noted high rates of compliance across regions. We attribute this directly to increases in training and technical assistance opportunities and staff interaction with tribes. We have experienced increases in the number of training requests received by tribes and fewer critical problems. These numbers show that working alongside tribes has a direct impact on compliance, and maintains the security and integrity of Indian gaming.

The integrity of the industry does not rely only on following the rules, but also on having good, practical rules to follow. Therefore, two years ago, the commission committed to conducting a thorough regulatory review. We consulted with tribes, asked for guidance from a tribal advisory committee, and dedicated significant agency resources to making sure that this industry, especially tribal gaming regulatory authorities, as the first line of defense, has the best regulations possible.

All in all, we are proud of the success of our regulatory review effort, which has resulted so far in 10 final rules, one repeal, and two notices of no action. We can see the A.C.E. initiative working through our regulatory review because our regional offices have already received requests for training and technical assistance on the new and updated regulations. This is exactly the type of cooperative, collaborative relationship that we envisioned when we came together as a commission.

As we look toward the future, we will continue to review and update our regulations where appropriate and remain committed to consultation and collaboration with tribal governments.

Finally, we looked internally at our own agency operations in an effort to improve efficiency and effectiveness from within. We conducted an agency reorganization to improve workflow, get rid of redundancies and better manage resources. As a result, we have seen improvement in the NIGC’s ability to respond to industry needs, as well as increased communication among agency components. As we look forward, we will continue to improve the NIGC’s internal operations.

For the past two and a half years, we have used the four priorities as guideposts to support the A.C.E. initiative. By working respectfully and openly with tribes and focusing on our four priorities, the A.C.E. initiative is working. As we move into the future, we will redouble our commitment to A.C.E. by consulting with tribes and maintaining candid, honest communication, helping tribes maintain compliance with federal laws and regulations through training and technical assistance, revisiting our regulations periodically to ensure that they make sense in the ever-evolving gaming industry landscape, and continuing to improve our internal operations so that we are better able to serve tribes.

 

Show of Shows

This year the National Indian Gaming Association will celebrate its 28th Annual Tradeshow and Convention in downtown Phoenix, Arizona. From March 24 to March 27, NIGA will be celebrating the growth and success of Indian gaming, while also examining the challenges that lie ahead.

As always, our trade show will focus on NIGA’s mission to preserve tribal sovereignty, protect tribal government rights under the Indian Gaming Regulatory Act, and promote tribal economic opportunity and self-sufficiency. The need for our unwavering focus on this mission was highlighted in the 112th Congress, where Indian Country faced and successfully defended against several threats to these rights.

During our trade show, we will continue to concentrate the energy of our tribal leaders and the Indian gaming community to build on our success and to develop and achieve new goals for tribal communities in the incoming 113th Congress. This year’s trade show agenda offers opportunities to hear from legislative and regulatory agencies concerning such issues as the IRS taxation of tribal governments, internet gaming, Class II regulations, and challenges regarding the restoration of tribal government homelands.

While the agenda is intense, these issues represent NIGA’s top priority. We are here to ensure that our industry continues to thrive so tribal governments can serve the significant unmet needs of Indian Country and our individual tribal communities. This is a solemn obligation that we will never take for granted.

While our policy agenda will be our utmost priority, the opportunities to do business at our trade show will be plentiful. Indian Gaming 2013 will be the place to discover and preview all the top talent in business, gaming technology, economic development, and sustainable economic growth programs. Our four-day trade show puts together an impressive lineup of exhibits, workshops, celebrities, events and activities to appeal to Native and non-Native entrepreneurs and business leaders who believe in the opportunities and development found in Indian Country.

We are expecting over 5,000 Native American tribal officials, Native-owned business leaders, and gaming industry experts in Phoenix this year. Our trade show floor is on track to offer one of the most comprehensive exhibitions in years. You can expect more excitement than ever with random cash giveaways each day and a first-time $25,000 grand prize cash drawing on the final day of the show. We will also have our trademark Native arts and crafts booths along with artists and entertainers performing at the trade show.

For tribal gaming commissioners and tribal gaming regulators, the Indian Gaming 2013 agenda also includes our training and certification programs that target every aspect of the Indian gaming business from regulation to hospitality. Some of the exclusive trainings featured this year are:

• Internet Gaming Workshops: NIGA is continuing this important discussion on the future of internet gaming in America and its potential impact on tribal gaming facilities.

• The Executive Leadership Series: Trainings designed for tribal leaders to effectively handle federal legislative issues ranging from labor issues to health care reform and working with Congress.

• Continuing NIGA Certifications: Includes the 15th Annual Commissioner Certification Series – Level 1.

• All courses can be found online at www.indiangaming.org.

Before the hard work gets started, there will be ample time to enjoy the warm weather in Phoenix. Our trade show features some of the most dynamic and exciting golf found in the country. The Spirit of Sovereignty Tournament will be held at Fort McDowell’s Saguaro Golf Course. The Vice Chairman’s Golf Tournament will be at Gila River’s Whirlwind Golf Club. Proceeds earned from the Sovereignty Tournament will support scholarships for the Spirit of Sovereignty Foundation, a nonprofit organization with a mission to increase higher education by providing financial assistance to Native American students.

Of course, Indian Gaming 2013 would not be complete without the great entertainment. On Sunday, March 24, we will have the Chairman’s Reception at Gila River’s fabulous Wild Horse Pass & Casino. Entertainment will be provided by Creedence Clearwater Revisited. On Monday I will host the Chairman’s Leadership Award Luncheon at the Phoenix Convention Center, where we will honor tribal leaders for their work in protecting Indian gaming.

Tuesday evening is our Wendell Chino Humanitarian Award Banquet with musical guest Chicago. I hope you enjoy our entertainment from the Chairman’s Welcome Reception to the closing banquet. Attendees at our show have come to expect entertainment guaranteed to make your Phoenix trip a great experience, and this year we hope that you find the entertainment just as exciting. Make sure you register and get your tickets to attend because many of our events are already sold out.

It is very rare that you will see and find tribal leaders, gaming regulators and professional staff from our industry in one room, but this will happen throughout the duration of Indian Gaming 2013. This is what sets our trade show apart from all the others.

The National Indian Gaming Association has come a long way since 1985, and Indian Country has a lot of work ahead of us this year. In 2013, you have my promise that NIGA will continue to work as part of a united front with tribal leaders and other national and regional Indian organizations to advance the lives of Indian people economically, socially and politically. I hope to see you at Indian Gaming 2013, where we will discuss these important issues while enjoying all that the Phoenix area has to offer.

5 Steps to Better Relationships

If ever there was a time when tribal casinos couldn’t afford a misstep in delivering outstanding customer service, today’s competitive gaming environment is it.

Service can make a casino stand out from the pack and become an attractive place to play. But the pack is growing ever larger as states expand their gaming offerings to boost tax revenues.

For Indian-owned casinos serious about using service as a long-term success tactic, there is something that can give them an advantage—service delivery gap analysis. The service delivery gap is the difference between the kind of service a casino wants to deliver and the service it actually provides. That gap can be all the convincing a potential customer needs to give the competition a try. Success comes from analyzing and narrowing the gap or closing it altogether.

Following are five steps casinos can take to improve their customer service delivery gap.

1. Start SMART

Gap analysis starts with an examination of the casino’s service standards. The first mistake many properties make is not having service standards at all. If they do have standards, they are not SMART (Specific, Measureable, Attainable, Realistic, Time-bound). The “S” portion is important because specific standards are the cornerstone of guest service measurement, management and improvement.

For example, if the standard is to “be friendly,” how can that be measured and improved upon? It’s too subjective.


2. Identify the Gap

The next step is to take a critical look at the difference between where the casino’s service is now and where the property wants to be.

The gap analysis should be done by a third party to remove bias. Managers should not be assigned this task. Let’s say one standard is that employees smile at guests. Everyone smiles when the general manager walks by, and the GM thinks the casino is meeting that standard. But is that really the typical guest experience?


3. Roll Out Improvements

Every business has gaps, but the key is identifying them and then doing something to narrow the gap. That’s the first step in an improvement process. When it comes to improvement, most casinos think of training their employees to provide service based on the standards. But a better approach is to educate and enlighten employees about service expectations. Don’t provide training that’s based on lectures. Make it fun, entertaining and participant-centered. People learn by doing. They learn and retain more information when the process is enjoyable.

If employees are reluctant to participate in training, that’s a warning that the casino has failed to create a fun learning environment. Not everyone will be overjoyed with the experience, but if training is misguided, it can do more harm than good.

 
4. Take A Hard Look At Your Employees

Are employees happy? I’m serious about this, because happy employees provide better service.

Employees are unhappy because of internal factors they can learn to control, not because of something external that they cannot influence. Casinos often think they must offer incentives, bonuses or pay raises to make people happy. Research shows that those actions have little impact.

Being happy comes from the inside, and management can help employees figure that out. What do we usually see when we turn on a television newscast? The vast majority of news is negative—murder, disasters and crises. After absorbing all that, the mind sees things from a negative perspective. It’s easy to assume that all the bad news reflects the norm for that day.

But if people learn to change what they focus on, it alters their perspective. Some people have an attitude of gratitude no matter what happens to them. Casinos need to help employees learn to find the positive moments in each day.

5. Think Differently

Back in the old days, all casinos had to do was open their doors and get out of the way. Comment cards provided sufficient customer feedback. Those days are long gone, and casinos have not changed with the times.

A key element of service delivery gap analysis is ongoing feedback from customers about their gaming experience. Feedback keeps the gap narrow or closed. Comment cards are useless in today’s era of rapid communications. Yet, casinos continue to use those dinosaurs. Guests are more accustomed to the internet and such social media sites as Facebook, Twitter and Yelp, where they vent about their poor casino experience for hundreds of people to see.

Casinos must approach feedback in a different manner. They must embrace real-time online guest experience measurement. Technology exists that allows guests to share their feedback with the property rather than the world at large. In addition to receiving feedback quickly, this technology gives casinos the opportunity to create real-time service recovery.

When casinos respond to comments on the web, it’s like trying to put rain back in the clouds. By the time they find the post, the problem has occurred and the guest is nowhere to be found. But when casinos make it easy for a customer to share directly with them, they often can fix the problem before the guest leaves the property. Now that’s what I call closing the gap.

Quality guest service is the only sustainable competitive advantage casinos have, and shrinking the service delivery gap is a move in the right direction. It’s a move toward long-term success.

Culture Warriors

Too often, the world forgets that Native Americans are about much more than Indian gaming. Perhaps when you consider that the majority of images that people see are advertisements, signs and media reports on tribal gaming, it is understandable. But maybe it requires a special effort from tribes to be more inclusive and more outgoing when discussing their unique cultures.

Tribal traditions are cultural memories that extend across generations. The mission of today’s elders is often to teach the next generations what they learned from their ancestors. And those memories must be passed down from one generation to the next.

It’s not just history and language, it’s music, art, food, humor, sports, traditions, spirituality and more. Native American culture goes back thousands of years. Each succesive generation must teach, learn and share. Let’s make sure that American diversity always includes the culture of the first peoples who wandered this vast land.