Business Commons^™

The Long-Term Impact Of A Loyalty Program: An Evaluation From A Las Vegas Casino Hotel, Myongjee Yoo

UNLV Theses, Dissertations, Professional Papers, and Capstones

Loyalty programs are popular marketing strategies intended to attract, maintain, and enhance customer relationships. Despite the widespread usage of loyalty programs across various businesses, its effectiveness has not been well validated. Few empirical studies attempted to evaluate the value of loyalty programs but the findings have been conflicting with each other. Given the competitive climate of such a highly saturated competitive market of the hospitality industry, it is meaningful for hospitality marketers to evaluate the effectiveness of loyalty programs to increase customer retention and profitability. Therefore, the main purpose of this study was to examine the effectiveness of a hospitality …

Examining Revenue Management Practices In Las Vegas Casino Resorts, Arun Tanpanuwat

UNLV Theses, Dissertations, Professional Papers, and Capstones

The overall goal of this study was to examine Revenue Management (RM) practices in Las Vegas casino resorts. A great deal of research has been done on RM in the hospitality industry. The academic research has examined RM in hospitality in general, but not specifically in casino resorts, which gain their revenue from both rooms and resort amenities. Moreover, the academic literature often show high-level mathematic-based solutions or statistical applications, but not necessarily pragmatic techniques for practitioners. This qualitative study investigates the extent to which the essential fundamentals of any RM system are implemented successfully by casino RM professionals and …

Nevada Gaming Licensing Qualifications, Standards, And Procedures, Robert D. Faiss, Gregory R. Gemignani

Occasional Papers

The process of acquiring a Nevada gaming license is long and consists of several procedures. Although the process is time-consuming, it is far from Byzantine or obscure; each step, as defined by statute and precedent, flows logically from the one before. This paper provides an overview of licensing process in Nevada, with additional information on the reasoning behind several of the procedures involved.

Betting On The U.S. Market A Discussion Of The Legality Of Sports Gaming Businesses, Glenn Light, Karl Rutledge, Quinton Singleton

Occasional Papers

Over time, the US sports gaming industry has progressed dramatically beyond what the US anti-gaming law drafters envisioned. The result is a system of mostly antiquated laws controlling modern industry causing confusion across the board. This discussion, therefore, intends to shed light on the US sports gaming legal framework, including analysis of the preeminent US laws that regulate the sports gaming industry and a brief review of various sports gaming businesses that fall within the US legal rubric.

Total Rewards Compensation: A Viable Solution, Patrick Wesley Smith

UNLV Theses, Dissertations, Professional Papers, and Capstones

Total rewards customer loyalty programs represent a viable solution for domestic gaming operators in today’s current economic environment. Total rewards customer loyalty programs provide domestic gaming operators with an unparalleled tool in understanding, identifying, and realizing their customer’s desires. The design of total rewards customer loyalty programs provides domestic gaming operators with the ability to remain fluid and allows quick adaptation to ever changing market conditions. Research suggests that total rewards customer loyalty programs provide domestic gaming operators with a viable financial solution that provides equitable value to customers alike. This paper will analyze the structure of customer loyalty programs …

Labor Shortage And The Development Of Gaming Industry In Macau, Liz Chiu Nga Ming

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose:

The purpose of this paper is to explore how the labor shortage in Macau directly affects the growth and development of the gaming industry. As Macau is currently facing similar situations like PRC China, the blooming economy became the main cause for companies to use lucrative salaries to attract quality employees from different sources, including school dropouts as well as current employees from other organizations. In the long run, this could cause a negative impact to the industry as the companies might be forced to promote immature and inexperienced employees to senior positions in order to fill the …

Identifying New Pari-Mutuel Igaming Offerings In The United States, David W. Downes

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose:

The purpose of this paper is to develop a competitive landscape of current offerings in the online fantasy sports and online pari-mutuel wagering market in the US and to determine potential differentiated pari-mutuel sports iGaming offerings based on that landscape.

Chinese Culture And Casino Customer Service, Qing Han

UNLV Theses, Dissertations, Professional Papers, and Capstones

With the tightened competitive conditions in the gaming industry, it is essential for casino management to focus on customer service. Chinese customers are very important for the Las Vegas gaming market. Even though the games offered by the casinos are the core value that Chinese customers seek when visiting a casino, a warm, comfortable and intimate service will enhance their gaming experience as well. Understanding important Chinese culture factors such as superstitions, gaming characteristics and communication styles can help casino employees enhance the quality of the service they are able to offer to Chinese customers, thereby increasing satisfaction and retention.

A Transition Of Leadership: Can The Young Generation Of Macau Catch Up, Kin Man Yolanda Lao

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose:

The purpose of this paper is to evaluate the attitude and motivation levels of young professionals in the gaming industry in Macau. To give a more holistic view with justification on the problem, this paper is orientated with a literature review in the areas of leadership and management styles in Western and Asian cultures, and with a case application of Wynn Macau as a life example. The discussion of this paper is supported by interviews with senior executives, and a summary of human resources strategies in terms of recruitment, training, and motivation both on a department level and on …

The Future Development For Slots In Macau To The Mainland China Market, Sok In Leong

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose:

There are lots of optimistic comments to slots industry in Macau. The purpose of this paper is to provide an insight overview and examine the future development of Macau slot market to Mainland China player.

Leveraging Slot Gaming Technology To Gain A Competitive Advantage, Philip Zarlengo

UNLV Theses, Dissertations, Professional Papers, and Capstones

The slot gaming industry is being revolutionized by a recent explosion of new technologies that offer a wealth of management opportunities for casinos and offer a more interactive gameplay experience for players. These new technologies increase the excitement of gameplay while extending time on device (TOD) and revenue for the casinos. This preliminary business proposal informs casino managers on the latest in slot technologies and provides a guideline for their successful implementation.

Literature Review On Turnover - To Better Understand The Situation In Macau, Ut Lon Im

UNLV Theses, Dissertations, Professional Papers, and Capstones

Macau is enjoying the prosperity brought by the increase of gaming operations. However, this rapid development imposed a great challenge in Human Resources Management. The hospitality industry is experiencing a high turnover rate, which affects the service quality and long-term sustainability. Major causes of turnover were reviewed from Western based and Asian based literature. Local studies were also included to provide a better picture of the turnover causes in Macau. Some recommendations were made to help retaining talented employees.

Targeting A Niche Market In Las Vegas Gaming Industry, Sookyung Yeo

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose

The purpose of this paper is to analyze the most profitable Chinese group in the Las Vegas gaming market in order to develop a customized marketing strategy for the group.

Adjusting Payroll With Changes In Business Volumes: An Examination Of Nevada Gaming Properties, Toni A. Repetti

UNLV Theses, Dissertations, Professional Papers, and Capstones

This dissertation analyzes expense preference behavior by managers of Nevada casinos. Annual aggregate data is obtained from the Nevada Gaming Control Board from 1990 to 2010. Using ordinary least squares regression, three models are run to account for various payroll related expenses. The dependent variable in the first model is number of employees. The second model uses salaries and wages as the dependent variable and the third model uses total payroll. All models include predictor variables of total revenue as an indication of size, a dummy variable for market concentration and a dummy variable for recessionary periods.

The finding show …

An Exploratory Study Of Casino Customer Loyalty Programs, Cristina R. Crofts

UNLV Theses, Dissertations, Professional Papers, and Capstones

This study summarizes academic theories and industry applications related to customer loyalty programs, drawing on literature pertaining to reciprocity and resource theory, attitudinal loyalty, tiered loyalty programs, and reward type and timing. Specifically, this study attempts to understand aspects that have been proven successful in order to design more effective customer loyalty programs. This literature synthesis provides important professional implications for casino executives in effectively designing customer loyalty programs.

Preventing Workplace Injuries Commonly Sustained By Hotel Guestroom Attendants, Jennifer Daros

UNLV Theses, Dissertations, Professional Papers, and Capstones

Introduction:

Hotels are generally organized into various departments. These provide specialized services to guests. Almost every hotel in the world has (in one form or another) a housekeeping department. Guestroom attendants (GRAs) are a primary component of any housekeeping department. GRAs (also known as maids, housekeepers, or room/suite service attendants) are employed by hotels to clean guestrooms, change bed linens, restock supplies, and provide turn down services when requested (see Appendix A). Those employed as GRAs frequently suffer injuries at work that can be costly to employers. This paper reviews some of the more common causes of GRA workplace injuries …

Wynn Resorts, Ltd., Myung Ji Doh

MBA Student Scholarship

Wynn Resorts, Ltd. ("Wynn Resorts"), established in 2002, is an international corporat ion, providing the luxurious casino resorts destinations in two areas: Las Vegas and Macau. A total of four properties offers casino and non-casino services including rooms, F&B, entertainment, meetings, retail outlets and otbers. The company generates approximately 70% of revenues from casino and Macau properties. The company sets up several subsidiaries to operate business more effectively and retains the most influential person, Steve Wynn, in the casino resorts business. The maturity of the casino resorts varies based on the region: the US market is in the mature stage …

Jackpot! A Legal History Of Indian Gaming In California, Aaron Peardon

UNLV Theses, Dissertations, Professional Papers, and Capstones

Indian Gaming has transformed the economic, political, and sociological landscape of California. The growth of Indian casinos has had a profound impact on both Indian and non-Indian communities alike. California tribes took the lead in legalizing Indian Gaming throughout the nation. The efforts of California tribes in the legislative and political process have enabled many tribal groups to rise out of poverty and to gain prosperity that would otherwise be impossible to achieve. They have also brought increased revenue to local communities and have provided thousands of jobs to all Californians.

This thesis discusses the historical relationships between Native American …

Dice Or No Dice: The Casino Debate In Massachusetts, College Of Management, University Of Massachusetts Boston

Financial Services Forum Publications

The debate on casinos has intensified over the last few years. Governor Deval Patrick tried to get approval for three casinos back in September 2008, which was rejected by the then Speaker Salvatore Dimasi. However, two years ago, the Governor stood in the way of casinos by vetoing the bill passed by the House and the Senate.

With the economy still recovering from the aftermath of the “Great Recession”, there are talks about job creation and consumer spending all over Massachusetts. Currently, the three most critical players in the government of Massachusetts - Governor Deval Patrick, House Speaker Robert DeLeo, …

Where Locals Play: Neighborhood Casino Landscapes In Las Vegas, Rex J. Rowley Ph.D.

Occasional Papers

Neighborhood casinos—gaming properties that target a primarily local market—are an influential feature on the Las Vegas cultural landscape. Such institutions reveal a number of geographical patterns that have important implications in gaming and place studies. The distinguishing characteristics of neighborhood casinos underscore the importance of proximity to a market, a focus that is evident in their advertising strategies. Additionally, the prominence of such casino-resorts within their respective neighborhoods makes them important symbols and indicators of the character of the surrounding community. These unique institutions teach lessons that can potentially be extrapolated to other gaming markets around the country.

Regulation Of Gaming Device Software Development: Nevada’S Paradigm Shift On Independent Contractors, Dan R. Reaser

UNLV Gaming Law Journal

On April 22, 2010, the Nevada Gaming Commission (hereinafter the “Commission”) adopted a number of amendments to Regulation 14 governing the manufacture of gaming devices. A subset of these amendments were promulgated pursuant to changes to the Nevada Gaming Control Act (hereinafter the “Act”) during the Seventy-Fifth Session of the Nevada Legislature. The rules relate to “control programs” and the independent contractors who design, develop, program, produce, or compose software, source language or executable code compiled into the control program of a new gaming device or of a modification to a gaming device submitted for approval. These particular rules became …

The Gaming Industry Developing Concept In Taiwan-From The U.S. Experience, Jean Ling Lee

UNLV Theses, Dissertations, Professional Papers, and Capstones

With the recent success experience of gaming-related investments made in Macau and Singapore, it also can be a good inspiration of developing the gaming industry in Taiwan. As the passing of the new legislation from the Taiwanese government, Taiwan could be the next potential country to join the Asian casino gaming market. The purpose of this study is to determine the appropriate direction of developing the casino gaming industry in Taiwan, according to the successful experience from U.S. The findings indicated that the six factors of developing gaming business in Taiwan are geography environment, accessibility, human resource, tourism resource, tourist …

Exploring The Feasibility Of Converting The Mardi Gras Hotel And Casino Into A Casino Boutique Hotel, Patrick Brennan

UNLV Theses, Dissertations, Professional Papers, and Capstones

Introduction:

The topic of my Professional Paper will be the feasibility study of renovating the Mardi Gras Hotel and Casino in Las Vegas, Nevada. Currently the Mardi Gras is operating as a Best Western and is looking to expand into the boutique hotel market. With the maturation of the Las Vegas hotel market, it is vital to think forward in new methods of design and marketing to attract the next generation of convention attendees and visiting tourist.

Purpose:

The purpose of this study is to determine the feasibility of converting the Mardi Gras hotel and casino into a destination casino …

Casino Loyalty Programs Within The Las Vegas Locals’ Market, Charles Andrew Baynes

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this paper is to compare and contrast the current loyalty programs offered within the Las Vegas locals’ gaming market, with the intent that the information provided may be used to shed light on other locals’ markets throughout the country. As the national market for gaming has become saturated with new options, competition in new locals’ markets has increased. With Las Vegas having the most established and historic locals’ gaming market, the differences in loyalty programs highlighted will serve as a resource for not only those companies operating within the Las Vegas market, but also for those who …

Identify Key Business Strategies To Target The Mass Market In Macau, Chia-Li Chen

UNLV Theses, Dissertations, Professional Papers, and Capstones

Statement of Purpose:

The purpose of this paper is to examine Macau’s present gaming environment and identify factors that will contribute to the success of a mass gaming market in Macau. The study intends to provide economic justification and tourism policy considerations which support the growth of Macau’s mass gaming market by taking advantage of the booming Chinese economy and the fast growing popularity of gaming in China. In addition, this study will examine literature supporting Macau’s transformation from a simpler gamblers’ destination into a Las Vegas style international gaming, entertainment, and tourism destination, as well as arguments for sustaining …

Examining The Value Of Word Of Mouth As A Marketing Tool For Poker Book, Jeffery J. Hwang

UNLV Theses, Dissertations, Professional Papers, and Capstones

In the spring of 2003, the poker world saw the launch of the World Poker Tour; that same May, an amateur poker player and online qualifier named Chris Moneymaker won the Main Event of the World Series of Poker and the $2.5 million first prize, demonstrating that virtually anyone can win at poker. The result of these two events was a “poker boom” that, by September 2005, had the two largest poker book publishers on the planet reporting ten-fold increases in sales. And yet, outside of their own company websites, most of the largest poker book publishers on the planet …

Exploring How Employee Empowerment Impacts On Hotel Front Desk Operations, Janggon Kim

UNLV Theses, Dissertations, Professional Papers, and Capstones

Statement of Objective:

This paper will not try to solve a specific problem, but will serve to provide a more exploratory look at how employee empowerment impacts on front desk operations. First, this paper will examine the existing empowerment practices used in hotels and how it works in the real business world. Secondly, the paper will discuss the impacts of empowerment in terms of increased productivity, employee retention (satisfaction), and service recovery.

Justification:

Examples of empowering employees can easily be viewed at hotel front desks in the hospitality industry since the front desk is the first and last contact of …

Table Of Contents, Editorial Board, Law School Faculty And Administration, Advisory Board, Advisory Council, Sponsors

UNLV Gaming Law Journal

No abstract provided.

Not Out Of The (Fox)Woods Yet: Indian Gaming And The Bankruptcy Code, Emir Aly Crowne, Andrew Black, S. Alex Constantin

UNLV Gaming Law Journal

The recent economic downturn has caused Foxwoods Resort Casino, one of the largest casinos in the world, to seek a restructuring of nearly $1.5 billion in debt. Ordinarily, bankruptcy proceedings are triggered when a typical commercial enterprise defaults on its debt. Under these proceedings, creditors step in and collect monies owed to them before any residual equity is dispersed amongst owners. The rub here is that Foxwoods is owned and operated by the Mashantucket Western Pequot Tribal Nation, a sovereign nation under U.S. federal law. This triggers questions of paramountcy; namely, whether tribunal sovereignty can trump federal bankruptcy law.

These …

Has The Time For Large Gaming Property Involved Reits Finally Arrived?: A Review Of The Potential For Reit Investment In Destination Gaming Resort Properties, Simon Johnson

UNLV Gaming Law Journal

Destination gaming resorts demand massive amounts of capital in order to fund their investment in real property, much of which comprises areas where they realize predominantly passive business, including the hotel tower. Consequently, they generate substantial income from passive business, such as fees for hotel occupancy, even as most of their income is attributable to active business, such as gaming and personal services. Because they blend separable passive and active real property, a REIT can theoretically acquire all or some of the real property, realizing income under an operator lease with a substantially unrelated gaming or hotel lessee. Alternatively, a …