Gaming and Casino Operations Management Commons^™

Sunrise, Sunset? Comparing The Las Vegas And Macao Gaming Markets In 2010, Jung-Eun Joyce Kim

UNLV Theses, Dissertations, Professional Papers, and Capstones

When The Mirage opened in 1989, it was the most expensive hotel-casino in history with a construction cost of $630 million. Along with eruption of its signature attraction, The Volcano, this high profile project started a tourism boom and started a trend of further developments of integrated mega-resorts. The Mirage set a new level of experience for Las Vegas strip. However, the global financial crisis that started in 2007 has since left Las Vegas with the highest foreclosure rate in the country and sent accompanying businesses and growth tumbling (Veiga, 2010). Gaming industry has long been thought to be recession …

Developing A Culturally Responsive Classroom Collaborative Of Faculty, Students, And Institution, Paul J. Colbert

MBA Faculty Conference Papers & Journal Articles

Culture is integral to the learning process. It is the organization and way of life within the community of students and teachers and directs the way they communicate, interact, and approach teaching and learning. Although founded in particular values and principles, the academy, like most organizations, is impacted day-to-day by its culture. Yet, the traditional higher education institution has not been designed to operate within a racially or ethnically diverse student population. The social, political, economic, and cultural forces that support the institution influence the teaching and learning environments. To better address cultural diversity in the classroom, faculty must first …

Las Vegas Visitor Demographics: Be Careful What You Wish For, Joseph Akinsete

UNLV Theses, Dissertations, Professional Papers, and Capstones

Targeting the correct customer is one of the most important components to owning and running a successful company. To have a great product that is marketed to the wrong customer, will result in lost profits and missed opportunities.

Over the last 20 years Las Vegas has seen two drastic changes in its target customer and visitor demographics. By the late 1980’s gaming revenue in Las Vegas was down as other areas in the country started to legalize gambling. In an attempt to stimulate visitor numbers the city was reinvented in the image of Disney. Themed hotels such as the Luxor …

The Burger King Revolution: How Las Vegas Bounced Back, 1983-1989, David G. Schwartz

Library Faculty Research

Most who have considered Las Vegas history have concluded that not much happened in Las Vegas gaming between the openings of the original MGM Grand (1973) and Mirage (1989). In fact, several structural changes during the 1980s had already reversed a declining appeal. Responding to three crises—competition from Atlantic City, a national economic downturn, and the MGM Grand fire—Las Vegas casino operators began to draw more extensively on a middle-class mass market. Capitalizing on the “Burger King Revolution,” Strip casinos drew more gamblers who, on average, played less, and slot machines displaced table games as the industry’s leading revenue producer. …

Pioneering Marketing To Hawaii With Downtown Las Vegas' California Casino, John M. Blink

UNLV Gaming Podcasts

Dr. Schwartz does a quick interview with John Blink, who pioneered marketing to and in Hawaii with downtown Las Vegas' California casino in the 1970s and 1980s. Blink talks candidly about working for both Sam and Bill Boyd at the Eldorado, Union Plaza, and California casinos, the early days at the California, and the loyalty of the casino's Hawaiian patrons and vice versa. Plus, learn how to get a free bowl of saimin noodles at the Cal.

Taiwanese Gambling Behaviors, Perceptions, And Attitudes, Che Hao Chang

UNLV Theses, Dissertations, Professional Papers, and Capstones

This study categorizes different Taiwanese gambling types using PGSI, and further evaluates the perceptions and attitudes toward the legalization of casino gambling. A survey was conducted using convenient sampling and distributed by Internet. Results indicate that across groups of different types of gamblers, there are significant differences in perceptions toward the legalized casino gambling industry. Also, across groups of different types of gamblers, there are significant differences in attitudes toward legalized casino gambling. Additionally, there are significant differences between perceptions toward the legalized casino gambling industry, and attitudes toward the legalization of casino gambling. In general, non-gamblers are relatively more …

Improving Casino Profitability Through Effective Offer Packages, Ren Zhang

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of the this study is to investigate effective marketing techniques to attract potential customers in a particular demographic group, young people aged from 21 to 34, as a way of exploring the local market. This demographic group constitutes a dynamic part of the local population and is characterized by its unique financial conditions and spending preferences. The hypothesis is that with well-designed price bundling, the casinos can realize increased revenue through increased visits from the local young population. The marketing technique used in this study is to utilize offer packages which bundle promotional items and other hotel-provided services. …

Telling Our Story — Case Study Of The Cherokee Nation Cultural Tourism Initiative, Chad Smith

UNLV Theses, Dissertations, Professional Papers, and Capstones

This is a case study of the Cherokee Nation Cultural Tourism initiative: planning began in 2005 and development began in 2008. This initiative resulted from the perceived need to create local employment, provide incentives to continue the culture and language of the Cherokee people, develop social and political good will in and outside of the Cherokee Nation area, enhance the brand of Cherokee Nation gaming and develop long term capacity in entertainment marketing. The opportunities identified included stimulating and reaching higher end Cherokee art and crafts market, encouraging development of more culturally authentic and fine Cherokee arts and craft, offering …

Multi-Brand Hospitality Operations Branding Strategies, Rikki Tanenbaum

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this professional paper is to identify the optimal brand architecture for MGM MIRAGE’s Project CityCenter through synthesis of a review of branding strategies throughout the hospitality industry and a review of Project CityCenter’s goals. As Project CityCenter represents such a massive undertaking from both a financial and marketing perspective, a review of strategies external to MGM MIRAGE is critical; this paper endeavors to highlight branding strategies for potential adoption at Project CityCenter. The project’s significance is affirmed by Terri Lanni, Chairman and CEO of MGM MIRAGE, “Project CityCenter confirms a cultural and lifestyle revival of city living, …

Determinants Of Repeat Visitation For Las Vegas “Locals” Casinos, David D. Ross

UNLV Theses, Dissertations, Professional Papers, and Capstones

The proliferation of gaming is unprecedented. As many states look to gaming as a source of revenue for a poor fiscal policy, this research becomes more valuable. Many people fail to make the correlation between these new jurisdictions, Tribal or Indian gaming opportunities, and the “locals” market. The argument is, not many people are traveling to Barona or Harrah’s Rincon outside of San Diego, California for their vacation from New York City. Therefore, these primary markets are considered to be more localized. Localized markets could be referred to as geographic segmentation as opposed to other segmentation strategies. The strengths of …

Obesity, Educational Attainment, And State Economic Welfare, Martin W. Sivula Ph.D.

MBA Faculty Conference Papers & Journal Articles

For the first time in history, estimates of the overweight people in the world rival estimates of those malnourished. The World Health Organization (WHO, 2002) ranked obesity among the top 10 risks to human health worldwide. In the early 1960s, nearly half of the Americans were overweight and 13% were obese. Today some 64% of U.S. adults are overweight and 30.5% are obese. Even more alarming, twice as many U.S. children are overweight than were twenty years ago, a 66% increase. Non-communicable diseases impose a heavy economic burden on already strained health systems. Health is a key determinant of development …

A Study Of The Growth Potential That Lies Within Regional Asian And Hispanic Consumer Markets For New Jersey's Horse Racing Industry, Amy E. Silver

Seton Hall University Dissertations and Theses (ETDs)

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Sampling Concepts, Paul Boyd, Ph.D.

MBA Faculty Conference Papers & Journal Articles

The usefulness of any research is dependent upon how well the group studied represents the group about which decisions are to be made or conclusions drawn. That is, it depends upon how well the sample reflects relevant characteristics of the population. When it is possible to study every member of that group there is no problem, for on these occasions we can easily calculate the exact attribute (parameter) of interest for our population.

For example, if we were interested in determining the average number of gallons of gasoline sold to customers at our service station yesterday, we …