The M has figured out the secret to keeping business booming. The M Resort in Las Vegas, Nevadahas continued to thrive even in this depressed economy. In fact, to walk into this resort, one would almost get the sense that business is booming everywhere.
The buffet and coffee shop lines extend to the slot machines, as you look on rows of machines with active players. The bars, lounges and restaurants all are filled with people waiting for seats. Over 8,000 covers are collected at these venues per night, and there seems to be no difference between weekdays and weekends.
This is a contradiction to other casinos throughout the United States and the world today. Chief Executive Officer Anthony Marnell III, and the namesake for the hotel and casino stated, “This is the busiest I’ve ever seen a food and beverage department.”
The M Resort Casino has drawn in many newcomers as it is the newest casino resort in the area, much like the Wynn did in its first years. Many gamblers are attracted to the newer casino resorts as well as they feel that the hotels will loosen their slots some to keep more players returning night after night.
The secret of success appears to lie in marketing and their club memberships rewards programs. As a participant in the rewards program, the casino offers a free buffet. This free buffet includes a station where players and guests can enjoy live cooling shows. The attraction to this type of show has encouraged more visitors, and caused the M to expand by over 100 seats.
This rewards program awards gamblers one point for every dollar gambled, and returns one dollar for every $333 gambled. “They’re doing everything right to drive traffic,” said Anthony Curtis, publisher of the Las Vegas Advisor newsletter for gamblers. “Word has gotten out about how good their buffet is, and they have good video poker (machines).”
“Customers will tell you exactly what they like and don’t like,” Marnell said. “It became very clear to me that this is more than trial business — it’s repeatable.”
So it seems like the formula is clear…please the customers, and get repeat casino business.
