Soaring Eagle Casino & Resort
Diagnosing the Decline
Soaring Eagle Casino & Resort, one of Michigan’s largest tribal gaming operations, faced a period of unexpected performance decline despite steady guest volume.
Outcomes
Services
Where We Started
Over a three-month period, the property saw visitor numbers increase but coin-in trend downward. The internal team was unable to pinpoint which segments or behaviors were driving the shortfall.
Research
We analyzed location-based visitation data to understand shifts in player behavior. The findings revealed a key change: the senior demographic was visiting less frequently and generating significantly lower coin-in per trip.
Our Solution
We developed a targeted promotion specifically designed to re-engage older guests. Players received a pull tab with a prize that was multiplied by their age, offering a simple yet fun incentive tailored to this segment’s preferences.
The Outcome
Promotion days drove meaningful increases in both foot traffic and overall gaming revenue, exceeding expectations across the board.
34
%
increase in foot traffic on promotion days