Table Mountain Casino
Targeted Market Retention Strategy
Table Mountain Casino identified a decline in visitation from a key feeder market shared with a major competitor. Early indicators suggested increasing competitive pressure, and leadership sought to determine whether additional marketing investment was warranted.
Outcomes
Services
Where We Started
Visitation from the market had declined, and the initial consideration was to increase media spend in the area by six figures. Before committing additional budget, the casino needed clarity on the root cause of the decline and whether increased advertising would deliver a meaningful return.
Research
We analyzed the player database and conducted market research focused on the declining segment. The analysis revealed that the competitor was aggressively flooding the market with free play offers. However, most of the declining visitation came from low-value players, primarily $5–$10 ADT guests. Higher-value players showed less erosion but signs of reduced frequency.
Our Solution
We advised against increasing media spend, as the cost of competing on free play would exceed the value of the declining segment. Instead, we recommended a targeted host outreach strategy focused on players with $50+ ADT. Hosts personally contacted these players and offered a complimentary buffet, with a hard cost of approximately $10 per guest.
The Outcome
Within two weeks of implementation, the host outreach strategy preserved key player relationships, avoided unnecessary media spend, and delivered strong ROI through minimal reinvestment and highly targeted engagement.
70
%
of high-value players returned within two weeks