Casino Miami
A Smarter Reinvestment Strategy
Formerly known as Miami Jai-Alai Casino, Casino Miami underwent a change in ownership and leadership, with a new marketing team appointed under Phil Ruffin of Treasure Island, Las Vegas. As part of the transition, the property engaged Catalyst to evaluate and optimize its monthly direct mail offer strategy.
Outcomes
Services
Where We Started
The new ownership team inherited limited documentation and institutional knowledge of the existing players’ club structure, reward offerings, and reinvestment rates. As a result, the casino faced declining efficiency, unbalanced reinvestment, and an urgent need to restructure the program while simultaneously rolling out a new brand.
Strategy
We conducted a comprehensive database analysis of Casino Miami’s players club, reviewing rated play, free play redemptions, reinvestment rates, offer levels, and card tiers. The analysis segmented players by ADT and revealed that lower-tier players, generating just 7% of total revenue, were receiving more than 25% of monthly free play, indicating a significant reinvestment imbalance.
Our Solution
We redesigned the rewards and reinvestment structure based on ADT, trip frequency, and player location. The new program simplified earning criteria, introduced more strategic evaluation periods, and aligned reinvestment more closely with true player value. Additional enhancements were implemented to reward high-frequency, high-ADT players with differentiated offers.
The Outcome
The redesigned reinvestment structure delivered a more balanced offer mix with appropriate reinvestment ratios across all player segments and club tiers, driving increased trips and coin-in from top-tier players.
$
500,000
in annual savings from reduced mailing costs