Greg Shay (VCAT), Randy Takemoto (Cache Creek), Nathan Hart (award artist) and Dennis Conrad (Raving Consulting).

Cache Creek Casino Resort Receives Top Marketing Honor

ICTMN Staff
2/2/13

From a humble rural bingo parlor in the 1980s to one of the San Francisco Bay Area’s most popular and successful casinos, Cache Creek Casino Resort has been selected for the Barona/VCAT Award for Excellence In Indian Gaming Marketing by Raving Consulting.

Dennis Conrad presents this year's Excellence in Indian Gaming Marketing Award. (Courtesy Raving Consulting)

The award is the only one of its kind in the casino industry that recognizes the marketing efforts of tribal casinos and acknowledges their importance in the success of a gaming enterprise. Created six years ago, the prestigious Barona/VCAT Award for Excellence In Indian Gaming Marketing was awarded to the Brooks, California-based Cache Creek Casino Resort at a special industry luncheon on January 30, 2013, at Casino Del Sol Resort in Tucson, Arizona, during Raving’s 15th Indian Gaming National Marketing Conference.

"When the judges read the submission from Cache Creek Casino Resort, the first thought was that ‘This is truly a marketing-centric organization like no other. Their marketing message does not go in one direction from the senior marketing staff to the players. Their consistent marketing message is an integral strategy in every department. Their employees, customers and community are key in their focus and execution,'" said Dennis Conrad, chief relationship officer at Raving Consulting and creator of the award.

“Especially impressive was their adherence to their core values, also known as their R.I.C.H. culture. Every marketing and operational decision and behavior is based on components of this four-pronged standard: respect, integrity, commitment and humility.”

“Though this prestigious award formally recognizes marketing achievement, it truly is a reflection of our entire resort and the way we treat both our customers and our employees. We were flattered and humbled to win it,” said Mike Leonard, Cache Creek’s vice president of marketing.

“An award from respected gaming industry professionals like the Barona, VCAT and Raving teams, as well as former winners, makes this recognition even more satisfying.

Plus, sharing the experience with tribal gaming colleagues from across the country at the conference was very special for the Cache Creek team.”

Cache Creek’s marketing efforts are responsible for making it one of San Francisco Bay Area’s most popular casino destinations:

• Direct Mail response rates averaging 2‐3 points above industry norms, and for many ongoing programs, exceeding 20 percent response on a monthly basis.

• Customer satisfaction is consistently rated “top box” in monthly surveys, exceeding 70 percent.

• The casino only has single‐digit annual employee turnover percentages and it has garnered multiple HR industry nominations/awards.

Over one dozen of the country’s finest tribal gaming properties submitted entries this year. Arizona’s Casino Del Sol Resort, Oregon’s Kla-Mo-Ya Casino, and Wisconsin’s North Star Mohican Casino Resort were acknowledged at the luncheon with a “Contender Award” for their highly competitive submissions.

The winner receives three full conference passes to Raving’s long-running Indian Gaming National Marketing Conference—a staple for tribal casinos throughout the U.S. and Canada, which encompasses two and a half days of relevant presentations, hands-on workshops, signature networking events and a tradeshow.
 

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