Diversity in a marketing mix is essential, and casino loyalty strategies are no exception. Any casino can hold a traditional gifting event, where guests stand in long lines to collect the same item. If you’re looking to level up your casino marketing, you might want to consider a unique guest experience that helps you stand out from your competition in guests’ minds.
Why Experiences Mean More
The way people spend their money is changing. Humans are now living in an “experience economy”. This isn’t a recent trend, as it was written in the Harvard Business Review in 1998. Lately though, the trend has rocketed, with spending on experiences increasing by 65% from 2019 to 2023.
Many believe this trend is due to millennials and Gen Z, which is not entirely misguided. 78% of millennials and 90% of Gen Z say they would rather spend money on an experience than a material thing. However, these statistics aren’t limited to these two groups, as high-end consumers spend more on experiences. According to a 2024 PYMNTS intelligence report, consumers making more than $200k annually spend 9.3% of their income on recreation, leisure, and entertainment activities. This is the highest percentage of any salary demographic and non-essential spending within this income range.
Unique Experiences That You Can Make Your Own
The facts are out: people love experiences. Casinos have been providing guests with memorable experiences for years. For decades, names like Penn & Teller, Criss Angel, and Cirque du Soleil have brought guests to casino floors. But with the rise of digital experiences, entertainment venues, and outdoor spaces optimized for gatherings, casinos must adapt to compete for their guest's time and money. Here are a few ideas for unique experiences that will leave your guests with lasting memories of your property.
Cooking Classes or Demonstrations
Cookware, small appliances, and kitchen accessories remain the top gifting category for casinos almost every year. A fun way to make a kitchen giveaway more unique is to host a cooking class or a demonstration during a gifting event.
Create an appetizer challenge to showcase new air fryers. Host the ultimate pizza contest to demonstrate how to use a pizza block. Guests in line could receive snacks fried up by a Chef using the same brand of pan they are about to receive. When it comes to kitchen item giveaways, don’t explain the quality of the items to guests—show them!
Custom Jean Fittings
Casinos aren’t strangers to giving away apparel—t-shirts, hoodies, and jackets have been a mainstay of casino continuities for a long time. Usually, these items are mass-produced and given out by the hundreds to guests. Guests may request special sizing, while others want to try the clothes on beforehand. Each guest is unique, so why not treat them as such?
Custom blue jean tailoring has made it so everyone can create their perfect pair of denim jeans. A tailor, assistant, and designer will arrive at your casino with all the tools required for a memorable night. Guests will get custom measurements for their lower body. These dimensions are sent back to the factory, and a custom pair of jeans is created for each guest. These jeans can be shipped directly to the home or back to the casino for pickup.
Continued Custom Clothing Creations
Casinos know their patrons better than anyone else, so what if they could host a custom event specifically for their guests?
For example, a southern casino may want to bring their VIPs in for a custom cowboy hat event. Guests choose the color and silhouette of the hat they want, and the hat is steamed and fitted to their heads. They can then add accessories like belts, feathers, or even a brand with their initials to customize further.
Casinos in other locations may have a different demographic. Their guests may prefer custom golf club fittings or to design their perfect pair of sunglasses. These experiences feel grander than a regular continuity event and leave a lasting impression on your guests.
Shopping Events
The best way to incorporate a unique experience into a gifting program is to make the gift giveaway its own experience. Take the routine pickup at the promotions booth and turn it into a shopping event. Now, guests aren’t waiting in line to redeem the gift they may or may not want. Instead, they walk through a pop-up store to pick out their gifts.
Shopping events give the casino control, but guests the choice. The casino can pick the theme, decorations, and gifts, notify qualified guests, and the guests get to pick out the gifts. These events work perfectly for VIP events, holiday pop-ups, or comp burns.
What Does This Experience Cost The Casino?
The budget to host a unique experience may be more than a routine gift giveaway. However, an experience can pay for itself in the additional time and trips guests take to the casino. GPS offers the option to ship gifts from these experiences to the casino in order to drive a second trip for guest pickup.
Contact GPS For a Unique Guest Experience Consultation
GPS specializes in designing, planning, and executing these unique guest experiences so your team doesn’t have to worry about the details.
Want to host a unique experience for your guests? Contact GPS today to get started!
