Tribal casinos use non-gaming revenue to expand their brands
By Rodric J . Bradford
As casinos continue to transform from gambling hotspots to entertainment destinations , tribal casinos are on the forefront of this trend , using their unique geography and regional pull to land a completely new type of guest for 2015 and beyond .
“ When guests come here and see everything that we have to offer in person , it changes their perspective of what we are to them ,” says Holly Gagnon , president and chief executive officer of the Pearl River Resort in Mississippi , operated by the Choctaw Resort Development Enterprise .
“ We are within driving distance of Birmingham , Memphis and New Orleans , so it was important that we transformed ourselves into a doable getaway so guests can have a experience uniquely fine travel experience influenced by the Choctaw ’ s culture and people .” For the Kalispel Tribe and Northern Quest Resort and
Casino in northern California , a concentrated effort has been made to create various non-gaming amenities that work to both diversify and complement the gaming operation .
“ We have found that what is truly important in this day and age is diversification ,” says Kyndra Gamache , spokeswoman for the Kalispel Tribe and Northern Quest Resort and Casino . “ To sustain ourselves the long run , we are always looking for new opportunities that provide growth in non-gaming areas . Progress is important both in the context of Northern Quest Resort and Casino and in the community at large , but always with an eye on what makes sense with current market conditions and regional saturation levels of amenities .”
Northern Quest Resort and Casino has learned how to operate smarter and more efficiently while making every amenity
The Water Park at Pearl River Resort stand on its own in terms of sustainability .
“ We have learned to look at our non-gaming amenities not just as loss leaders , but as an important and profitable part of the overall property experience ,” says Gamache . “ One of the guiding principles of the tribe has been to dream big , and dream differently .
“ Our aim from the beginning was not only to create a profitable gaming environment , but to create a property with amenities that are best in class and present a substantial draw for guests and attract visitors to the region as a whole .”
For the San Manuel Band of Mission Indians , a diverse economic base includes identifying real estate opportunities and having a keen sense of business entrepreneurship to stimulate revenue . San Manuel is primarily interested in a diversified economic base beyond gaming to add direct community benefits through its business ventures .
This includes San Manuel Village , a 12-acre mixed-use development project located within the jurisdiction of the city of Highland , California . San Manuel served as developer for this commercial real estate investment project , which is located less than five miles from the San Manuel reservation . The property includes a hotel , restaurants , retail and commercial space , and professional offices .
“ In the case of San Manuel Village , building a sustainable center for new businesses in the nearby city of Highland has been a process of helping existing , local businesses expand their successful business model to serve a growing community ,” says Lynn Valbuena , chairwoman of the San Manuel Band of Mission Indians . “ We continue to look at new economic opportunities both on and off the reservation as part of our overall efforts .”
In New Mexico , the Hilton Santa Fe Buffalo Thunder has decided its marketplace lies in the resort and recreation sector . Located amid the dramatic scenery of northern New Mexico ’ s Pojoaque Valley , the property boasts Towa Golf Club , three independent nine-hole courses that challenge golfers with dramatic
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