elevation changes , seasonal weather conditions and scenery of extraordinary beauty .
Towa Golf Club offers a top experience for golfers of all levels , allowing for even more revenue to the tribe . The golf course even offers a practice facility featuring a driving range situated so players will never find the sun in their eyes . To further enhance the experience , two putting and chipping practice greens are also located on site .
“ Adding non-gaming revenue has always been a long-term vision for our property ,” says Gene Stachowski , executive director of corporate marketing at the Hilton Santa Fe Buffalo Thunder . “ We want to use our large ballroom for events and concerts , VIP parties and even a cigar lounge as much as possible . We make sure , when we talk to our guests and the media , they know we are not just a place for casino gaming .”
Pearls of Wisdom
For Gagnon and the Pearl River Resort , their transformation into a non-gaming destination is a sign of success and their ability to serve multiple markets to increase revenue .
“ We have a large number of gaming customers from Alabama who are interested in slot and table games and want the quintessential casino experience , and we provide that ,” says Gagnon . “ But we also have a large base for family entertainment , which came when we built our water park . We bill ourselves as a fun getaway for the family , and our motto is that we are the ‘ beach within reach .’”
Hard Rock Rocksino Northfield Park
“
We bill ourselves as a fun getaway for the family , and our motto is that we are the ‘ beach within reach .’
”
— Holly Gagnon , president
and chief executive officer , Pearl River Resort
The water park at Pearl River Resort is accompanied by a golf course , providing further reasons for residents from Birmingham , Memphis and New Orleans to make the short drive to the property . In July , Pearl River completed a renovation project for 300 hotel rooms , further adding to its non-gaming revenue .
“ In three years , we have refinanced our balance sheet , and our future financial success is very much tied to non-gaming revenue ,” says Gagnon .
As the only fully land-based resort in the state of Mississippi , Pearl River Resort enjoys a unique level of exclusivity , which inspires an even more dynamic offering of non-gaming amenities . This includes a fine-dining steakhouse and a recent renovation to the buffet . These food and beverage options are made for private guests , but also for corporate clients .
“ Our long-term goal is to continue growth on the convention and conference side of the business ,” says Gagnon . “ We want to see our midweek hotel occupancy rates increase , while we are spending much more energy in marketing and letting people know there is something for everyone here .”
Rockin ’ Revenue
Perhaps the model of non-gaming revenue for tribes is the Seminole Tribe of Florida , owner of Hard Rock International . Hard Rock has a total of 174 venues in 55 countries , including 136 cafés , 19 hotels and seven casinos . The operator owns the world ’ s largest collection of music memorabilia , which is on display at its locations around the globe .
So it comes with no surprise that they opened Hard Rock Rocksino Northfield Park in late 2013 in Cleveland , Ohio . This was the first of Hard Rock ’ s “ Rocksino ” brand , a special venue that combines the music experience with the gaming environment .
Hard Rock Rocksino Northfield Park offers harness racing , always a valuable commodity and interest among casino players . The property has created a buzz among the people in northeast Ohio , but giving back to the community is still a top priority .
“ We have a steadfast , undying commitment to help make a difference in the community , and want our business and the community to be prosperous and thrive ,” says Mark Birtha , president of Hard Rock Rocksino Northfield Park . “ Prosperous communities are great places to do business and to attract and retain talent . We will continue to invest our dollars , time and resources to help our community partners make that happen .”
The Rocksino boasts a Hard Rock Live music venue , the fifth of its kind , which is home to unforgettable encores by acclaimed musicians and sellout crowds of over 2,500 music lovers , and also serves as a venue for variety of functions and banquets . The Rocksino also offers The Club , a 300-seat live venue featuring comedians and illusionists . It is also readily available for private parties and events . And of course , there is the world-famous Hard Rock merchandise .
For those looking for more of a food and beverage experience , Hard Rock has spent time , money and energy in marketing its Legendary Burger . They have been serving the iconic menu item since opening the first Hard Rock Café in London on June 14 , 1971 , and have given it the self-proclaimed title of the best burger in the world .
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