A Perfect Match
Melinda Coffin
CEO , Soaring Eagle Gaming
Since the mid-1990s , the Saginaw
Chippewa Indian Tribe of Michigan has risen from struggle to sufficiency to a level of prosperity that benefits the whole community . The tribe ’ s Soaring Eagle Casino opened in Mount Pleasant in 1996 , followed by Saganing Eagles Landing in Standish in 2008 . Together , the resorts have made the tribe the largest employer in Isabella County and contributed more than $ 170 million in revenues to state and local governments .
Melinda Coffin , CEO of the gaming organization , almost missed the success story . At 8 years old , she contracted a mysterious ailment that was repeatedly dismissed as flu . Finally , she was correctly diagnosed with kidney disease , and went on dialysis the same day . Without that intervention — and three kidney transplants —“ I probably wouldn ’ t be here ,” she says .
Health issues never deterred the ambitious young woman . Coffin was the first in her family to attend college , at the University of Central Michigan , where she discovered a passion for business . In the mid-1990s , MBA in hand , she was appointed a gaming commissioner . “ It was the perfect match to learn the business ,” she says , “ because you have to know everything : all the games , all the rules and requirements .”
She then spent five years on the hospitality side , studying hotel operations , food-and-beverage , maintenance and customer service . Even then , she says , she had her eyes on the top job .
“ An employee once asked me , ‘ Did you ever see yourself becoming CEO ?’ I said , ‘ Yes I did .’ It was my long-term goal to lead our gaming industry for the future of everyone here .” In October 2021 , she became the first tribal member and the first woman to be appointed chief executive of Saginaw Chippewa Gaming Enterprises .
“ It was a little overwhelming at first — like , what did I get myself into ? But I really want to be a role model for our youth , especially our young ladies , to show them anything ’ s possible if you set goals for yourself and stay focused . You have to make a lot of sacrifices along the way , because it ’ s a lot of hard work . But it ’ s really worth it in the end .”
In a crowded market — Michigan has three commercial casinos and a dozen tribal operations — Coffin says the Saginaw Chippewa resorts are holding their own , and then some .
“ Head count is down slightly , because people have a lot less disposable income now , but they ’ re still coming , and we ’ re doing everything we can to incentivize them ,” with free play , entertainment and new amenities , including restaurants , she says . “ I give a lot of thanks to our marketing department . Everyone knows Soaring Eagle .”
In 2022 , the tribe also launched an online casino and sportsbook , which are already outstripping more established competitors .
Without the generosity of three matching organ donors , including her mother , brother , and a deceased donor , Coffin may not have survived childhood . She ’ s grateful to them all , and gives special thanks to her mom , Dorothy Ann Shawano , who “ really showed me the importance of a great work ethic .”
Shawano worked for the state Department of Corrections , and moved often during Coffin ’ s childhood , following the work where it took her and taking the family along . “ She ’ s a very strong Native woman who made a lot of sacrifices to provide a better livelihood for my siblings and me ,” says Coffin . “ I do my best to make her proud .”
As a leader , Coffin aspires to live up to her spirit name , “ Little Bear Woman ,” which was bestowed in a tribal ceremony when she was ill .
“ My family is part of the Bear Clan , known as healers and protectors ,” she says . “ I ’ ve always been very protective of my family and friends , and as a professional , I ’ m responsible for protecting the best interests of our businesses . My role allows me to make decisions that are crucial for our success .” — Marjorie Preston
Defending Sovereignty
Susan Jensen
Executive Director , California Nations Indian Gaming Association
I
n 1998 , Susan Jensen became the first staff hire for the nascent California Nations Indian Gaming Association . Jensen saw her initial role as a communicator with member tribes , trying to get the word out about Prop 5 , the campaign to approve tribal gaming rights in California . Jensen helped coordinate the meetings that led to the 1999 tribal / state compacts that were signed by 61 tribes .
Jensen admitted she knew little about the campaign at the start . She learned . “ My love for the protection of tribal rights developed quickly ,” she says , “ and has allowed me to be involved in major tribal victories including the landmark Prop 5 and Prop 1A , the implementation of the first tribal-state gaming compacts in California .”
Named executive director of CNIGA in 2016 , Jensen also handled last year ’ s costly debacle of Prop 27 , which went down to defeat along with its opposition Prop 28 . Both dealt with sports betting issues .
“ Prop 27 was an attempt by out-of-state corporate gaming operators to legalize online sports wagering ,” Jensen says . “ California voters saw through the deceptive claims made by corporate operators hoping to legalize internet sports wagering . We are thankful to the voters for understanding the important role tribal governments play in providing good jobs and a positive economic impact to the California economy . We are glad they voted to keep vital gaming revenue in California .”
Just like the voters of California , tribes are looking for the best path forward , both for tribal governments and the people of California , Jensen says .
That tribes appointed a woman to run the organization comes as no surprise to Jensen . “ Tribes have respected the importance of women within their society ,” she says . “ That is still true today and is visible by the vast number of female tribal leaders elected to serve their tribal governments . As a result , I have not felt a bias from tribal members .”
A native of Napa , California , Jensen can ’ t
30 Global Gaming Business SEPTEMBER 2023