Why have a Player Development team?

When you are writing your Casino Host Goals, you are really answering the fundamental question “Why do we have a Player Development team?”

The Property is making a significant investment in salaries, benefits, and also in any Comps and VIP parties and gifts. So why do we invest in these professionals, and what do we want as a financial return?

As an interesting exercise, go ahead and ask this question of the managers of the different departments: “What are we trying to achieve by having a Player Development team? What do we expect from them?”

The various answers that you receive will reinforce the reality that the team has a wide range of responsibilities from reactive customer service to proactive sales.

For example:

  • General Manager – bring in the best players as often as possible and keep them happy while they are playing. Find out who’s not  playing and get them back on property.
  • VP Marketing  – get the best players into the Events, run the Events, manage the ticket allocation at concerts, and entertain the guests at Promotions and VIP parties.
  • Guest Services Manager- take care of customer services issues with the most important players, and
  • CFO – manage investment of Comps and expense, so we don’t ‘buy the business’

This is a wide range of responsibilities. And we can immediately see that it’s not obvious how a Player Development professional should divide their time between these different activities.

Some are reactive – Who’s here? What do they need? Some are proactive – Who’s not here? Who should I call?

We set goals for the PD team so they know how to balance their time between activities to meet their Active, Inactive, Acquisition, Retention, Profitability, and Contact goals.

But perhaps we should also consider eliminating tasks that distract from their goals? Maybe increase the focus on Who’s Not Here, and ask other teams to manage who is here. If this resonates with you, then take a look at the 6 Tasks You Shouldn’t Find on a Casino Host Job Description

Let us know what other answers you hear to the question “Why do we have a Player Development team?”.

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