Solutions

> Operations Assessment and Improvement

In a very short time, a near-perfect casino resort can slide into an inefficient, bloated operation with eroding market share and declining revenues. The more time that goes by, the further the slide and the harder it is to turn things around.

WhiteSand has worked with numerous stakeholders and Tribal Councils to review, analyze, and improve the operating performance their casino resorts. Whether it is a specific area such as marketing or food & beverage, or the entire operation, WhiteSand utilizes a pragmatic approach to gathering information, interviewing key personnel, observing operations, analyzing data, conducting peer reviews, and developing recommendations for improvement.

> Organizational Studies

Creating an organization that is efficient and effective is the goal of every casino resort. But creating the right organizational structure is often complicated by legacy designs, bureaucracy, and years of unchecked growth. Every casino resort is different and needs a customized organizational structure that will support current operations and allow for future growth. And all this has to happen while minimizing costs.

WhiteSand’s background working with resort organizations of all sizes allows us to provide clients with analyses that result in actionable recommendations including:

• Organizational Structures
• Staffing & Salary Levels
• Job Requirements
• Regulatory Compliance
• Efficiency Analyses

In addition to assessment and design, WhiteSand can assist clients in implementing revenue management strategies and systems throughout the organization.

> Hotel and Resort

In the gaming world, the hotel has gone from a place to house players for the night to a central motivator for choosing a resort property and significant revenue generator. However, as the hotel product has evolved, so too have the operational complexities. Service levels continue to rise. Room sizes and fixtures continue to grow in size and luxury. Technology plays an ever increasing role, both within the operation and to facilitate the guest experience.

WhiteSand has a dedicated team that specializes in the creation and operation of successful hospitality properties. Our previous experience includes opening new properties and expansions, as well as operational reviews for existing properties. We take a holistic approach to the hotel operation, analyzing the guest experience from when they book the room until after they leave the property. We also review how the hotel operates within the property in order to maximize the potential revenues for the entire enterprise.

> Food and Beverage

Casino resort guests often look to food and beverage offerings of properties as a driving factor in deciding which property they will patronize. WhiteSand has experience in conceptualizing, developing, and repositioning food and beverage products ranging from high-end, five-star dining operations, to quick-service concepts. Our services include concept development, menu analysis and menu makeover, operational reviews, service standards and service culture development, facilities design, food and beverage systems, selection and implementation, and overall project management.

> Spa

In the past twenty years, spas have gone from an extremely rare amenity found only in exclusive properties to staple operations that today’s casinos, hotels and resorts would not think to do without. Providing an appropriate spa experience which appeals to the property’s target customer while also ensuring a profitable revenue center for the property can be challenging. WhiteSand provides assistance to both new and existing spa operations.

New Operations

In the case of new spa projects, WhiteSand will help develop the spa’s concept. This would include working with the property and designers to develop the design aesthetic and theme of the operation, selecting the services and treatments to be offered in the spa, and developing the spa service experience guests will encounter during their visit.

Existing Operations

For existing spa operations, WhiteSand offers multiple services. We typically start with an operational review of the spa department, auditing the services offered. This involves looking at customer satisfaction levels, service standards, employee performance, and the revenues created by the operation as well as the expenses incurred by it.

The operational review often leads to other efforts including repositioning the spa, altering the menu of services, marketing the operation more effectively (both within the overall property as well as off-property), retraining or restaffing certain positions, or resizing the operation.

> Revenue Management

WhiteSand offers services designed to help customers assess, design, and implement effective revenue management strategies that directly benefit the bottom line of the P&L while providing better knowledge of customer segmentation and price tolerance, more accurate forecasting, and effective third party distribution. Our services include revenue management assessments to determine the effectiveness of current revenue management policies where we review demand forecasting, inventory controls, user interaction with RM systems, price elasticity modeling, decision-design regarding pricing, discounting and overbooking, cross-channel sales practice, and discounts and promotions.

WhiteSand will help the client design sophisticated revenue management solutions geared towards the everyday user but with the capabilities for high-level statistical analysis and forecasting. We assist with customer segmentation, demand and forecast design, response modeling, price and discount optimization, lifecycle strategies, and finally pricing performance management to determine the success of these strategies.

> Service Level Standards

Customer service is one of the most important aspects of the guest experience. Providing consistent services levels across all customer touchpoints is impossible without realistic, measureable standards. These standards vary depending on a number of factors, but consistency and the ability to cater to the property’s target demographic is essential. WhiteSand’s experience working with a diverse set of organizations around the world has provided us with a wealth of practical knowledge regarding appropriate service levels. We have the ability to evaluate a property’s success both quantitatively and qualitatively via our measurement programs. Key aspects of the program include:

• Identifying Customer Touchpoints
• Establishing Appropriate Service Levels
• Developing Realistic Customer Service Standards
• Incorporating Measurement Criteria into the Review Process
• Secret Shopper Programs
• Training Programs

> Marketing Plans

WhiteSand has the knowledge and experience to assist our clients in the creation of comprehensive marketing plans that will provide a solid operating framework for the organization’s activities. Our unique experience in both consulting and operations allows us to provide our clients with a unique perspective as we guide them through the planning process including, but not limited to:

• Research
• Segmentation
• Objectives & Strategies
• Financial/Budget Analysis
• Program Development
• Advertising
• Campaign Development/Analysis
• Promotions
• e – Marketing
• Direct Marketing

> Loyalty Programs

The relative value of a casino’s club is often a major contributing factor to the operation’s overall success. A properly managed program can cultivate loyal patrons and provide the necessary data for specialized marketing initiatives that cater to specific customer interests. This effort is the basis for more complex customer relationship marketing (CRM).

Creating and maintaining these programs can be a complex, resource intensive process that requires a unique set of skills and experience. WhiteSand has the background to guide clients through the entire process including:

• Tiers/Levels (Number, Criteria, Etc.)
  • Corresponding Privileges & Rewards
• Technology Requirements
  • Analytical Software
  • Hardware
• Staffing Requirements
• Implementation/Transition Plan
• Reinvestment Levels/Profitability Analysis