New bingo director reflects on gaming; customer service key to keeping patrons

Observer Staff

7/5/2005 12:00:00 AM

By Bonnie Sprague

Contributing Writer

Looking back 25 years, we wouldn't have dreamed the Isabella Reservation turning into a world-class destination. The phenomenal growth that our Tribe has experienced is unbelievable and we have been blessed. Flourishing from the car bingo in the late 1970s, we are now Michigan's largest bingo operation. I, as well as many other Tribal members, are very proud to have been a part of the success since the commencement of bingo in the early 1980s.

In the early part of 1981, Tribal Elder Josephine Jackson; Willis Jackson Jr.; the now late Tribal Planner Ben Quigno and Fiscal Officer Eleanor Starkweather; IAT Tribal Employee Gary Franks, his wife Tanya; and I traveled to Hollywood, Fla. on behalf of the Saginaw Chippewa Tribe to visit the Seminole Tribe's bingo facility. The Seminoles were the first Tribe to introduce high stakes gaming in the country on Dec. 14, 1979 and their hospitality was a remarkable experience. We toured their facility, met staff and gathered as much information on bingo for Josephine to present to the Tribal Council.

At the time, the Tribe was not as fortunate and we relied on many grants and contracts from the federal government and the state of Michigan. Back in those days, $500 was a large amount of money and investing that amount for used bingo equipment and hard cards was a major move for the Tribal Council. With the support of the Otto administration, the $500 was approved for the purchase of the used equipment from the Black Creek Conservation Club.

The investment paid off and several months later, we began our bingo operation with volunteer staff. As the Tribe became more stable, bingo staff began receiving $21 stipends for a day of work. In 1984, they became full-time employees. The eventual introduction of table games, slot machines, many other exciting games and a 512-room hotel and convention center all transpired from our humble bingo operation.

About a month ago, I became the director of Soaring Eagle Bingo. The position was posted several times and I never had any intentions of coming back to gaming. But when I learned that bingo was declining, I knew that I needed to apply because bingo can be a strong and vital profit center in any Indian gaming operation. As a member of the Tribe, I knew I had to take an aggressive approach. I thrive on challenges and this presented an opportunity to utilize my education, training and background experience. With 20 years of service for the Tribe, including eight years of bingo management, I accepted the position in an effort to improve the bingo profit margin.

Soaring Eagle Bingo has been declining over the past several years. Our games have not been drawing in the crowds during various sessions.

Based on the bingo daily and weekly profit analysis reports, we are not reaching our projected level of revenue. Our current year-to-date net win hold is at 36.6 percent; 45 percent of drop will even out, but with a hold of 50 percent or more, we will reach $250,000 annual positive net income to the bottom line based on last years totals. We need to strive to retain a 50 percent or higher margin to cover Bingo prizes and operational costs leaving a good margin of profit. It's important to be asking why and aggressively look for solutions before this becomes a threat to our business.

In order to increase the bottom line, we need to change our game schedule. The bingo analysis report is a good tool in determining what games are profitable and what days are favorable for the house. I have been observing the play per session and have determined that Mondays, Tuesdays and Fridays have low attendance.

The trend for bingo has always remained the same throughout the years. Mondays and Tuesdays are the beginning of the week; many of our players are back to work, school or parents are running errands. Fridays are the opposite; it's the end of the week and many players are spending time with family or enjoying a night out for dinner after a long week of work.

Many bingo halls offer matinee sessions, speed or lightening bingo throughout the day for the convenience of the players. The sessions are short and individuals can play at various time intervals. Mondays and Tuesdays are excellent days to introduce Matinee sessions here at Soaring Eagle Bingo. We have many players who travel with bus groups who are not able to play during the day because our sessions are too long. Fridays would be a great play day to reintroduce our popular $15 packet (buy one get one free) with an attractive jackpot. We need new games and products that will tantalize our players.

Once our schedule has been changed, we need to focus on customer service in order to retain our players and it is our goal to:

-Avoid long lines by servicing our patrons earlier.

-Start games promptly; our patrons want to play at the scheduled time.

-Greet customers with attentive staff readily identifying news to customers to explain the game, packets and promotions.

-Implement a bingo VIP program for our valued players to receive points for upcoming promotions such as concerts, rooms, food or merchandise.

-Upgrade the level of food service to a healthier menu; our chef is working on a menu change to accommodate our players.

-Accept credit cards (VISA/MasterCard) at admissions.

-Integrate our Slot Players Club to include Bingo; this will give new players the ability to use their points to purchase bingo packets.

-Train staff to sell, sell, sell.

Presently, our Soaring Eagle Bingo Hall does not offer incentives or discounts for senior citizens. We could also honor Tribal senior citizen cards as well. Designating a day for senior citizens to receive triple bonus points or match free play would be a great way to say thanks for being a valued customer. Another way of expressing our thanks is to designate a day for employees and Tribal members who play bingo with incentives or discounts. Not all gaming employees are allowed to participate in our games.

Soaring Eagle Bingo offers electronic bingo while players continue to play the traditional paper bingo. Electronic bingo has completely redefined our Soaring Eagle Bingo Hall with 60 percent of the players using handsets or player stations during our promotional games. Another exciting way to play is satellite bingo interlinked between Indian Nations. High stake jackpots of $500,000 to $1 million are played on screens throughout Indian casinos. Many halls offer electronic pull-tab machines or keno stations on the bingo tables.

The bingo environment is plain and simple. We need to enhance the Soaring Eagle Bingo Hall environment from traditional to a vibrant club-like setting. Many bingo halls in Indian Country have interiors decorated with interesting lights, signs, a d�cor caller stand and music for an elegant feel. Bingo is part of the Soaring Eagle Casino and we need it to look and feel like the casino.

Marketing plays a major role in all profit centers within gaming. I've been working closely with our Soaring Eagle Marketing Department in promoting our games. As many of you know, over the past two weeks our play has increased due to the efforts of our Marketing Department, including changes to our bingo page on the Tribal website.

We have to acknowledge that our demographics are different during the day and evening. With patrons aged 50 and older, this demographic had disposable income and time to spend it. Today, however, our evening sessions consist of younger patrons between the ages of 21 and 40 years old, the primary age group of internet users. We can target this demographic by the use of the internet. A few ideas include, offering discount coupons for packets, free daubers or lunch on their next visit.

Something new at bingo is the announcement of the casino promotional winners. Many of our players do not like to play bingo during the promotional drawings; therefore we have made changes to accommodate our patrons. Bingo players can now enjoy bingo and also participate in the promotional drawings. Marketing has also included our promotions on the plasma screens throughout the casino, hotel and outside advertising screens.

Bingo is a social game of fun and excitement-an adrenaline rush. It's a place for a fun nigh out with family and friends hoping to win. With a little creativity and imagination, we can increase the bottom profit margin.