Casino Gaming Promotion Case Study
Resort Casino Increases Slow Month Revenue by 20% with Mountains of Money Giveaway Promotion
November is typically a slow month for Harveys Casino Lake Tahoe, so the challenge was to develop a promotion to entice more visitors, sign up new Tahoe Players Club members, and keep patrons in the casino longer.
Harveys turned to Mike Thomas, Director of Games Promotions at H&H Graphics, who developed and produced a promotion called “Mountains of Money Giveaway.” The promotion generated mountains of excitement in the casino and a 20% increase in revenues.
How It Worked
Mountains of Money Giveaway was designed around a highly visible Money Wheel and a $100,000 grand prize. To be eligible to spin the wheel for $100,000, players first filled their Mountains of Money game cards with five stickers, earning one for each hour spent playing slots. Inserting a Tahoe Players Club card in the slot machine card reader earned players an additional sticker. Patrons received a completed card with five stickers for every 1,000 points redeemed for cash back on their Players Club card. Playing $3,000 coin-in on reel slots, or $5,000 coin-in on video poker was rewarded with 1,000 points. The average dollar player accumulated this coin-in after approximately three hours of play. And each new Tahoe Players Club account sign-up earned one completed card with five stickers.
When patrons redeemed their sticker cards at the Tahoe Players Club booth, they received an entry into the daily “Money Wheel“ cash drawing. Upon redemption of the sticker card at the promotion booth, the sticker card was defaced and placed in the drawing drum for the Money Wheel spin and the patron received a scratch-off card with opportunities to win instant prizes and extra entries into the daily drawing. A winner was chosen from the drum two times per day and given a chance to spin the Money Wheel. Cash prizes on the wheel ranged from $500 to $100,000 (54 spokes). For additional excitement, the player spinning the wheel was offered the chance to risk what they had won by spinning the wheel a second time. If they landed on the same denomination a second time, their winnings doubled.
To win the top prize, the patron’s spin had to land on the spoke labeled $100,000 twice. Players were guaranteed a $2,500 consolation prize if they hit the $100,000 spoke once, which four did. Odds of hitting the $100,000 prize on two spins were 1:729.
Harveys used local newspapers and radio ads to promote the Mountains of Money Giveaway.
Here’s an overview of what H&H Graphics provided:
- 75,000 sticker cards: 40,000 filled out – for new Tahoe Players and Tahoe 1,000 point players – and 35,000 blanks for all other patrons
- 300,000 stickers
- 40,000 scratch-off cards
- Prize insurance to cover the $100,000 prize
Cash prizes paid out to patrons on the Money Wheel were approximately $30,000.
Harveys increased their revenue in November by 20% over the previous year. The promotion was so successful that Harveys plans to run it again with a $1,000,000 prize coordinated with the NFL Superbowl kickoff return.
H&H Graphics Gaming Promotions for Engagement, Excitement & ROI
Contact us to learn more about how you can drive new business in the off-season with the engagement and anticipation created by high-quality scratch-off and pull tab promotions.