HARRAH’S ENTERTAINMENT BUSINESS CONCEPT As part of their goal to be the first choice for casino entertainment, Harrah’s continues to spur its growth through the development of new properties, expansion and acquisitions, not only in the United States but also in other parts of the world. Currently, it manages the largest number of casino entertainment facilities in the US, which are not only limited to land-based casinos, but also include riverboat casinos, dockside casinos and gambling facilities on Indian reservations. They also own similar gambling facilities such as slots, thoroughbread racetracks and greyhound racing. All of these establishments are operated under either one of their popular brands: Harrah’s, Caesars and Horseshoe . Its presence abroad can be primarily found in one of London Clubs International’s many gambling houses in the United Kingdom and its sponsorship of the World Series of Poker tournament. Harrah’s is also in the process of developing a casino and hotel establishment in Spain and the Bahamas, and has recently acquired a golf course in Macau , which further cements the company’s presence in the international gaming scene. But at the root of Harrah’s Entertainment ‘s sound opereations lie in its focus on building loyalty and value for all of its stakeholders, especially its customers. The company’s promise of great service and excellent products is something they strive for in all of their gaming facilities, which they are able to achieve by similarly building loyalty in their employees, maintaining good long-term relationships with their business partners and suppliers, and involving themselves in the continuous development of the communities in which their various facilities are located in . ORGANIZATIONAL STRUCTURE/DIVISIONS Harrah’s numerous properties in the country are considered to be its own operating segment, and thus each establishment is given leeway to make its own decisions and manage its own operations. These properties are grouped into divisions according to their geographical location, which makes it easier for Harrah’s top management to monitor their performance and make adequate responses to the different factors that affect a particular division, seeing that most external factors that greatly affect a casino’s operation usually depends on the location of said facility. For example, there are different laws and regulations regarding gambling for each state, and each location also caters to a particular class or segment of its target market. MANAGEMENT The company takes great effort in nurturing and developing all of its employees in its quest for delivering superior customer service to its patrons.
The company has established good relationships with most of its customers which has assisted it to create high level of brand and customer loyalty
... this happens quite frequently at least once a month.” This is how Rhonda Hamilton thinks that casinos helps not only her little community but also all the communities within the state and the state as a whole.
This article is about Harrah’s Entertainment; one of the largest casino entertainments made a decision to move away from being a product based company to a strategic marketing company geared towards customer satisfaction by implementing a customer focused rewards program. Bill Harrah, the founder of the company established the company’s reputation on the premise of pride of the employees working for “the best in the business” while given more attention to the condition of the properties. However, when Gary Loveman joined the company as the new Chief operating officer, he made a move towards customer service. Gary Loveman hired Marilyn Winn, the head of Human Resources, to change how the company engaged in people development. Winn came up with a strategic plan to develop Harrah’s human capital. As a result, Winn is faced with the difficult task of improving employee motivation and job satisfaction in a rough economy after 9/11, which changed our nation forever. Although, the company gained market share it did not quite meet the company’s projected level.
The Great Transformation From A Casino City To a Resort Destination Atlantic City is the place to gamble on the East Coast. Although this may initially seem to be a positive characteristic, it is evident that this destination has the capability to be so much more than it already is. This point of interest has the world’s first boardwalk, which opened in 1881, has 4 miles of hotels, amusements, and casinos. Atlantic City was originally a resort town, until 1978, when it changed into a gaming city. This popular day-trip destination had over 34 million visitors in 1998 alone. Despite this amazing statistic, along with the revenue that gambling brings in, many steps are being taken in order to further promote the expansion of this great city. The renovations and improvements being made to the Atlantic City Convention Center are already increasing the amount of money coming in. There is a great deal of other things to focus on in the Atlantic City region. In endorsing local attractions in this scenic area, and in shifting the target market of this spot, this city would change back into a resort destination. When most people think of Atlantic City, the first thing that comes to mind is the casino attractions that are available. With the city’s constant shuffle and excitement, gamblers from all over go there dreaming of a big win. Many people consider Atlantic City to be the “Las Vegas of the East Coast”. There are over 12 casinos, with one building as magnificent as the next. At any given second of the day, these hopefuls may have their lives changed in an instant with just one win. These casino hotels gain most of their income from gamblers. Casinos employ almost 49,000 people every year. This number should actually jump when the Marina District opens. Although Atlantic City prospers as a gambler’s paradise, many would love to show others just how much more Atlantic City really has to offer its tourists. The Atlantic City Convention Center, built in 1929, was renovated with $72 million in 1997. With the world’s largest pipe organ, everyone from the Beatles to Pavarotti has played there. It was designated a historic landmark in 1987. Conventions, trade shows, meetings, and public events of the greater Atlantic City area all take place here. When the renovation is finally completed, it will seat up to 12,000 people for special events.
The basic system of just about every casino is that of the tables (including Roulette, Blackjack and Craps) filling the center of the room with computerized machines (including slots and video poker) that don’t need much tending to surrounding the area. Also, in many casinos there is a second floor surrounding the perimeter of the building with balconies everywhere so the main floor is still the center of attention. This setup brings the eye of casino patrons, wherever they may be, to the center of the casino. This strategic arrangement plays with the fact of human nature being drawn to the center of the action. Coincidentally, or not, the games in the center of the casinos are always the games where people often spend the most money. By chance if your eye isn’t drawn then perhaps the shrill of people winning will bring your attention. Don’t be fooled though, house advantage is always higher than...
Kwon, E. (n.d.). Lodging & Gaming. Standard & Poor's Capital IQ. Retrieved December 1, 2013, from http://www.netadvantage.standardandpoors.com.ezproxy.bu.edu/NASApp/NetAdvantage/showIndustrySurvey.do?task=showIndustrySurvey&code=lng
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The roll of a dice, the spin of a roulette wheel, the shuffle of cards. These are scenes that flash before our eyes in movies and media in an attempt to glorify the “play-once-win-all” way of thinking. Behind the flashing lights and lucky sevens lies an underlining danger in the interworking’s of casinos and gambling organizations alike. In 1931, Nevada passed the Assembly Bill 98 legalized many forms of gambling (REVIEW-JOURNAL, 2017). Since then, more than 500 casino establishments erected on the face of America, stretching from coast to coast. On the surface casinos are seen as a harmless recreation to some, to others it’s a heavy financial burden that impacts the addicted individual and has a back-fire effect on family and society. Likewise, on the surface, only 2.5 percent of American adults are problem gamblers (David R. Francis, 2010). Some might ask, so what’s the big deal, 2% sure doesn’t seem like much? This number in fact accounts for about 4-6 million people and with the exponential rise of technology, methods of gambling are becoming as easily accessible as reaching for a phone (David R. Francis, 2010). Factors such as increased crime rates, degradation of family life and false economic benefits all point to the
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