Industry Overviews:
HOSPITALITY – Las Vegas and Casino
The Background:
- Las Vegas Hotel and Casino
- 1.7 million guests and casino patrons annually
- Operates hotel, gaming floor, retail stores and restaurants
- 4.5 billion in revenue annually
The Challenge:
- Improve VIP guest tracking while at the casino
- Provide staff and management visibility to high rollers and VIP guests
- Currently VIP's are recognized at check-in by staff or if they have a prearranged arrival accommodation with the hotel and VIP hosts, difficult to establish VIP status without direct communication with guest
- Evaluate where VIP's spend their time
The Solution:
- Created "hot-spots" throughout the casino, RFID portals are established in predefined locations of interest RFID antenna's are placed strategically to create inconspicuous portals
- VIP Guest Player Reward Card's embedded with RFID tag
- VIP's movement within the casino is tracked and provided to relevant management staff and pit bosses
The Process:
The hotel and casino established a need to more effectively track and recognize VIP guests. Various RFID portals were set up in the hotel lobby and throughout the casino. Upon entering the casino, RFID readers read the VIP Player Card (embedded with an RFID tag). This information is then sent to a predetermined location or person (via wireless device), including contact information, personal preferences and any relevant patronage history. Staff in the hotel lobby (or in other assigned locations) can then greet and assist the guest in an appropriate way. Portals throughout the casino provide management with visibility to guest traffic, gambling preferences and time utilization. Information is also transmitted to pit bosses, allowing them to identify high rollers.
The Results:
RFID readers throughout the hotel and casino provide management with important information about VIP guest traffic. Staff time is more effectively utilized, they know which guests entering casino are VIP and they have access to all pertinent VIP guest data via wireless devices. Allowing them to better serve the customer and provide the types of services that the VIP expects on each visit. RFID data that is collected allows management to identify where guests spend their time and money, which machines are played most and which machines are being most effective.
- Improved relationship management
- Increased staff utilization
- Improved visibility to VIP traffic
