A Winning Hand
The Sands Hotel and Casino in-plant plays a huge part in the organization's direct marketing efforts.
A casino is a living, glittering dream world—a fantasy of flashing lights and free drinks; a place where mounds of money chips and jangling jackpots of coins seem within easy reach.
Naturally, every casino wants you to pull its levers and toss money on its tables. So how do the successful ones get you in their doors?
At least that's the case at the Sands Hotel and Casino in Atlantic City, N.J. By mailing personalized statements out to frequent players, combined with coupons for free services based on how much they've spent, the Sands encourages past spenders to return.
To grab their interest, however, these statements must not only be personal, they must be colorful—and that's where the Sands' in-plant comes in. Working closely with the casino/hotel's direct mail department, the 17-employee Sands in-plant prints four-color shells for these statements, then passes them on to the MIS department, where the variable data is added.
The in-plant, just two blocks from the Atlantic City boardwalk, not only prints for the Sands, but for two casinos run by its parent, Hollywood Casino Corp.—one in Tunica, Miss., and one in Aurora, Ill. It also prints for the Sands in San Juan, Puerto Rico. These jobs are then mailed out from the Sands' New Jersey-based direct mail operation.
"We have the database here and we have the equipment, so it's cheaper for us to have our own mailing operation," remarks Samuel Greene, director of printing operations.
Effective marketing has become increasingly critical for casinos. Now that they've sold the public on the dream of becoming instantly rich, the resulting boom in riverboat and Native American gambling operations has created lots of competition. To catch the public's eye, casinos like the Sands make generous use of color in their marketing materials. Greene says that an amazing 75 percent of his in-plant's printing is four-color work. Plus, 25 percent of that work is either foil stamped or diecut.