Southern California: Native American Resort Casino
SkillsProject Feasibility, Market Research, Demographic and Psychographic Analytics, Geographic Information Systems (GIS), Strategy Development
Convergence Strategy Group performed a casino gaming market assessment and hotel market assessment for a confidential Native American Tribe located in Southern California. The highly competitive environment was assessed in terms of supply and demand for casino gaming as well as facility amenities such as hotel rooms and luxury suites, resort pools, entertainment, food and beverage offerings, and customer service. The property’s player database was analyzed and patterns in gaming and hotel patronage mapped to more fully understand key markets and those with future potential. Planned resort casino expansions and upgrades in the Southern California region were evaluated in terms of competitiveness in the marketplace. A custom drive-time gravity model was constructed and utilized to project the potential impacts of future competition on gaming visits and revenues, as well as the impacts of a facility expansion. An in-depth hotel market assessment was performed to right-size and program a hotel expansion at the existing casino resort in order to maximize the utilization of existing property offerings as well as increase visitation and revenues for the resort property.