1	Making the Numbers Work:
2	What Do We Know About Racino Players? Study performed with Yesawich, Pepperdine, Brown & Russell – Portrait of American Gamblers Surveyed 2,500 casino gamblers Who are they? How do they behave? What do they want?
3	Who Are They?
4	Who Are They? Racino Gamblers Gender 57% women 43% men Age 70% are over 45 years old Echo Boomers = 10% Generation Xers = 20% Baby Boomers = 42% Matures = 28% Race 84% White 7% African American 4% Hispanic 1% Asian Racino Market Pop. Gender 51% women 49% men Age 38% are over 45 years old Race 78% White 14% African American 6.5% Hispanic 2% Asian
5	Who Are They? Racino Gamblers Income 67% earn more than $50K per year Educational attainment 33% have a bachelor’s degree Marital status 57% married 43% unmarried Racino Market Pop. Income 44% earn more than $50K per year Educational attainment 23% have a bachelor’s degree Marital status 51% married 49% unmarried
6	How Do Racino Gamblers Compare to Casino Gamblers? Gender Same Race Slightly more likely to be White Significantly less likely to be Asian Age Higher median age Marital Status Same Income Have slightly higher incomes Educational attainment Slightly less likely to have a bachelor’s degree
7	How Do They Behave?
8	Day Gambling Trips Frequency During the last 12 months Mean of 8.6 trips During the next 12 months 78% plan to make the same or more trips Budget Gambling Mean of $264 Median of $100 Food & Beverage (of the 79% who spent $1 or more) Mean of $78 Median of $50
9	How Do Racino Gamblers Compare to Casino Gamblers? Day Gambling Trips Frequency Make significantly more trips – average of 2.7 more Budget Spend more on gambling Mean of $264 vs. $206 Spend more on F&B Mean of $78 vs. $63
10	Overnight Gambling Trips Frequency During the last 12 months Mean of 3.5 trips During the next 12 months 80% plan to make the same or more trips Budget Gambling Mean of $380 Median of $200 Food & Beverage (of the 79% who spent $1 or more) Mean of $101 Median of $75
11	How Do Racino Gamblers Compare to Casino Gamblers? Overnight Gambling Trips Frequency Make significantly more trips – average of 1.3 more Budget Spend more on gambling Mean of $380 vs. $200 Spend more on F&B Mean of $101 vs. $84
12	What Do They Want?
13	What Attributes are Important to Racino Gamblers? 5 most important attributes Friendly employees Satisfaction with service provided by casino employees Safety and security Access to favorite slot machines Slot jackpot payoffs 5 least important attributes Adult revue and production shows Number of bars and lounges Brand name of the casino Spa facilities Shopping/retail
14	How Do Racino Gamblers Compare to Non-Racino Gamblers? Issues significantly more important to Racino Gamblers Access to favorite slot machines Slot jackpot payoffs Number of slot machines Access to the newest slot machine games Players club benefits Travel time from home or office Valet parking How lucky they feel in casino
15	What Comps are Important to Racino Gamblers? Most important Free hotel room offer Discounted hotel room offer Cash or match play offer Least important Direct contact by casino host Food and beverage offer Free tickets to concerts or special events
16	Where Else Do They Gamble? Have gambled in Las Vegas in the last year 12% Top three destination casinos Caesars Harrah’s MGM Grand
17	Where Else Do They Gamble? Ever gambled in a Native-American Casino 66% Think that Native American casinos are better than other casinos 54% Day gambling trip to a Tribal/Native American Casino in last 12 months 35% mean of 5.9 trips
18	Types of Machines Sought
19	Smoking Environment – Racino Gamblers Smoke tobacco products 35% Consider smoke free environment very important 57% Consider smoking allowed environment very important 37%
20	Smoking Ban Impacts – Racino Gamblers If smoking was banned in favorite casino Would visit less often or stop going there 18% Would visit more often 42% Would have no effect on visitation 25%
21	What Are Their Leisure Activities? Most popular Shopping at the mall Going to the movies Most frequently Spend time with family/friends Work around the house Listen to music Read books, magazines, or newspapers Least frequently Gamble online Go to a spa
22	Who Was Their Candidate?
23	What Should We Remember? Racino gambler demographics Older, more affluent, more white than the market and the gaming community Racino gambler behavior more local, looking for the immediate rather than resort experience fully utilize regular casinos and are comfortable with Native American casinos play more frequently and spend more on gambling They plan to play just as much or more next year What is Important to Racino gamblers? Access Slot payoffs Service
24	Conclusion High quality slot product will get them in the door. Friendly service will keep them coming back.