Slots players can seem an odd lot at times: They might arrive with hundreds of dollars in their pockets that they're willing to lose on a bad day, but if they can get a free meal out of the experience, they still might depart satisfied.
Darrell Sapp, Post-GazetteGamblers play the slot machines on Monday at The Meadows
Click photo for larger image.
Such thoughts filled the heads of some of those lining up at The Meadows Racetrack & Casino in Washington County to become members of its growing-like-dandelions player rewards club on its second day.
The 30,000 individuals who have signed up online, by mail or in person for the loyalty club have been a big factor in the early success of southwestern Pennsylvania's first casino. The temporary structure of 1,738 slot machines was filled to near capacity from 3 p.m. to midnight Monday, according to general manager Mike Graninger, and it was still bustling with perhaps three-fourths of the first day's volume yesterday.
Revenue figures from the Pennsylvania Gaming Control Board showed The Meadows' opening compared favorably with the four other racetrack casinos to open since November.
Patrons put $8,637,964 into the machines in slightly more than 15 hours Monday, and got nearly 92 percent of it back as prizes. That left $701,021 in revenue, with the state and local governments receiving $385,561 and the operator keeping $315,459 to cover costs and profit.
Two of the other four racetrack casinos generated slightly more revenue for the operators and governments to share on their first days, but were helped in doing so by having more machines. Harrah's Chester Casino & Racetrack in suburban Philadelphia produced $913,976 on Jan. 23 from 2,744 machines, and Presque Isle Downs and Casino near Erie generated $809,394 in revenue on Feb. 28 with 2,000 machines.
The Meadows made more money from its opening than either Philadelphia Park Casino and Racetrack on Dec. 19 or the Mohegan Sun at Pocono Downs on Nov. 14.
Seeing virtually all of the 1,435 new parking spaces used the first day at The Meadows prompted officials to try quickly to create 300 more spaces for use on what's expected to be a busy weekend.
Part of the marketing effort to lure and retain all those players, in the face of competition for gamblers' money regionally and nationally, are rewards clubs like the one launched by The Meadows in advance of opening. About two-thirds of customers typically use cards they insert into machines to rack up points, based on their volume of play, which they can later redeem for meals, gifts or other prizes.
The Meadows has not publicized exactly how much customers will receive for different levels of play -- patrons must simply ask about what they've earned. It does advertise, however, that aside from merchandise in its gift shop or meals in its snack bar or restaurant, points can be redeemed for goods and services at participating providers such as Wal-Mart, Target and Lowe's.
"That sounds good -- anything that's free in return for me giving my money away to them," said Joan Ciccarelli, 69, of Belle Vernon, who had just arrived at the casino with a sister and two friends.
She is accustomed to frequent free meals at Wheeling Island Racetrack & Gaming Center, and an occasional free hotel stay there, in return for risking $200 to $300 per visit. Wheeling Island, which is The Meadows' primary competitor, sends books of discount offers in the mail to players on a regular basis.
Behind her in line, 66-year-old Bernie Juergen, of Stowe, said he has been showered by Atlantic City casinos with such gifts as a television and camcorder, because he and his wife are prepared to spend $2,000 on a gambling trip. The small Meadows gift shop has no such visible items, but Mr. Juergen said such things are a "bonus," nothing essential.
The Meadows also has no hotel, and in its temporary structure has fewer dining options than other casinos, so its marketing department is using other establishments to help reward loyal players. Jay Boyd, director of marketing, said gift cards for chain stores will be purchased by the casino and distributed to customers now, but he expects soon to negotiate more formal arrangements with local establishments, such as independent restaurants.
When casinos arrive in communities, there's often concern about the impact they can have in shuffling people's disposable income from other entertainment options to gambling. That's one factor in The Meadows wanting to reach out to local businesses and send some customers to them, said Tom Willer, vice president of marketing for Cannery Casino Resorts, the Las Vegas-based owner of The Meadows.
"We're very happy about being embraced by Washington County, and we want a symbiotic relationship with the businesses here," he said.
Marc Alfano, owner of Alfano's at the Quail restaurant, a minute's drive from The Meadows in North Strabane, said he's had preliminary discussions with the casino about the restaurant becoming one of the "comps" for which they could cash in points. He would welcome such an arrangement, though he's expecting even more business from future patrons of an outlet mall under construction on Racetrack Road.
"The casino's so self-contained that if they don't treat it right, it could really suck the life out of local businesses," he said of the competition for local customers' dollars. "But from what I've seen so far, they've been positive about reaching out to the community."
The Washington County Tourism Promotion Agency is handling a plan to make booking rooms in local hotels possible through a link on the casino's Web site. And once the casino begins accepting charter bus service later this summer, primarily from Ohio, it will do crossover marketing with the tourism agency to help expose people to other Washington County attractions, said Mark Tallarico, executive director of the agency.
"Most people in the hospitality industry are looking at [the casino] as a positive because there will be a greater number of folks stopping here in general," he said. "Those should outweigh whatever they think will be displaced in local discretionary income."
First Published: June 13, 2007, 3:15 a.m.