Casino Enterprise Management

With apologies to the Ringling Brothers, the greatest show on earth isn’t in a traveling tent anymore; it’s anchored each November in Las Vegas, and it’s called G2E. The annual Global Gaming Expo has been growing every year since inception in September 2001. You’d think with record attendance of 30,173 last year, describing this mega-show would be a piece of cake. However, while you certainly could find a “piece of cake” at more than two dozen booths last year, the show is quite indescribable. 

The autumn gaming show that existed two decades before the first G2E featured fairly uniform exhibitors and attendees. A third of the vendors made slot machines; a third sold cards, dice or roulette wheels; and the remaining third sold some accessory that attached to a machine or a table game. The attendees were exclusively from Nevada and New Jersey. The only Native Americans in attendance were engraved on slot tokens, and your odds of bumping into an architect, banker, risk manager, fashion consultant, market analyst, researcher or software programmer were zero.  

Not now. Last year, G2E had something for everyone. So naturally, they have added more, including an entertainment arena and a retail promenade that will join the other recent additions of a casino design conference, a leadership academy, a conference on gambling and addiction, and a major F&B exhibition. G2E represents so many different things to so many different attendees that it may soon have to drop the second “G” from its name and just call it the Global Expo.

It is all about the economy in 2008 and trying to understand what’s ahead for the industry in 2009. The keynote speaker (usually an entertainer or celebrity) is now CNBC’s financial contributor Ron Insana. He’ll be talking about the global economy, markets and political policy. Show organizer Frank Fahrenkopf Jr. of the American Gaming Association (AGA) says, “The industry must be prepared to navigate not only a competitive environment, but also economic slowdowns such as the one the United States is currently experiencing.” Talk about an understatement. The only reason there may not be a record number of gaming investment analysts at this year’s address is because many of them are now unemployed.

Nervous gaming CEOs and CFOs will also be looking to Insana for any sign of encouragement. This group, along with other gaming veterans, will certainly take advantage of the unique networking environment that G2E provides. It is the only place where pros can share opinions, gain insights and seek direction for an unprecedented, uncertain future with those who understand their work environment.  

One of the seldom-mentioned aspects of G2E is that it has always been the ultimate free-agent marketplace. In other words, if you’re looking for a job, looking for a change, or just plain looking, this is the place to be. There are more headhunters at G2E than there are spokesmodels (and that’s saying a lot).

The attraction for mid-level managers is to get ahead, not by changing jobs but by growing their skill sets, learning new technologies, and listening to the collective wisdom of the largest assemblage of gaming pros anywhere. While some veterans feel they’ve outgrown attending the conference sessions, these seminars represent an invaluable opportunity to learn from others, gain perspective on the past and future and make personal connections that can span a career. Indeed, there has seldom been a gaming breakthrough that didn’t get its launch at a G2E. (Total flops were hyped here first as well). For veterans looking for the keys to career success, pay attention to everything; don’t waste any opportunity, talk to your colleagues (which doesn’t include spokesmodels), and take notes.

For first timers, this show is both a wonderland and an eye-opener. One can easily get myopic inside a single casino and forget that one’s particular operation is really just one part of a worldwide entertainment profession that gains respect and attention each year. First-timers return from G2E with an enthusiasm and dedication that can easily lasts for 12 months.

One major concern for 2008 is that because travel budgets are under attack, attendance may be down. Maybe you were one of the cuts’ victims. If you were bumped from the travel squad this year, don’t despair. You can still take advantage of G2E. Get on the phone now and make sure the sales reps who service your industry segment know you’re at home. Alert them to bring back a full set of brochures, flyers, free pens and rubber dice. More importantly have them debrief you on the show. Most sales managers hold their own end-of-show briefings with their teams; if you talk to these folks as soon as possible on their return, you may be able to get in on theirs. What happens in Vegas only stays in Vegas if you don’t ask.

If you are limited to a single day visit, go on Thursday. There’s less glamour but a lot more wisdom. Tired vendors, who would think nothing of subjecting you to a two-hour demo on Tuesday, will skip to the basics. They’ll also provide tips on what everyone has said not to miss on the exhibit floor. 

If you are fortunate enough to attend the full show, ensure a return ticket for 2009 by writing a thorough report on what you saw and share it with the team back home. Even if your boss was also there, your report will show that you didn’t waste all your time at vendor parties.  

Speaking of parties, the biggest news from G2E isn’t coming from the AGA but from AGEM (the Association of Gaming Equipment Manufacturers). Tuesday evening, the first day of the trade show, was traditionally “party night.” If you had a limo at your disposal, you could eat, drink and party free of charge courtesy of vendors who rented every venue in town. As AGEM’s Marcus Prater puts it: “Those were memorable nights and good business relationships were forged. But there was certainly a blurring together with other events taking place all over town.” His new solution is one party for all. This year it will be at The Orleans. The event will be invitation only, but there’s little doubt it will be big. (It is in the same arena where the Ringling Brothers hold their circus.). The taxi companies and nightclubs may hate Prater for this, but one-stop partying makes good sense in these economic times. So does taking full advantage of G2E.

Top Ten List for G2E First Timers

1) It’s all about the shoes (wear a new pair and you’ll be done before sundown). 

2) Don’t hang with a gaming veteran. By the time you meet all his/her friends and hear their stories, you’ll have missed the show.   

3) Collect an ample supply of freebies for the team back at the office. Save weight by dumping all magazines, as copies will be around the office when you return [Ignore this advice for Casino Enterprise Management – ed.] Bring home two copies of the free Show Guide; they are great reference resources.

4) Don’t forget the cell phone and laptop chargers.

5) Select an alternate seminar ahead of time. If your first choice is not going well, switch ASAP. If you hit two yawners in a row, leave and use the time to network.

6) The parties are great, but don’t forget to get plenty of rest. You need to be sharp.

7) Wear your nametag. Even though you may not be the CEO, you work for his company and that will command attention.

8) Take notes. There are so many good ideas there, it’s easy to forget (an iPhone, Blackberry or small audio recorder is great for this).
 

9) Follow up on contacts promptly after returning. 

10) Bring at least 100 business cards. That way you’ll only be about 100 short.

Buddy Frank is the Vice President of Slot Operations at Pechanga Resort & Casino. He currently teaches classroom and on-line courses on Gaming for San Diego State University, and serves on the editorial boards of Casino Enterprise Management and Native American Casino magazines.