Digital Signage Adds Excitement to Choctaw Casinos
The Choctaw Casino Resort (www.choctawcasinos.com) is a luxury casino and hotel located in Durant, OK. The hotel tower has 12 floors and contains 330 rooms and suites. The casino covers more than 110,000 sq. ft. with over 3,000 slot machines. The $300 million resort had its grand opening in February 2010 and is the flagship location of the Choctaw Nation gaming industry. Durant is the headquarters location for the Choctaw Nation gaming industry that includes six other casinos located in southeast Oklahoma.
The Choctaw Casino Resort is a major tourist destination for Durant and draws patrons from Oklahoma, Arkansas, Kansas, Louisiana and Texas including Dallas-Fort Worth. Janie Dillard, Executive Director of Gaming for Choctaw Casinos, said, “Our goal was to design a casino that had amenities for the avid gamer and we also wanted to install the latest in gaming and casino technology to add excitement in the casino. From the early stages of the design, our desire was to use cutting-edge digital signage to build energy in the casino and market the casino’s activities inside and outside of the casino.”
Dillard continued: “We have strategically placed signage in high traffic areas to guide visitors and inform them about our facility. Content includes promotions, events, casino drawings, jackpot winners and our dining options. Each restaurant includes digital signs for displaying menus.”
The Durant Casino has over 170 Samsung LCDs installed ranging in size from 23 inches to 70 inches although the vast majority are 46-inch monitors. The casino contracted with Alpha Video (www.alphavideo.com) in Minneapolis to design and install the digital signage system and used CastNet digital signage software from the Digital Display Group which is a division of Alpha Video. (www.digitaldisplaygroup.com).
“Creating a Buzz”
One of the ways that the digital signs are used to create a “buzz” on the gaming floor is with a count-down clock to promote drawings. The count-down clock is part of the Winners Module of the CastNET Software.
Outdoor Signage
The digital signs system is integrated with two large outdoor LED billboards. The billboards are located on Highway 69/75 where, according to statistics from the Oklahoma Department of Transportation, over 25,000 potential customers see the signs each day. The billboards advertise upcoming events, promote casino amenities and announce gaming winners.
Indoor Signage
Like most casinos, cable TV is shown throughout the facility for special events, sporting events and other high profile programs. Choctaw Casino is proud to feature promotional messaging and cable combined in one design package. The best example of this implementation is in the Diamondback Lounge with a 3x3 video wall. The nine 42-inch LCDs provide a massive 120”x27” view area which has a main zone for cable TV and side and bottom zones for promotional messages.
Creative Content
One of the challenges to any digital signage is to keep the content fresh and appealing. Choctaw Casinos has a dedicated staff of two “Creative Technologists” who create and update content and templates daily. “We see digital signage as an evolving piece of our marketing strategy. We really push the boundaries of creative design by using 3-D animation, high-end motion graphics and high definition artwork to catch the attention of our casino patrons. The digital signs help to enhance the experience of our patrons so they gamble more, eat more and spend more," said Dillard.
Expanding to All Locations
Alpha Video has worked with the Choctaw Nation to expand the digital signage system to all of the casinos. The creative template designs are completed in Durant and then downloaded to the other casinos. The employees at the casinos are trained on how to post content to update the local promotional information.
Room and exterior photos Courtesy of Choctaw Casinos. Rack and front lobby photos courtesy Stephen Olner Photography.