The often-quoted casino marketing guru Gary Green, together with industry veteran Frank Haas, has formed a new Las Vegas-based casino management and development company, Southern Dutch Gaming. In the tradition of the best American showmen, Gary Green has made an art of publicity and his ‘Right Now’ formula is a proven success. There is no sitting back and waiting for things to happen, “I have an attitude that when I want something done I want it done right now. Not in 60 days. Not in six hours. I want it right now.”

From folk singer, journalist, labour union leader and pioneer of Internet e-commerce, Gary Green is now in the process of dragging the casino gaming world into modern corporate competitive business models. In the recent press release of 25 June, the reasons behind the foundation of Southern Dutch Gaming are explained.

Southern Dutch Gaming was founded by Green and 30-year industry veteran Frank Haas to manage, purchase, and operate casinos for investors, for themselves and for third parties, including Native American tribes. Based on its unprecedented successes for the Absentee Shawnee Tribe of Oklahoma and at a Donald Trump-run Native American casino in California, the new company formulises the techniques that increased tribal revenue by 53.4% in Oklahoma and EBITA by 71.6% for Trump.

“It is a clear, concise, and now well-proven methodology,” said Green, who outlined the strategy in his 2002 book “A Marketing-Driven Casino Operational Business Plan.” Green said the company is looking at two potential purchases in Nevada, two management contracts for Native American Casinos, and the operation of one Latin American casino. Green also serves as the President and CEO of the Absentee Shawnee Tribe’s Gaming Enterprises, where Haas is Vice-President and Chief-Financial Officer.

Green’s personalized branding, which includes a series of television commercials claiming he is “stealing Las Vegas and bringing it to Oklahoma,” shows him cutting down the famous “Fabulous Las Vegas” sign, dressing in an Elvis jump suit, stealing lights from Fremont Street, and kidnapping show girls. The part-marketer, part-showman part casino-operator says that his Binion-like Trump-esque commercials are just part of the methodology of personalizing the casino experience.

“It does not matter if it is me, if it is a fictional character, or if it is Jack Binion or Donald Trump; history has shown us that personalization at every level draws customers,” Green said, whose methodology includes a highly-sophisticated catalogue-industry borrowed system of personalized direct mails and phone calls to players. “Our new company takes these proven market-share grabbing techniques and makes them available to casinos all over the world,” Green added. (E-06.27.05)

© Copyright 2005 CasinoCompendium



>>> return to archives
>>> return to frontpage