Critical Care for High Value Patrons

In looking at casino performance, it is common to deal with averages. Average win per machine, average win per square foot, average win per visit, operating margins, EBITDA, and other measures. However, experienced operators know that there is a subset of the customer base that is anything but average. The standard deviation for revenue per customer per visit for gaming is quite large, unlike nearly all other businesses dependent upon direct customer interaction in large numbers. A small number of key customers, sometimes referred to as “whales” in the old casino vernacular, generate a disproportionately large amount of gaming revenue...