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INSIDE GAMING: New casino hopes to match price to patrons

The challenge for Station Casinos in opening Aliante Station is to not scare away the customers. In other words, the $662 million North Las Vegas hotel-casino may resemble Red Rock Resort in Summerlin, but it better not have Red Rock prices.

Aliante Station executives seem to have to have taken that thought to heart.


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  • "The key is to have approachable price points, to correctly market the property and to be smart enough to understand our customer base," Aliante Station general manager Joe Hasson said.

    Some 1,500 of Aliante Station's 2,500 slot machines are multidenomination penny-based games. The property has budget-conscious restaurants, such as T.G.I. Friday's and the Original Pancake House. MRKT, the resort's steakhouse, evokes images of the upscale Hank's at Green Valley Ranch Resort and T-bone's at Red Rock. But the average dinner check could be 30 percent lower.

    "After Red Rock, the bar was set high," Station Casinos Chief Operating Officer Kevin Kelley said. "But we took into account the needs of our guests."

    Aliante Station opens Nov. 11 amid the Nevada casino industry's worst economic slump on record. Strip gaming revenues are down 6.6 percent through August.

    The locals gaming market is also suffering. Financial uncertainty has caused casino patrons to cut back on their gambling expenses and shorten the number of times they dine out in a week.

    Gaming revenues in North Las Vegas were $186.6 million through August, a decline of 8.9 percent.

    The trick for Station Casinos is to create new customers for Aliante Station in a turbulent market without poaching from its nearby sister resorts, Santa Fe Station, Texas Station and Fiesta Rancho.

    The casino has the typical gaming amenities, except bingo. There is also a small high-limit room where the minimum wager is $25. That bet wouldn't buy you a cup of coffee at the Bellagio, but that's not the customer Aliante Station is after.

    Hasson said 6,500 households in the Aliante community and other North Las Vegas neighborhoods provide a solid customer base.

    The property's opulent features, including Italian marble flooring, imported stonework and specially designed casino carpeting, could intimidate locals who remember $4.99 steak dinners and $1.99 breakfasts.

    "Did we overdo it?" Kelley asked.

    Maybe, unless value is a key ingredient in the package.

    Aliante Station cost almost three times as much as the 2-month old Eastside Cannery. M Resort, opening in March, has a $1 billion budget. The casinos cater to different geographical regions.

    One prediction: Bingo will be Aliante Station's first new addition. The customer base includes Sun City Aliante.

    Howard Stutz's Inside Gaming column appears Sundays. E-mail him at hstutz@reviewjournal.com or call 702-477-3871.

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    martha wrote on October 21, 2008 02:14 PM: Aliante may have cost 3 times the cost of Eastside Cannery and it show. The ambiance is very cheap. What an insult to those of us who live on the Eastside. I've been there 3-4 time with friends, the food is awful the drinks are expensive and weak. I was so excited I thought we were going to have a classy new casino, its not much better than what was there before. I don't think any of us will be back, we live in Sun City Solera, I guess we go back to Sams Town and Boulder Station. What a total disappointment.


    martha wrote on October 21, 2008 02:06 PM: The new Aliante Casino may be opulent. The Eastside Cannery is cheap looking, the food is awful, the drinks are small and high priced. We are part of a Sun City too near Eastside Cannery. I was very disappointed, I was hoping for something a little classier than Nevada Palace, most of our friends feel the same. The owner did the Eastside a disservice. We've been 3-4 times, we won't be back.


    ex gambler wrote on October 20, 2008 03:40 AM: May Station Casinos feel the pain of foreclosure that so many Las Vegans have had to deal with by the cost cutting measures of these casinos. Cost cutting measures that include layoffs and cutbacks in benefits and perks for the employees, all the while upper management continues to lick their chops at the up coming bonuses.


    Paul wrote on October 19, 2008 11:32 PM: It isn't the decline of the Mob that has caused the decrease in Las Vegas Public-Relations. Instead, it is the nation-wide changes in Big-Business attitudes and business practices, that really got rolling in the 1980s.


    Paul wrote on October 19, 2008 11:02 PM: It is easy to pick on Station Casinos, because they deserve it. However, it is my opinion that almost all of the other Las Vegas casinos are equally deserving, in that they all are very poor at public-relations.


    casinocon wrote on October 19, 2008 09:45 PM: It's simple -- Free Play, Free Buffets, LOOSE Slots!!! It is the universal code for successful casino marketing. Station Casinos insults its customers with useless junk giveaways when they need to just loosen the slots, and up the comps. Lefty Rosenthal (may he RIP) was an advocate of giving RFB (room, food, and beverage) away -- he insisted in the best of customer service. Sure, he was going to take your money, but he was going to give you a first rate experience in return -- the slot jockeys, and low rollers got the high roller treatment. That is the simple principle that is ignored today. People don't mind losing a little if they are treated right. If you can bring in enough people losing a little and feeling good about their time in the casino, you will never have to worry.


    BIGAL wrote on October 19, 2008 07:25 PM: I still cant believe the humiliation the new hires had to go through. Stripping down to a bikini and dancing to grease lightning. BOYCOTT ALL STATIONS PROPERTIES AND SPREAD THE WORD.


    Paul wrote on October 19, 2008 04:16 PM: I say that, generally speaking, Las Vegas casinos have little right to exist, since the managers have such little understanding of customer-relations.


    tw wrote on October 19, 2008 01:47 PM: They might learn what not to do from Texas Station.

    F**k the customers and cut perks such as half point restaurant promotions


    2zero wrote on October 19, 2008 01:16 PM: Station casinos has plans to bring in the locals; first they are going to stage "bum fights" in the parking lot at M Resorts. They expect caged "dog fights" at the Aliante will draw a crowd of Vegans.

    The "chicken fights" in the basement of the Fiesta have been a great success for the sports book.

    They expect that when the Gaming Commission allows strip tease and/or legalized brothels in casinos their neighborhood ("hood") locations will create a significant source of revenue.

    God bless American and forgive us and our leaders in Vegas.


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