Maestro Provides Tribal Gaming Properties with Service & Revenue Tools

Gaming hotels leverage Maestro PMS technology to deliver world class guest service,

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. October 14, 2008

MARKHAM, ON, Canada, February 26, 2008. The lobby is an expanse of green felt tables and flashing lights that stretch into the distance. Guests focus on revolving roulette wheels, hands of blackjack and poker or wander along rows of musical slot machines that sound like money; and the outlets are open 24 hours a day to serve guests who do not sleep. This is a tribal gaming hotel, not the customary hushed beige carpet and marble environment most operators are familiar with. But guest-centric service and operating efficiency are as vital here as they are in any other hotel. So is the property management software that gaming hotels use to centralize and automate property operations.

"Shooting Star Casino is a busy seasonal tribal gaming property with a full-service hotel that operates 24/7," said Rodney Lemna, MIS director for Shooting Star. "We use property management technology from NORTHWIND-Maestro PMS because of its reliable SQL Server database providing integration within the Maestro Front Office, reservation software, and other modules and simplifying integration with our casino management system data. We tie all related outlets together on one Maestro database to better serve guests and operate our hotel more profitably." Lemna explained that the property previously used an Oracle-based system that was difficult to support and expensive to maintain. "Maestro's hotel software utilizes a single-image database that enables us to quickly look at each guest's activities throughout the property and track where they spend their money to assist Shooting Star in building business that better meets customer perspectives." The Shooting Star is one of three tribal gaming properties using the Maestro Enterprise Suite of hotel management modules. Other properties include the Spirit Lake Casino and Resort and the Lake of the Torches Casino Resort.

One major difference between a standard hotel and a gaming property is gaming properties have more marketing options. "Without question, gaming hotels have a broader operating focus," said Colin Stevens, revenue manager for the 199-room Cal-Neva Resort in Lake Tahoe, Nevada. "Gaming properties offer more packages, more incentives and promotions. Since we have gambling, we use our Maestro PMS to build packages and promotions offering gaming coupons and other perks that attract guests to our hotel." Stevens stated that Cal-Neva's spa uses the Maestro retail point of sale system to track payments and schedule appointments. "The Internet is a growing part of our business today, and Maestro handles Web reservations very well. Additionally, Maestro's integrated Yield Management system enables us to optimize rates across all our reservation channels to maximize property revenue"

Cal-Neva's marketing team works smart to attract guests from three major cities, Los Angeles, San Francisco and Sacramento, California. Stevens explained, "We use the Maestro Analytics data mining module to identify our most profitable revenue sources and then program Maestro to build email campaign lists that target guests from these areas." Another aspect many tribal and non-tribal gaming properties share is their distance from major population centers. Cal-Neva, for example, is situated high in the Sierras Nevada Mountains, which can be challenging. "We get lots of snow up here at Lake Tahoe," said Stevens. "Fortunately, our Maestro systems are supported by phone and via the Internet and their support teams are very professional. Because of our gaming and other activities there is always something for guests to do, even if they are snowed in."

The Shooting Star Casino in Mahnomen, Minnesota is also a distance from the nearest major metro area, but offers a wide range of entertainment headliners in its theater and over 28,000 square feet of meeting and ballroom space. "We do significant business in company meetings, reunions and corporate events in our banquet spaces and we expect to install the integrated Maestro Sales and Catering System to automate operations soon," said Shooting Star's Rodney Lemna. "Maestro provides a great set of tools to operate a tribal gaming property like Shooting Star."