Hard Rock casino chooses SAS system

Gaming still brings in a healthy portion of revenue, but rooms, retail, food and beverage, spas and entertainment are increasingly important sources of income. Hard Rock was sitting on a goldmine of information about its patrons and prospects. With disparate systems for each arm of the business, it is difficult to get a complete view of total patron spend. In order to efficiently understand its patron base and conduct strategic marketing campaigns, Hard Rock decision makers needed to be able to constructively use the data it had collected through the years.

"By providing a clearer understanding of individual customers, SAS for Patron Value Optimization is arming Hard Rock decision makers with fact-based insights," said Suzanne Fiero, SAS Industry Development Manager. "With SAS, Hard Rock will be able to more accurately measure, track and predict patron activity and spend across the property, providing a total patron view. This will enable Hard Rock to be more competitive through more targeted marketing and result in an enhanced customer experience. Nothing can surface customer intelligence better than SAS for Patron Value Optimization."

"We knew by its strong reputation in customer intelligence, SAS is a rocket ship – it is the next shuttle to the moon," said Dean Boswell, CFO of Hard Rock. "An undisputed industry leader, SAS will get us where we need to go. With its data integration, business intelligence and analytics capabilities, we're counting on SAS for Patron Value Optimization to enable better, faster decisions."

Driving this decision to bring in SAS, Hard Rock recently launched expansion plans that will continue during the next two years – doubling the size of casino space, tripling the room number and adding 15,000 square feet of meeting space. With the gaming industry growing at a rate of 20 percent to 30 percent year after year, Hard Rock executives aim to earn the customer loyalty needed to gain a growing share of that wallet, and SAS for Patron Value Optimization will help.

Working with WhiteSand Consulting and Qualex Consulting Services, SAS is delivering gaming specific enterprise intelligence at Hard Rock through the SAS Enterprise Intelligence Platform, integrating individual technology components in the existing information technology infrastructure into a single, unified system. The result is an information flow that transcends organizational silos, diverse computing platforms and niche tools – and delivers new insights that drive value for an organization.