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Hispanic market untapped by casinos

NEVADA – As reported by the Reno-Gazette Journal: "The casino billboard standing over Wells Avenue looks like dozens of others in the area, with an attractive woman tempting bettors to bring in their tax-rebate checks for a special $7,500 promotion.

"But unlike just about every other billboard in town, Terrible's Rail City Casino is promoting its 'gratis' offer in Spanish.

"The casino has been targeting the Hispanic market, an estimated 20 percent of the local population, since the Sands Regent bought Rail City in 2004, said Ferenc Szony. He oversees the former Sands properties in Northern Nevada for their new owner, Las Vegas-based Herbst Gaming.

"…What seems like a natural decision at Rail City is strikingly uncommon in the region, experts say.

" …[Dennis Conrad, president of Raving Consulting Co.], who consults for casinos across the country, said casinos are missing an opportunity.

"…Learning that Rail City advertises in Spanish was vindicating for Kathy Pulliam-Jordan, a partner in the Reno/Tahoe Latin Review and owner of E.S.I. marketing. She advocates at industry conferences for more advertising to the growing Hispanic population, citing statistics such as those from the U.S. Census Bureau that show the Washoe County Hispanic population is up by about 40 percent since 2000.

"…With few exceptions, such as Rail City and Circus Circus Reno, casinos are not putting enough effort into researching the market, she said.

"…Some Las Vegas casino operators have made moves on the Hispanic market. Station Casinos, which plans two Reno hotel-casinos, has been advertising in Spanish and promoting banquet business for quinceañeras, a traditional ceremony celebrating a girls's 15th birthday, spokeswoman Lori Nelson said…"

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