Escolar Documentos
Profissional Documentos
Cultura Documentos
Mark D. Smith
Email: nmrmark@yahoo.com
National University
I Information Systems 2
Abstract
Information Systems are all around us; they collect and report data, in order to provide
management teams with the necessary information to make well informed decisions. I will focus
on a specific market sector were Information Systems is an invaluable tool in providing Major
Resort Hotel and Casinos and their management team, with data from their guests. We will start
by taking a look at a brief history of Information Systems as well as a brief history of the Mega
Resort Hotel and Casino as we know it today. From the time you make your reservation, drive
into the Valet or the parking garage, to the moment you drive out, there is data being collected
So you and your Family have just driven up to the Valet line at one of the Major Hotel
Casinos in Las Vegas. You step out and give the Valet Attendant your last name, and they give
you a claim stub. The process has just begun. Now you stand in line for the next Customer
Service Representative at the front desk. When you give them your driver¶s license and credit
card, the CSR (Customer Service Representative) pulls up your reservation information, and then
enters the information from your cards. All of this information goes into a massive information
data base, and with that they make your room key, now the fun has just begun.
Before we get up to our room and head out to the pool, let¶s look at a brief history of
³The collection, classification, storage, retrieval & dissemination of recorded knowledge treated
both as pure and as an applied science´. This is important to point out as every Major Hotel and
Casino does this with the data they collect. As we will see, there are three major reporting sectors
in any Resort. The information that is collected from them and turned into various different
Modern Information Systems came online and started to evolve with the personal computer
in the early 1980¶s. Remember when you received a printed ticket instead of a hand written
ticket after you ate out at your favorite restaurant. This was due to the restaurant having a data
base that talked to the cooks and kept tracked of your meal and drinks until it was time to pay the
bill. The system would also print out reports for the restaurant manager. In K.C. & J.P. Laudon¶s
book Management Information Systems. They break down the system this way. ³In the
Information Systems 4
Beginning there were systems that feed the company information, Transaction Processing,
Management Information, Decision Support, and Executive Information.´ This process is the
way that Resorts gather their guest¶s data and produce reports. I would add in marketing decision
making as well, as this is the main engine that drives guests to the Resort.
In 1987 a developer named Steve Wynn designed and built The Mirage Hotel Casino in Las
Vegas, NV. This was the first Mega Resort Hotel Casino in the world. Steve followed that up
with Treasure Island and then The Bellagio in 1998. (Since then Las Vegas has evolved into a
quaint little resort town.) So now that we have a basic historical background of Information
Systems, as well as a history of the Mega Resort Hotel and Casino, we can take a look at the
current available Tracking Software on the market that all the Resorts here in Las Vegas use.
Table 1. The available Tracking Software Systems on the market today. This data
Player Trak
As is noted, there are ten major software applications dealing with Player Tracking. If we
look close, Slot Trak and Slot Marketing are integrated into half of the applications. This is
because Slots are the top money maker in the entire resort, nothing else comes close to making
the amount of money for the company than Slots. No matter which software package a Resort
uses, they are a great tool for what has become Player Tracking, Accounting, and Player
Marketing. So the next logical question is, how does the Resort track each player. The answer is
the Players Card. You can go to the Rewards Counter at any Major Resort Casino and give them
your name, address, and e mail. In return they will give you a card with your name on it, and a
number on it as well. Every time you belly up to a 21 table, dice table, roulette table, slot
machine, baccarat table, or the poker room, give the dealer your Players Card.
By now we have checked in, relaxed in our room, walked around the Resort, and have
signed up for our Players Card. Now before we have lunch or hit the casino, let¶s take a look at
the major pieces of the Resort. There are three major reporting sectors in a Resort Casino. The
first one is the hotel, second is F & B, (food and beverage), and the third is the casino. The hotel
sector of the Resort will check a guest in, make keys, and check out a guest. The hotel will also
assist with guest requests such as extra supplies for the room and room changes. Food and
Beverage is a huge part of any Resort. It consists of room service for the hotel and all the
restaurants and bars. However, the most action is in the casino. This is where you will use your
Players Card.
Information Systems 7
Below is a chart of Player Card holders and the games they played in a given 24 hours. This
data is what the Resorts Marketing department will use when they design and send out flyers
with special offers on them. The data collected for this chart was from My personal employment
with MGM Mirage. The numbers came from an actual report, using Acres Gaming Software;
Fig. 1. The actual totals for this data are from My personal employment with MGM Mirage.
My position was Casino Floor Supervisor, which allowed access to this report. I
was utilizing Acres Gaming Software at the time this report was printed.
Now, as far as total players, if a player does not have a Players Card. That player will not get
entered into the data base, or tracked by the software. The only information the casino will have,
Information Systems 8
is how much this player bought in for. Meaning how many chips did that player buy, and the
Floor Supervisor will note what they are wearing. So if a guest does not get a Players Card, it
will be difficult for the Resort to track them. However they will still get something in the mail
from the hotel, because they do have information, and they will mail you something. Let¶s not
forget the guest does get something out of using their Players Card, you will accrue points. With
those points you can purchase food, or use them toward a room discount.
This brings us to the Slots. There is no greater money maker at any Resort than Slots. Z.
Wang, & H. Aquino. Talk about Slot tracking in (2001) Casino Technology: Player Tracking and
Slot Accounting Systems article published in the UNLV Gaming Research & Review Journal
this way. ³The player tracking software facilitates the casino in observing the habits of its
customers. It essentially keeps track of the movement of the player on the floor by noting on
what machine the player¶s plays, for how long, of what denomination, and what were his wins
and losses. This gives management an excellent outlook on the type of machines that the
consumer enjoys playing, as well as the ones that the player ignores.´ As we can see, the Players
Card is networked with the 21 pit and all the Slot machines on the property. So the casino has
fantastic records and knows exactly what you are doing as you build up points on your card.
Speaking of networking, not all systems in a Resort talk to one another. A perfect example
of this is made by Edward Watkins in a (1994 June) article in Lodging Hospitality called Betting
on Casino Technology. Edward says this about having a networked Resort. "A player is at the
tables all night and earns a high rating (making him eligible for a variety of comps and
amenities). At dawn, he decides he wants to get out of town, so he goes to the hotel front desk to
Information Systems 9
checkout, but the clerk doesn't know that his room and F&B (Food & Beverage) charges should
be compensated. The clerk is embarrassed and the guest is mad, so no one wins. The problem
could be avoided if the casino and hotel shared common files." This is very frustrating to the
guest as is pointed out. The hotel and F&B and other departments in the Resort such as the pool
and the spa are not networked into the casino and hotel. Nor does a guest use their Player Card at
In order to be compensated, the manager of that department must pick up the phone and call
the pool manager, and ask them to compensate Mr. Smith a large cabana for the day. The same
goes for F&B compensation, the casino manager would need to write a voucher note for the
steak house. If all the systems of the network could see each other, and be written to by each
shift manager, for compensation, then Player Card points could be used everywhere in the
Resort. As well as you would not have communication problems between departments, leaving
The departments that are networked are the hotel, food and beverage, as well as the spa. This
is why a guest can charge to their room various things and activities throughout the resort. For
the larger part, the major component that is not networked, is the casino and poker room. If all
the components in the resort were networked, and available to all the shift managers, they would
be able to compensate the guest and look at all their information. The operations would flow
much easier and the guest would be less frustrated at times. This would also aid with the
marketing aspect of operations. The managers and the marketing team would have a full view of
everything they enjoyed at the resort, and what they paid. This would create even more focused
marketing material, and allow both the resort and the guest an enjoyable return visit.
In conclusion, Information Systems are a vital tool for the entire management and marketing
team within a Major Resort. The Players Card program allows the Resort to track and market to a
specific player, and in turn, offer them special packages that are tailored to their likes. As with
most companies, the data does not flow as seamlessly as we would like it to. Another obstacle
that the corporate resorts face, is the fact that they have all the departments set up so that they
must make a profit. This was not true 20 years ago. The owners knew they would make a huge
profit from the casino, so they would compensate some food and rooms. As we now know how
greedy corporations are, they rarely compensate anything. This has hurt business somewhat, on
top of our worsening financial situation. That has put NV. At the top of the unemployment list,
as well as nearly every resort losing between 5&7 million a month. This is of course an
unsustainable path. But for the time being you will still have a wonderful time at any of the four
and five star resorts, especially in this town. So as we drive out onto Las Vegas Blvd. and into
References
c
c
c c
c
ccccc
ccccccc
c
cc
cccccc-
cccccc
>
c >c9&;99c
cccccc
>
c >c9&?c