74°F
weather icon Clear

Dotty’s purchase of Hacienda good for BC

It’s all about connectivity and deep player databases in the casino world, and the Hacienda did not have much of either as a stand-alone property.

Dotty’s, which owns a chain of nearly 90 taverns with slot machines, has plenty of both.

Player loyalty cards are an essential component for casinos to not only track players, but also offer rewards. As an example, Station Casinos has its “Boarding Pass” card that visitors can use at any of the company’s properties to redeem for cash, complementaries and merchandise. The card can be used at nine hotel-casinos or the seven smaller casinos the company owns in Clark County.

On a larger scale, Caesars Entertainment Corp., which introduced the industry standard for player loyalty cards under Chairman and CEO Gary Loveman, connects its nine properties on the Strip to a database of 52 casino properties worldwide.

By comparison, the Hacienda has “Club Matador” which is connected to, well, the Hacienda. With the Dotty’s acquisition, the tavern operator not only acquires the Hacienda’s player database, but now has a flagship hotel-casino to funnel regular Dotty’s players to for getaways.

In theory, Dotty’s could promote the Hacienda, which overlooks Lake Mead on the highway to Hoover Dam, to its customers in Las Vegas or Pahrump or Carson City.

Many of those players could stop by Boulder City.

While I haven’t talked to Dotty’s owner R. Craig Estey, this database is one of the first things I thought of. While Dotty’s are smaller casinos, often in strip malls or small stand-alone taverns, suddenly the company has an asset with 370 hotel rooms overlooking a lake it can market to its players.

If I were a business owner, or the Chamber of Commerce, I would be on the phone to Estey to see how we could leverage Boulder City tourism in this deal.

Do your players want to jump from a plane? Play a round of golf? Visit a museum? Visit antique shops? Rent a boat?

(Can’t really leverage our restaurants because the Hacienda has one of those).

The chamber and city already have a good relationship with the current management staff, much of which may remain in place (that remains to be seen.) But I would have to think that many of the Hacienda’s players, like its workers, probably already live in Boulder City.

With Dotty’s, that Hacienda players’ net can now be cast more widely.

During the past few weeks, I’ve written about the real possibility of the Interstate 11 loop opening in four years and the potential effect it could have on city tourism. Here, to me, seems to be an opportunity to mitigate that effect. Just look at the numbers. Dotty’s has 61 taverns in Clark County, another five in Carson City and 14 in the Reno area, plus numerous others in rural Nevada.

Those players could soon be getting hit with marketing for the Hacienda.

That, in turn, could be very beneficial for Boulder City.

Don't miss the big stories. Like us on Facebook.
THE LATEST
Smoking ban defeated without a vote

There may not have been a vote on the proposed smoking ban by the City Council on Tuesday night, but the defeat for the bill’s supporters was no less resounding.

A memorable three years overseeing the paper

This issue marks my three-year anniversary as editor of the Boulder City Review. It has been such an honor and a privilege to be the editor of the newspaper as it has tried to find its footing in your community.

All the praise and scorn could be yours

Call this a help-wanted ad; I would prefer to call it an opportunity. An opportunity for your voice to be heard beyond the loud continued noise of discourse.

Protecting businesses when bypass opens

State transportation officials told the City Council on Tuesday that the Boulder City bypass could open by late 2017.

Maybe drones could pay for new high school

I’ve got an idea to get the kids of Boulder City a new high school that’s crazy enough it might just be feasible.

Smoke ’em while you can because ban looms

A smoking ban ordinance that would prohibit lighting up in Boulder City’s “enclosed spaces” businesses was reintroduced at Tuesday’s City Council meeting with little discussion.

Criticism of police response surprising

A police response Friday that drew six squad cars to McDonald’s on Nevada Highway drew surprising, to me anyway, mean-spirited attacked on the boys in blue on this newspaper’s Facebook page.

BC schools by the numbers, not the hype

Boulder City residents like to pride themselves on the quality of the four public schools compared with the rest of the Clark County School District. You might say considering all the problems with the district, bragging about how good the schools are here comparatively is like bragging about having the tallest building in Topeka, Kan. Not really a strong pool to compare with.