Amid widespread financial uncertainty, two Dubuque-area casinos are benefiting from a strategic marketing partnership that enables them to compete less against each other and more against other cities in the region.
“The marketing initiative between Mystique and Diamond Jo — which includes regional billboards, a Web site and a TV advertisement — is designed to promote the area as a whole, not just the casinos,” reports the Dubuque Telegraph Herald.
The Dubuque casinos’ success has been noticed by other competing casinos across the country, the paper reports. Casinos in Connecticut, for instance, have found that they could benefit from banding together against the bigger casinos in Atlantic City, New Jersey, rather than spending the bulk of their marketing dollars to compete against each other.
Casinos in Tunia, Mississippi, are reportedly trying the same thing.
Though gambling is a surprisingly recession-proof activity, even casinos are not immune to the global economic downturn. From the Telegraph Herald:
Year-to-date, the area gambling market has grown by just over 19 percent in the wake of expansions at both properties. But in gross revenue, [Dubuque Area Racing Board President and CEO Jesus] Aviles said there has been a stall in the growth experienced in recent months and the coin-in market rate is flat.
“This is where we’re seeing effects of the economic downturn,” he said. “People are coming. They’re spending a little less.”
The racetrack casino drew in $5.1 million in revenue in June, down from $5.8 million in May, according to the Iowa Racing and Gaming Commission.
Attendance also slipped to 112,000 from 115,500 in May.
I can’t wait to see how this develops. If the trend continues, could we see a statewide television ad that simply says “Please gamble more,” sponsored by all of Iowa’s casinos? Together, they could easily afford it.