¶ … strategy successful? The sudden resurgence experienced by the Primm Valley Casino Resorts is based entirely on the recreation firm's response to natural market behavior. As its own executives reveal in the article by Medina (2011), it was only when they observed the rising popularity of the casino with a growing Hispanic population that the Casino decided to go all-in on a strategy of Latino courtship. By responding to natural market behavior rather than attempting to shoehorn the casino to fit expected demographic responses -- as had been done somewhat unsuccessfully with country music fans and retirees -- the casino town has seen a natural response of interest by this inherent target group.

This kind of responsiveness is surely at the base of the firm's success. Moreover, the change in strategy represents a departure from conventional logic in the industry. As the article by Medina reports, "People have always said things like, "That demographic doesn't gamble," said Jay Thiel, the vice president of casino operations, who has worked in the industry for more than 30 years. 'But we looked around one day and realized that that's who was here. We had no idea how wrong that idea was.'" (Medina, p. 1) By being among the first in the industry -- and particularly...

As noted here above, the casino chain has become the first in its region to employ tactics designed to capitalize on a very distinct and loyal demographic. Namely, the use of Spanish-language signage, table-game instructions and marketing materials has helped to direct the attention of the Hispanic community to the casino town. Additionally, offerings such as Spanish-speaking dealers, popular Latino concert musicians and a facility that generally embraces the cultural practices of the American Hispanic community all create a sense that this demographic has been made especially welcome. The result has been a highly successful reinvention of the resort as a destination for a specific market segment.
Another principle which applies to this case is that of influence. Here, it can be said that the casino…