Marketing Icon Shares Secrets In New Managment Company

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Casino marketing icon Gary Green has formed a new casino management and development company.

Casino marketing icon Gary Green has announced the formation of a Las Vegas based casino management and development company.

Southern Dutch Gaming was founded by Green and 30-year industry veteran Frank Haas to manage, purchase, and operate casinos for investors, for themselves and for third parties, including Native American tribes.

Based on its unprecedented successes for the Absentee Shawnee Tribe of Oklahoma and at a Donald Trump-run Native American casino in California, the new company formulizes the techniques that increased tribal revenue by 53.4 percent in Oklahoma and EBITA by 71.6 percent for Trump.

“It is a clear, concise, and now well-proven methodology,” said Green, who outlined the strategy in his 2002 book “A Marketing-Driven Casino Operational Business Plan.”

Green said the company is looking at two potential purchases in Nevada, two management contracts for Native American Casinos, and the operation of one Latin American casino.

Green also serves as the President and CEO of the Absentee Shawnee Tribe’s Gaming Enterprises, where Haas is Vice-President and Chief-Financial Officer.

Green’s personalized branding, which includes a series of television commercials claiming he is “stealing Las Vegas and bringing it to Oklahoma,” shows him cutting down the famous “Fabulous Las Vegas” sign, dressing in an Elvis jump suit, stealing lights from Fremont Street, and kidnapping show girls.

The part-marketer, part-showman part casino-operator says that his Binion-like Trump-esque commercials are just part of the methodology of personalizing the casino experience.

“It does not matter if it is me, if it is a fictional character, or if it is Jack Binion or Donald Trump; history has shown us that personalization at ever level draws customers,” Green said, whose methodology includes a highly-sophisticated catalog-industry borrowed system of personalized direct mails and phone calls to players.

“Our new company takes these proven market-share grabbing techniques and makes them available to casinos all over the world,” Green added.


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