Page 16 - 2007_2008_Annual_Report

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Entertaining Saskatchewan
SIGA’s marketing plan is based on its corporate goal of “providing guests with an outstanding
First Nations hospitality and entertainment experience.” To achieve this goal, SIGA marketing
developed a series of promotions and activities focusing on providing an outstanding
entertainment experience for patrons.
The 2007/2008 year was packed full of successful and exciting giveaways. These included
wide area progressive table games (a SIGA signature), Smoke Signals Slot machine progressive
jackpots, and a SIGA-wide $100,000 poker tournament where the winner received cash and
a trip to the World Series of Poker in Las Vegas. Patrons of SIGA casinos also had chances to
win Roughrider Season tickets at Bear Claw Casino, a Hybrid at Gold Eagle Casino, $20,000
in home renovations at Northern Lights Casino, Caribbean Cruise for two at the Painted Hand
Casino, and many more exciting cash and prizes. The ongoing evaluation of promotional and
entertainment programming has enabled SIGA to maintain and provide the types of marketing
that appeals and gets results; nearly three million patrons visited a SIGA casino in 2007/2008.
This past fiscal year also marked the grand opening of the new Dakota Dunes Casino.
SIGA worked closely with MGM Communications to create the “Where Your Friends Play”
advertising campaign, which featured billboards, radio, television and print advertising, and
new initiatives such as a street team that traveled to events in Saskatoon in a “Dunes Buggy.”
During the Grand Opening celebration, patrons were treated to free food, free coin, daily
slot tournaments, world-class entertainer Tom Cochrane, and a chance at a million dollars
by playing the Million Dollar Deal game. The Dakota Dunes Grand Opening campaign
was a huge success; over 10,000 patrons visited the casino during opening day, and the
casino was a finalist for the Sask Tourism Gil Carduner award for a marketing campaign
over $20,000.
Thousands of patrons visited SIGA casinos last year to take in first-rate entertainment.
In summer, SIGA casinos held the first ever SIGA-wide outdoor concert series, featuring
Beatles tribute band, Strawberry Fields. Patrons also had a chance to see favourites like
Carroll Baker, Brad Johner, and April Wine. Guests had a chance to sing or vote for their
favourite competitors in the popular Bear Claw Idol and Painted Hand Idol contests.
Mega stars Tom Cochrane, Dionne Warwick, Billy Bob Thornton and the Boxmasters, and
Herman’s Hermits were all featured during 2007/08. SIGA is particularly proud to showcase
world-class First Nations performers from around Canada, with Donny Parenteau, Just the Boyz,
New Horizon, Conrad Bigknife and Mitch Daignault all crowd favourites at the casinos. From
international recording stars to homegrown stage heroes, there was always something exciting
and entertaining at SIGA casinos.
Transportation
Motor Coach tours continue to play a significant role in casino visitation and has proven to
be a highly successful program. Seasonal motor coach packages, appreciation parties and
advertising cooperatives with the bussing companies have proved to be beneficial for SIGA
business. This year, over 18,000 guests visited the casinos via motor coach tours.
In the last year, SIGA introduced valet and shuttle service at the Dakota Dunes Casinos. Over
11,000 of our guests took advantage of the new valet service, and over 71,000 patrons rode
the shuttle in 2007/2008. Due to the success of this pilot project, SIGA is exploring options to
include this service at all SIGA casinos in the future.