Page 33 - 2009_2010_Annual_Report

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Shareholder Perspective.
What are the outcomes expected by our owners?
STRATEGIC OBJECTIVES
PERFORMANCE INDICATORS
PROGRESS
Increase Revenue
Revenue
$258,976,826
Grow Net Income
Net Income
$60,240,716
Increase First Nations
Employment
Total number of First Nations Employees
63% of our employees are First Nations People
(1393)
Improved Efficiency
Increase operating margin percentage
Cut labour costs and increased employment
Operating margin percentage was 23.2%.
Optimizing labour costs; re-evaluating expenditures
resulted in $5 million dollars in savings.
Customer Perspective –
What are our customers looking for?
Our strategy is “customer intimacy.”
STRATEGIC OBJECTIVES
PERFORMANCE INDICATORS
PROGRESS
Friendly Employees
Create an environment where customers
feel that staff are welcoming them into their
home as guests and are focused on serving
the needs of those guests.
Targets identified were met or exceeded at all
casinos. Guest surveys indicate a very high
satisfaction level.
Recognition and
appreciation of guests
Value the contribution of every customer
through personal interaction.
Guest Satisfaction target was 36.5%
of guests being extremely satisfied.
Increased visits and increased Players
Club membership.
Guest Satisfaction was 50%; 13.5% above targets.
Entertainment Experience Become the first choice entertainment
destination for gaming and non-gaming
customers by offering unique entertainment
options in the markets we serve.
Focus groups, guest surveys and employee
feedback conducted.
SIGA box office implemented at 5 out of 6 casinos.
SIGA Casinos in general rated very high for the
measurements for this objective and proved to
be the first or second choice for entertainment
at each location.
Quality Value Priced Dining Be recognized for providing consistent,
high quality, dining options that meet
the expectations of each of the market
segments we serve and are rated by our
customers as providing exceptional value
for the price charged.
Standardized menu implemented. Guest surveys
indicate a very high satisfaction level.
Memorable Facilities
Be recognized as the highest quality
entertainment facility in each market we
operate in.
The surveys showed very strong appreciation at all
casinos to be attractive, clean, and enjoyable.
Construction begins on Bear Claw Hotel, SIGA’s
first fully integrated destination facility.
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