The Fine Point Group and Barona Resort & Casino Partner on Algorithm-Based Marketing(R) Initiative

SAN DIEGO and LAS VEGAS, March 23 /PRNewswire/ -- Today, executives from Barona Resort & Casino, San Diego's leading destination resort, and The Fine Point Group, the gaming industry's leading strategy consulting firm, announced an initiative to revolutionize Barona's database marketing strategy.

In the first phase of this project, which began in January, The Fine Point Group identified significant opportunity to grow revenues profitably for Barona and, moving forward, both organizations are partnering on seamless implementation.  

"There is no casino operator more admired for its culture of innovation than Barona," said Amanda Totaro, Senior Vice President with The Fine Point Group.  "We are honored to have had the opportunity to leverage our Algorithm-Based Marketing® (ABM) intellectual property by marrying it to a team of executives that has as great an understanding of their customers and local market dynamics as we have ever seen. We are equally thrilled to begin the implementation phase of this project, as the execution of our strategies will greatly enhance the customer experience at Barona."

ABM has been developed by The Fine Point Group since its founding in 2005, and was the core intellectual property used by the firm in growing 2009 year-over-year revenues 9%, market share 23%, and operating profits 40% at Detroit's $350M Greektown Casino.   The technology has been used extensively in tribal gaming, including at the Chehalis Tribe's Lucky Eagle Casino, where it led to 36% growth in active customer revenue.

"At Barona, we are proud of our hard-earned reputation for world-class customer satisfaction and marketing," said Lee Skelley, Executive Vice President of Barona Resort & Casino.  "But even the best operators know that bringing in a fresh set of eyes is certain to yield incremental results, and we are excited to be working with The Fine Point Group to take both our database marketing and world-famous customer service to the next level."

About Barona Resort & Casino

For two consecutive years in 2008 and 2009, Barona Resort & Casino has won the J.D. Power and Associates Award for the "Highest in Satisfaction in the Southern California Indian Casino Gaming Experience" in the J.D. Power and Associates Southern California Indian Gaming Casino Satisfaction Study. Barona Resort & Casino blends the best of San Diego's most elegant resorts with the gaming excitement of Las Vegas. Barona is San Diego's leading destination resort featuring 400 luxury guest rooms and suites, 11 award-winning dining options, the AmBience Day Spa, a full-service events center and the 18-hole championship Barona Creek Golf Club, rated the 3rd best resort course in California by Golfweek magazine. For Barona Resort & Casino reservations and information, visit www.barona.com, or call toll free 888-7-BARONA (722-7662).

Barona Resort & Casino received the highest numerical score in the proprietary J.D. Power and Associates 2008-2009 Indian Gaming Casino StudiesSM—Southern California Region.  The 2009 study, which only surveys casinos with a minimum of 1,000 slot machines, is based on 4,452 responses from gaming players who visited an Indian casino in Southern California between December 2008 and May 2009.  Proprietary study results are based on experiences and perceptions of consumers surveyed in May, 2009. Your experiences may vary. Visit jdpower.com.

About The Fine Point Group

Headquartered in Las Vegas, and with offices in Florida, Pennsylvania, Mississippi, and Texas, The Fine Point Group is one of the gaming industry's leading full-service management and consulting firms. In just five years from its founding, the firm has completed engagements in 18 U.S. states and eight countries, and has more than a dozen, full-time, gaming experts – all of whom had years of property-level gaming expertise prior to joining the firm. Named "one of the most sought-after consultants in the industry" by Global Gaming Business magazine, the firm specializes in asset optimization of gaming assets around the world. For more information, please visit http://www.thefinepointgroup.com.

SOURCE The Fine Point Group