The Problem with Host Programs
At first blush, casino host programs are an intriguing concept. Casino personnel are recruited to identify and develop new players, foster loyalty and offer premium gamers higher levels of service and recognition. Their collective actions are designed to endear players to a particular casino. However, adopting a concept and developing it into a successful program are two separate and distinct actions. It is far easier to commit to a host program than to design a successful program, implement it and measure its results.
Host programs were first developed in Nevada well before the era of sophisticated player tracking systems. New premium gaming customers would be identified by table game personnel
who would in turn inform a host. The host would introduce himself to tl1e new player and begin the task of developing a relationship with the customer. Hosts also conducted their player development activities in satellite offices in cities far removed from Las Vegas or Reno. They utilized an informal network of referrals to identify new potential customers and stay in contact with existing ones.