ABSTRACT
After years of school and much hard work, Paul James was ecstatic. He had just been promoted to be the manager of the Desert Sun Hotel and Casino in Las Vegas. The Desert Sun Hotel and Casino is prominently
located on the famous Las Vegas strip, surrounded by other famous hotels and casinos. Traditionally, the Desert Sun has done quite well catering to a group of customers locally referred to as the "lone gambler" market. These customers demand and receive a high level of hotel services at cut-rate prices. Paul has realized that there is little to no profit to be made providing these customers with things such as room service, suites, restaurants, or Broadway-type entertainment; however, they are high-stake rollers and bring in significant profits on the casino's gaming tables. Although Paul was just promoted last week, for the past few years, while working as assistant manager, he had begun to notice a different type of customer visiting Las Vegas. These customers are quite different from the traditional lone gambler market because they are largely families on vacation. Paul determined that while the "family market" did not spend significant amounts of money gambling, they did spend a substantial amount of vacation dollars on family-style entertainment, hotel amenities, and restaurants.
