Case | HBS Case Collection | March 2006 (Revised September 2006)

Slots, Tables, and All That Jazz: Managing Customer Profitability at the MGM Grand Hotel

by Dennis Campbell, Francisco de Asis Martinez-Jerez, Marc Epstein and Joshua Bellin

Abstract

The MGM Grand Hotel in Las Vegas had detailed information on loyal gaming customers, but could its information systems also be tailored to nongaming customers? As the nongaming business sectors became increasingly profitable both at the MGM Grand and in Las Vegas generally, understanding the nongaming customers appeared to be of critical importance to the continuing growth of the resort.

Keywords: Games, Gaming, and Gambling; Customer Relationship Management; Customer Value and Value Chain; Entertainment and Recreation Industry; Accommodations Industry; Nevada;

Citation:

Campbell, Dennis, Francisco de Asis Martinez-Jerez, Marc Epstein, and Joshua Bellin. "Slots, Tables, and All That Jazz: Managing Customer Profitability at the MGM Grand Hotel." Harvard Business School Case 106-029, March 2006. (Revised September 2006.)