Indian gaming's view of Reno

Indian casinos in northern California are going after exactly the same high-rollers as those targeted by Reno-area properties, but Randy Carter says that doesn't mean all is lost for northern Nevada.

And he should know.

Carter, the general manager of the Feather Falls Casino operated by the Concow-Maidu tribe outside Oroville, Calif., spent a dozen years in northern Nevada's gaming industry as an executive at the Silver Club in Sparks.

He's coming home this month to share his observations about the competitive situation in a July 23 presentation to Northern Nevada Chapter of the American Marketing Association.

In an interview last week, Carter said that each of northern California's Indian casinos has its own approach to the market but each wants to attract the high-value customers who traditionally crossed the Sierra to Reno.

"We're all after the same customer," he said.

"We're after that best possible customer."

Properties such as the Feather Falls Casino target locals in the case of Carter's property, those within 40 miles but those locals are also the primary market for northern Nevada's gaming operations.

So is all lost for Reno? Not at all, said Carter.

He suggested that Reno seek to capitalize on its strengths as one of the best-known cities in the United States.

"Reno is a marquee destination," he said.

"You say 'Reno' to anybody, and their face lights up."

But that demands an ongoing commitment to marketing.While individual properties have promoted themselves and Reno in the process the marketing efforts of the Reno/Sparks Convention and Visitors Authority have been chronically underfunded, Carter said.

That, in turn, means that the Reno/Sparks area hasn't done as well it might in attracting visitors from across the nation.

Carter noted, too, that Indian casinos in northern California also may serve to increase the appeal of gaming, creating a larger market to be shared by California and Nevada properties.

He's been general manager of the Feather Falls Casino about 70 miles north of Sacramento for 20 months.

He previously worked in top management positions at the Silver Club starting in 1989.

The Feather Falls Casino with 1,000 slot machines, 12 table games, a coffee shop and buffet and other facilities.

The casino completed a $20 million remodeling job last September.

"Our business is very good," Carter said.

Samantha Fleischer, who extended the invitation to Carter on behalf of the marketing association, said the group believes it's important to have a rounded look at marketing issues that face northern Nevada.

"We want to hear from the competition," she said.

(The marketing association luncheon is at 11:30 on July 23, but the RSVP deadline is 4 p.m.

July 18.

For reservation information, go to amannv.com or call 786-3030.)