Desert Sands Resort & Casino: Creating the Ultimate Entertainment Destination
"Digital signage has transformed every touchpoint of our guest experience. From the moment they arrive to when they cash out, our guests are immersed in dynamic, personalized content that drives engagement and revenue. Gaming revenue is up 23%, our promotional response rates have doubled, and we're delivering the kind of high-energy entertainment experience that keeps guests coming back."
— Vincent Marchetti, Chief Operating Officer, Desert Sands Resort & Casino
Property Overview
| Property | Desert Sands Resort & Casino |
| Type | Integrated resort destination |
| Gaming Floor | 145,000 sq. ft. |
| Slot Machines | 3,200 |
| Table Games | 140 |
| Hotel Rooms | 2,400 |
| Restaurants | 12 |
| Entertainment Venues | 3 (theater, nightclub, pool complex) |
| Annual Revenue | $890 million |
| Employees | 6,200 |
| SignageStudio Customer Since | September 2024 |
The Challenge: Standing Out in a Competitive Market
Desert Sands faced intense competition in an oversupplied regional gaming market:
The Gaming Industry Landscape
Competition has never been fiercer:
- Gaming revenue increasingly driven by non-gaming amenities
- Regional casinos competing for same customer base
- Younger demographics less interested in traditional gambling
- Sports betting and online gaming creating new competition
Specific Pain Points
Gaming Floor Engagement The 145,000 sq. ft. gaming floor needed revitalization:
- Slot machine play declining 8% annually
- Average time on floor: 2.3 hours (down from 3.1 hours)
- Promotional awareness: Only 34% of players knew current offers
- Jackpot excitement wasn't shared across floor
Disconnected Guest Experience Despite $890M investment, systems didn't communicate:
- Hotel guests missed gaming promotions
- Restaurant reservations didn't integrate with play
- Entertainment ticket purchases weren't rewarded
- Loyalty program benefits poorly communicated
Promotional Inefficiency Traditional marketing wasn't performing:
- Direct mail response rate: 2.1% (industry average: 3-5%)
- On-floor promotional signage outdated within hours
- Flash promotions impossible to execute quickly
- Personalized offers couldn't be delivered in real-time
Wayfinding Complexity Guests got lost in the massive property:
- 45% of guest service calls were directional
- Hotel guests couldn't find restaurants/amenities
- Convention attendees missed breakout sessions
- Entertainment venue locations unclear
"We were running a 21st-century entertainment destination with 20th-century communication tools," explains Vincent Marchetti. "Static signs, outdated promotional boards, and disconnected systems meant we were leaving money on the table every single day."
The Solution: The Connected Casino Experience
Desert Sands partnered with MediaSignage for a property-wide digital transformation:
Display Network Architecture
Gaming Floor (847 displays)
| Type | Quantity | Purpose |
|---|---|---|
| Overhead promotional displays (75") | 124 | Jackpot alerts, promotions, events |
| Slot bank toppers (32") | 420 | Themed content, progressive jackpots |
| Table game displays (43") | 86 | Game rules, promotions, players club |
| High-limit area (55") | 28 | VIP services, exclusive offers |
| Sportsbook video wall | 1 (48 screens) | Live odds, games, promotions |
| Race/sports displays | 64 | Odds, results, betting info |
| Cashier cage (43") | 16 | Wait times, promotions, services |
| Kiosk promotional (32") | 108 | Player services, offers redemption |
Hotel & Resort (624 displays)
| Location | Quantity | Purpose |
|---|---|---|
| Lobby video wall | 1 (12 screens) | Welcome, events, wayfinding |
| Elevator lobbies (55") | 48 | Floor info, events, dining |
| Hotel corridor (43") | 86 | Room info, amenities, promotions |
| Pool complex | 24 | Events, F&B, entertainment |
| Spa | 12 | Services, relaxation content |
| Convention center | 124 | Wayfinding, schedules, sponsors |
| Parking garage | 32 | Available spaces, wayfinding |
| Valet area | 8 | Wait times, promotions |
Food & Beverage (218 displays)
| Venue Type | Quantity | Purpose |
|---|---|---|
| Fine dining | 24 | Menus, specials, ambiance |
| Casual dining | 48 | Menu boards, wait times, events |
| Buffet | 36 | Station info, wait times, themes |
| Bars/lounges | 64 | Drink specials, entertainment, sports |
| Quick service | 28 | Digital menu boards, ordering |
| Room service (in-room) | 18 | Menu, ordering, promotions |
Entertainment (112 displays)
| Venue | Quantity | Purpose |
|---|---|---|
| Theater lobby | 24 | Showtimes, upcoming acts, F&B |
| Nightclub | 48 | Events, bottle service, VIP |
| Pool entertainment | 28 | DJ schedules, cabana service |
| Retail promenade | 12 | Store directory, promotions |
Total Deployment: 1,801 displays across property
Player Tracking Integration
SignageStudio was integrated with Desert Sands' casino management systems:
┌─────────────────────────────────────────────────────────────────┐
│ SIGNAGE STUDIO CMS │
│ (Central management for 1,801 displays) │
└───────────────────────────────┬─────────────────────────────────┘
│
┌───────────────┬───────────┼───────────┬───────────────┐
│ │ │ │ │
▼ ▼ ▼ ▼ ▼
┌────────┐ ┌──────────┐ ┌────────┐ ┌────────┐ ┌──────────┐
│ Casino │ │ Hotel │ │ Dining │ │ Events │ │ Loyalty │
│ Mgmt │ │ PMS │ │ POS │ │Ticketing│ │ System │
│ System │ │ │ │ │ │ │ │ │
└────────┘ └──────────┘ └────────┘ └────────┘ └──────────┘
│ │ │ │ │
▼ ▼ ▼ ▼ ▼
Jackpots, Room Table Show Points,
promos, status, avail, times, tier,
player check-in reserv promos offers
activity
Dynamic Content Strategy
Jackpot Celebration System When a significant jackpot hits:
- Winner's slot machine triggers celebration animation
- Nearby overhead displays show congratulations
- Property-wide displays announce jackpot amount
- Digital marquees update "Recent Jackpots" ticker
- Winner (if opted-in) featured on winner's wall
Time-Based Programming
| Time Period | Content Focus |
|---|---|
| Morning (6am-11am) | Breakfast specials, spa, early bird gaming |
| Lunch (11am-2pm) | Restaurant promotions, hot slot promotion |
| Afternoon (2pm-6pm) | Pool events, happy hour, entertainment tickets |
| Dinner (6pm-10pm) | Fine dining, show promotions, table games |
| Late night (10pm-6am) | Nightclub, high-energy gaming, late-night dining |
Personalized Messaging When loyalty members swipe their card:
- Nearby display greets them by tier
- Current point balance displayed
- Personalized offer appears (based on play patterns)
- Upcoming reservations/tickets reminded
- Exclusive high-tier amenities promoted
The Results: Jackpot Performance
After 15 months of full deployment, Desert Sands has achieved exceptional results:
Revenue Impact
Industry research indicates casinos using digital signage effectively can see 15-25% increases in gaming revenue—Desert Sands exceeded this significantly.
Detailed Performance Metrics
| Metric | Before | After | Improvement |
|---|---|---|---|
| Gaming revenue | Baseline | +23% | +23% |
| Average floor time | 2.3 hours | 3.8 hours | +65% |
| Promotional response rate | 2.1% | 5.4% | +157% |
| F&B revenue (gaming guests) | $34/visit | $52/visit | +53% |
| Loyalty program sign-ups | 340/day | 680/day | +100% |
| Entertainment attach rate | 12% | 28% | +133% |
| Guest satisfaction score | 72% | 94% | +31% |
| Directional inquiries | 45% of calls | 18% of calls | -60% |
Gaming Floor Transformation
Jackpot Celebration Impact The property-wide jackpot celebration system created measurable excitement:
- Floor energy increased (measured via ambient noise levels)
- Slot play increases 18% in the 15 minutes after major jackpot announcements
- Social media posts mentioning jackpots: +340%
- "Jackpot tourism"—guests moving toward winning machines: Documented
"When someone hits a $50,000 jackpot and the whole floor lights up celebrating them, it creates a sense of possibility," notes Gaming Floor Manager Lisa Chen. "Other guests see it happening in real-time and think 'that could be me.' Play increases immediately."
Promotional Effectiveness
| Promotion Type | Before Response | After Response | Improvement |
|---|---|---|---|
| Slot tournaments | 23% enrollment | 67% enrollment | +191% |
| Table game promotions | 18% awareness | 78% awareness | +333% |
| Flash bonuses | N/A (couldn't execute) | 42% redemption | New capability |
| Dining offers | 8% redemption | 34% redemption | +325% |
Non-Gaming Revenue Growth
The digital signage network drove significant non-gaming revenue:
Restaurant Performance
- Reservation bookings from displays: 2,400/month
- Wait time display impact: -23% walkaway rate
- Happy hour promotion response: +89%
- Room service orders from in-room displays: +67%
Entertainment Sales
- Show ticket purchases from displays: +45%
- Last-minute ticket sales (day-of): +112%
- Nightclub table reservations: +78%
- Pool cabana bookings: +56%
Hotel Integration
- Gaming revenue from hotel guests: +34%
- Spa bookings from elevator displays: +89%
- In-room promotional response: 12% (new capability)
- Extended stays attributed to promotions: +23%
Financial Impact
Investment Summary
| Category | Cost |
|---|---|
| Hardware (1,801 displays, media players) | $4,280,000 |
| Installation and infrastructure | $1,420,000 |
| Casino management system integration | $340,000 |
| Hotel PMS integration | $180,000 |
| Custom jackpot celebration system | $220,000 |
| SignageStudio enterprise license | $168,000/year |
| Content development (Year 1) | $480,000 |
| Total Initial Investment | $7,088,000 |
Return on Investment
| Category | Annual Value |
|---|---|
| Incremental gaming revenue | $41,200,000 |
| Increased F&B revenue | $8,400,000 |
| Entertainment/amenity revenue | $3,200,000 |
| Hotel revenue lift | $4,800,000 |
| Operational efficiency savings | $890,000 |
| Marketing cost reduction | $1,200,000 |
| Total Annual Returns | $59,690,000 |
| ROI Achieved | 1.4 months |
Stakeholder Testimonials
"The sportsbook video wall is unbelievable—48 screens showing every game, live odds updating in real-time, and promotional offers appearing when there's a big play. We've become the destination for sports betting in the region. Handle is up 67% since the installation."
— Sportsbook Director
"I hit a $25,000 jackpot last month, and seeing my win announced on screens across the whole casino was incredible. People were coming up congratulating me, taking pictures by the machine—it made me feel like a celebrity. I've been a loyal player here for years, but that experience took it to another level."
— Loyalty Program Member Survey Response
"As a pit boss, the table game displays have transformed how I promote games. I can push blackjack tournaments, highlight hot tables, and show players their comp progress all in real-time. Players are more engaged, they understand the promotions, and table drop is up 28% in my section."
— Table Games Supervisor
"We came for a concert but ended up staying three nights and playing $2,000 at the tables. The displays everywhere kept showing us offers—dinner at the steakhouse, tickets to the comedy show, double points on slots. We felt like VIPs even though we'd never been here before. Definitely coming back."
— First-Time Guest Survey Response
Responsible Gaming Integration
Desert Sands takes responsible gaming seriously, using digital signage for player protection:
Responsible Gaming Features:
- Self-exclusion enrollment information displayed
- Problem gambling helpline prominent in all gaming areas
- Play break reminders for extended sessions
- Reality check displays (time/spend) at player request
- Responsible gaming education content in rotation
Regulatory Compliance:
- All promotional content meets gaming commission requirements
- Odds and rules displayed accurately
- Required disclaimers automatically included
- Audit trail maintained for all content displayed
Future Innovations
Desert Sands continues expanding digital capabilities:
2026 Initiatives
- AI-powered personalization — Real-time offers based on play patterns
- Mobile app integration — Seamless handoff between displays and phones
- Facial recognition welcome — Personalized greetings for VIP players (opt-in)
- Predictive promotions — Offers triggered by predicted play patterns
Long-Term Vision
- Immersive gaming zones — Themed environments with synchronized content
- Augmented reality gaming — AR experiences integrated with physical play
- Voice-activated services — Concierge requests via smart displays
- Biometric authentication — Frictionless loyalty recognition
Transform Your Gaming Property
SignageStudio powers digital signage for casinos, integrated resorts, and gaming venues of all sizes—from local gaming halls to major destination resorts.