Lake of The Torches Resort Casino

In the gaming industry, casinos need more than games and attractions to stay ahead. Lac Du Flambeau, Wis.-based Lake of the Torches Resort Casino (LOTC) employs the best technology, creates lasting relationships with its guests and keeps its facilities updated, Director of Marketing Leana Schlecht says.
The casino, located on the shores of Pokegama Lake in Wisconsin’s Northwoods, features more than 800 slot machines, table games, a bingo hall, convention center, two restaurants and a lakeside hotel with well-appointed rooms. But its technology initiatives have kept it top of mind with guests, she says.
These include implementing IC Intelligence’s Spotlight CRM platform, which helps locate high-valued players in real time on the gaming floor. “This allows our casino hosts to provide excellent guest service interaction and to reward these guests for their valued visits to our property,” she says.

The hosts can even access information such as guests’ birthdays or wedding anniversaries via their iPads or mobile devices. “That’s a part of staying ahead in the gaming industry,” Schlecht says.
According to IC Intelligence CEO AJ Bassett, the casino was the first tribal gaming organization to embrace the platform. “Through their dedication and commitment to the relationship and platform, Spotlight has continued to improve and advance its capabilities, benefiting other tribal gaming organizations and private gaming organizations across the United States,” Bassett explained in a statement.
LOTC also implemented a new online app that allows guests from around the world to access more of its property, Schlecht says. “[They can] experience the games we offer, right from their home computers or mobile devices and also have access to our Mobile Concierge for all promotional and event information,” she adds.

Empowered to Serve

LOTC hones its guest service with the Advantage You staff-training program. “It covers more than just customer service,” Schlecht asserts. “They don’t sound like a robot [to guests]. They sound like a real person. It allows our staff to learn all these different pieces and format, and how they fit in our facility.”
Training is provided for all associates, which focuses on emotional intelligence and empathy. “The staff feels empowered and that they always matter,” she says. “They enjoy relating to the guests and being empowered to make decisions related to their customer service.”
LOTC continually updates its facilities, including hotel room upgrades. “It makes the property seem so fresh, especially for this June, which will be our 20th birthday,” Schlecht says.
“You would not even know from the look of it, because the property is so fresh and well kept,” she says, noting that recent changes included new wall coverings and furniture.
LOTC also invested in a HVAC system “that provides a comfortable environment on our gaming floor while allowing the facility to run energy efficiently,” Schlecht continues. “[We also] updated its interior and exterior signage to allow guests to easily access all of our venues through the property.”

Showing Pride

The industry has repeatedly recognized LOTC, bestowing more than 30 Romero awards and 31 honorable mentions over the past nine years at the Annual Casino Marketing conference in Las Vegas. “We’re proud of those,” Schlecht says.
“The Romero awards honor the best and most innovative programs in the casino marketing industry, and are considered the premier award for casino marketing,” she says. “It is a lot of work and competition gets tougher every year.”
But LOTC’s entire staff works towards them annually. “We’re fortunate here to have a stable management team that takes pride in the property,” she says. “I feel that it shows.”
LOTC will continue showing that pride as a strong source for gaming in the Midwest, Schlecht predicts.
“[Adding] new and refreshed options for our guests is going to keep us on top,” she states.

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