Gaming numbers not whole story

The year has been unfriendly to Carson Valley casinos, according to the numbers.

Combined revenues for the 2007-08 fiscal year, which ended June 30, equaled $117.5 million, down 4.1 percent. The month of June alone brought in $9.7 million, down 5.5 percent from June of 2007.

However, the numbers do not tell the whole story. Numbers from Minden, Gardnerville and Topaz casinos are lumped together with Carson City casinos and don't account for individual performance.

"We beat last year's numbers," said Ron Terrell, controller of Sharkey's Casino in Gardnerville. "Every month in 2008 was better than the same month in 2007. August revenue was 8.7 percent above August of 2007, and the year-to-date revenue is 12 percent above the same eight months of last year."

Terrell attributes Sharkey's success to excellent employees and consistent marketing.

"We're running a nice place and not trying to be something we're not," he said. "If you're consistent with your marketing campaign, customers know what to expect every time they walk through the door. They're not getting surprises."

Terrell pointed to Sharkey's low-priced meals, advertised each day on the marquee. But he said the casino has also become more involved in its community.

"Last year, we put a lot of extra effort into working with the community," Terrell said. "We painted our building and have been working with the downtown revitalization effort. We're trying to help the downtown area and trying to be good neighbors."

Bill Henderson, director of sales and marketing at Carson Valley Inn, said the gaming numbers reflect a lousy economy, in which consumers spend less, plus the rising popularity of Indian casinos in California. But Henderson said a smart operation uses a downturn as an impetus to revamp and strengthen business.

"It's not all gloom and doom," he said. "We've been encouraged to take steps to make our business more efficient."

Henderson said the solution lies in paring down operation costs while emphasizing what differentiates Carson Valley Inn from other casinos, such as the beauty of Carson Valley itself.

"We're watching every dollar more carefully," he said. "We're operating smarter and more efficiently."

Rick Ross, manager of Topaz Lodge and Casino, echoed Henderson's sense of proaction.

"Gaming has had its ups and downs," he said. "We are concentrating on the local market more than ever."

Ross said the lodge is also trying to attract more out-of-towners.

"We are in the process of converting the motel to a Super 8," he said, "and becoming a branded Chevron gas supplier."

Ross said familiar franchises offer passerbys a sense of security.

"We want to make the lodge a more readily acceptable stop for travelers," he said. "We are taking the time to improve our product."