Oregon Casino Hits Jackpot with Web Site Overhaul


Spirit Mountain Casino recently bet big on a Web site redesign.
The company spent nine months last year retooling with the e-marketing agency eROI. The goal: Attract more regional players to the casino's off-the-beaten-path facilities.

The casino, operated by the Confederated Tribes of Ronde Community of Oregon and offers gaming, lodging, live entertainment and restaurants. To get there you have to drive 53 miles southwest of Portland, Ore., though it's an inconvenient 30 miles off Interstate 5. At the same time, the casino is in day-tripping distance of other significant Oregon markets like Salem, Corvallis and Eugene, as well as Vancouver, Wash., and Pacific Coast beach resorts.

The redesign was aimed to convert TV, radio, print and billboard promotions-placed in those markets with mentions of the site-into more casino foot traffic, said Chris Cherry, online marketing manager at the casino. To create a higher-grade landing page of sorts for the mass-media ads, Cherry and his team thoroughly revamped the site's look-and-feel, navigation and back-end system.
"The new Web site is largely responsible for convincing more curious online [visitors] to make the trip out here to see what we have to offer in person," he said. "Our [year-to-date] figures are very favorable and much better than what others within our industry are experiencing."

Since premiering the site redesign in January, Cherry said that the brand has seen sign-ups for its "Coyote Club" customer loyalty program spike by 31 percent when compared to the same period of the year before. He added that his company has also seen increased inquiries from organizations that now see the casino as a potential event or conference venue.

"We spent $40 million on our events center last year," Cherry said. "We can now accommodate that kind of business activity. With the new redesign, we feel that the site's been more welcoming for people to explore us as an events destination. The number of inquiry forms [being filled out] for banquet space and convention center activities have been increasing."

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