Fla. Shops Take a Gamble

5 Finalists Present to Casino Resort Execs Today
ATLANTA-Miccosukee Indian Gaming in Miami has named five finalists for a $2.5 million assignment.
The casino resort, deciding to keep the business in-state, has selected Beber Silverstein and Partners, Miami; G&G Advertising, Orlando; Lipof & Zayas Advertising, Fort Lauderdale; Evans & Fitzgerald, Coral Gables; and Marketing Magic, Hollywood. The account was most recently handled by Beber subsidiary JGR & Associates in Miami, which parted ways with the client last January after four years.
The agencies will make presentations today in a marathon series of 80-minute sessions at client headquarters starting at 9:30 a.m. and running until 6:00 p.m. They will pitch to a four-member committee that includes director of marketing Jeff Purcell, the hotel’s general manager, the tribal chairman and the resort’s financial director.
Agency sources said a winner would be announced by the end of this week.
When the search was first announced earlier this year, Purcell said the resort planned to split the business between three agencies-one each for the property’s new luxury hotel, its general casino advertising and marketing, and special entertainment and sporting events such as concerts and boxing. Several agency sources said the latter two have now been combined, and that the pitch for the hotel will take place at a later date.
The budget for the general marketing portion is $1.8 million, while special event promotions are worth $700,000. A budget for the hotel account has not been finalized.
Most of the finalists have gaming experience. One of Lipof’s accounts is Don King Productions, and the agency has handled fights and concerts for that client at the Miccosukee resort. G&G has handled several Atlantic City casinos throughout the ’80s. Marketing Magic currently handles three cruise lines that feature offshore gambling.
Purcell said a request for bids that ran in the classified section of Adweek drew over 300 responses. ƒ