Osage Million Dollar Elm Casino — Tulsa, OK

The Osage Million Dollar Elm Casino is nestled in the highly competitive Tulsa, Oklahoma market. Million Dollar Elm’s competition stems from two Tulsa-based properties: Cherokee Casino - Catoosa and Creek Nation Casino - Tulsa. These properties are well established in the Tulsa market, attracting local players, as well as visitors to the Tulsa area.

The Challenge

Million Dollar Elm tried to solidify itself as a leader in the marketplace, but had not established a clear brand position that would differentiate it from the other Tulsa casinos in a compelling manner. Competing against a facility with a resort hotel and golf course that had established itself as a “destination” casino and a “locals” casino with close proximity to downtown Tulsa, Million Dollar Elm needed a fresh approach to attract new customers.

The Plan

Create a brand position catering to the “night club” crowd that seek a “rock-and-roll” atmosphere where they can enjoy a night of entertainment. The “beautiful crowd” and long-time patrons of the casino enjoy the comfortable, friendly atmosphere where they find a venue that is relaxed and not stuffy where they can revel in a quality gaming experience. The new tagline “Make It A Million Dollar Night” punctuates the new brand initiative.

The Results

Winner! Casino revenues continue to increase steadily month over month, new players club enrollees have increased by an average of over 7,000 new players per month, the player profile has changed significantly and coin-in per visit increased.