By Margaret Malsam
Vince Lentini, senior director of marketing
Play 30 minutes on any machine any day with your players card at the Isle Casino Hotel Black Hawk, earn a minimum of five points and you will receive a free buffet at Calypso’s.
“It’s a great promotion,” said Vince Lentini, the Isle’s new senior director of marketing.
This promotion started Sept. 20 and will continue.
Lentini, who has many years experience in the gaming industry in the South (including 10 years with Harrah’s Entertainment), is introducing exciting new promotions and changes. He plans to start a million dollar free pull in the next few months.
A business graduate in accounting and finance from Notre Dame University, Lentini said he is going to research the economic market in Colorado to discover new areas of opportunity.
“I hope to steer the ship and find a niche for the Isle,” he said.
Lentini points out that Black Hawk is a dynamic competitive market that has changed over the last few years.
“I want to try new things from other markets,” he said. “I want to keep up with change and be nimble from a marketing perspective. I believe in the saying don’t let them turn you into a dinosaur. Another way to say it is when things change, get on the bus.”
One of the ways he plans to keep up with change is to utilize modern technology by studying the patterns of the customers in the data base from their IsleOne cards so the casino can offer them personalized perks.
“I’m determined to get to know our customers and really market one to one,” he said.
He also plans to talk to customers and send out surveys.
“I want to create an overall winning, full resort experience for our players,” Lentini said. “Hopefully, the Isle gambler will find this place to be a friendly, comfortable environment — from slots to food to lodging and with great employees.”
As an example, he pointed out that the Isle recently rearranged the gaming floor to provide more spaciousness and more privacy. Now the slot machines are not arranged all in a row, but placed in circular patterns so players don’t feel that other gamblers are watching them.
Farraddays’, the Isle’s fine white tablecloth dining restaurant, also is changing. Many favorites from the old menu will continue, but now it has a more inclusive, expanded menu. All entrées now will be served with paired sides so guests will not need to order from an a la carte menu. Lentini points out that the restaurant now uses more fresh foods from Colorado, such as Colorado lamb Bolognese and Colorado buffalo rib eye.
“We are very proud to serve Colorado-grown foods. About 80 percent of our menu offerings are Colorado proud,” Lentini said.
Snow crab legs have returned to the Calypso’s all-you-can-eat dinner buffet seven days a week. Weekend specials at Farraddays’ will include prime rib. When I asked him about future menu changes at Farraddays’ and Calypso’s Buffet, Lentini, an Italian born in Texas and raised in Florida and New York, simply smiled and answered, “I love pasta.”
