LAS VEGAS -- Station Casinos says they are launching Nevada's largest gaming advertising campaign. Stations is rebounding from bankruptcy, and the company hopes their "We Love Locals" push will bring some love, and profits, their way.
Stations created the original neighborhood casino back when the Fertitta's opened Bingo Palace back in 1977. But Durango Station remains a dirt lot, a victim of the recession. There are no plans to restart construction.
Instead, Stations is moving forward, taking the resorts they already have to rebuild their brand. Stations begins its advertising blitz, hoping that giving away more than 200 cars from Las Vegas dealers will stir-up the lagging locals market.
"We went back to our roots, and way back in the day when the Palace Station was transitioning from the Bingo Palace, this was the campaign," said Station Casinos Chief Operating Officer Kevin Kelley.
It has been nearly a year since Stations declared bankruptcy. They reorganized, splitting the company in two to pay some of their creditors. The company employs 12,000 people and have laid off 2,800 since 2007. They recently hired 1,000 people.
Gaming analyst Brian Gordon expects a "fairly slow recovery" when it comes to the locals gaming market.
"As we start to move forward, they're starting to evaluate customer service levels. I think casino operators are deciding how long they can get away with fewer employees," he said.
The "We Love Locals" campaign also highlights Stations employees. But Station Casinos is the target of a National Labor Relations Board lawsuit. They allege 165 violations, including threats and assault against labor organizing.
"We're not really prepared to comment on that sort of thing. I think when it all shakes out, I think we're going to be vindicated. A lot of the things that are alleged in there aren't really valid," said Kelley.
From bankruptcy last year to tripling Nevada's largest advertising budget. Station Casinos is betting on the same locals market they've relied on since 1974. So while there are no plans to restart construction of Durango Station, the company just opened a new casino in a western Michigan Indian reservation.
