Isle of Capri Casinos announces hire
Isle of Capri Casinos Inc. announced it hired an exec to run marketing operations for its Lula, Miss. location, according to the company
As Senior Marketing Director, Baxter Lee brings to Isle of Capri more than 20 years experience in the hospitality and gaming industry. He was most recently a marketing consultant for startup gaming venture Emerald Star.
Prior to that, Lee was director of marketing for Lady Luck, a brand Isle of Capri previously acquired. It has since been re-branded to cater to business and leisure travelers in the Midwest region. Lee had also been sales manager and marketing manager with Lady Luck before it became part of Isle of Capri.
Isle of Capri is based out of St. Louis. The company owns and operates 18 casino properties in Mississippi, Louisiana, Iowa, Missouri, Colorado and Florida. It also has properties in Grand Bahama Island and the United Kingdom.
Lee told WinmoEdge he is the top marketing decision maker for Isle of Capri’s
Lula resort and casino location.
“My role is specific for the Lula property. As senior director of marketing, my responsibilities include all facets of the marketing strategy,” he said. “Direct marketing, advertising, the hotel front desk and services, slot machines and the casino”
Isle of Capri mostly focuses on its local area and region to attract guests, and targets both families and individuals on business or leisure travel.
“Our primary audience is in Little Rock (Ark.), and the corridor down through Mississippi, to Lula,” he said. “We’re big in radio and outdoor advertising, not so much television and print. We do dabble in secondary markets to drive guest bookings.”
Lee said a goal is for Lula’s resort to get back to becoming an entertainment destination.
“One of our commitments for the year is to have the resort designated as a destination for entertainment. We’ve had entrainment in the past and got away from it, but we’re moving back that way,” Lee said.
He said Isle of Capri in Lula is isolated from the 10 properties it competes with in the area, and it wants to distinguish itself.
“Headliners, entertainers, from a promotional standpoint we want to be very consistent. Those are the marketing portion goals,” he said.
Lee said Isle of Capri does work with agencies, but those large-scale decisions are made on the corporate level. He said he makes property decisions on a local advertising level, but any major creative agencies need to get in touch with corporate for and strategic partnerships discussions.
According to The Nielsen Company, Isle of Capri spent about $4.4 million on measured media in 2008. About $1.3 million was spent on spot radio ads, another $1.3 million was spent on outdoor ads and about $1.2 million was spent on spot television ads.
Local or small firms that are only interested in working with Isle of Capri’s Lula location might think about contacting Lee. All others will need to contact headquarters in St. Louis.
Isle of Capri Casinos Inc.
777 Isle of Capri Parkway
Senior Director, Marketing
Isle of Capri Casinos Inc.
600 Emerson Road
Saint Louis, MO 63141
Senior Vice President, Marketing