Trump casinos get new boss
Trump Entertainment Resorts is betting on a 30-year gaming industry veteran to turn the struggling casino business around, according to The Wall Street Journal
Mark Juliano has taken the reigns of Atlantic City, N.J.-based Trump Entertainment Media as chief executive officer. Juliano joined Trump in 2005 as chief operating officer. Previously, Juliano has held a wide variety of gaming positions, including president of Caesars Palace in Las Vegas, president of Caesars Atlantic City, and president of Caesars World Marketing Corporation.
“Mark is the right man for the job,” Chairman Donald Trump said in statement. “His understanding of the gaming industry, innovative operational and marketing techniques and impressive leadership are exactly the right qualities needed to lead the company.”
Trump Entertainment Resorts owns and operates Atlantic City casinos Trump Taj Mahal Casino Resort, Trump Plaza Hotel and Casino and Trump Marina Hotel Casino.
After abandoning efforts to sell the casino company earlier this year, Trump Entertainment
expects Juliano to hit the jackpot for the casinos.
“Mr. Juliano’s first order of business will be to capitalize on the brand’s strength and utilize his operational expertise to bolster revenue in the near and long term,” according to a company statement.
“The company has faced a variety of challenges during the past year, but I am confident that the changes we are implementing in our business model will show results as we move forward,” Juliano said in a statement
Trump Entertainment reported net income losses in five of the last six years. Net income plummeted from a profit of $251.86 million in 2005 to a loss of $18.51 million in 2006. Quarterly net income was also negative in four of the last five quarters. Trump Entertainment will report the most recent financial results tomorrow.
According to The List database, Trump Entertainment has no announced agency relationships.
According to Nielson Media-Plus, Trump Entertainment spent $3 million on advertising in 2006. The company spent about $2 million on outdoor, $400,000 on local newspaper ads and $200,000 national Sunday supplements.
Juliano needs to turn the casino business around, or he’ll probably hear Donald Trump's famous “you’re fired.” Approach marketing execs with their next big campaign designed to pack the casinos and get visitors to spend. Research firms may be in demand to find what the next wave of east coast gamers and tourists are looking for. Based on available media spending stats, the company may be willing to invest more in advertising.
Trump Entertainment Resorts Inc.
1000 Boardwalk Virginia Avenue
Atlantic City, NJ 08401
Vice President of Marketing
Chief Executive Officer