Tropicana Las Vegas hires new executive team
Tropicana Las Vegas resort and casino announced the addition of its new executive team, all of whom were hand-selected by Tropicana Chairman and Chief Executive Officer Alex Yemenidjian, according to Hotel World Network
Trish Gilbert was appointed to the role of VP of marketing. She’ll be responsible for spearheading creative direction and rebranding efforts for Tropicana Las Vegas.
She’ll also develop, implement and manage the Las Vegas-based property’s overall image through a collaboration of advertising, brand marketing, customer relationship management and public relations efforts.
Jerry Fox was brought on as VP of finance and chief financial officer; Arik Knowles was appointed VP of hotel operations; Don Wren was given the title of VP of casino operations; Jim Laughlin was named VP of food and beverage and Todd Gagnon was brought on as VP of sales.
Also, Joanne Beckett was tapped as vice president and general counsel, overseeing all legal aspects of the company including risk management, security, surveillance and government relations.
The new management team comes together at a very exciting time for Tropicana Las Vegas. The casino and resort has a planned $125 million renovation slated to begin in late August.
Public Relations Manager Brittany Markarian told DailyVista that Tropicana Las Vegas
was recently acquired by the Onex Corporation, and is now under new leadership.
“A planned $125 million renovation will redefine Tropicana Las Vegas on the Strip, accented with a hot Havana-like feel and South Beach, Miami vibe,” she said. “Mr. Yemenidjian has hand picked a talented new management team to reinvent Tropicana Las Vegas from the physical plans to programs and overall image.”
Markarian said that Gilbert will be responsible for spearheading Tropicana Las Vegas’ creative direction and rebranding efforts to coincide with the resort’s renovations. Her immediate priorities will be to re-launch the Tropicana brand that one enjoyed strong recognition on the Vegas Strip.
Additionally, her initial priorities will be to create a new brand architecture and an overall platform for the new Tropicana Las Vegas, Markarian said.
“She’ll reposition the property and launch a complete rebranding and portray a new image to change preexisting perceptions of an aging property,” she added. “The new brand will target a slightly younger demographic than previous positioning. (Gilbert) will also take an integrative marketing approach and create cohesive programs. “
In the long-term, Gilbert will carry out the Tropicana brand re-launch and will also implement creative updates on all of the resort’s customers’ touch points.
“She’ll market new restaurant offerings, an updated slot product, a renovated casino, pool and guests rooms,” Markarian said. “(These initiatives are) all coming together under the new Tropicana Las Vegas band.”
Other short-term goals include “moving the needle” in terms of Tropicana Las Vegas’ programs offered to its current guests and new visitors. In addition to Gilbert’s re-launch of the Tropicana brand, she will also launch business intelligence efforts and overall customer relationship management programs.
Markarian added that Tropicana Las Vegas is currently utilizing more traditional elements of media, but is expanding its outreach to include new media and social networking.
“Tropicana Las Vegas’ current audience mirrors the Las Vegas visitor profile. The new branding efforts are designed to attract new visitors to the property as well,” she said. “We have to be fiercely competitive to stay afloat in the current economic environment. We must create new and innovative ideas and implement them faster and more efficiently then ever before in order to differentiate ourselves from our competitors.”
Markarian said that Tropicana Las Vegas works with various firms on a case-by-case and on a project basis. She added that agency relationships are determined and are dependant upon the scope of the work.
Agencies should reach out to Tropicana Las Vegas immediately if interested in taking part in its re-branding efforts moving forward.
Tropicana Las Vegas Inc.
3801 Las Vegas Boulevard, South
Las Vegas, NV 89109
Vice President, Player Development
Vice President, Marketing
Chairman & Chief Executive Officer