Going the extra mile for players

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John Legend will perform at Horseshoe Casino’s the Venue on Dec. 17.

Giving the customers what they want is a good rule of business for any business, even casinos.

Guests visiting the Ameristar Casino in East Chicago, Ind., will find management has gone the extra mile for its slot customers.

"Ameristar has gone retail and has revolutionized the slot floor by giving our guests exactly what they want to play," public relations manager Reginald Dotson said.

"This program is unlike any other slot program in the market. For instance, on slot floors across the country, slots are not arranged in any specific order, other than by denomination."

Guests often had to search for the games they like to play and were unable to distinguish which games were the most popular.

"At Ameristar, we're delivering to our guests the games that they've told us they want to play, and have organized our slot floor in a way that is easily identifiable for them to find the slots that they are looking for," he said.

"Just like in a retail department store, our new slots are clearly marked and are right up front. New slots include those slots that have been on our floor for 90 days or less.

"Plus, new really means new at Ameristar. We're committed to continuously providing the newest slots on the floor and the newest slots in the market."

The popular slots also will be easy to spot.

"Our hot slots are those that our guests have told us are the most fun and the most popular. They, too, are clearly marked and are both easy to get to and easy to find," Dotson said.

"Similar to movie critics, guests who play our games are telling us which ones are the most fun to play. Also, similar to retail stores, items that are older are often discounted.

"At Ameristar, we offer point multipliers as promotions during different times of the year. Many of our older games are now more attractive to our guests as they now have clearly marked multipliers with two times, three times or even four times the points."

Guests who play these games can look forward to their Star Awards points increasing faster, giving them more points for cash, food and hotel stays.

The Venue

Here is the entertainment schedule for Horseshoe Casino's the Venue in Hammond, Ind., through the end of the year:

NOV. 27: Kuh Ledesma: The Duets at 8 p.m. Tickets are $118, $98, $78, $58 and $38.

NOV. 28: Yan Can Cook at 7 p.m. Tickets are $40, $25 and $15.

DEC. 10: The Voices of Rock Radio charity show, which originally was scheduled for Sept 4 has been moved to this date at 7:30 p.m. Tickets are $10.

"We are very excited that this will now be the show that will be paired with WLS 890AM's 'Roe & Roeper Live Holiday Extravaganza' in an effort to support two great charities with two super-sized events in the same day," a spokesman said.

If you have already purchased tickets to the Sept 4 event, contact the box office at (219) 473-6060 for further information.

DEC. 17: John Legend at 7:30 p.m. Tickets are $95, $75, $60 and $45.

Gus Rose can be reached by e-mailing to Jessi Virtusio at jvirtusio@southtownstar.com with "Gus Rose" in the subject line or calling her at (708) 802-8854.