Vol. 5, No. 6, June 2008
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Give ’Em What They Want
David Fox, Vice President of Marketing, Trump Plaza
Rarely does one see fledgling ideas become full-fledged policy. But David Fox, named vice president of marketing at Trump Plaza in April, now devises strategy to lure the players he once recruited as executive director of player development.
“I’m thrilled with the new position,” says the Sea Isle City native. “After seeing how player development runs, then progressing to casino marketing and special events, you watch everything come together for the players. You listen to focus groups, you listen to the players, then you give them something they want. Our focus groups tell us that revenues are driven off special events, whether it’s a handbag giveaway, dishes, televisions, etc. We had an unbelievable first quarter and we’re looking for that to continue.”
Fox was exported to Las Vegas in 2003 by Rosalind Krause (now GM at Trump Taj Mahal) to bring big players to Caesars Palace. He spent nearly three years there before returning with the equivalent of a specialized certificate in amenities. Listening to, interpreting and anticipating the needs of premium players prepared him for his current industry niche.
“It’s a thrill to watch the ideas that drive the business,” Fox says. “When you get your employees buying into something, then being good ambassadors to your customers, it’s terrific. I feel fortunate to be in this business for so long. You never forget where you came from.”
Fox started with Caesars in 1985. Stints at TropWorld, the Sands and Resorts preceded the Las Vegas excursion. He returned to lead a property competing with the Harrah’s financial machine. Like many businesses in a competitive market, Trump Plaza must capitalize with less capital. The property invested $100 million to upgrade, and now seeks to out-hustle those with deeper pockets.
“We take advantage of being center Boardwalk, right next to the Pier, and with good proximity to the Walk,” Fox says. “We talk to more people, we do a monthly mail piece and we have a promotional booklet with my face on the inside cover. Now I’m known as the guy in the booklet,” he adds, laughing.
“We’re trying many new things to make customers happy. We’re re-doing the carpet in the parking garage and negotiating to put a Starbucks there.”
Then there’s automated poker, named PokerPro, set to debut June 13. Several tables will have seats for up to 10 players. A minimum of two players is required to activate the table.
“This will be the first of its kind in Atlantic City,” Fox says. “It gives customers more reason to come here as a group. Maybe the wife plays slots and the husband goes somewhere else for poker. Well, now they can both come here.”
Fox has developed expertise in operations management, marketing, public relations and player development for more than two decades. No wonder he got promoted.
“David has managed fast-paced changes in technology, shifts in structure, strategy, and culture,” says Trump Plaza President Jim Rigot. “He is innovative and fully understands and believes if customers and employees are satisfied, bottom-line results will follow.”
