J.D. Power Report: Socal majority wants smoke-free Indian casinos
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July 7, 2008
J.D. Power and Associates reported the vast majority of Southern California
Indian gaming casino customers have expressed a desire for a smoke-free
The study measured overall customer satisfaction based on performance in five
key measures (listed in order of importance):
Cage cashier/ticket redemption machine (17%)
Beverage service (9%)
Barona Valley Ranch Resort and Casino ranks highest in satisfying customers with
a score of 737 on a 1,000-point scale and performs particularly well in four of
five factors: arriving/parking; facility; gaming; and cage cashier/ticket
redemption. Following in the rankings are Viejas Casino (724) and Pala Casino
Spa and Resort (717), respectively.
Viejas Casino performs particularly well in the beverage service measure.
The following list of casinos are ranked for best customer satisfaction (Based
on a 1,000-point scale)
Among the best
737 points: Barona Valley Ranch Resort and Casino
Better than most
724 points: Viejas Casino
717 points: Pala Casino Spa and Resort
708 points: Sycuan Casino and Resort
About average (701 points: Industry Average)
697 points: Morongo Casino Resort and Spa
696 points: Pechanga Resort & Casino
693 points: Chumash Casino
683 points: San Manuel Indian Bingo and Casino
Included in the study, but not ranked due to small sample size are: Soboba
Casino, Spotlight 29 Coachella, Table Mountain Casino and Tachi Palace Hotel and
SOURCE J.D. Power and Associates
"Most casino customers have grown accustomed to dealing with large volumes of
cigarette smoke in the air, but an overwhelming percentage indicate they would
prefer to play in a smoke-free environment, which presents a major opportunity
for improvement for casinos," said Sam Thanawalla, director of the global
hospitality and travel practice at J.D. Power and Associates. "While some
establishments have already begun implementing smoke-free gaming areas in their
facilities, customers may not be aware that this is an option. Those casinos
that provide smoke-free gaming areas and also do a good job of educating
consumers about them could benefit from increased attendance and higher
The study also finds the following key patterns:
-- On average, Indian gaming casino players in Southern California travel
approximately 64 miles, each way, to visit a casino.
-- Only 1 in 20 casino players (5%) report experiencing a significant problem
during their casino visit. Of those customers who reported their problem to a
casino employee, approximately one-third said their problem was resolved.
-- Approximately 89 percent of casino customers play slot machines, while
48 percent play table games.
About J.D. Power and Associates
Headquartered in Westlake Village, Calif., J.D. Power and Associates is a global
marketing information services company operating in key business sectors
including market research, forecasting, performance improvement, training and
customer satisfaction. The company's quality and satisfaction measurements are
based on responses from millions of consumers annually. For more information on
car reviews and ratings, car insurance, health insurance, cell phone ratings,
and more, please visit JDPower.com. J.D. Power and Associates is a business unit
of The McGraw-Hill Companies.
J.D. Power and Associates Media Relations Contacts:
John TewsSyvetril Perryman
Troy, Mich. Westlake Village, Calif.
(312) 248-4119 (805) 418-8103
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