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Lake of the Torches Resort Casino Wins Award

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August 04, 2011

Lake of the Torches Resort Casino's Marketing team led by Director of Marketing Michael J. Broderick repeated last year's success and reeled in another catch of the year by landing three prestigious and coveted Romero Awards on Wednesday, July 20, during the 2011 Casino Marketing Conference hosted at the Planet Hollywood Resort & Casino in Las Vegas, Nev. The conference is co-produced by Raving Consulting and BNP Media. In 2010 the casino won a record seven awards, the most of any property that year.

The fantastic "haul" for the resort casino, situated in the heart of the world-renowned Wisconsin lake country and known for its fishing and outdoor activities, included one Diamond Award, two Gold Awards and one Honorable Mention. The casino marketing awards are given to top gaming facilities from across the country for the innovation, creativity, originality, and implementation of their marketing efforts during the previous year. The awards are named after John Romero, a casino marketing pioneer and author, and are considered the standard for excellence in casino marketing around the globe.

Also notable is this year's top Diamond Award in the direct mail category is a "four-peat" for Broderick who has now racked up four first place Romeros in the direct mail category. The Romero Diamond Award for Casino Marketing is considered the catch of a lifetime that industry marketing professionals from across the country and around the world strive to earn during their career. "This is an incredible honor and privilege to have earned four highly-coveted direct mail Diamond Romero awards during my career in casino marketing, and to have worked with some fantastic teams and properties that helped make it happen," remarked Broderick. "John Romero is the pioneer in casino direct mail marketing and someone all of us in the industry look up to in the highest regard. To have the recognition that bears his name, and to have won it three times now is awesome! My team and I are honored," Broderick said.

Lake of the Torches Resort Casino's big catch included the following awards:
Diamond Award, Mid-Size Casino, Direct Mail: Jumpin' Gemstones.
Gold Award, Mid-Size Casino, Casino Floor Promotion: Meet the Pickers.
Gold Award, Mid-Size Casino, VIP Promotion: VIP Shopping Spectacular.
Honorable Mention, Mid-Size Casino, Casino Floor Promotion: Free Ride.

The judging criteria included marketing or promotion concepts; strategic rationale and execution; casino revenue and other measurable results; the competitive advantage provided to the casino; and the relationship of the promotion to the casino's customers, employees, and to the community.

"We are very honored and pleased to receive top recognition from our peers in the global gaming industry for the second year in a row," said Lake of the Torches' Chief Executive Officer Bill Guelcher. "To win these awards a number of times now, it truly places us amongst the best properties in terms of providing innovative casino promotions and events to our guests. It just goes to show, if you want to land the biggest and best fish, you have to have the best gear and the people who know where and how to cast a line! I especially would like to recognize Michael for his fourth direct mail Diamond Award, and the team he leads for their efforts, but in addition we would like to commend the entire Lake of the Torches' staff and management who made this 'catch' possible."

Situated on the shores of Pokegama Lake and nestled in Wisconsin's Northwoods, the Lake of the Torches Resort Casino has a feel of a classic Northern retreat and reflects its Ojibwe culture and heritage. The casino has over 800 slot machines (including a high-limit and non-smoking area), 12 blackjack tables, Let it Ride, Three Card Poker, and three poker tables, a high-stakes Bingo Hall seating up to 500 persons, and the Eagle's Nest Restaurant and Woody's Bar & Grill. The hotel has 101 well-appointed rooms, the Dancing Waters Lounge and the Woodland Oasis pool area. The 8,500 square-foot Convention Center with the Hall of Nations offers an outstanding venue for entertainment, receptions, trade shows, meetings, presentations and seminars. It is proudly owned and operated by the Lac du Flambeau Band of Lake Superior Chippewa Indians.

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