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					      Hollywood Casino at
Penn National Race Course
 777 Hollywood Boulevard
     Grantville, PA 17028
            717-469-2211

             Noelle Frank
              RPTM 101
                  Fall „08
                    Table of Contents

Agency Description ………………………………………………………….Page 3

    Introductory Statement …………………….………………………… Page 3

    History/Development ………………………..……………………….. Page 3

    Purpose/Philosophy ………………………….………………………. Page 3-4

    Services ……………………………………….……………………… Page 4

    Clientele ……………………………………………………………… Page 4

    Funding ………………………………………………………………. Page 4-5

    Problem Areas ……………………………………………………….. Page 5

Job Description ……………………………………...………………………. Page 5-10

Personal Reaction …………………………………………………………… Page 10-11

Resources …………………………………………………………………….. Page 12

Thank you note ………………………………………………………………. Page 13




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Agency Description

       In the following sections, you will learn about Hollywood Casino at Penn Nation

Race Course; what type of agency it is, the history of the agency, the agency‟s mission,

the services it offers, to whom the agency serves, how it is funded and the problem areas

of the agency. Following the agency‟s description, you will learn about Matt Hickey, the

marketing services and events manager, in conclusion will be my own personal reaction.

Introductory Statement

       Hollywood Casino at Penn National Race Course is located in Grantville,

Pennsylvania. It is part of the entertainment agency. Hollywood Casino at Penn National

Race Course is always offering different types of entertainment. At this facility, one can

watch and or place bets on horse races, enjoy the gambling scene at the casino area, or

come take pleasure in one of the bars or dining areas.

History/Development

       Currently Penn National Race Course is on its thirty-sixth season, the facility

opened in 1972; it was not until September of 2006, that the casino was added. The

facility began as a race track for horses, where viewers could place bets on who would

win. It was not until its thirty-fourth season that the course added the casino. When the

casino was added it was built on the grand strand where the first horse race took place,

and the racing area was moved to the Paddock Club area. (Race Course History)

Purpose/Philosophy

       The mission of Penn National Race Course is to provide a place for its customers

to come and enjoy a night out. This agency offers its customers the choices of to fine




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dine, gamble, or watch a horse race. Yes, the agency wants to make money, but their

purpose to provide their customers with entertainment, and gain regular customers.

Services

         Hollywood Casino at Penn National Race course offers food and beverage, retail

stores, valet, lottery, horseracing including live races, simulcast racing by television,

internet horse betting and phone betting horse races, gambling and fine dining. Along

with different types of live entertainment that is always being offered on the casino level

floor.

Clientele

         Hollywood Casino at Penn National Race Course is there to serve everyone and

anyone who walks in the door. Of course you must be of age; eighteen to be around the

race course area and twenty one to be on the casino floor. It is a facility where people are

spending and wagering money, in hopes of making more. At this facility, even if one

does not make more money, the incentives of door prizes and other random drawings,

really bring in the crowds.


Funding


         Casino‟s make their money by gaming revenue. When a slots player walks into a

casino they put cash into the slot machine. Every slot machine has what is called a “hold

percentage”. The amount that is held is called “Win” in casino lingo; it is what the player

has lost. The Win is the casino‟s revenue. Although gaming revenue is the casinos

product, they also offer food and beverage and all its other amenities, all of these venues

are profitable contributing to the casino‟s revenue. The revenue from the property pays




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for the expenses such as labor, cost of goods sold, race track maintenance, utilities, and

new slot machines.


Problem Areas


       The greatest problem is the current economic state. For the typical gambler, they

put money aside for their visit as their entertainment budget. This discretionary income

has certainly declined in recent months. Another problem is due to the recent change

with the Clean Indoor Air Act that was implemented on September 11, 2008. This act

forced the casinos in Pennsylvania to designate only twenty five percent of the gaming

floor as smoking and seventy five percent as non-smoking. The typical gambler does

smoke and even though they may access the lounge or walk outdoors to enjoy a cigarette

this is time away from the game during their visit.


Job Description

       I choose to interview Matt Hickey, the marketing services and events manger of

Hollywood Casino. He can be contacted at this phone number, (717)-469-3278. Matt‟s

job duties require him to hire, direct and lead the Marketing Services, bus tours, and

events of Hollywood Casino. Also, he has to learn, configure and train on the Bally‟s

Technologies ACSC system. Matt oversees the player‟s booth, database marketing, guest

services and market analysis. He is also in charge of preparing departmental procedures,

Player Reward club, I-View options (a small computer screen on each slot machine

which tells the player their earnings) training agendas, and staffing levels prior to Casino

opening. Matt leads and has to develop for seven supervisors, an events coordinator and

twenty-five Marketing Service Agents. In addition, Matt handles guest relations, account



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discrepancies and provides discretionary casino complimentary to the guest; this is all

reported to the Vice President of Marketing.

       After learning about Matt‟s duties and responsibilities to the company, I was

positive that meant, inevitable long work hours. Matt Hickey is a full time employee,

who works an average of five and a half days per week, and an average of about twelve

hours per day. His days and hours vary depending on the types of events the facility is

hosting, some require him to do more work than others.

       As far as job qualifications go, Matt informed me that one must have the

knowledge, skill and or ability required to be able to do this job. Education requirements

include a Bachelor‟s degree, along with one to two years experience. Also, working in a

facility that is a raceway and casino, one needs a license with the Pennsylvania State

Racing board and meet any requirements of the Pennsylvania Gaming Control Board.

       After learning about the job qualifications of Hollywood Casino, I asked Matt

about the employment process, how to get an application along with specific

requirements for an interview. Matt informed me that with a company as large as

Hollywood Casino, their Human Resource department went completely paperless when

the casino first opened. In order to apply, an applicant must access the website at

HCPN.com and click on job opportunities. Once an application is filled out, the Human

Resource department assists in the filtering of the applicants, making sure that the

applicant meets minimum requirements; this includes no felony convictions, required age

and complete application. Matt also noted again that the casinos in Pennsylvania are

regulated by the Pennsylvania Gaming Control Board and all of my employees must be

licensed by the Gaming Control Board. Matt showed me multiple identification cards




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that he must have on him at all times, to be able to be at certain areas of the facility,

whether it be around the raceway or casino area. Matt continued to tell about more

information about the employment process. He informed me that once the Human

resource department filters those applicants that do not meet the minimum requirements,

the scheduling of an interview will be done by the departmental level. The interview is

determined by an applicants experience, education, availability and salary requirements.

Matt also told me that this business as any hospitality business is drives business when

others have off. This means that these events occur at night and during the weekends.

Events are often themed around special times of the year and holidays. In conclusion

those who want to be employed by a facility such like Hollywood Casino, one must have

an open schedule and be willing to work weekends, holidays, pretty much the days one

would consider to be more for their leisure time.

       I continued to ask Matt further information about the employment process; I

asked him about his chances of advancement at his job. Matt informed me that the Casino

industry is a very unique industry, yet very new to the state of Pennsylvania. Gaming

revenue is taxed at a 54.5% rate and used for tax relief. The state of Pennsylvania has

approved a total of fourteen licenses of which only six casinos have been or began

construction. My current position has prepared me for advancement for the position of

Director of Marketing or Vice President of Marketing. Matt continued, with more

casinos to come in the State of Pennsylvania and possibly surrounding states, he is

optimistic of other opportunities and advancement. These new casinos will be looking

for experience in a very unique business increasing his chances to find work elsewhere.




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Hollywood Casino is currently the third largest company in the gaming business and

owns casinos across the nation allowing for transfer opportunities.

       With all the job duties and requirements, long hours and days and along with the

long process to even become an employee, I wondered what the benefits of having this

job were. Matt informed me that for medical insurance he chose Blue Cross/Blue Shield,

he gets his Dental through MetLife, along with 401K with a 50% company match up to

6% and also receives a vision plan. His son is also on his benefit plan. Matt told me he

opted to waive all other benefits.

       Besides benefits, all the work required by this type of job I was interested to know

an average salary about a position like this. Matt assumes that a salary range for the

position of an event coordinator or an events manager would fall in a range of thirty-five

thousand to sixty-five thousand (coordinator to manager). Matt also intrigued me by

telling me that, as a manager he also must follow a budget and attempt to drive the

additional revenue to cover expenses of the events. If he is able to cover such costs and

maintain or exceed this predetermined budget, he has the ability to make twenty percent

of his salary bonus. This will provides him with an incentive to make an additional

fourteen thousand per year.

After hearing about these bonuses I wanted to know more strong points about his job.

Matt told me, as a casino you are responsible for events ordering, planning and execution.

He notes that the most rewarding part of the job is networking. As an events manager of

a casino he works with a strong budget which allows the ability to buy nice gifts for

casino players. Another strong point of his current position is that he is a property expert

knowing everything that is happening from marketing to food and beverage. Matt




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informed me that as an events manager you have an important task to communicate these

events to all departments. A great tool used at Hollywood Casino is the “Backstage

Pass”. The Backstage pass is a one page overview of what the casino has to offer that

week. The casino is a large building with multiple entrances. Not only does it help the

event to inform those employees at the entrances and on the casino floor such as Security,

Slots and Housekeeping but we use other tools such as floor signage and digital signage.

These signs are used for the promoting of the event and often directional to assist the

guests in finding the event. Matt informed me the advantage point of a casino is that they

utilize a rewards loyalty card called the Action Card. He told me that casino players can

not wait to get this card in their hands. This is due to the fact that the casino provides

complimentary slot play, food and beverages, hotel rooms and other perks if you use the

card. The Action card allows the casino to track play so they know in the planning of

these events what type of people they want to invite. The casino, having the rewards

program, also provides players an incentive for signing up for the Action Card. The

membership is free to the guest, yet, they must provide identification and from that we

capture phone numbers, address information, birthdays and emails which can be used for

direct marketing via postcards, emails and or letters.

       As good as it all sounds, there has to be some weak point(s). I asked Matt what

two main weak points would be. Matt stated that event planning or coordination is

typically a salaried position. Much time goes into planning, purchasing, setup and

execution of the event. The greatest weak point is the amount of hours per week. You

must love what you do in order to sustain such hours on a salary basis. You also need to

be flexible knowing that these events will occur around holidays, weekends and nights.




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He told me the second weak point is that often in the Casino business you do the best to

pick the best times and dates to attempt to drive enough players to cover your costs. Yet,

these events, the time of planning, additional staffing and a perfect plan can be quickly

ruined by weather. This could be rain, snow or even a perfect sunny day that would

allow for our invited guests to catch up on yard work or family events.




Personal Reaction

       After learning about Hollywood Casino at Penn National Race Course, and about

Matt‟s position of being the marketing services and events manager, I feel that working

for an agency like this would be fun. Maybe not specifically working for Hollywood

Casino, but any casino would be very entertaining. Casinos are very popular and always

full of different events. I was in between thinking about working for a convention

center/resort, or casino/resort agency. Some of the great qualities that come with

working at an agency like this would be the networking, the opportunity to continue

moving up in to higher positions, and the job itself. The downfall to this type of job

really is the hours and getting paid a salary rather than an hourly wage, but there are

positives that come with the salary, like bonuses. To work at a facility such like a casino,

not only does one need to love their job, but one also needs to know pretty much

everything about the facility from maintenance to the actual event. Matt was great at

knowing all about his agency, and providing me with sufficient information to fully

understand the workings of this facility. As for Hollywood Casino at Penn National Race

Course, I think it is a great place; I am more interested in the casino area than in the race




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course area. But the race course is great to have because it brings in more people and

different demographics to the facility. I hope to stay in contact with Matt, and maybe get

a chance to job shadow him, to see what a day would be like at Hollywood Casino.




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                                       Resources

I received much of my information about Hollywood Casino at Penn National Race

Course during my interview with Matt Hickey. He provided me with essential

information not only about his job, but the agency also.



Hollywood Casino at Penn National Race Course
http://www.hcpn.com/

“Race Course History” Hollywood Casino at Penn National Race Course History
http://www.pennnational.com/welcome.shtml




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