Claridge Casino Hotel in Atlantic City

Everyone in the casino industry knows Asian is very important to the business. All the major casinos in the nation – or probably around the world – dedicate specific areas catering to Asian customers, especially the Chinese.

Back in the early 1990's, I was in the team to promote Claridge Casino Hotel in the Chinese market. Claridge was and still is the smallest casino in Atlantic City. It was among the last players to make effort to target the Chinese.

The management team at Claridge was the type that agencies would love to work with. Though the budget was relatively small SOV-wise, the executives were very open-minded and most important of all, they believed in us. We had their full support.

As a result, not only we developed a major integrated marketing campaign to re-brand Claridge, we also convinced the casino to change its "product". We worked with the management to change the casino floor layout, recruit Chinese hosts, add Asian dishes to the restaurant menu, host first-time-ever Chinese talk show, and more. The Chinese American marketing initiative was very successful. We had so much fun… and many sleepless nights. Some of my clients now even become my close friends.

Ever since Claridge was acquired by Bally's years ago, things changed. Claridge no longer smiled, he became very corporate. I took a tour with my old friend who used to be one of the executives at Claridge. It was depressing. There were not many customers. Almost everything was closed. We couldn't even find a restaurant for a drink. Then, we went to the basement. There we found a group of Chinese playing Baccarat in the Asian Pavilion… and the Chinese noodle bar that both of us worked hard to set up.

It was sad to see where Claridge is heading. But I must say I was so proud – and so do my friend – that what we built still stays at Claridge. We must have done something right to make the new management keep the section.

And I am telling you: Chinese are big gamblers. They play even when the casino has nothing, but the tables and noodle bar.

Asian Languages

Here is an old story. Unfortunately, it still happens a lot.

A company asked me to translate a brochure into 5 languages. Which five? Whatever their current customer speak the most.

So, I reviewed their customer profile. There was no language information. Why? They thought it was legal issue. In fact, although the law says you can't ask people ethnicity background, it doesn't say you can't ask your customers their preferred communication languages.

How about the diversity survey the company had done some time ago? That should help. Let's see. Here was the customer ethnicity breakdown: x% African American, y% Hispanic and z% Asian American. Sir, please note that while all Hispanics speak Spanish, Asians speak a million different languages.

Could we review the customer's last name? Sure, but there were tens of thousands of customers.

Final solution: Review where the Asian American customers are. Compare it to Asian subgroup population. Then, make an intelligent guess.

There is another easy alternative: Just pick the top foreign languages Asian American depend the most – Chinese, Korean, Vietnamese. FYI, most South Asian, Filipino and Japanese speak English well.

Start Over Again

I started this blog anonymously two years ago. Back then, I was working for an Asian advertising agency full time. I had to be careful what I said. It wasn't easy. So, I stopped.
Now, I am working for general market. No conflict of interest. I think I can pick up again. But this time, I will proudly be who I am.