Older Small Casinos Continue to Thrive in Las Vegas

Analysts have predicted that the smaller and older competition of gaming market will be facing its doom with the introduction of two large resorts in Las Vegas during the past six months.

South Coast and Red Rock Resort brought new customers but these small and old casino established competition.

"Every time a new casino opens, they think we're in trouble." Said Arizona Charlie's Decatur general manager Ron Lurie.

Lurie said, "Even when the Rampart Casino opened (seven years ago) and the Suncoast opened (in 2000), a lot of people thought we would lose business. We haven't, and in fact, our business is doing very well."

While customers may have checked out the newest casino in town, they would always come back to where they feel more comfortable playing.

Lurie said, customers of Arizona Charlie's don't want those family type amenities. Their interests were focused on service, convenience and value. Lurie estimated the average Arizona Charlie's crowd as around 50, which they are likely to pull older neighborhoods that surround the casino.

"We do focus groups all the time with our customers," Lurie said. Lurie has been the general manager of Charlie's since 1990; therefore he knows this thing like the back of his hand. "We've built relationships with our customers. We know their likes and dislikes and we're a familiar place. If I changed the menu on the buffet, I'd have about a hundred phone calls. Value is important."

Several upgrades went underway for Arizona Charlie's. Pamela Moore, an Arizona Charlie's cocktail server said, "We know all our regular customers personally. We celebrate with them and we watch after them. The place really does have a family environment."

One customer commented, "I've been to a lot of places, but this is the most comfortable. Why change?"