Hotel Online  Special Report

 Casino Resorts Tap Digital Alchemy to
Enhance E-Marketing Efforts
Two Native American Casino properties in California say Web-based
marketing solution streamlines operations, saves costs and, perhaps
most important, boosts guest satisfaction
FORT WORTH, TX (FEBRUARY 15, 2007) – Two Native American gaming properties are wagering that Digital Alchemy’s unique e-marketing services and software will help them enhance customer relations, boost occupancies and drive bigger dollars to their bottom line. 

The Morongo Casino, Resort & Spa, near Palm Springs, and the Sycuan Resort and Casino, in El Cajon, each decided to use Digital Alchemy’s powerful, cost-effective e-marketing software.

“The name of the marketing game in the hotel business has always been communicating with guests,” said Don Hay, CEO of Fort Worth - based Digital Alchemy. “Today there is no better means of communicating quickly, effectively and affordably than through email and Web promotions. By using our proven e-marketing and customer-relationship management products and services, we are confident that these two Indian gaming properties will reach new and existing customers quickly and in turn see an increase in new and repeat business.” 

Their respective partnerships with Digital Alchemy allow the Morongo Casino, Resort & Spa and the Sycuan Resort & Casino to access an array of features and services, including:

  • An e-relationship program, which allows hotels to build meaningful relationships with guests through reservation confirmations, pre-stay marketing and post-stay communications
  • An on-line Comment Card
  • A VIP concierge service, which identifies specific guest preferences and interests
  • E-mail marketing
  • Digital Alchemy’s patent-pending Smart Send technology to dramatically increase email open rates and e-marketing effectiveness.
Continuous communications is key

According to Reservations and Revenue Manager James Delk, the Morongo Casino, Resort & Spa began using Digital Alchemy’s e-marketing services and software in August 2006. 

”I especially like the survey that is offered to the guest at the completion of their stay—it adds another layer of contact with the guest and another opportunity for the guest to tell us what we've done well and what we can improve upon,” Delk said. “The automatically generated email confirmations are more efficient in terms of labor than the old system of manually typing a confirmation and emailing or ‘snail mailing’ it to guests.”

Staff of the Sycuan Resort & Casino are similarly impressed with the Digital Alchemy software solution. According to Sycuan Director of Sales Rick Tibbits, the property is just finishing up a 60-day phasing-in of the Digital Alchemy system—which will include a feature unique to the Sycuan. 

“Not only is the Digital Alchemy software automatically confirming guestroom reservations, but it’s also automatically confirming golf tee-time reservations for our patrons,” Tibbits said. “This adds to guest satisfaction and saves on employee labor and postal costs, and basically simplifies the whole process. We’re excited about this new tee-time confirmation feature—Digital Alchemy is the first to offer it, and we’re the first property to implement it.”

Tibbits said another feature he—and Sycuan guests—appreciates is the pre-arrival welcome message and the post-departure thank-you note.

“The guest automatically gets a welcoming message seven days before arrival that includes a reminder about all the attractions and features at the resort,” Tibbits said. “Then after check-out, an e-mail is automatically sent that thanks the guest for their stay and provides a link to our comment cards. We get an 80 percent response to that, and it’s an invaluable tool to both determine what we’re doing right and what we need to improve on, as the Digital Alchemy software red-flags unfavorable ratings. Really, any one of these marketing tools makes this an excellent investment.”

While Tibbits said he’s more than pleased with Digital Alchemy’s e-marketing and guest-communications tools, what’s impressed him most is the company’s quick, personalized service.

“We’re happy to be working with Digital Alchemy,” Tibbits said. “As far as their service goes, with them it’s a constant ‘What can we do for you’ kind of feedback, and every surprise from them is a pleasant surprise—which can’t be said for other vendors.”

About the Morongo Casino, Resort & Spa
The Morongo Casino, Resort & Spa, owned and operated by the Morongo Band of Mission Indians, is located 20 minutes west of Palm Springs. The $250 million, 44-acre Morongo Casino, Resort and Spa, which features 11 restaurants and a 27-story hotel with 310 guest rooms, opened in December 2004. For more information, visit the Morongo Casino, Resort & Spa Web site at

About the Sycuan Casino and Resort & Spa
Owned and operated by the Sycuan Tribal Development Corporation, the Sycuan Resort and Casino includes more than 425 acres picturesque mountain terrain and offers two 18-hole championship golf courses, a challenging 18-hole par-3 course, generous practice facilities with top professional instruction, and 11 lighted tournament-tennis courts. Sycuan Resort and Casino is a unique combination of exciting casino action, excellent golf and tennis, comfortable guest rooms, great entertainment, and a choice of delicious eating options. For more information, visit the Sycuan Resort and Casino Web site at

About Digital Alchemy
With extensive experience in - and exclusive focus on - the hospitality industry, Digital Alchemy’s team of experts understands the need of hotel management companies and independent hotels for powerful, cost-effective software solutions that improve customer relationships, boost occupancy and drive revenue. The company’s Data2Gold e-Relationship Manager, with five modules, provides an unmatched range of advanced email-based CRM capabilities that increase the effectiveness of hoteliers’ marketing programs. For more information, visit or email them at


Don Hay
Digital Alchemy
Tel: (817) 249-0757

Barb Worcester
Tel: (440) 930-5770

Also See: Rosewood Hotels & Resorts Chooses Digital Alchemy for Customized CRM / August 2006
Looking for a CRM Solution at HITEC? Checklist Helps Find Best-Fit Solution / June 2006
Do YOU Have The 'Digital Alchemy Advantage?' Hotels that have adopted property-level email marketing and customized CRM tools are finding themselves light years beyond the competition in online bookings and guest loyalty / May 2006
Digital Alchemy Manages Guest Relations While Hoteliers Handle Hurricane Headaches / September 2005
Digital Alchemy’s CRM Programs Leveling E- Marketing Playing Field for Hotels / June 2005
Digital Alchemy to Deliver One-to-One Database Marketing Tools to MICROS Hotel Front Office Users, Becomes Certified MICROS Fidelio Business Partner / June 2003
No. 1 Westin in North America Taps Email CRM Potential  to Create ‘Emotional Connection’ with Repeat Guests / June 2003


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