Casino Executive Survey: The State Of The Casino Market

The casino market continues to grow and become an increasingly important segment of the live industry, regardless of flattening trends relative to the gusher years of 2022-23. Pollstar surveyed a group of entertainment execs in the casino market to see if their experiences aligned with expectations, what’s working vs. what could be working better, if they’re seeing the same increase in country and Latin music demand as the traditional live market is, and what they see in their personal crystal balls for the year(s) ahead. Hint: it’s worth betting on.

Participants

Deana Baker
Senior Entertainment Manager
Choctaw Casinos & Resorts

Dan Boyle
Music Agent
WME

Joe Grossman
Agent, Comedy Touring
United Talent Agency

Kevin Kastrup
Senior Vice President, Casinos & PACs
Wasserman Music

Joe Moallempour
Sr. National Casino Talent Buyer
Danny Wimmer Presents Talent Services

Christian Printup
Vice President of Entertainment
Foxwoods Resort Casino

Victor Sanchez
Director of Entertainment
Hard Rock Café International

Steve Selak
President
Selak Entertainment, Inc.


How do you view the overall state of live entertainment at casino venues this year? Is it up, down or the same as 2023?

Deana Baker: The state of live entertainment at casino venues has shown a positive shift compared to 2023. We are witnessing a significant increase in variety and innovation, with casinos offering a broader range of entertainment options, from diverse musical genres to immersive and interactive shows. Guest engagement has also seen a notable rise, as audiences seek more personalized and dynamic experiences. The overall quality and production value of live performances have also improved, with investments in high-end technology and elaborate stage setups enhancing the overall experience. We have made improvements in technology over the past year in our state-of-the-art room theater including a new Panther sound system and LED video walls.

Dan Boyle: From an agency standpoint, we have a competitive casino environment post-pandemic. Some of this is due to new state-of-the-art venues opening after the pandemic. The business at these properties are competing with some of the iconic venues in their respective market places, increasing opportunities for artists overall.

Joe Grossman: Comedy at casinos is thriving. 2024 will be our biggest year ever booking UTA Comedy at casinos. This is all because of our incredible comedian clients such as Ali Wong, Bert Kreischer, Jim Gaffigan, Matt Rife, Nate Bargatze, and Nikki Glaser, just to name a few.

Kevin Kastrup: Live entertainment at casinos has shown steady incremental growth each year following the COVID shutdowns, and 2023 (and 2024 thus far) are no exception. We’re seeing ongoing growth in business across all sorts of artists in a wide variety of genres.
Joe Moallempour: It’s up from 2023. Casinos are booking more dates because the fans are asking for more shows, and it’s proving to enhance the overall fan experience at the casinos.

Christian Printup: Noticing slightly less consumer demand versus prior year overall.
Victor Sanchez: Live entertainment is definitely finding its balance after such a breakout year in 2023 but, that said, we’re still hitting incredible numbers on the casino side and fans are still eager as ever to see their favorite artists. With an election year, it’s also an interesting time with less tours going out in the second half of the year. The one thing to note is that fans are more price conscious and looking to stretch their dollar further.

Steve Selak: I am fortunate to have very forward-thinking leaders at all of my casinos and, because they have been quick to adjust, we have seen stable to increased attendance. The challenge of course is the economy. We have no control over that. We do have control over how we navigate “the new normal” and I am very proud of what we have accomplished. The Muckleshoot Casino Event Center opened just after COVID and in that short time we have had some of the top acts: REO, Kansas, Fluffy, Jay Leno. A wonderful accomplishment and I thank all of the industry players who have helped us.

What makes casinos specifically a good play for artists? How can casinos differentiate themselves in a market that’s saturated not only with casino venues but all types of entertainment for fans to choose between?

Baker: Casino venues are a wonderful opportunity for artists and their crews to not only perform to eager audiences, but also for artists and fans alike to have fun and relax. At Choctaw Casino & Resort – Durant, we have a variety of amenities to enjoy before or after a show. The gaming floor is just steps away from the three-time Academy of Country Music award-winning Grand Theater, and The District is a family-friendly area that boasts bowling, movies and an arcade. They can also relax poolside in a cabana at AQUA pool, or take time to pamper themselves at The Spa. The best part is it’s easy to indulge at one of our 20 dining options and a great place to call “home” for the night in one of our 1,600 hotel rooms. When you visit Choctaw Casino & Resort – Durant, it feels like a vacation instead of just another stop on the road.

Boyle: For certain artists the elevated resort experience with fine dining, activities, and world class hotel rooms, these casino concerts are a welcome relief on the road. A casino that offers the fan a proper theatre/venue over the old ballroom setup will not only get the fans coming back, but artists will also want to return. Investing in your facility will keep everyone coming back. That includes the dressing rooms and artist catering experience.

Grossman: Comedy has a long-storied history at casinos. Think of legends like Don Rickles, Rodney Dangerfield and Redd Foxx, who all made their careers as casino headliners. While top music artists have recently embraced playing casinos, comedy has always held casinos up as the pinnacle venue. Once you become a casino headliner, you’ve made it in comedy. Plus, the data shows that comedy fans like to gamble. There’s an inherent entertainment value add of seeing a comedy show in a casino. Casinos can differentiate themselves from non-casino venues by providing artists with the same first-class hospitality they provide their casino guests and including artists in casino marketing spend.

Kastrup: More and more casinos have been investing in building new, state-of-the-art venues with high-quality production in markets where they didn’t exist before, which opens new opportunities for top-level talent and audience development. Gone are the days when the majority of casino venues were multi-use, carpeted ballrooms – the new breed of casino venue is often on par with, if not exceeding, the production quality of many top traditional venues. Also, by offering first-class restaurants, spas, and other amenities, music fans (and the touring artists and crews) know they are going to have a unique experience they won’t get elsewhere.

Moallempour: Casino plays give artists an advantage on having a successful show by several factors. Being in the service industry, our casino clients provide excellent rooms, ground transportation, and delicious meals. A percentage of the room is guaranteed ticket sales from Player Development with VIP requests giving the artist a better chance of selling out their show. There are also opportunities for the artist to use the casino theaters for rehearsal days, which is an invaluable resource.

Printup: By and large, casinos offer artists an experience and amenities that other venues cannot. From a multitude of restaurants, to the convenience of venue and hotel being under one roof, there are advantages to playing a casino that other venues cannot offer. And in many cases world class amenities including golf courses and other leisure activities that they can enjoy if they have downtime while on property.

Sanchez: Casino plays are incredible opportunities for the artist – guarantees are similar, sellouts are quicker and the venue brings the fans closer to the artist with a better overall experience. For example, Ed [Sheeran] doing a fully solo acapella of just him and his guitar of his song “Afterglow” during his F1 Miami show will always be an incredible moment. Not to mention, casinos are a one-stop show. It’s not only the best option for artist but for fans alike – hotel, restaurant, bars, parking all under one roof.

Selak: Tribal gaming continues to be a blessing for many artists. It’s no secret when a tribal property books an artist, that booking comes complete with lodging, backline, meals, local ground, etc. I have had many agents tell me specifically, “This artist is looking to increase their tribal casino business,” and I know it’s because of the excellent way each artist is treated. Casinos are different from traditional hard ticket plays because of the added excitement of gaming. Every casino is a brand and through advertising each casino can separate themselves from the others. Smart properties know how to maximize this unique experience. I live in SoCal so I hear the local advertising and a perfect example of this is Agua Caliente Casino in Rancho Mirage. In an unbelievably competitive market they have curated a unique message that is different than all the rest. Because of that they continue to enjoy great success.

What were your tentpole moments and highlights this year?

Baker: This year has been marked by several highlights for us. We are particularly proud of being nominated for the CMA Touring Awards Venue of the Year award winning our third Academy of Country Music award for Casino of the Year – Theater, which is a tremendous milestone. Additionally, our diversified lineup of touring acts has been a major success, featuring an impressive array of artists such as The Jonas Brothers, Eric Church, John Legend, Old Dominion, and Nickelback. We’ve also made strides with multiple returning acts performing back-to-back shows, reflecting our commitment to delivering top-tier entertainment. Our planning for our inaugural music festival later this fall is another exciting development. Furthermore, our ongoing sponsorship efforts have bolstered our presence and engagement within the industry. Collectively, these achievements underscore a remarkable year of growth and innovation for Choctaw Casino & Resort – Durant.

Grossman: Driving to Coachella Music Festival and seeing UTA comedy acts on casino billboards interspersed between record label billboards for the largest headlining music acts in the world. I take pride in seeing our comedy acts prominently displayed as headliners at these world-class casinos. A highlight for me as an agent is educating buyers on what acts are about to become the next comedy superstars. One example of this was convincing Spotlight 29 Casino to book Ralph Barbosa, who sold out well in advance. This started a domino effect of casino offers for Ralph, culminating with a massive headlining show at Thunder Valley Casino Sept. 7.

Moallempour: In 2024, there were numerous standout moments across the country that truly made an impact. Foxwoods saw incredible performances from artists like the Sessanta Tour, Mudvayne, and Miranda Lambert, as well as KPA’s Legacy Fighting Alliance.
Spirit Mountain hosted memorable shows with Los Tucanes del Tijuana and Nikki Glaser.
Both Pearl River and Eagle Mountain exceeded expectations with their exceptional entertainment offerings. Agua Caliente Casinos’ The Show at Rancho Mirage continued to shine with its award-winning venue, and there’s great anticipation for the upcoming Rod Stewart concert. Cascade Lounge in Palm Springs is now featuring comedy shows, while Agave Caliente Terraza in Cathedral City is showcasing rock performances. The Venue at Thunder Valley, with its $100 million-plus investment, stands out as a top-tier venue that rivals any in the country. The one-year anniversary show at The Venue with Red Hot Chili Peppers was another highlight in 2024.

Printup: Sessanta, Miranda Lambert come to mind as well as some of the non-traditional acts we’ve programmed this past year, including Megadeth, and Mudvayne, which when I started out in casinos 24 years ago would have been unimaginable.

Sanchez: F1 Miami Grand Prix is a big moment for Hard Rock. This year we hosted Ed Sheeran and Don Omar at Hard Rock Live (Hollywood, Florida) and at the Hard Rock Beach Club that sits along the racetrack. We also hosted John Summit, Kaskade, Steve Aoki, Cedric Gervais and more at the Beach Club and it was a massive party across the weekend. We also launched our Unity Rewards program with Shakira, John Legend, Noah Kahan and Lionel Messi and have some exciting live entertainment activations that we will be announcing soon.

Selak: Booking Gabriel Iglesias at Muckleshoot Casino. For a brand new property to land such an amazing act was a high point. Thank you to Matt Blake and Christian Amechi for making that happen.

Pollstar’s mid-year data showed a softer market with attendance and revenue down from a record-setting 2023. Is that same trend hitting casinos? If so, how is that changing your approaches to booking, marketing, ticket pricing, etc.

Baker: Yes, the softer market trends reflected in Pollstar’s 2023 data have influenced our approach. This shift has prompted us to reevaluate and adapt our strategies. We have become more selective in our bookings and are expanding our event lineup to include a wider variety of entertainment options that appeal to new and diverse audience segments. In terms of marketing, we’re continuously adapting our strategies based on sales performance and ensuring our campaigns are targeted and effective in reaching the right demographics to fill the room. Ticket pricing is another area where we’re evolving our approach, leveraging a dynamic pricing model to align with market conditions.
These adjustments are aimed at navigating the current market conditions while maintaining our commitment to provide high-quality entertainment experiences for our guests. Staying flexible and innovative has been our key to strong attendance and demand, despite the broader industry challenges.

Boyle: Some tours and weekend warrior models are having amazing results in 2024. Others are not as successful. I think it’s easy to point to the economy when shows are not doing well. But pricing the shows correctly, spacing market performances out, and giving the fans bills they want to see are winning out every time. For every high-profile tour that came down this year, there are twenty others that are connecting with fans and selling out large venues.

Grossman: I’m not seeing any slowdown in comedy. I’ve heard anecdotally about the slow downs on higher priced music shows. One of the great things about comedy is the cost of production is much less than music. This helps keep ticket prices reasonable and creates great value proposition for the casino and their guests.

Kastrup: We haven’t seen any sort of significant dip in attendance for the artists we have regularly playing casinos. In a few cases I was surprised to see some lower-than-expected ticket counts on younger artists playing casinos for the first time, but like any new audience it’s something that you need to nurture and build over time. Fostering the long-term connection between artist and fan is critical no matter where they play.

Moallempour: It’s about ending in the win column. We are seeing the same challenges in 2024 as we saw in 2023. There are many wins, a few losses, and some shows that break even, it’s the nature of the business.

Printup: Yes, casinos have not been immune to the macro-economic conditions affecting the retail market. We’re having to increase marketing efforts in some cases, as well as look for additional methods to reach prospective consumers.

Sanchez: It’s all been relative market by market. Hard Rock Live in Hollywood, Florida saw a huge jump mid-year climbing to the No. 2 venue based on gross, a first for that venue. But again, I think fans are just trying to make their dollar stretch further and we are taking it all into consideration.

Selak: I believe the repetitive and ongoing advertising messages delivered by tribal casinos will help them achieve a softer landing if the economic headwinds continue. Everyone will have to keep a close eye on ticket scaling to make sure show value is in line with current market conditions. I am grateful to the artists that understand this.
Jo Koy plays very large venues and yet still has time to play Legends Casino in Toppenish, Washington, for far less money than what he earns at Climate Pledge Arena. In my opinion that’s an incredibly smart move that will pay off for him years down the road. After his shows, the fans marvel on how they get to see such a big talent in such a small town. He is building a broad base of loyal fans every step of the way.

Country and Latin artists are showing strong touring numbers in 2024. What genre and content trends are you seeing at casinos?

Baker: We have continued to schedule larger and more diversified acts over the years, including comedians, rock, and specialty acts for ethnic and niche markets including country and Latin. Our team at Choctaw Casino & Resort – Durant keeps a pulse on what customers want, such as up-and-coming acts made popular by social media, and works to fulfill those desires to give fans a first-class experience.

Boyle: Besides Latin and Country, we are seeing strong ticket sales with legacy hip hop and R&B. There are many icons on most casino calendars representing these genres.

Grossman: Latin comedians are doing extremely well. I attribute that to strong fanbases within their communities, but mainly they’re just talented comedians. The trend I’m experiencing is younger comedians playing casinos. With the proliferation of Podcasts, Instagram, and TikTok everyone on social media engages with some form of comedy daily. This is enabling younger talented comedians to grow massive fan bases quicker than ever before. These comedians are thriving at casinos.

Kastrup: Country and Classic Rock have long reigned at casinos, but we have definitely seen a noticeable uptick in Latin, ’80s/’90s/’00s rock, and Hip-Hop. One interesting thing to watch will be how that whole dynamic changes with new generations of fans who are increasingly genre-agnostic after being raised on mood playlists and pop crossovers. At the end of the day, good music and good live performance are not exclusive to any one genre and I think that will only help to break down borders and open new markets.

Moallempour: Each property has a different demographic and all need to be booked a little differently. We’ve had some great shows that work everywhere like Andrew Schulz who started as a big hit on East Coast and, later, sold out all our California properties this year.

Printup: Country and Comedy stand out to me, particularly comedy – it has been doing really well compared to other genres. The world can always use more laughter, but now especially with everything going on in the world. Latin continues to do well also.

Sanchez: Country and Latin have definitely been dominating even with our venues this year but we cater to every demo and classic rock will always be a go-to for us. Sports also seem to be a big one that seems to be bubbling and not fighting specifically.

How are guests responding to premium offerings at casinos this year, including VIP tickets, hotel packages and amenities, meet and greets, merchandise and food and beverage options? How do those offerings fit into venue programming and booking decisions?

Grossman: Casino guests love the VIP experience. VIP meet and greets are always the first premium tickets to be sold-out. There’s also a massive rise in event-based travel. Booking a comedian at a casino resort is leading to out-of-town fans planning a vacation around the show and staying at the casino.

Moallempour: I see guests enjoying the premium talent we bring to our clients. We focus on booking the right acts for each casino, factoring in their target demographic to really take care of the VIP clientele. We constantly evaluate the cost of VIP tickets and packages. We understand the additional revenue will benefit the artists, so we try to accommodate the incorporation of VIP packages as best we can. Another challenge is the ongoing dilemma of adding additional fees to the ticket prices. The additional fees can often be blamed on casinos, which already face exorbitant artist guarantees and limited capacities compared to other venues. Meet & Greets are typically reserved for casino tribes and VIPs, giving fans the unique opportunity to purchase access. Bringing an act that usually plays arenas or amphitheaters to a casino venue offers an incredible experience by allowing fans to see a big artist in an intimate setting. However, the ongoing challenge lies in figuring out how to make this arrangement mutually beneficial for everyone involved.

Printup: I’m seeing less demand for the artist VIP experiences versus years past, but by and large most of those streams are pretty flat to prior year. Meet and Greets have been on the decline since the pandemic and I’m not optimistic that they’ll ever return to the pre-pandemic standard of them being a part of most every show (at least the unpaid variety).

Sanchez: Premium offers on the hotel, amenities and F&B side are driven largely by the entertainment. If the act is big booking everything will be packed and/or sold-out even if not attending the show people just want to be close to the action.

Selak: The paid Fan Club/VIP experience is not helpful to tribal gaming. I understand the bands increase their revenue per show but from the casino point of view they are often problematic and offer zero value. COVID killed meet-and-greets and I really don’t see them expanding. Three-day “Stay and Play” packages within tribal gaming will always be a time-tested way to get preferred customers in the door. A great hotel, a great meal and a great show never go out of style. Add a luxurious spa experience and your weekend is complete.

What are your biggest challenges this year in the Casino space?

Baker: Our biggest challenge this year in the casino space stems from the highly competitive nature of the North Texas market. While the casino industry itself is dynamic, the local entertainment landscape is densely populated with diverse options. This competition means we must continually innovate and differentiate ourselves to attract and retain guests. To overcome this challenge, we are focusing on enhancing our unique value, leveraging new partnerships, and delivering distinctive and memorable resort style experiences that set Choctaw Casinos & Resort – Durant apart in a crowded market.

Grossman: My biggest challenge is evaluating the right casino for comedian clients to play in each market. Often times a comic will have multiple casino offers in the same market. It’s on me to not only get the best possible deal, but to understand which casino property is right for that specific artist and their fans.

Kastrup: Our greatest challenges are making sure that we are thoughtfully maintaining a real diversity of artists across the casino space and giving casino buyers the right set of tools to sell tickets, which is not one-size-fits-all. We love booking our Country and Classic Rock artists in casinos, but it’s more important than ever to keep our offerings fresh to develop the next generation of casino concert fans to ensure that our business remains vibrant.

Moallempour: The competition for artists is driving ticket prices higher for casino shows compared to festivals, arenas, local fairs, or large amphitheaters. However, it’s important to emphasize that casino performances are special events in more comfortable settings. With hotels, restaurants, casinos, spas, golf courses, and many other amenities, casinos offer an amazing experience that goes beyond just the concert.

Printup: Being able to execute deals where-by the artist guarantee isn’t causing us to have to scale the house to high, because in today’s economy it’s very easy to price someone out of the market for a show. With ticket prices always being mostly a reverse engineering job based on the artist guarantee, if a fan has to choose between buying the ticket and paying their utility bills and groceries, it’s a big challenge. Agents are expecting increased guarantees year over year, but the artists commercial value isn’t always increasing so you can find yourself upside down with an act that you used to be able to do well with, and sadly many times I have to pass on an act that we have had success with in the past, because their market value doesn’t support the guarantee they are looking for, to that point we are executing more creative deals with bonuses and back ends to help keep the guarantee in a range where the ATP doesn’t price fans out when we can.

Sanchez: Casinos are still battling out the perception issues of them being antiquated while competing with arenas and stadiums. There’s still some venues that fit within the stereotype but there’s other casinos that don’t and are the smarter play than a stadium or Arena.

Selak: Navigating increasing artists’ prices.

Favorite event this year?

Moallempour: Red Hot Chili Peppers – The Venue at Thunder Valley.
Printup: Sessanta: A 60th Birthday Celebration for Maynard James Keenan.
Sanchez: SI Swim 60th Anniversary Launch event in New York with Ja Rule and Fat Joe.
Selak: Ralph Barbosa at Legends Casino, in Toppenish, Washington, July 11 and 12.


Any predictions for the biz?

Baker: Both the casino and entertainment industries are marked by their dynamic and ever-evolving landscapes. Over the past year, we’ve forged several new partnerships that position us well for exciting opportunities ahead. We’re enthusiastic about leveraging these collaborations to present exceptional acts and deliver memorable experiences to our valued guests from Oklahoma, North Texas and beyond.

Grossman: Casino entertainment will be at the forefront of all live entertainment. The showrooms will continue to evolve, and casinos will be the go-to venues for every market that has gaming. I’m excited and proud to be a part of it.

Kastrup: There is no reason to believe that the casino business will slow its current growth anytime soon. With more and more casinos opening with state-of-the-art concert venues in both new and existing markets, the list of artists we can pitch in those spaces will only grow, and the audiences will keep growing by extension.

Moallempour: Casinos are no longer just venues for tribute acts or artists who can’t sell hard ticket shows; they have become essential stops for touring acts. These venues offer artists the opportunity to tour across the country, build their fanbase, and perform in some of the top venues that rival the best in the industry.

Printup: I think the future is very bright for casino properties that are making investments into their venue and property infrastructure. As more and more casinos build world class venues, the line between a casino and a normal public assembly facility are being blurred. The days of a “casino date” meaning the act will be playing in a ballroom or a cleared out bingo hall are evaporating in more and more markets, and I think those properties will continue to gain popularity within the touring world.

Sanchez: Casino entertainment is evolving more than ever. There’s a number of casinos doing stadium level acts which wasn’t the case pre-pandemic. Casinos have leaned in and it’s allowing them to reach new audiences through developing artist and different genres that bring a different crowd.

Selak: Only up, baby!