From Token to Trusted: How Casinos Win Hispanic Guests

Hispanic marketing in casinos isn’t about translating ads—it’s about translating the welcome.

Josh LeDuff (former VP of Marketing at Pala, now CMO at Full House Resorts) breaks down what really drives loyalty:

1. Staffing that speaks the language—hosts and frontline team
2. Environments tuned for comfort, down to the music
3. Entertainment that connects, not panders

He also shares why research-first saves budgets—and why Sundays can outperform Saturdays in many markets.

You’ll learn

1. A practical approach: segment → target → position, then validate with quick, low-cost research dinners before spending big.
2. Why language-capable staff across the floor (not just hosts) increases comfort, conversion, and spend.
3. How music, wayfinding, TV programming, and menu cues shape comfort—and what to prioritize first.
4. Programming that resonates vs. performs: the case for Sunday concerts and community-driven promotion.
5. Hiring when you’re short-staffed: pay for language, get creative with dual-rate and community influencers to “host” friend groups.