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Regional casinos can benefit from money and ticket counters

Money and ticket counters are an ideal tool for casinos in new markets.

Money and ticket counters are the ideal tool for casinos looking to establish themselves as leaders in customer service. By focusing on the visitor and making sure the experience is positive, patrons will be more likely to spend money. That positive vibe should continue even after they won at slots or cards. With TITO ticket readers, the process of converting winnings into actual cash is as simple as handing over a ticket and having it scanned. This process enables casinos to stand out from their competitors in an oversaturated market.

Regional casinos stand to gain from new money and ticket counters

In the rush to reach out to new customers, casinos, especially those operated by recognized Native American tribes, constantly look for new markets where they can reach out to consumers. These markets often benefit from their location near states that have strict gambling laws that either ban the practice outright or limit the games played. Tennessee, with its population of more than 6.5 million people, is one example. Despite efforts in early 2015 to make changes, gaming centers remain prohibited in the state.

This restriction benefits the Eastern Band of the Cherokee, with its reservation in the southern Appalachians. According to the Chattanooga Times Free Press, the tribe is set to open its second casino, located in Murphy on the western tip of North Carolina, on Sept. 28. The Cherokee Valley River Casino, costing $110 million and run in cooperation with Caesars Entertainment, will have 50,000 square feet of gaming space, 1,050 slot machines and 70 traditional table games such as poker and blackjack. It will also feature a food court and 300-room hotel.

While Cherokee Valley River will lack many of the amenities of the tribe's nearby Cherokee Casino Resort, its location will prove critical. Murphy is conveniently located two hours away from the major cities of Chattanooga and Knoxville, Tennessee, as well as Asheville, North Carolina and Atlanta. The distance is short enough to be worth it for many day trippers located in the region.

The opening will likely be a success in driving in revenue for the tribe, thanks to the location, but it will still need to keep costs down to recoup what it lost in building the casino. Money and ticket counters can do that by giving employees a way to automate the back-office processes of the winnings counter. With the time saved sorting tickets and counting cash, casino staff members can dedicate more of their efforts on ensuring a quality customer experience. 

November 2, 2015