ARLINGTON — Perhaps it’s the little casino that could.
When Angel of the Winds first opened in October 2004 in Arlington, there were fears the gaming market in Snohomish County was oversaturated. Just a few miles down the road on I-5 stands the glittering Tulalip Casino, with its orca sculptures and water fountains.
But a few years later, the Stillaguamish Indian Tribe’s little 22,000-square-foot casino wasn’t floundering the shadow of its major rival. It was flourishing.
The “World’s Friendliest Casino” needed to grow.
Long before the economy took a tumble, the tribe had an expansion, to 84,000 square feet, in the works. In the meantime, its rival added a 370-room luxury hotel, complete with a day spa. The larger version of Angel of the Winds opened at the end of last year, as unemployment soared and the stock market tanked.
Still, “it’s been a positive experience for the casino,” said Travis O’Neil, casino general manager.
Even in a rough economy, the casino has seen about a 30 percent increase in visitors since opening the expansion, he said. And that makes O’Neil wonder how many more customers the expanded casino will see when things turn around.
Besides increasing the casino’s total of machines to 1,000 from 500, Angel of the Winds has added guest amenities. The upgraded casino features live entertainment in the bar and a new dining option: the Watershed Restaurant and Lounge.
Unlike other tourist attractions, Angel of the Winds depends upon and caters to a local base. “That’s one of the things that helped us grow,” said Eric Larsen, the casino’s marketing director.
And the tribe has no plans to change its local focus, O’Neil said.
That local focus is also reflected in the tribe’s marketing strategy. Besides billboard, newspaper, radio and TV advertising, the casino also works with members of its business alliance for some atypical forms of advertising.
For instance, next time you pick up your latte at an espresso stand, check the cup’s sleeve. Angel of the Winds supplies coffee sleeves emblazoned with its logo and a coupon to about 80 coffee stands in the area. Many of the 175 companies in the casino’s business alliance offer discounts to members of Angel of the Wind’s Totem Club.
“We try to help out local businesses,” O’Neil said.
But what keeps the casino, which employs 570 people, open is its loyal customer base. Casino managers take seriously the input of customers, O’Neil said. Many of the Totem Club members appreciate the casino’s low-key atmosphere, its monthly member gifts, its 99-cent menu items, including salmon and chips and strawberry shortcake.
“That’s what built the place,” O’Neil said.
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