ST. JOSEPH, Mo. — A Missouri Gaming Commission report showing declining numbers has prompted a St. Joseph casino to begin a campaign to improve its image.
St. Jo Frontier Casino's announcement to realign the image it projects to customers came after the report was released in February. The report said that along with a 3 percent decline in revenue, admissions also fell last month by 11 percent compared to February 2016.
Casino Vice President Jim Simms alluded the declining performance to the winter season, the St. Joseph News-Press reported. But despite the numbers, Simms said casino turnout wasn't poor.
"Actually business was pretty good for us," he said. "We're pretty healthy where we are. ... We're starting to see a lot of the business come back. I think we've done pretty well so far."
Major investments for the project include new employee uniforms, advertising billboards and food items. Additional plans include remaking the gaming floor's bar and creating a dining area there.
"One of the key focuses we have in 2017 is in customer services," Simms said. "We also want to hear from customers that have issues."
Officials said they are confident the rebranding will turn around declining report figures.
"This is all cutting edge," Simms said. "We're trying to make it a little more fun. We really want to give a great guest experience. We're really trying to make a splash in the market."
Parent company Affinity Gaming of Las Vegas recently announced it achieved a net revenue of over $375 million for 2016.
The plan is slated to begin in April.