Leading for the future

How does an event such as IGA help Fortune Bay Casino find new innovations in gaming for your guests? 

I feel like IGA is probably one of the best resources to bring back for Tribal properties, because they know what’s going on in the industry, what’s coming in the industry. You’ve got to bring groups from your property out here to look, because there are so many different learning opportunities here, whether it’s digital marketing, online gaming, sports betting. Having a team that we bring out, to be able to bring back all that learning to the property, so that we’re ready when things are approved in our jurisdictions… we can just go and be ready for it. 

With Minnesota lawmakers recently introducing legislation that could bring sports betting to the state, would Fortune Bay ever consider partnering with operators to bring a sportsbook to the property? 

We have been in talks for the past few years, because there’s a back-and-forth between ‘it’s going to go, it’s not going to go.’ We’re making sure we’re ready, being a proactive property instead of a reactive property. So, we’ve definitely been searching and talking to some companies on partnering. 

I attended your IGA 2025 panel where you spoke about female leadership in Tribal gaming. You said Fortune Bay has gotten away from the Tribal element and that, when guests step in, they might not feel as if they’re stepping into an Indian casino. How do you plan on changing that aspect and reintroducing Tribal elements to your property? 

“My number one goal is to make sure people feel that culture when they come in”

So, just implementing little things where we’re opening up a new market on our property. We’re going to have market items, 12 packs of pop, etc in the property. Starting with the Anishinaabe language as a room, it’s the Giizhik Market, which means cedar in our culture, and using that. Even just placing the Anishinaabe language under signs so that our guests know when they come in that they are at a Tribal property. 

As a female leader, do you feel extra motivation to help repair for future generations, specifically with possible females that could lead the property? 

Most definitely. Right now I have a really strong team, and we recently promoted three women into executive positions, myself being General Manager. We promoted a young band member as our Human Resources Director; we have a young band member as our Marketing Director and we’re continuing to grow those ladies into better leaders for what they’re doing. We have a band member mentorship programme for our Tribal members so they feel like they have the opportunity to move up or be in a job they didn’t think they could get. But giving them the tools they need to succeed in those positions is really another one of my goals. 

How do you find that Fortune Bay continues to remain prominent in the area, especially in Minnesota where there are up to 20 tribal casinos that guests could attend? 

We pride ourselves on the natural beauty of where we are located in the state. We have beautiful Lake Vermilion, we have a beautiful golf course, a beautiful RV park. We’re a destination property. In the wintertime we have snowmobile trails, so we are definitely making sure that we are staying competitive in the market, reaching down in the Minneapolis metro area to try bringing those people up, letting them know what we offer. 

We are a four-seasons destination. Canadians are a huge part of our industry too, so we’re definitely trying to have some promotions that will bring them down as well. 

Kirk Geller

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