During last week’s G2E in Las Vegas, experts and leaders in Tribal gaming participated in a panel discussion on the topic of maximizing engagement for suppliers and vendors. Guests on the panel included Engaged Nation Vice President of Casino Sales & Partnerships Heather Lee, Vetnos Chief Gaming Officer Valerie Spicer and Spirit Mountain Casino COO Clint Johnson.
When asked to explain what essential elements are necessary for building trust between vendors and Tribal gaming operations, Spicer recommended that vendors seek to respectfully understand the way Tribes conduct business and to remember that not every Tribe functions the same way when it comes to its operations.
She commented, “I think it's truly important to be respectful. I think that's a very big key element to trust. You build trust by being respectful of who you're doing business with. You have to understand the tribe, understand about them, understand their decision process and be respectful of this. Although we’re businesspeople, we want an opportunity and are seeking to get a contract or grab a market share, the most important thing to you is probably not the most important thing to them.
“It's one of the millions of things that they're working on, and you have to be respectful of what they are doing and why they are doing that.”
Lee went on to add that suppliers and vendors should consider approaching those who are closest to the day-to-day operations to form relationships rather than going right to the top of the chain.
She said, “Being a vendor in Tribal gaming, one of the things that I've learned is like Valerie said, to be familiar with the Tribe, but also what's the proper protocol for getting a deal and who you are supposed to be talking to, not working back channels.
“It all comes down to respect and how you're participating in the tribe outside of the business relationship. Are you doing anything for their community? Are you involved in a golf tournament o something else that you can get present at that is contributing for them something else that is outside of that working relationship?”
Lee also explained the importance of respecting Tribal sovereignty when it comes to jurisdictions and how they are set up during deals. Lee said she “accepts those as they come” out of respect for the needs of the Tribe.
Johnson took a moment to highlight some of the major differences between working on the commercial gaming side and working in Tribal gaming.
He commented, “It's the regulatory piece and the fact that each tribe, each state, each compact is unique in its own way. It really is a completely different set of circumstances from commercial gaming. What I've learned is that these tribal properties in the communities are very proud and not only proud of their heritage, but they're proud of what they've done with this business.
“I find that there are a lot more regulations than what I’m used to from working in Nevada, but I think it comes from a point of wanting to do things right. They want it the right way, not flying by the seat of your pants and they are very meticulous. There are more steps. It’s part of their process, and it’s working.”
