building of an iconic brand from inside out · • understand and appreciate your brand’s...

MEDALLIA EXPERIENCE CONFERENCE April 2017

BUILDING OF AN ICONIC BRAND FROM INSIDE OUT

Lilian Tomovich Chief Experience & Marketing Officer

MGM RESORTS INTERNAT IONAL


1930’s - Frontier Casino 1946 - Flamingo opens

THE 30’s & 40’s – NEVADA LEGALIZES GAMBLING


The beginning of Modern Las Vegas, desegregation & the Rat Pack, Sahara, Tropicana Open

THE 50’s & 60’s – MODERN LAS VEGAS


MGM Grand opens its doors in 1973

THE 70’s & 80’s – EXPLOSIVE GROWTH


1989 MIRAGE

THE 90’s – THE MEGA RESORT WAS BORN

1993 TREASURE ISLAND

1993 LUXOR

1993 MGM GRAND

1990 EXCALIBUR


1996 MONTE CARLO

THE 90’s – THE MEGA RESORT WAS BORN

1999 MANDALAY BAY

1997 NYNY

1999 VENETIAN

1998 BELLAGIO

1999 PARIS


THE EARLY 2000’s – BUILD IT (ACQUIRE IT) AND THEY WILL COME

MGM RESORTS IS BORN

2000: MGM ACQUIRES MIRAGE RESORTS, AND ADDS:

2005: MGM MIRAGE ACQUIRES MANDALAY BAY RESORT GROUP, AND ADDS:

And the other half of


2008 & 2009 TIDES HAD TURNED

MGM MIRAGE LAYS OFF 9,000 EMPLOYEES

STOCK PLUMMETS

FROM HIGH $90’S TO SUB $2


THE WORLD HAD CHANGED AND LAS VEGAS HAD A LONG

ROAD TO RECOVERY


2010: THE BIRTH OF ONE COMPANY ONE CULTURE


How are we going to drive growth and differentiate ourselves?

How do we bring all of these disparate brands all competing against each

other together in a meaningful way?


IT ALL STARTS WITH THE BUILDING OF OUR BRAND AND HAVING

A CLEAR BRAND PURPOSE


SUCCESSFUL BRANDS HAVE AMBITION TO CREATE MEANING IN

CONSUMERS LIVES BEYOND THE PRODUCTS AND SERVICES THEY SELL


CONSUMERS REWARD BRANDS WITH PURPOSE

BRANDS WITH STRONG PURPOSE DRIVE

EMPLOYEE ENGAGEMENT

73% say they prefer brands that have a strong identity

and a clear role in the world

Mission and Purpose is one of the strongest factors for

retaining employees

WHY MEANING MATTERS

OUR BRAND PURPOSE

why we do it TO PUT MORE WOW! INTO

THE HUMAN RACE

what we do ENGAGE, ENTERTAIN

& INSPIRE

core belief ENTERTAINMENT

IS A FUNDAMENTAL HUMAN NEED

OUR MANIFESTO


NOW WHAT?

We had to align our Culture with the brand and we had to train our

employees on our brand purpose and the role that they played in delivering

that brand.


THE MONUMENTAL TASK

• Define consistent service level standards across 27 very different

resorts destinations and 15 brands

• Align service culture against the brand

• Train all 77,000 employees

• CEO and leadership executives intimately involved

• Use executives as trainers • Drive daily reinforcement and accountability

• Make employees the heroes so that our guests can be wowed!


S H O WSMILE AND

GREET

HEAR THEIR STORY

OWN THE

EXPERIENCE

WOW!

THE GUEST

7,000 LEADERS TRAINED

MGM RESORTS INTERNAT IONAL April19,2017 32

70,000 FRONT LINE MANAGERS & SUPERVISORS


PROPERTY & DEPARTMENT SPECIFIC

Smile and Greet


TOOLKITS CASCADE


TEAM UPDATES & MGM LEADERSHIP NEWS eBLAST


ENGAGEMENT CALENDAR


LEADERSHIP PLAYBOOK


S.H.O.W. CARDS

Use 1 Card per week with Employees


360 Degree IntegrationTRAINING

• Leadership Summit Completion & Make-Up

• Front-Line S.H.O.W. Training

• Core Leadership Curriculum

• Core Curriculum

• First-Time Manager Training

• New Hire Orientation

COMMUNICATIONPERFORMANCE MANAGEMENT / MIP

• Property / Corporate Department Scorecards

• Individual Goals

• Leadership Playbook & Toolkit Reinforcement Calendar

Corey’s Message to SLT MGM Resorts Leadership News to Directors + Team Updates & Skillbuilders

• CTHF & QMM Messages • BOH Signage & Campaign

REWARD & RECOGNITION

• Applause Recognition Platform

• Defining Moments Stories

• Pay for Performance MIP linkage

EMPLOYEE FEEDBACK

•Culture Audit Process

• Pulse Surveys

• Upward Feedback

TRACKING & MEASUREMENT

• Monthly GEM Performance Dashboard

• Goal Setting KPI’s

• Action Plans to Address any Performance Gaps


• Understand and appreciate your brand’s heritage and DNA

• Define your brand’s purpose and role in consumer’s lives

• Updating & repositioning a brand is the entire organization’s responsibility

• Before you tell your brand proposition to the world at large, be ready to deliver it.

FinalThoughts

Thank You

Which MGM Resorts International property pours more Guinness beer than any bar or pub in the United

States?

Tweet the correct answer to @lilitomovich

Winner receives 3 night stay at the Bellagio Dinner at 3 award winning restaurants

2 tickets to a show of your choice

building of an iconic brand from inside out · • understand and appreciate your brand’s...

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