Speak Your Own Language and Never Sweat the Competition: At Barona, “customers” are called “players.” “Employees” are called, simply, “Staff.” The Employee Dining Room is called “Family Dining.” “Graveyard” is the “early-bird” shift.Whether those people are staff, players, tribal members, vendors, or anybody, Barona believes that honesty, depth, generosity, and length of its relationships with people are way more important than the transactions you have with them. If You Put People First, Profits Will Follow: I believe that this principle underscores all of the others for Barona.And I’m sure the folks at Barona don’t mind me sharing these thoughts they’re confident that few, if any, casinos would dare copy the “Barona Way.” The Guiding Principles of Barona’s Strategy Today, I want to highlight the simple and incomparable underpinnings of Barona’s magical strategy.

No, those are only tactics (and Barona has scores of them). So I won’t spend this column writing about Barona’s free ATMs, or greeters at every point of entry, or food served all day on the casino floor from any restaurant, or casino managers handing out free-play vouchers to players while they play.

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