Daniel R. Lee
Well, we're already started by having the expense structure reduced and some of that was pretty easy -- just not really easy, but putting constraints on overtime. And we actually changed the pay week so that when we figure out that if you had the pay week ending on, say, a Sunday, well, the time where all of a sudden you need to pull people in to staff is on a weekend, and that's when you're busy. And we shifted it, I believe, to Thursday. And the idea is that if you pull somebody in on a Saturday or Sunday and it's the end of the pay week, you end up paying overtime. If the pay week ends on Thursday and you end up having somebody work on a Saturday or Sunday, you can tell them to take Tuesday and Wednesday off, so you don't end up in overtime. So it's just a simple example. We did that. We've doing better with our laundry contract, doing better with staffing our housekeeping contract. Those are both done by outside parties, and we're saving quite a bit of money there. And so the cost reductions, as Lewis mentioned, are already running $5 million a year. In fact, had we put those in place a year ago, we would be profitable on a trailing 12-month basis. And so the cost savings has begun and is already showing benefits. And there is some expenses of some of the people we've replaced get severance pay, and that's dragging us a little. But obviously, that ends at some point. And then now it's getting the marketing up. And just like at American Place, where we've built the mailing list and we target it properly and we work on it, it's a slow process. And there's -- but it's a steady process. It is an underserved market. There's a lot of business out there to get. We just have to go out and get it. And so we have actually about 5 people now. We have a Corporate Chief Marketing Officer. We have a Corporate Director of Advertising, and both of them are doing some of the roles that we had an outside advertising agency do before. And so we -- some of their cost is actually offset by the advertising agency stuff. And -- but then at the property, we have a new Director of Marketing, who we hired, has a long history of being in that role at a number of successful properties. He joined us from the Hollywood in Toledo. And he used to work in Black Hawk and he and his wife wanted to get back to Colorado, and we were happy to facilitate that, a lot of experience. We have a new Director of Sales just starting. And the difference between marketing encompasses everything. Sales is really focused on getting meetings, conventions and so on in place. In fact, not long ago, Lewis and I were having dinner with -- actually, I think it was your bankers at Citizens at the Durango Station and the GM of Durango Station came by and they only have 200 rooms. And we asked how they were doing. We couldn't get a room that night's fully booked. And he said, yes, they were doing very well with the Nevada Society of Tax Accountants. It's like who knew that they go to Durango Station for their thing. And the room rate was $800 that night because there were enough tax accountants who wanted to stay there. They've driven up the room rate. And the GM of Durango Station told us he had actually removed the rooms from the casino block because the tax accountants were paying so much money. And I said, well, how many people do you have in sales and marketing? And he stopped and he thought for a moment, and he says 4 plus an assistant. And I said, well, we're trying to hire our first one, and we have 300 rooms. And so now we have a couple. But that shows you where -- that's something, honestly, we should have done 3 years ago. And now we're trying to play catch up, and that will pay dividends over the long term. And so we're there. And the normal marketing, we're looking at stuff. There's different AI programs that we can use to improve our marketing where you go to the AI consultants who come in and say, okay, here we have this database. It's a very large database there because properties operated 25 years, but a lot of people in that database are dead. And it's like look through this database. Look who might just be a summer customer. Look who might -- we haven't seen for a while, but it's probably still around. And what do we go and tell them and what do we do with them? And so spending less money on network TV buys and more money on targeted Internet banner ads and so on, all sorts of stuff that we're trying to get more sophisticated. We're trying to be better and that will pay off over the long term. So I think what -- we're already -- we are 100% of the growth in Cripple Creek. Cripple Creek as a town, the revenues are growing. We're all of that. Now we're not 200%, in other words, with the other guys netting us out are not down. And that's what we always thought. We thought we would grow the market, and we are growing the market. We just -- we need to grow the market more, and we need to continue growing it for some period of time, and I think we will. And in fact, if you look at the state of Colorado as a whole, we are 100% of the growth in the state of Colorado over the past 6 months, maybe the past 12 months. And I think that will continue to be the case. There is nothing new being built anywhere in Colorado, right? And there's nothing anywhere in the horizon being new built in Cripple Creek. So we have no new competition to worry about. We're in the center of the state. So anything that happens in New Mexico or Kansas or Wyoming is irrelevant. The economies of both Denver and Colorado Springs are robust. The towns are growing. We're in a market with rising tide. And yes, out of the box, it's disappointing to me that we're not making more money than we have been. But we have a solid base. And I think going forward, we will grow revenues and we will keep costs down, and it will ultimately be a very successful property. In fact, I was telling somebody we had dinner with last night, when we opened -- when I worked with Steve Wynn, we opened Beau Rivage in Mississippi. At first, we considered it kind of a disappointment because it struggled a little bit out of the box. And now 25 years later, it's still the leading casino in Mississippi, makes $100 million a year, costs $670 million to build. But boy, the first year or 2, we struggled. And we even almost bought an airline to run airline programs and so on. But eventually, if you build a quality product, it catches on and it grows and the customers learn it's there, and it will be fine. And we will be fine in Colorado.