Dennis Conrad: The Visionary Force Behind CDC Gaming – Executive, Author, and Trailblazer

Dennis Conrad has consistently been a pioneer, a game-changer, and an innovator.

Numerous individuals within the gaming sector have attended his seminars, engaged in his training sessions, read his publications, listened to his addresses, and absorbed his strongly opinionated writings, including his monthly column for CDC Gaming.

During the 1990s, the gaming sector swiftly embraced analytics and direct marketing borrowed from the retail and airline fields. Concurrently, a voice advocating for “customer reverence” and employee entitlement began to emerge within the gaming arena.

This voice originated from a small firm in Reno, Nevada known as Raving Consulting, founded by Dennis Conrad.

Over the span of 20 years, Raving Consulting evolved into a well-recognized and respected force in gaming, devoted to customer service and player empowerment. With a team of skilled casino experts, Raving Consulting eventually fulfilled a variety of needs for any enterprise seeking assistance.

Dennis Conrad attributes his enduring success in the gaming field, spanning over 50 years, to his skill “to leverage the talents of those who are more intelligent than me.”

Innovation and perspective
From a suburb of Buffalo, NY to operations in Nevada: Dennis Conrad is an executive casino adviser and the founder and former president of Raving Consulting Company. He is an alumnus of Stanford University with over five decades of experience in the gaming industry, having occupied multiple senior roles at Harrah’s Entertainment Inc. and Circus Circus Enterprises/Mandalay Resort Group before establishing Raving in 1998.

He has authored “Conrad’s Corners: Observations on Casinos, Marketing and Life” (2004) and “Conrad on Casino Marketing” (2009). Furthermore, he has been a columnist for 30 years in various significant gaming publications, including CDC Gaming, and is a highly sought-after speaker at gaming conferences both nationally and internationally.

In addition to founding a prominent marketing consulting firm, he initiated The Casino Marketing Conference, the Indian Gaming National Marketing Conference, and the Host Conference, among others. Dennis envisioned and helped implement the Casino Marketing Lifetime Achievement Award, The Romero Awards, the Barona/VCAT Award for Excellence in Indian Gaming Marketing, and of course his favorite annual honor, the whimsically titled Best (and Worst) Casino Promotions of the Year. He was honored with Casino Journal’s Marketing Lifetime Achievement Award in 2015.

Dennis is semi-retired, yet he continues to assist select gaming clients who genuinely prioritize a focus on customers and employees. He remains a devoted supporter of the Notah Begay III Foundation and its vital mission to enhance the health of Native American children.

Poker and golf
Dennis’s entry into gaming occurred very early in his life in West Seneca, NY, a suburb south of Buffalo renowned for its substantial lake effect snowfalls that frequently attract national attention. He began playing poker with his mother and her friends using small change and later took some of those profits to wager dollars while golfing at Cazenovia Golf Course, a local public course where he was recognized as a prominent junior player.

“I played with a group of talented junior players, and betting around a dollar felt significant. You weren’t just competing against gamblers. You contended with skilled players. It enhanced my game and allowed me to win some money,” Conrad shared.

“Almost like my agent”
“My father was employed at a company called Trico Products, which manufactured windshield wipers. They were part of the automotive sector and operated three factories in Buffalo. He held a mid-level management position.

“Once I started playing, he recognized my talent. He tried to relive his aspirations through me. I claimed the New York State Boys’ Championship and the Buffalo Area District Boys’ Championship two consecutive years before being defeated in my third year. I was a standout junior golfer from ages 14 to 18.

“As my skills improved, my dad took on the role of my agent. I never requested this, but he believed a golf scholarship was attainable. Back in 1969 and 1970, the opportunities were limited. Only a handful of colleges offered golf scholarships.

“The year I received my scholarship offer from Stanford, they only had a half-scholarship available. A half-scholarship to Stanford equates to full tuition elsewhere due to its high cost. So, that was my offer from Stanford,” Conrad reminisced.

Becky
After completing his studies at Stanford in 1974, Conrad was accepted at Syracuse Law School but never enrolled.

“I encountered my future wife, Becky, in Iowa while returning to Buffalo to attend law school. After dismissing that plan, I said, ‘Becky, I’m heading back out west. I’m going to stop by. I’m falling for her. I left Buffalo to be with her in Iowa.”

“During the summer, I searched for work in Iowa, but all the college students had taken all the seasonal jobs. So, I decided to head back to California.”

“Becky expressed, ‘I want to come along too.’ She drove a little 1965 Mustang, the body of which was quite rusted at the trunk. But she had a vehicle and a thousand dollars. As we were falling in love, we embarked on a journey to visit and stay with friends across the country, ultimately ending up in the West, broke and disheartened. We arrived in Needles, California, needing to repair the car and find work. I secured a position as a substitute teacher,” Conrad recalled.

We should pursue this
While Dennis worked for the local educational system and Motel Six, “when rooms were six bucks,” and Becky was employed at the local Sambo’s, Conrad started playing Blackjack at nearby casinos.

“We frequented these casinos, and the dealers were well-dressed, adorned with nice jewelry. You could tell they earned good tips. I wasn’t aware of their exact earnings, but I remarked to Becky, ‘We should do this, as they’re likely earning significantly more than we are,’” Conrad stated.

This led to years of Dennis and Becky working in casinos in Nevada, starting in 1975. Conrad held roles as a Keno writer, dealer, and bartender. Becky began as a slot change attendant, Keno runner, and bingo caller, eventually becoming a dealer.

I inquired what insights Conrad gained from those days spent working in the high-paced environment of casinos that he later utilized in his career as a writer, author, and casino consultant.

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“You develop a respect for what those on the frontline must endure, don’t you? I gained an understanding of the dedication these individuals exhibited, along with the challenges they faced,” Conrad noted.

Captain Casino
Conrad’s opportunity emerged through a persona called Captain Casino, which he employed to instruct individuals on how to engage in casino table games at the Holiday Casino just prior to its transformation into Harrah’s Las Vegas.

“This character was dressed as a ship captain, complete with a room service jacket and a small hat, and that was the way you conducted lessons as this character.

“I took on the role of Captain Casino, and I remained in that position for a year, and it was fantastic. It broadened some people’s perspectives. I drew large crowds to my tables,” Conrad reminisced.

The entertaining, humorous, and engaging Captain Casino captured the interest of fellow Stanford alumnus Phil Satre, then the President of Harrah’s Entertainment, who enlisted Conrad to help initiate a comparable program in northern Nevada.

Conrad’s eventual mentor, John O’Looney, joined from Harrah’s Atlantic City at this time to take on the role of VP of Casino Operations at Harrah’s Las Vegas. Spotting the potential in Captain Casino, he elevated Conrad to Special Events Manager and subsequently to Casino Marketing Director.

After a few years, it was recommended that Conrad accept the position of Director of the Harrah’s Institute of Casino Entertainment, a program initiated by President Satre aimed at preparing current Harrah’s non-gaming executives for roles in the flourishing gaming industry. Satre remarked, ‘We require a system where we educate intelligent individuals in our organization about the business.’

“I had to go through an interview with a Corporate Senior VP of HR. I conveyed, ‘I’m keen on this position, but only on the condition that I can approach it my way. I want this to be raw and real, allowing individuals to see the business from the inside. It shouldn’t strictly be an academic endeavor.’

“’This needs to showcase the cheater coming in, demonstrating methods to cheat and understanding how it’s done. We have to reveal the inner workings. We need to go into the count rooms. They need to become customers and experience what customers encounter. We have to inform them about problem gambling. If I can’t carry this out the authentic way, then I’m not interested’,” Conrad stated.

The concept for Raving is born
Conrad instructed 40-60 executives monthly from all senior levels of the then PROMUS entities, including the Harrah’s casinos.

“This is how I conceived the idea for Raving. Essentially, I gathered the brightest minds I knew and allowed them to flourish on stage, while I somewhat led the initiative.

“When discussions arose about the mathematics of gambling, I invited Peter Griffin from Cal State, Sacramento, the author of the Theory of Blackjack, who examined how advantage players outsmarted casinos. I enlisted Anthony Curtis of the Las Vegas Advisor to cover various topics. I secured Steve Forte, the leading authority on cheating, to showcase tactics for undermining a casino. I took them into count rooms and made them engage in live games on the Las Vegas Strip. Many of these individuals had never set foot in a casino back in Memphis. Their expressions were wide with amazement. They all hurried back home, raving,” Conrad shared.

Twist of fate
In a twist of fate that is all too common in the casino sector, Conrad was attracted by Circus Circus Enterprises to leverage his Harrah’s Institute experience to help reshape the culture at Circus Circus Enterprises as the Vice President of Employee Training and Development. Due to shifts in ownership at Circus Circus, Conrad’s Corporate VP role came to an end, merely six months post-creation. To fulfill his three-year contract, he was invited to select a senior-level position at any property within the company, and for various reasons, he opted for Circus Circus Reno as Director of Marketing, immediately following the market-altering launch of the Silver Legacy.

After two and a half years in this capacity, Conrad discovered himself with an expired contract, living with his wife and family in Reno. He decided to utilize the $100,000 savings he had accumulated from his corporate and property positions to establish Raving Consulting.

“Becky, who hails from Iowa, adores Reno and stated, ‘We enjoy it here.’ I mentioned one idea I had pondered. Influenced by the Harrah’s Institute, I contemplated initiating a consulting enterprise that embodies similar principles. You assemble the most knowledgeable individuals you can locate who understand every aspect of the business and offer it as a comprehensive package to casinos. It’s going to encompass whatever you require, the finest quality available. That was my initial tagline for Raving, ‘Whatever you need, the best you can get,’” Conrad recounted.

After three years, Conrad acquired several assignments at venues like Beau Rivage, but his expenditures were surpassing his income. Around that period, he began collaborating with Steve Browne, and the fusion of Browne’s local casino Cactus Jack’s focus on customer care with Conrad’s innovative thinking started to gain momentum.

Conrad received a call from the CFO at Majestic Star in Gary, Indiana, who had experienced the Harrah’s Institute and had read some of Conrad’s articles, inquiring, ‘Do you all provide customer service?’

“I turned to Steve Browne, who was now a Raving Consultant, and asked, ‘Do we offer customer service?’ Browne replied, ’Oh absolutely, we tackle everything.’

“The employee base at Majestic Star comprised many individuals who came from unemployment statistics in Gary, Indiana. A significant portion of these individuals were experiencing employment for the first time due to the casino. They were encountering an entirely different environment and adapting to their new roles as they were unfamiliar with the industry.

“Ultimately, it became one of the most remarkable initiatives we’ve ever undertaken,” Conrad expressed.

The customer service program at Majestic Star set the foundation for what established Raving Consulting’s reputation. “Most consultants aim to satisfy the upper management, which we certainly understood. We recognize where our support lies, but our focus was on achieving buy-in through a robust customer-centric approach along with a strong emphasis on employee engagement. That’s where we made our mark, stemming from the Majestic Star initiative,” Conrad elaborated.

Raving conferences
Raving and Conrad orchestrated some of the most pivotal conferences in the gaming sector, commencing with the
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Indian Gaming National Marketing Conference, succeeded by the Casino Marketing Conference. Conrad estimates that over the span of two decades, 10,000 individuals participated in Raving conferences.

“When we organized our first event independently, we acknowledged that these gatherings generate some profit, not substantial, but they serve as the finest promotion we could pursue. I realized, we’re connecting with all these individuals. They are the decision-makers. We’re earning some revenue from the conference. If one event is beneficial, two must be even better. We ventured down this path. It became an endless pursuit.

“Now as we initiated Raving’s Table Games Conference, we commenced the Slot Conference, the Player Development Conference, and the Casino Promotions Conference.

“Before long, we found ourselves enveloped in conferences, which did assist in generating some revenue, but it was hindering our growth.

“That’s when we took a moment to reassess. We ultimately ended up selling some of the conferences to BNP Media. We had also established a small team of executive consultants, and that was quite an appealing package,” Conrad remarked.

The inside scoop on the insider parties
Raving remains well-known for its Insider Parties at prominent industry gatherings such as the Indian Gaming Tradeshow and Convention and G2E. Conrad noted that the inception of the Raving Insider Parties originated as an alternative to the vast conference soirées familiar to attendees.

“After we began participating in the conferences and hosting our own, we concluded that we needed to organize some networking events of our own. I never aspired to host the ‘big corporation’ style parties – the costly, rowdy gatherings where conversing is nearly impossible amidst the chaos.

“We established the Raving Insider Party as our signature event. It became an excellent business development tool and transitioned at some point into a fundraiser for the Notah Begay III Foundation. They gained a reputation for being the most enjoyable parties, so we kept them rather intimate,” Conrad stated.

Native American
Raving Consulting thrived alongside the growth of Native American gaming and Native American casinos, which played a critical role in Raving’s achievements.

“In the last twenty years of my career, I founded and managed Raving Consulting Company, serving casinos and gaming enterprises worldwide, predominantly in the United States and Canada. The majority of our projects were for tribal governments, and I am deeply grateful for their trust, loyalty, and camaraderie. The success of Raving Consulting Company can be attributed to Native America,” Conrad reflected.

Exit strategy
“As I approach 65, I have been contemplating what my exit strategy might look like. I reached out to some larger consulting firms. I contacted certain tribes to consider buying Raving. I mentioned, ‘You are striving to assist other Indian tribes. Why not acquire a consulting firm and provide a cohesive support package for the diverse tribes?’” Conrad recounted.

Conrad entered talks with Deana and Brady Scott, ultimately finalizing an agreement to transfer Raving Consulting to them. “Deana managed Raving for a while and expressed, ‘Brady and I are interested.’ We held discussions, finalized a deal, and that was essentially it. I sold the company a few years prior to the onset of COVID, and I take pride in the fact that Raving is now a Native-owned enterprise,” Conrad acknowledged.

Currently, Deana Scott and Brady Scott own Raving Consulting and continue to spot opportunities amid transformations in the gaming industry. Raving Consulting boasts the industry’s most seasoned and diverse consultants, adding new products and services to adapt to ongoing industry trends, achieving continual success through innovation.

Three clients
After divesting Raving, Conrad continued his consulting journey, adhering to a strategy he devised to collaborate with three clients: Barona Resort and Casino, Lakeside, CA; Foxwoods Resort Casino, Mashantucket, CT; and Valley Forge Casino Resort, King of Prussia, PA.

“I maintained this for a year, and then my dear friend Felix Rappaport at Foxwoods passed away, and Valley Forge Casino was acquired by Boyd. I persisted in my role at Barona, and then COVID struck, which marked the end of that,” Conrad recounted.

Swan song
“I contemplated that after COVID, I might bow out, but I aimed to discover something that would serve as my swan song. I pondered what that could entail, what it should represent,” Conrad contemplatively expressed.

Recently, Conrad shared his reflections in his column regarding his future endeavors.

“What I envision is crafting the concluding chapter of my career, alongside a forward-thinking company composed of admirable individuals. Or with someone seeking to enrich the gaming industry or enhance the gambling experience. Or an innovative organization aiming to break into the industry or expand its operations within it.

“I am uncertain what this ‘final act’ might entail. Perhaps a board role. Or a strategic consulting partnership. Or merely a mentor who ensures accountability and assists in prioritizing customer focus,” Conrad articulated.

The squeeze and the phenomenal formula
I prompted Conrad to consider what the years, miles, various countries, and diverse individuals had taught him about the future trajectory of the industry. True to his nature, Conrad spoke candidly.

“Well, I’ve addressed this extensively over the last two years because I’ve been incredibly frustrated about the player squeeze that has developed since COVID. The pandemic provided justification for various entities to reduce services, downsize staff, limit generous promotions, tighten hold percentages and slot machine settings, and modify game rules. This is a monumental, critical error that will likely have long-term repercussions.

“Gaming needs to recognize where its most valued customers derive their value and ensure they receive greater benefits for their loyalty, not less. Listening to your customers is essential as they will inform you of necessary changes. If you disregard them, you will ultimately lose their business, as they feel increasingly exploited for their loyalty.

“Things don’t need to revert to the old ways, but there must be a commitment to being generous with your most loyal customers; this is an exceptional strategy. I wish more individuals in the industry would adopt this mindset,” Conrad affirmed.

Telling it straight
Dennis Conrad continues to stand out as a pivotal influencer in the gaming sector, thriving after 50 years. As a casino executive, consulting firm owner, conference organizer, columnist, and author, Conrad maintains his role as a catalyst for change and speaks candidly to an industry ripe for transformation, remaining the most prominent voice in discussions.

Entries in the Faces of Gaming series:

• Dennis Conrad – Executive, founder, creator, speaker, author, columnist, and innovator (now reading)
• Adam Wiesberg – A journey from sign salesman to dealer to El Cortez GM
• Gary Ellis – Las Vegas entrepreneur
• Alan Feldman – From Mirage and MGM to responsible gaming expert
• John Acres – the Thomas Edison of gaming
• Alex Alvarado — Vice President, Casino Operations at MGM National Harbor and Casino Aficionado
• Lauren Bates — A successful VP at Konami and Chair of Global Gaming Women, all before her 40th birthday
• TJ Tejeda and EZ Baccarat – Reimagining a centuries-old game
• Chris Andrews — Don’t cry for the bookmaker
• Wes Ehrecke — From gasohol and pork chops to president of the Iowa Gaming Association
• Steve Browne – Casino philosopher, master gaming instructor and father of a rocket scientist
• Noah Acres – Shaking up the industry one player record at a time
• Kate Chambers – ICE queen, casino exhibition maven and keeper of fairy dust
• Joe Asher — From the

• newsstand and racetrack to sports-wagering icon
• Paul Speirs-Hernandez — Randomness, possibility, reward, and fortune
• Ainsworth’s Deron Hunsberger — Transitioning from finance and sales to president
• Roger Gros — Historian of the gaming sector for four decades and ongoing
• Debi Nutton — Everi board member, gaming pioneer
• Cache Creek’s Kari Stout-Smith — Gliding backward in high heels
• Andrew Economon — Revitalizing downtown Las Vegas
• Richard Marcus — From the unfavorable side of the casino tables to the favorable
• Willy Allison — From a New Zealand fellow to global game-protection authority
• Tom Jingoli — From gaming enforcement official to COO of Konami Gaming
• Tino Magnatta — Interviewing the interviewer, 3,000 and counting since COVID
• Deana and Brady Scott — Continuing discussions with the owners of Raving Consulting
• Kevin Parker — “Investing everything into all that I do”
• Laura Penney — Committing to the task as CEO of Coeur d’Alene Casino
• Andre Carrier — Giving back
• Jean Scott — The original casino influencer, remaining economical in gambling after all these years
• Anika Howard — From Harrah’s First Interactive Employee to CEO of Wondr Nation
• Anthony Curtis — Gambling Expert, Las Vegas Specialist, Customer Advocate with Credibility
• Mark Wayman — An executive recruiter with a presence and a message to convey
• Melonie Johnson — From rural Louisiana to leadership in resort-casinos
• Brian Christopher — From actor, Uber driver, and catering waiter to slot sensation
• Allan Solomon — From accountant and tax attorney to groundbreaking casino proprietor
• Kenny Epstein — A Specialty from Sentimentality

Tom Osiecki is a gaming consultant who occasionally pens a column for CDC Gaming titled Faces of Gaming, focused on intriguing and captivating individuals in the gaming realm.

Tom Osiecki serves as a marketing and management consultant for Raving Consulting and can be contacted for consulting arrangements at 775-329-7864.

If you are aware of a captivating character in the gaming industry you would like to see featured, please email Tom Osiecki at [email protected]