Post on 03-Oct-2020
transcript
MEDALLIA EXPERIENCE CONFERENCE April 2017
BUILDING OF AN ICONIC BRAND FROM INSIDE OUT
Lilian Tomovich Chief Experience & Marketing Officer
MGM RESORTS INTERNAT IONAL
MGM RESORTS INTERNAT IONAL
1930’s - Frontier Casino 1946 - Flamingo opens
THE 30’s & 40’s – NEVADA LEGALIZES GAMBLING
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The beginning of Modern Las Vegas, desegregation & the Rat Pack, Sahara, Tropicana Open
THE 50’s & 60’s – MODERN LAS VEGAS
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MGM Grand opens its doors in 1973
THE 70’s & 80’s – EXPLOSIVE GROWTH
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MGM RESORTS INTERNAT IONAL
MGM RESORTS INTERNAT IONAL
1989 MIRAGE
THE 90’s – THE MEGA RESORT WAS BORN
1993 TREASURE ISLAND
1993 LUXOR
1993 MGM GRAND
1990 EXCALIBUR
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1996 MONTE CARLO
THE 90’s – THE MEGA RESORT WAS BORN
1999 MANDALAY BAY
1997 NYNY
1999 VENETIAN
1998 BELLAGIO
1999 PARIS
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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
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2008 & 2009 TIDES HAD TURNED
MGM MIRAGE LAYS OFF 9,000 EMPLOYEES
STOCK PLUMMETS
FROM HIGH $90’S TO SUB $2
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MGM RESORTS INTERNAT IONAL
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THE WORLD HAD CHANGED AND LAS VEGAS HAD A LONG
ROAD TO RECOVERY
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2010: THE BIRTH OF ONE COMPANY ONE CULTURE
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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?
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IT ALL STARTS WITH THE BUILDING OF OUR BRAND AND HAVING
A CLEAR BRAND PURPOSE
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SUCCESSFUL BRANDS HAVE AMBITION TO CREATE MEANING IN
CONSUMERS LIVES BEYOND THE PRODUCTS AND SERVICES THEY SELL
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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
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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.
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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!
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S H O WSMILE AND
GREET
HEAR THEIR STORY
OWN THE
EXPERIENCE
WOW!
THE GUEST
7,000 LEADERS TRAINED
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70,000 FRONT LINE MANAGERS & SUPERVISORS
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PROPERTY & DEPARTMENT SPECIFIC
Smile and Greet
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TOOLKITS CASCADE
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TEAM UPDATES & MGM LEADERSHIP NEWS eBLAST
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ENGAGEMENT CALENDAR
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LEADERSHIP PLAYBOOK
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S.H.O.W. CARDS
Use 1 Card per week with Employees
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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
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• 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