For many decades, casinos like Buffalo Bill’s on the California-Nevada border have targeted the same niche of gamblers and players from the neighboring state of California, but more recently, Primm Valley casinos started implementing services, events and promotions catering specifically Hispanic customers. A part of this new marketing strategy, Primm Valley Casino Resorts became the first Nevada casinos in offer players blackjack games with bilingual Spanish-speaking dealers and rules printed in Spanish.

The hotel’s new approach can be seen all over the property, with countless signs in Spanish announcing promos around the property. Last year, Buffalo Bill Casino‘s management began a series of concerts featuring popular Hispanic musicians and artists, which fill the arena to capacity almost every time. According to the casino executives, during those weekends, the gaming action at Buffalo Bill’s casino rivals even the most busiest or popular dates, including New Year’s Eve.

The first time the casino management saw this staggering reaction was last last fall, when the hotel hosted a concert featuring country singer Ramon Ayala. The event, which has reached a legendary status among the executives, drew a sellout crowd. More than three quarters of the casino’s slot machines were occupied, more than double a usual good night.

For Stuart Richey, assistant general manager and vice president for marketing at Primm Valley, the results have been better than expected, and added that “no other group has inspired this much change in the way we do business. The impact is really just staggering.”

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