Located in the heart of Central Louisiana, Paragon Casino Resort is a surprising find. As Louisiana’s first land-based casino, the newly renovated Paragon Casino Resort provided an entirely new gaming destination, offering the best selection of amenities in its market. With a $125 million expansion and renovation, Paragon Casino Resort provided an entirely new gaming destination experience, offering the best selection of amenities in the market and providing the property with the opportunity to capture market share despite fierce competition. As a destination gaming resort based in Marksville, Louisiana, Paragon Casino Resort claimed a strong base of loyal patrons within its primary market of Alexandria. Within its secondary markets, including Baton Rouge and Lafayette, most patrons were aware of Paragon but were not loyal due to what they considered an inconvenient location.

The Challenge

Capture valuable market share, compete effectively in the market and formally introduce the newly renovated casino to gaming enthusiasts. Paragon Casino Resort needed to introduce the “new” casino to its target audiences amidst heavy competition throughout the state, including local riverboat casinos in Baton Rouge, racinos in Opelousas, premium properties in Lake Charles and a host of casinos in the vibrant Shreveport-Bossier City market.

The Plan

Reposition Paragon Casino Resort as “The Pearl of Louisiana.” Paragon actually means an unusually large, round pearl. And that is exactly what the casino is to the players in the market – something precious and to be valued. Combine all of the best assets of the casino and resort – friendly atmosphere, best-in-class service, local pride and premium amenities – to reshape customer perceptions and position the property as a true gaming gem in the heart of Louisiana

The Results

The repositioning strategy and the “Louisiana Squeeze” garnered greater traffic, trial, frequency and loyalty for Paragon Casino Resort.
11.6% increase in gaming revenue over prior year
95% hotel occupancy rate for the Grand Opening month
67.2% increase in hotel revenue
23.4% increase in food and beverage revenue