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M Resort’s trial by fire
What’s worked, what hasn’t for the still-young, family-run casino on the edge of town
Sam Morris
Despite a weak local economy, the M Resort, pictured last week, opened in March to big fanfare and big crowds, some attracted by generous casino promotions. Since then, the property at St. Rose Parkway and Las Vegas Boulevard has tinkered with offers and games, scaling back on some of its higher-paying machines.
Monday, July 20, 2009 | 2 a.m.
Sun Archives
- Whatever the secret, they have been packing M in (3-31-2009)
- M Resort enrolls 100,000th rewards club member (3-26-2009)
- With betting on the fly, M Resort is the new Stardust (3-21-2009)
- In its first month, M Resort has hit the 'over' (3-12-2009)
- VIPs get first glimpse at latest in locals market (3-2-2009)
- One boss means lower costs, Marnell says (3-2-2009)
- Valley's newest resort casino open for business (3-1-2009)
- M Resort banking on reasonable prices in tough economy (2-28-09)
- M Resort shaking up south valley (2-27-09)
- M Resort dares to be different (2-25-2009)
Beyond the Sun
Map of M Resort
M Resort
12300 S. Las Vegas Blvd., Henderson
Many Las Vegas casinos have lengthy customer lists built up over years in the business, as well as a fine-tuned sense, after years of trial and error, of what customers want. Not the M Resort, which opened March 1, in the worst economy in the modern casino era.
In its first few months of operation, the M, at the southeast corner of St. Rose Parkway and Las Vegas Boulevard, saw revenue soar as thousands of customers took in the property, hailing its modern yet comfortable design and reasonably priced gourmet restaurants.
Cognizant of the sour economy, the property offered competitive games, a slew of promotional offers and prices that didn’t break the bank. It also offered features designed to draw attention from jaded consumers, including happy hours at all of its restaurants and bars, a wine cellar with self-serve wines by the ounce and a buffet with cooking stations, beer and wine, and a television studio.
But such perks are no match for the crumbling Las Vegas economy, with unemployment that soared to 12.3 percent in June.
The honeymoon is officially over.
“This summer has been the most brutal I’ve ever seen in this business,” resort CEO Anthony Marnell III said last week. “August is going to be one of those months where you want to walk outside, dig a hole, get in and wake up on Labor Day.”
Beyond a few tweaks, the property has hit its marks as well as could be expected in this economy, Marnell said.
A June promotion offering free comp points for calling the casino and coming in the following day didn’t pan out because some deal-hungry gamblers expected to receive lots of points when they hadn’t gambled much to earn them.
A twice-weekly slot tournament has been better received, perhaps because customers have an equal chance to win regardless of points accumulated, he said.
On the casino floor, the property has added shoe games to its blackjack offerings Such games use multiple decks of shuffled cards and are harder for card counters to beat.
Marnell says the games are competitive with those of other properties, which have made similar moves.
The casino also has removed some so-called full-pay and nearly-full-pay video poker machines that allow skilled players a chance to beat the house. One of them, called “super deuces,” is a volatile game in which players can win or lose thousands in a sitting and is rarely offered in casinos.
Marnell says he doesn’t shy away from volatility because he knows the casino will prevail in the long run. (At the M, a single player’s multi-million-dollar win at roulette has been offset by millions lost at blackjack and craps in recent months, Marnell says.)
Simply put, Marnell removed the machines because they didn’t make money.
“We are in business to have an edge and these games are nearly break-even,” he admitted.
Not so for penny slots, whose top payback rates cost more than a dollar to activate but can be played for as little as a cent per spin. They are growing in popularity because they tend to pay out smaller amounts more often, though casinos generally keep a greater percentage of bets over time.
Up to 60 percent of slot players on any given weekend are sitting at penny slots, which make up only 45 percent of the M’s slot inventory — an indicator of more penny devices to come.
Even griping gamblers seem to appreciate the M’s non-gambling offerings, including free self-serve soda, which has generated thank-you letters from people who no longer have to wait to be served.
The soda machines end up costing the casino more money because the hotel employs as many cocktail servers as similarly sized properties without the machines, Marnell says. But they allow cocktail servers to focus on serving alcohol, which yields bigger tips for servers.
The M expects to do better than survive this summer, in part because the people circulating through the property are, in some cases, spending more than the lookie-lou crowds that spent little in the early days, Marnell said.
The property is still attracting new customers, including some 100,000 or so out-of-town residents who have signed up for the casino’s players club, which totals 270,000 members, he said.
“We’ve had an enormous number of people come down from the Strip to play who are now starting to come back,” he said.
Discussion: 45 comments so far…
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Locally owned and independent for more than 50 years.
I must say this property is very nicely designed and gorgeous, quite different...high elegance with a middle class welcome touch....cant believe the M Resort's cost was over $1 billion that was reported to be built, comparing to the size of Mandalay Bay at $900 million when it opened in 1999.
I love that self serve soda machine too, first of its kind on any casino floor that I ever seen.
I pilfed on 4 cups of drinks from that soda machine and won $24 on the craps table and bailed.
I've seen the self service station at two Indian casinos in northern California, cache creek and red hawk. In the most recent centinital hills paper, located in the aliante/northwest side, 89131, m resort recently took out a full page which was suprising since it has always been aliante station, Santa fe, fiesta ranco, and Texas station and cannery. It's nice to see m resort compitive with all around the valley. Still no offers to get me to drive the southside to visit m resort. Here me Tony!!!!
"M" for moron, opening in this economy.
Although I travel about 17 hours inflight just to get to Vegas, my plan is not Las Vegas Strip. Thanks to all those great locals casinos offering a much more pleasant ambiente and better gaming and dining than virtually all Strip Resorts. When I was at the M the first time I was impressed, but I am sad to hear that they already removed the full pay v-poker machines. That's really sad. The buffet was just a blast but 20 dollars for dinner is a lot, even if its super quality food. They have probably the best root beer on the draft station that I have tasted this summer :))))
On my personal favorites' list of the Vegas Casinos are: Red Rock, Santa Fe, Sun Coast, South Point, Aliante, East Side Cannery, and of course, the M. I know that when you visit Vegas, winning is usually not possible and I expect to lose. However, when I play on the Strip, I lose my money faster and the noise inside of these places is driving me crazy. Only super high end players can expect great service and quality on the Strip. The low budget travellers are better off visiting the locals casinos where they probably get maximum value. I spent 4 weeks in Vegas in May but went to the Strip just 2x. The locals casinos got my money, but am not unhappy about. These locals casinos gave me something in return I didn't forget and will come back again.
From Switzerland
The Sun is really giving the M alot of free advertisement. This article is not informative, just more of the obvious catch-all problems every single casino in Vegas is having.
Every single casino is indeed having these problem, but not every casino is so frank explaining the difficulties of dealing with this economy. Shows again why Anthony Marnell III is a class act.
times are tough all over and few people have the chance to say 'forget' it, hop on a plane and start dropping quarters in a slot machine. 9/11 proved that a national catastrophe can seriously hurt Vegas; the current economy will get worse better it gets any better; we dont need any numbers or statistics from overpaid experts to see the reality on the street.
I guess the honeymoon had to end some time. The M's still a great casino, but I can tell "the growing pains" have started. The Sun was too nice to slick over the real f**k-ups made lately, like the marketing promotions canceled (because people actually took up the offer), gutted games, and measly coupons... Oh yes, and let's not forget the real pain of the laid-off workers.
Now don't get me wrong, I don't hate The M. It's still a great propoerty, and I'll probably be back soon (even though I'm much closer to Green Valley Ranch). It just looks like we've had a reality check here. And as nice (while still mostly affordable) as The M is, it's still a "New Vegas" casino.
Try the M has taken out ALL not some of the decent video poker games. They have determined that people were not losing money fast enough. Marnell, if you think you're not making money fast enough at video poker, take a look at George Maloof.
Did they also remove the "Optimum Play banks"? That would be really bad and a reason for me not to drive there anymore.
Has anybody info on the Optimum Play banks? Were they removed as well?
From Switzerland
They will be BK in 6 months. They signed up a bunch of freeloaders early on to get a free buffet, the players couldn't get to the food.
What they send out in the mail is a bunch of garbage. I counted 15 people in the buffet between 8am and 9am on a Friday. People in the SW will go to Silverton, Anthem people will go to Green Valley if they go at all.
People have learned to hold on to their money and only spend it where they can get a good return on it. If M is getting rid of all their good-paying machines, the party is definitely over.
I had horrible service in the Red Cup Cafe and the food was a step below average. I sent an e-mail describing my experience and never heard a thing back from their Food and Beverage Department. I hope M goes after out of town customers because any local who has the experience I had won't return a second time. I certainly won't.
BK in 6 months?
I guess you have NO IDEA what the "M" stands for.
I posted my original comments at
http://www.thebeargrowls.com/?p=402
Since then, things at M have changed dramatically for the worse. The double deck blackjack games in which the dealer stands on soft 17 are gone from the main floor. This small reduction in the house edge made the M stand out as a nice property willing to give the suckers a bit of a break. Too bad greed took over and the suckers no longer get that break. Now the property offers no unusually attractive blackjack games, and the harassment of brain-using patrons has been stepped up considerably. Becoming known as a "sweat shop" will not serve the M well.
The "M Call" usually awarded one dollar --333 points. Ah, yes: "Everyone wins." One dollar? El Cheapo! M should be embarrassed and ashamed.
Too bad. I think M could have gained plenty of customers from Southpoint and Green Valley if sufficient promotional effort was made. But the offers have been cheap. The M has a nice facility. But without serious marketing efforts, it will wither away, particularly in the current economy.
UPDATE: Perhaps it was the bad publicity, perhaps it was the scorn from many patrons, perhaps it was just plain old incompetence to risk antagonizing patrons by sending out the cheap offers prior to the good offers, but some patrons subsequently received decent free play coupons. For example, $1,000 in free play -- ten $100 coupons, each good for a separate period of about five days. This is an offer more in line with what should be expected from a new casino trying to increase its market share. Too bad the good offers weren't sent out before the lousy offers. At least with the $100 free plays, it's making the trip to also redeem the puny ones.
It's simple really.
If you want a new customer base, consider turning into a non-smoking casino.
@ atdleft
It's funny you mention the rescinded offers. I got one for two comped nights until July 31st, so when I called several weeks ago, the reservations person told me all the weekends were booked already, but that plenty of Sundays to Thursdays were remaining. Early last week, I decided to take a one night visit for Thursday (I figured I'd just use one of the comped nights), but when I called reservations, the M guy said the promo offer ended because all the spaces were taken. Fair enough, since one of the stipulations was that the offer was good based on availability. Still, I had 2 free $25 freeplay coupons and wanted to get away from Los Angeles for a day, so I booked my room anyway. It was only $55 plus that inane $25 "resort fee" (you get free internet wifi access and get this, a complimentary USA Today! Wow, what a splurge).
So I got there Thursday and I could tell the offer was 86'ed because the place was hardly bustling with activity. There's no way they could have booked the allotted rooms.
Still, I like the place and am looking forward to many excursions this upcoming football season.
Oh, and the cocktail waitresses are hawwwwwwt!
Problem is that Southpoint & Green Valley know their customers so well, they're not going to lose them to the new kid in town. The economy killed M because it was supposed to have about 10,000 more homes that were slated to open soon after it opened. Now, it's out in no-man's land.... shame, cause it's a great looking casino. But they definitely overspent.
And a no-smoking casino? Yeah, you keep thinking girly, that's what you're good for....
sheesh....
Studio B buffet is the best buffet in Las Vegas. Their price for lunch and dinner is great too. Oh, and they have unlimited beer & wine at lunch and dinner. The rest of the Strip should pay attention to a resort that actually gives a little bit to hopefully get a lot.
It's unfortunate that "Vegas" forgot it's roots: Make everyone feel good about losing their money. Not just the whales, everyone.
When everything costs you an arm and a leg, people will go anywhere else with their vacation dollars. And when I say "Vegas" I mean every video poker bar to Downtown, to Stations, to The Strip, to every place in Clark County.
Even more unfortunate, in 2017 when the recession has passed and unemployment is back down to 5%, "Vegas" will be back to gouging on everything from bottled water to meals to shows and then still not comping you when you lose $1,000 at a table or video poker.
You just lost $500? Nope, we're not going to comp you a $23 meal. Too bad. Wow. You can't give up a $10 meal that you mark up to $23 and still make $490?
Yeeeeeeeeeeeaaaaaaaaahhhh...
And people wonder why we're hurting right now. We'll do it again in the future. Count on it.
For now, as long as "M" maintains it's quality at Studio B, then I say it's worth the trip over there any day of the week.
I have never been jazzed about a casino in vegas before I came to the M I hope they dont go backwards becuase I had the best time at that place...I was in town for UFC 100 and I had low money Becuase of UFC 100...I did the slot toury won all kinds of comped food my cash lasted ... had a great time I'm comming back in August with my girl ....hot servers (question: do they have a vegas size breast implant at the plastic sergons office Becuase the all have the exact same breast size) any way Love the loove the food was outstanding....please dont go down hill I went to the Mandalay bay for the fight and it was like there was a vacume attached to my wallet i left so fast and went back to the M won some money ( not much) and left town.
Good luck M.
Dave says that Southpoint knows it's customers ,well that is a lot of garbage. Southpoint advertises 99% looser video poker don't believe it. I used to go twice a week and played the VP and they are just as tight as the others. If u go to Las Vegas and expect to win don't bother. Just try to get value.
Also read the column in Las Vegas Advisor re Full pay VP!
We went for my wife's b-day last week and wound up leaving before our meal came we waited so long. After having a reservation at Veloce up on the 16th floor. Thought we were going for a nice dinner and when I asked for the manager and explained we were 30 min. past our reservation to be seated and another 45 min. waiting for food to come out he simply said no charge and had nothing else to say besides basically , c-ya. We've been to the pool and buffet before it's nice but that experience definetly left a bad taste in our mouth. I also wrote to the M twice in e-mails with zero response. If that's is their attitude it won't take long to lose customers. Granted we play a little but we are not big gamblers but neither is the majority of locals.
it wasn't moronic. there gets to be a point in any construction project where it is cheaper to finish and open that to not finish it and not have revenue to pay off debt.
this project was announced in the winter of 2005 back when things were good. nobody can look 4 years into the future and know things are going to be THIS bad.
now the "chosen one" has scared the "evil rich people" so now even the people that DO have money to come to vegas aren't coming.
obama will kill this town.
more taxes = less money in people's pockets to come to vegas.
that's not being political. that's freshman year economics.
My husband and I have been vacationing in Vegas since 1994 twice a year. Our last visit in December completely turned us off, and it will be a long time before we return.
REASON 1: Poor customer service at our favorite hotel because of continuous staff layoffs.
REASON 2: Hotel's appearance has degenerated to the point of being one step above a Motel 6.
REASON 3: Food service carts piling up in the hallway with old food each day of our stay. We complained to the front desk and restaurant manager, but carts were still there when we checked out.
REASON 4: Menu went from 10 pages to 2, prices tripled. Sorry, $15 for a hamburger at a 3 star hotel is too much.
REASON 5: We go to Vegas to play the slots. We don't expect to hit a big jackpot, but we do expect to win a little to keep playing. Whatever we win, we spend in the gift shops and malls at the casinos. When you don't win, you don't have any money to spend. Ironically, when we were waiting to leave at the airport, I hit 2 jackpots. We should have just played the slots there instead of on the Strip and Downtown.
Our friends who have visited Vegas after we did, all came back with the same feelings. Whether they were playing table games, dollar slots, or penny slots. At least 20 people we know, won't be returning anytime soon.
Our reasons for not returning have nothing to do with the present administration. It has everything to do with the casino owners greed and lack of customer service.
I have not been to the M, but I look forward to taking a look when I come in September. I have three complimentary nights at the Mirage. Thanks MGM Mirage.
i've heard that the slots at the airport are THE best slots in town because there is such a small number of machines compared to the number of people and number of "spins" that are played per machine that they just naturally pay out more often.
if you live in this town and depend on tourism for your income and you voted for obama, you voted yourself out of a job.
As a neighbor of M Resort, they have lost us as customers.
They have raised their buffet prices $4.00 for lunch and $5.00 for dinner since they opened. $24.95 for Saturday brunch and $25.95 for seafood dinner sounds more like what tourists on the Strip would pay.
They say they want to cater to the locals by offering great deals. Raising their prices, getting rid of full pay video poker machines and giving cheap coupons doesn't help the so call locals they want to cater.
I also emailed them to complain and no response. But, they continue to email me on their cheap deals. Until you start offering the locals great deals, forget about seeing my family there.
It never ceases to amaze me that people have so much idle time that they can sit there and think that with a "full pay" video poker game that they have a chance at riches.
Go out and make a real living instead of thinking that you've got the "edge" or something.
When gambling looses its appeal as a form of entertainment as can be seen with the "Comp Barracudas", its time t take up a new hobby.
Hearing great reviews about M I budgeted some time on my May vacation to see it but...
1. the line at the players club was about 10 deep and barely moving
2. the buffet was drastically overrated by (apparently) fawning fanboy bloggers looking for the next big thing.
3. The vp and blackjack were cut back drastically from early reports.
I will not waste a drive that far south again (this is my vacation, if locals want to waste money on this overpriced and overbuilt "palace" that's not my concern) and, in fact, for the money I will prefer a full priced strip hotel because they do not pretend to cater to knowlegeable gamblers. I had high hopes for M, but now I'm thinking maybe it wasn't just HET that destroyed Rio.
I just recently made a trip out to Vegas this past weekend on the 17th. Honestly I didn't see Vegas hurting. First stop was the M. I cruised in around 9a.m. and the place was dead. It reminded me of a Reservation Casino. Nothing special. My wife lost a good chunk of change there and I was playing blackjack and people were betting big. So we stay at Red Rock Casino and they also take our money. Everybody was playing and it was busy. Next we went downtown and it was a zoo. A guy next to me was betting table max. All table were full but the only thing I notice was there was no coctail waitress. The same goes for the strip. So like I said before I really didn't see vegas hurting.
LemonSky-
I'm sorry you fell for it. I hope The M has learned the hard way that they either need to follow through on their promos or stop the false advertising. This is why I'm concerned about what happens when I try redeeming my "iMagine points".
cisko-
Well, please keep coming then! Away from the casinos in our neighborhoods, we are hurting. But hopefully with more tourism revenue, we won't have to face nasty budget cuts again in 2011.
stevem-
Gimme a break. I guess you don't mind your tax dollars going to corporate executives so they can waste it on expensive vacations. It was the Bush-Cheney-McCain "freakonomics" of deregulation and corporate giveaways that caused this mess, and I dearly hope Obama has enough sense to follow through on his promises to clean it up by getting tougher on Wall Street and restoring some adult supervision over there.
sincitygal-
Actually, $25 for dinner buffet is still a deal compared to the nicer Strip casinos. However, I do agree that it doesn't seem like much of a deal when we can get almost the same quality dinner with wine included at Green Valley Ranch. And for me at least, GVR is a MUCH closer drive!
Still, I can't complain too much about The M. The restaurants there actually are great bargains for the quality of food I get. And again, Studio B may just be the buffet in Henderson and can easily go toe-to-toe with Cravings (at The Mirage) and The Wynn's Buffet. It's a classy joint, but I just wish they were more consistent in following through on what they promise in their ads.
Do you want the quickest explanation for the change in Las Vegas? BTW, this comes from a 30 year plus resident.
Old Vegas= Normal people got treated like High Rollers, even when they weren't.
New Vegas= Normal people try to spend like they're High Rollers, even when they aren't.
Wait 'til normal people actually have jobs again and can spend responsibly again, and then maybe Las Vegas can survive. Wait until the Casino Johnny's get their heads handed to them by the current conditions and the old timers get to refresh their memories to what made Vegas what it was and should be.
Anyone who says the M has the best Buffet has not been around. Have you been to Cravings or Bellagio? On a value basis it does not compete, on a gourmet ranking it is not anywhere near the best. The fact that it is empty tells the story.
They recently dumped a number of food employees for an outside food vendor company.
It will be BK in 6 months, they can't even fill $49. rooms. Unless someone buys in or buys them out.
Geez.... listening to you whiners, maybe Obama should nationalize all of the casinos here so that everything would be free. You would all be guaranteed a huge jackpot every time you entered.
You all call the casino greedy, but you're just as greedy, if not more, than they are. How many of you have won a $100 jackpot and your greed drives you to put it back in the machines hoping to hit a $500 jackpot. Never ceases to amaze me when people drop $500 in the casino and then whine about the buffet cost....or.... expect, nay demand, the food free.
Give me a resort for 90 days,and i ll have the boss's from the other resorts looking in wondering what i did to take away there customers?ITS CALLED OLD STYLE VEGAS! Im not gonna lie to ya,im in the buissness to take your money,but your gonna get a bang back for your buck!And you will remember your stay and come back soon!But to my place!
LV_Tom your talking hundreds of dollars about the jackpots. Thats taken in without a bat of an eye in less than tenths of seconds by any casino!Times that by how many casinos that are owned by said company?Being such a big company,and buying in such large amounts,there costs are alot smaller than you know! There power,water,and in some cases gas are next to nothing!Yes i will agree that its called a bussiness,and yes do expect a return,but when you fleece the public,and the people that provide said service suffer on the greed of how fast can i get your money,but offer nothing in return,than there should be some complaining?There once was a time when you could go down the strip if anything to see the smiles and excitment comeing from people in and out of the casinos. Go there today,and its dead! I for one would rather go into a casino where its hopping with people haveing fun thinking there winning,and loud cheers from winners whom won a few bucks!And if you think complaining about the price of a buffet after winning 500 bucks,then looseing it faster than you won it amazes you,shows me you havent gambled here in town lately?
stevem, do you get time from casinos board room to blog,
You failed to mention that M pushed out one of their business operation architects of the start up when a finance guy came in and started to strong arm him by wanting to cut into expenses. We all know hotels are hurting and cutting where they can. But, when it involves the core principles of the hotel you have to wonder what direction they are heading in?
The property wants to be Caesars Palace when it comes to business, but has not realized that it really is more in line with Green Valley Ranch. Their decisions regarding their leadership team when led by a bean counter only means bad things for the local customers. Not exactly how old Vegas or the Southpoint works. Note the results. Silverton is not trying to pretend that it is Mandalay Bay, they clearly give back to locals and make it clear to understand. This hotel either needs to better understand the local market around it or continue to watch it struggle. It is not the Palms and needs to be a better business partner of the local community. Having housekeepers and other line staff get local TV stations to cover a walk out due to hours and benefits being cut through some business moves that look really unfriendly - wont help the M look good to the locals who should be patronizing their property. Can not say that it is not a beautiful hotel, it just needs to understand where it is in the local market. Right now they dont seem to get it.
I see there's a little airport nearby the M. Actually, you can say..."The M has an airport, too...". But , what was first? and what's the main purpose of this airport? Do they get highrollers arriving at Henderson Airport?
I noticed another thing: The neighborhood around the M is still pretty empty, with lots of land ready to be used for construction. Let's think about how it was when the Rampart casino opened up, or South Point (South Coast). It was in similar shape but both resorts eventually made it due to population increase. I am not worried about the success of the M, but I believe it will take 2-3 years after this recession comes to an end before they will write BIG FAT FIGURES. Do they have enough bankroll to remain in business during this waiting period?
....and please bring back the full pay machines. What's the point in replacing them with lower paytables but getting no players at all? I will give you action but I want my Optimum Play banks and some high progressive machines, otherwise I'll play at the South Point.
From Switzerland
I'm sorry .. i still love them M
I would think the Marnell Family has a more than sufficient bankroll to ride out the recession as necessary.
Comment removed by staff.
We are locals to Henderson and lived about 10 minutes away from the M. My observation is that the staff in the entire property is terrific. The buffet is excellent except that the quality of meat is poor. The support staff at the spa is excellent. I understand that the Sports Books is leased to Cantor Gaming and they did a terrible job with the renovation. Virtually no open seats and it is full of mostly cubicles. The sports book at Green Valley Ranch is far classier. Lastly the payouts at the slots are a joke. The locals are pretty sharp and all of the them that I know have complained about the poor payouts at the slot machines. I am sure that the Marnells already know this and perhaps they will make some changes.