Revolutionizing hospitality with Mille Lacs Corporate Ventures

At this year’s Sitecore Symposium 2024, attendants had the pleasure of hearing from two industry leaders who have played a key role in transforming both the digital and in-person experience for Mille Lacs Corporate Ventures: Ryan McGrath, Chief Brand and Digital Officer, and Prasant Varghese, Chief Operating Officer at Icreon.

Mille Lacs Corporate Ventures was created by the tribal government of the Mille Lacs Band of Ojibwe to manage the business affairs of the Band. As business leaders for the Band, they are committed to advancing their vision of building a sound economic future for generations to come. Today, their businesses, which include gaming, hospitality, marketing and technology, in-district investing, and government contracting, are a thriving economic force in East Central Minnesota.

At Sitecore Symposium, Ryan and Prasant shared how their teams collaborated to create Grand Casino’s next generation of digital experiences.

As Ryan explained, the gaming industry has undergone rapid shifts, especially with the rise of online gaming and the integration of technologies like AI and data analytics. These advancements are not just changing how casinos operate, but also how they engage with customers. Traditional models that once centered around building large, all-inclusive facilities are being redefined.

This has sparked a broader evolution in the industry, requiring casinos to innovate or risk becoming obsolete. Today’s digital-savvy consumers seek a faster, seamless, high-tech experience from the moment they interact with a property.

Mille Lacs Corporate Ventures recognized these shifting trends and knew it needed to adapt quickly. With a growing need to incorporate digital wallets, improve customer engagement, and modernize its technology stack, the company embarked on a major transformation in 2022. Understanding the necessity to stay ahead, Mille Lacs Corporate Ventures set out to build a roadmap for its future, ensuring it could deliver personalized, predictive experiences that resonated with guests, while keeping its marketing-friendly, scalable goals in mind.

Mille Lacs Corporate Ventures embarked on a three-stage digital transformation strategy, aligning its six experience principles with its content strategy:

1. Building the foundational tech stack

The first step was selecting the right technology platforms to support the transformation. Mille Lacs Corporate Ventures chose Salesforce, Sitecore XM Cloud, and Sitecore Search as the backbone of its operations.

2. Enhancing the customer journey

The next phase focused on improving the customer journey across every touchpoint. This meant creating seamless, engaging experiences that spanned from pre-awareness and pre-arrival to the guest’s stay and eventual departure. The goal was to ensure a cohesive and satisfying experience at every stage of the customer’s interaction with the casino.

3. Anticipating customer needs with data science

Finally, Mille Lacs Corporate Ventures leveraged its data science practice to anticipate customer preferences and deliver personalized experiences. Whether a guest has an affinity for country music, Snoop Dogg concerts, spa treatments, or golf, the company aimed to predict and fulfill these needs before the guest even expressed them. By profiling customer interests and applying predictive insights, Mille Lacs Corporate Ventures sought to embody the essence of hospitality: anticipating and exceeding guest expectations.

Ryan emphasized that the new Grand Casino website was more than just a digital overhaul. It was a comprehensive reimagining of how the property connects with its guests across their entire journey.

Mille Lacs Corporate Ventures and Icreon built the execution plan around four key goals:

1. Inspiring content

They improved interactivity through content and technology, such as beautiful imagery, copy optimized for search, and an approachable tone.

2. Pre-trip planning

Features like personalized itineraries, dining reservations, and real-time event calendars allowed guests to plan their visits easily. Cross-selling opportunities, such as showcasing available amenities, helped maximize the guest experience while driving revenue.

3. Booking: Deals and offers

The new platform simplified the promotion process, enabling guests to easily track and activate the personalized deals and offers available to them. Additionally, with the intuitive calendar system, the site reduced confusion and enhanced the booking experience, ensuring guests feel incentivized to commit to their stay.

4. On-premises planning

Tools such as property navigation, and event planning resources created a stress-free and enjoyable on-site experience.

As shared by Prasant, the results of these efforts have been extraordinary:

Rounding out the session, Ryan said “Our website is no longer just a digital brochure, it's an experience. We’re seeing people really finding it to be useful. It's been a really fun adventure. We've had a great partner and a great team and we look forward to all the things we have on the horizon.”

Discover more about the essentials of personalization and how it can help you transform digital experiences.