Rethinking the Role of Promotions in Guest Loyalty

When you think of promotions, you might picture flashy items, quick giveaways, and crowds of people anxious to know if they’re finally the ones winning big. But Mat Grogan sees something deeper. He sees the chance to build lasting guest relationships that go well beyond the prize itself. 

As Director of Special Events and Promotions at Yaamava’ Resort & Casino at San Manuel, Grogan believes the real magic happens when campaigns aren’t just designed for a spike in short-term ROI–but for long-term loyalty, brand reinforcement, and guest connection. In his words, it’s about moving from transactional promotions to transformational ones.

Looking Beyond the Flashy Prize

Through trial and error, Grogan has seen firsthand how certain prizes resonate differently with audiences. It’s easy to lean on big, one-size-fits-all promotions to draw people in, but it takes knowing your market to create meaningful experiences that build real customer loyalty.

“We like to use the phrase connective tissue,” Grogan explains. “Making sure that your marketing is on point with the right offer, right person, at the right time. Sometimes, just connecting the dots is that key marketing aspect to get your point home.”

For Grogan, this shift in perspective means asking not just what guests will win, but how they’ll experience the promotion and what story they’ll tell about it afterward.

Making Promotions an Extension of the Brand

Every campaign is a brand touchpoint, whether or not the guest consciously thinks about it that way. Some brands might run the same promotions for years, following a “if it ain’t broke” mentality. Grogan challenges this approach by constantly considering new ways to connect with guests and make an impact.

“We're really trying to find unique ideas and promotions that will give people something that they can't regularly get on their own,” Grogan says. “It's not just background noise. We want to make it special and give them something that they’re super proud of.”

This brand alignment is what turns a one-off event into part of a larger narrative. It keeps promotions from feeling like standalone transactions and instead makes them a seamless extension of the guest experience.

Measuring What Matters

At the end of the day, Grogan knows the most meaningful metric is the impact made on the guest’s experience. But even then, campaign results need to be tracked and analyzed to know what hits–or misses–the mark. When it comes to what data to look for, Grogan follows a dynamic approach. 

“Not all promotions are created equal,” he starts. “Each one is designed to have a singular focus and goal, whether it's brand awareness or drive revenue. Some of them have multiple components, and then all of those are involved.” 

In other words, the campaign’s goal dictates what metrics are measured. For him, data should tell the story of both short-term wins and long-term value. It’s about asking whether the promotion moved the needle on loyalty and not just on one day’s revenue.

The Compliance and Operational Factor

Excitement matters, but so does running a promotion that’s legally compliant and operationally sound. Grogan is adamant that you can be creative without cutting corners when you have the right team of thinkers.

“I'll dream up something crazy and big, or the entire team will, then we'll sit down and start having our stakeholder meetings, where we say ‘here's the big vision, here's the why we're doing it.’” Grogan explains. “Then I ask operators, what are the holes and where are the gaps? We want to be good stewards and make sure that we are compliant.”

By designing campaigns with these operational realities in mind, Grogan ensures they not only launch successfully but can also be scaled or repeated without risk.

Advice for Newcomers in the Field

As someone who started out in housekeeping and worked his way through the casino space, Grogan emphasizes the importance of patience. 

“I feel like now a lot of people are looking for that vertical leap. You just keep thinking your way to the next job is a straight line, and it's not,” Grogan says. “Sometimes you have to be comfortable being uncomfortable. You’ve got to go tell people what opportunity you want, and then go act like you can do the role.”

For Grogan, success in this industry is as much about collaboration and attitude as it is about creativity and strategy, and those who balance both will go far.

From Transactional to Transformational

In Grogan’s mind, the goal of promotions isn’t just to spark momentary excitement; it’s to build a relationship. That relationship, he says, is where the true ROI comes from.

It’s a shift that takes more planning, more intention, and more alignment across departments, but the payoff is worth it. Transformational promotions don’t just fill the floor; they fill it again and again with guests who feel seen, valued, and connected.