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“Some casinos are making money on slots, some on tables. Food and beverage revenues are up across the board. We’re booking more weddings and holiday parties; entertainment acts are selling out instead of playing to half-empty venues. The trick was getting people in the door.” Pride in her team rang in every word.
Nik stared at her in amazement. “It was that easy? You just offered discounts to community groups? Doesn’t every casino do that?”
“It was notthateasy. Our managers had to go out and court each group individually. Many of our managers joined some of the groups in order to support them. They became part of the community, Nik. They participated. It took effort to build those relationships. That takes a lot of commitment.”
It sounded too simple. Maybe it would work for casinos in smaller communities, but in a city the size of Vancouver or Toronto? No way. “What about Harbourview? You can’t tell me community participation is driving revenues here. What about tourist money?”
Jules shrugged. “Harbourview relies less on tourists than you think. Our creation and sponsorship of the Dream Date Auction got us more traction in the community than anything else we’ve done in months. Tickets sold out fast, the media gave us a lot of love because we’re supporting the women’s shelter, and people are coming in to see what all the buzz is about.”
“The auction generated that kind of excitement?” Nik had been impressed by everything Nate had told him yesterday morning, but how could it be driving this much hype?
“No one has ever done something this big before, or turned the idea on its head as much as we have. The auction prizes will raise most of the money, but making it so that there was one prize that anyone can win and take advantage of the ultimate dream date made it special. That got people in our door too. Making the shelter the centrepiece charity was the stroke of genius. They were stretched thin during the pandemic, and this will allow them to expand their services. No one wants to talk about domestic abuse, but everyone wants to be seen supporting it. This is one cause that unified the entire city.”
“Every time we announced a new auction package, we did it here first. People had to come in to see the prize details. Once they came in, they stayed. The biggest attraction? The draw for a Dream Date package for people who can’t buy tickets, either because the event is sold out or because they can’t afford them. It’s a chance for anyone to win, not just business elites. You have to enter in person, and it has driven loads of traffic.”
Nik had to admit, the public draw was a brilliant idea. Patrons earned entries by enjoying Harbourview offerings, from restaurant meals to spa packages to purchasing concert tickets. Sales had gone up in every revenue centre as people had tried to earn ballots for the drawing.
“What will you do after the auction is over?” This was the kicker. If Harbourview couldn’t replicate this success with something else, they would have a problem.
“The team is already building the next major promotion. Not a gala this time, we’re thinking a huge community barbecue to benefit a local animal shelter. Another prize package to bring people in, some other fundraising too. We’ll change it up, but the effect should be similar. We’re thinking if we do this two or three times a year, it will be enough to keep people interested without boring them.”
Nik was impressed. The team at Harbourview had put together something that tied them to the community at large, even in a city with a lot of competition. The idea might be something he could replicate at other locations, all tailored to their individual community needs.
“Sounds like a solid plan.” It also gave him enough information to start running his projections. Coastal was going to cost WYCK a little more than they had planned, but it would be well worth it.
CHAPTER8
Jules stood backstage, practising deep breathing to stay calm. Her turn on the auction stage would come up in the second half of the event. The team had scheduled the auction packages strategically, starting with a couple of the lower-value packages but pairing those packages with some of the more exciting services being offered.Or more attractive volunteers,Jules thought wryly. The final auction of the night would be the pilot with the fishing lodge. The Dream Date package he was offering was worth over $20,000 and was expected to be the top-selling ticket of the night.
She was grateful for the set schedule, because it meant she didn’t have to go first. The idea of auctioning herself in front of a room of people was terrifying, but being the first one would have tipped her over into a full-blown panic attack.
Instead, a charming and attractive lawyer had been their first volunteer up for auction, and his Dream Date package had sold for an amount that exceeded everyone’s expectations, almost $15,000.
Every date since then had gone higher. The celebrity auctioneer, a popular local TV personality named Gord Lawson, had everyone in stitches between bids, and he wasn’t afraid to urge people to bid higher in the name of a good cause. The women’s shelter was on track to bring in almost double what everyone had predicted, which would finish funding their expansion and leave money left over for extras. The night could not be going better. Jules wished she could calm herself enough to enjoy it.
As Jules watched the fourth date, the private cooking and baking lessons with an award-winning local baker, sell for almost $20,000, she swallowed past the lump in her throat. She was up right after an intermission. What if no one bid? No, there would be at least one bid. Meg had promised Daniel was going to bid, if only for the NFL tickets. Les and Sam had assured her that people were excited about the sports date package. Everything would be fine.
The pianist started playing as soon as the auctioneer called for a fifteen-minute break, and Jules joined the other volunteers in a huddle behind the curtains.
“How was it? Were you nervous?”
“Not at all.”
“Terrified!”
The lawyer, a man named Brent, and the baker, Alyssa, spoke simultaneously, then broke into laughter.
“You first,” Alyssa said.
Brent smiled at the group but focused his attention on Jules. “Don’t worry. It helps that I love stuff like this. Being on stage is similar to being in court; you’re giving a performance. Remember that everyone here wants to support the women’s shelter. They’re looking for any reason to bid, either on the services we’re offering or on the date package, or both.”
Alyssa gave a nervous laugh. “He’s right, but I was still scared. I’m used to hiding in the kitchen and putting my food on display. I’m happy I volunteered, but I’m glad my turn is done.”
Jules forced a smile. She could do this. She could. Brent’s words had given her enough reassurance that she didn’t want to run for the hills. “I’m up next. It’s too late to back out now. Wish me luck?”
With words of encouragement ringing in her ears, Jules positioned herself at the end of the catwalk to wait for the auctioneer to introduce her. Her heart raced, but she focused on breathing, remembering what Brent had said. Everyone was here to support the shelter. More than anyone, she understood how important the shelter was to the community. She would not let them down now.
“Ladies and gentlemen, if everyone could return to their seats, we’re going to start the second half of the auction. Let me tell you, if you were impressed by the first few dream dates, the rest of them will blow you away. My husband wants to bid on this next package, it’s so good. I told him I look just as good in tight pants as those football boys, but he says it’s not the same. What do you all think?”
