Julia Carcamo, President & Chief Brand Strategist, J Carcamo & Associates. Interview by Peter White
Engaging and personable, Julia Carcamo is one of the friendliest faces of the casino industry. Her career has been illustrious, too. She was involved with the launch of the Caesars Entertainment (then Harrah’s) Total Rewards loyalty program, which has grown to be the biggest in gaming. She was also a team member in the launch of Wynn Las Vegas, then moved to Isle of Capri, where she was placed in charge of reinvigorating its Lady Luck brand. Branching out on her own in 2013, she incepted J Carcamo & Associates, a marketing consultancy specializing in the gaming industry. She also invented the Casino Marketing Boot Camp, which provides the stepping-off point for our discussion with the talented Ms. Carcamo. As she tells Publisher Peter White (in the words of Stephen Sondheim), good times and bum times, she’s seen them all and she’s still here.
How did you come to work in the gaming industry?
I love to tell this story because it just goes to further my feeling that opportunities happen when you’re open to them. I was working in the non-profit world for a number of years. Among my various committees was a host from one of the new casinos on the Gulf Coast of Mississippi. She was always encouraging me to consider joining a casino team, but at the time, I had no interest in going to dealer school or driving from New Orleans every day. Then, gaming came to New Orleans and I was offered a job. Although I had no experience for the job, it was very exciting. I was part of the opening team. Nine weeks later, the operators declared bankruptcy. I remember walking through the silence thinking, “I belong here.” Luckily, I found a job at another local operator, and through the benefit of working with great mentors, I’ve been able to create a great career for myself.
How would you best describe “Casino Marketing Boot Camp”
Casino Marketing Boot Camp has become so much more than what I originally envisioned. The core event is an in-person gathering (thought 2022 may be a combination of in-person and live virtual) and takes more of a 360 approach to casino marketing. The pandemic really shone a light on the desire casino marketers have to grow and the limited resources they have access to. We’ve since added webinars and virtual trainings that are topic specific and highly interactive. We keep all of our events on the small side because we want to have interaction with attendees, and we’ve found they will ask questions and contribute to the conversation in these settings.
What’s the story behind the creation of Casino Marketing Boot Camp?
Casino Marketing Boot Camp was born out of the notion that marketers attend these conferences and walk away with 101 ideas. I know that was me when I was in operations, but the reality of day-to-day life of a marketer often leaves them with a notebook of ideas and little opportunity to implement those ideas. Boot Camp was designed to be very hands-on so that marketers can formulate their plans during the event and hit the ground running upon their return to their properties.
Can you explain some of the other solutions and services your organisation provides Casinos?
Originally, I was just focused on providing marketing services. That’s the core business for J Carcamo & Associates. We work with properties on brand and marketing strategy and execution. When I founded the company, teaching was a core value. I benefitted greatly from working with mentors and learning from them. I wanted to ensure that was (and is) part of how we work on any project. Casino Marketing Boot Camp is that core value come to reality. Under that umbrella we have in-person and online training programs. We’ve also had the opportunity to create on-site Boot Camp events for operators which allow us to work with them to create the agenda that best suits their needs.
Where did the idea for the business come from?
When I left Isle of Capri in 2013, I knew that whatever my next step was, it was still going to involve casino marketing. I started the business on the B2B side assisting a couple of vendors approach their marketing to casinos with some insights. We grew from there, working in and out of the casino industry. The idea for Casino Marketing Boot Camp came during a conversation about a conference I had just attended. It was one of those conversations that just seems to be serendipitous because it was such a natural next step for me.
Do you feel that there are more options for women nowadays in terms of more companies hiring more women?
I think that companies are more aware of diversity issues and needs. As such they are making an effort to move the needle. I think however that there are probably many women in the industry who could benefit from growth opportunities. That’s why I love working with the Global Gaming Women whenever I have the chance.
Have you ever experienced any negative comments when working?
LOL! Yes. I have had opportunities where I am hired to be the fresh view, but fresh views aren’t the easiest to accept at times. Understanding the underlying motivations of decision makers and influencers is such an important part of creating lasting relationships.
How would you describe your role of President and Chief Brand Strategist?
It’s a lot like wearing two hats. As president my role is to understand what type of business is right for us and ensuring the business will be around for some time! That’s the business part. The passion is with brands. As chief brand strategist I aid our customers in their vision for their brands.
In your opinion, what is one of the most definitive and long-lasting trends that will continue to shape the future of Casinos?
Engagement. We hear customer service a lot. We hear loyalty and database even more. I can’t even count how many times we hear about analytics. ALL of what we do has to be in service of engaging with our customers and team members in a way that bonds them to our brands and they evolve into advocates that will tell our stories for us.
How would you compare the land-based casino market of today to the one you first joined?
Wow! I don’t even know that I can say it’s a fair comparison. When I started in the industry, the regional markets were truly just becoming reality. I’ve been part of opening teams in markets that had no casinos nearby and people flew to Las Vegas MAYBE once a year. Now, casinos are an easy drive for almost anyone in the US. You used to see commercials that said “Las Vegas experience” with almost every new opening. Today’s casino customer is a lot savvier and more mature. We have to constantly be stepping up to their expectations.
What do you look for in an employee?
Honestly, THE BEST hires I’ve made have been really smart, self-starters who could establish a process and system for themselves and love what they were doing. I’ve always said I could teach you the industry, brand and marketing, but I can’t teach you the passion. I can’t teach you how to stay on top of our clients’ needs if you’re not an organized person. We have tools to help you, but they’re only tools.
How has the last year been for you?
Shocking and enlightening all in one year. The year started off so well for us. We had a handful of dependable clients on the J Carcamo & Associates side that we were providing marketing services for. We were working on a very inspirational project for one of them. Boot Camp was in March. Not only did we hit our goal for attendance, it was a fabulous gathering in New Orleans. We had no idea the world was going to change at the end of that same week. We had clients stop work. They obviously didn’t need those particular projects at the time. After a few weeks, we had to regroup and consider what we could be offering that would help. Our private casino marketers Facebook grew quickly (after sort of languishing for months). We helped a few properties prepare for reopening by leveraging the Casino Marketing Monitor. I took a look at the feedback we’d gotten from both of the Boot Camp events we had produced, and found ways to create these great experiences in our webinars and online training. We’ve since started working on projects on the marketing services side too.
Do you have any personal highlights of the past 12 months?
I love the program growth we’ve had with Casino Marketing Boot Camp. I honestly believe we have some great marketers in the field that are going to be stars down the road because of the availability of knowledge and training. I’ve gotten exposure to more casino operators. We even had our first international attendee for Boot Camp!
Have you got any targets for the next 12 months?
Absolutely. We took a look at the five-year plan and made some adjustments because of the impact of 2020, but we’re being mindful of the work we seek. We absolutely saw that we probably had too many eggs in a few baskets. So, we would love to expand our client base.
What has been the role of luck in your success?
Hmmm… Luck? Yes, I think I was lucky to have had that volunteer on my committee that introduced me to this industry. I was lucky that some people took chances on me, but I think eventually that luck became more about what I did to put myself in the position to be called upon for great opportunity.
Lets talk a little bit about your latest project.
Well Casino Marketing Boot Camp is an ever-present project, but we have done a few things on the J Carcamo & Associates side that have been energizing. We helped a solopreneur launch an e-commerce business. She just told me how much her revenue has been for her first 60 days, and I couldn’t believe it. We always take the approach of helping our clients fend for themselves because as a former client myself, I know how frustrating it can feel to be tied to someone. She still needs us but I’m very proud of how far she’s come. We’re also reimagining the brand for a Midwest gaming company with multiple locations. They are one of my favorite clients. We work on a project basis with them, but they really look to us for strategy. We’re also working on an identity project for an enterprise that is looking to expand.
Can you describe your process of collaborating with clients?
It varies. Some clients are really aware of what they want. So, quick calls are always productive. Others need a little more brainstorming or help finding their way. We use communications and project tools to make sure clients are aware of where things are. I think status calls are still great tools, but I like to treat them a bit like “stand-up” meeting even if they are virtual. It’s about being constructive with their time and ours.
What is your style of management?
You might laugh, but honestly I will tell you the same thing I have told anyone on my team. “I have two rules. Don’t make me crazy. Don’t make me hunt you down.” I want you to have the freedom to do what you have to do to get your job done and balance it with your life. I am not going to hover, but I’m here if you need me. This is why I love Slack so much, because I can be available easily. If something is taking more time than you expected, I expect to know that with enough time to make the appropriate adjustments.
What skills would you recommend other women develop to help them advance in their careers?
Bravery. You can’t get your ideas across if you’re not going to share them. Sometimes opportunities come to those who ask for them. Presentation. The ability to get your ideas across in a well-thought way is crucial. Networking. We have to be present and active when there is an opportunity.
What do you think are the characteristics of a good CEO or business leader?
Vision and the ability to distill that vision to everyone in a way that everyone can understand and execute. They should also be ready to praise as quickly as criticize. They need to be approachable to everyone. I’ve seen GMs walk the floor and not know or acknowledge their employees. I once worked with a regional vice president when I was a coordinator at a property. Years later he was the CEO of a major operator, and he remembered me by name.
Are your clients all US or do you also work with overseas operators?
For J Carcamo and Associates, all of our clients have been in the US, but I think 2021 will be the year I expand my presence. Casino Marketing Boot Camp has had a little international attention. We’re developing some programs that will be uniquely appealing to the international segment.
What are the unique factors that distinguish your organisation from other brand marketing companies?
Rather than being a one-size fits all agency, we’ve tried to stick to what we do best and partner with other like-minded suppliers that we use IN our business whenever a client wants us to provide more expertise. We like to specialize in project work where many agencies prefer the agency of record model. I truly understand why, but after being a client myself, I understand how that can start to feel like a burden. I will tell you that I had the same agency for seven years and would’ve kept using them, but I know that is the exception. I would rather build a lasting relationship with a client and have them utilize us where we can bring the best value for them (and us).
