An Interview with Mary Jo Schettler

Tell about your background, family, etc.

I'm originally from Wisconsin. After high school, I moved to Ostuni, Italy, where I had the opportunity to travel and volunteer at the Air Force base, working with high school girls. I studied for two years in Italy and worked in the fashion industry. In 1974, I returned to Madison, Wis., completed my education at the university, and started my career in the insurance and financial investment industry. I continued this career path in Chicago, where I worked for almost 10 years as the director of sales and marketing for a very aggressive financial, investment, and insurance firm. Personal reasons brought me to the Peoria area. Having always dabbled in the hospitality industry, I started what would actually be my third career in the hospitality industry. I designed and operated a restaurant, was recruited to work on the opening management team of the OTB, re-organized a downtown restaurant, was the director of sales for The Boatworks (before gaming), then joined Par-A-Dice as one of the very first employees 13 years ago. I spend my off time at my "farm" along the river, my real paradise, where I reside with my partner, Douglas; my white lab, Honey; three cats; and far too many uninvited rabbits. I'm an avid gardener, love to cook, am still working on my golf game and, yes, I'm a true blue Packer fan.

Tell about your responsibilities at Par-A-Dice Hotel Casino.

Many people refer to me as the director of marketing. In our industry, there's a distinct difference between sales and marketing responsibilities. I'd like to take this opportunity to clarify that I'm the director of sales. Though I work very closely with marketing, I specifically oversee the group and convention sales operations for the property, which include motor coach programs, convention and catering services, group rooms, and all packages. I have a very strong, dedicated team that really supports and drives all of our sales initiatives. As a director of the property, I'm part of the executive team and am, therefore, involved in the overall management and operations of the property. In addition, I lead the charitable committee that reviews all the donation and charitable requests received by the property.

I've also been appointed interim hotel manager, overseeing not only the sales operations but hotel operations as well. In a regular hotel property, this would be considered a general manager's position. In addition to sales, I have the front office, which includes reservations; hotel housekeeping; casino custodians; and valet under my umbrella.

You've been with the Par-A-Dice Hotel Casino since it began operations in 1991. What changes in the industry have you witnessed in the past 13 years?

It's really been a whirlwind. You never could've convinced me in 1991 that I'd still be here 13 years later. In the early days, most of the community thought gaming would be short lived. Needless to say, the industry has grown tremendously. As properties first started opening, everyone was afraid of the competition. This is one industry where competition can be especially good-it creates awareness, increases business, and keeps you on your toes. The casino industry in our region is much more sophisticated now, and the demand for a quality experience continues to rise. In the beginning, the casino developments were simpler, very basic support services and outlets. The actual casinos were mostly sternwheeler paddle boats. The original investment groups in the casino properties couldn't foresee the incredible demand for the industry. The day we opened the Pavilion in East Peoria, it was already too small. They immediately expanded by adding atriums and what was the Grandview room on the north end of the building. We couldn't expand fast enough. The casino properties are growing at a tremendous rate, constantly upgrading and expanding. All nine of the Illinois casinos are now owned by major gaming operations-like Boyd Gaming-which have brought the expertise of the industry to Illinois and other jurisdictions.

Par-A-Dice operations first began as a cruise on the Illinois River. What changes occurred once the boat was docked?

Our admissions and revenue increased immediately. We eliminated the ticket cost to board the casino. The customer really wanted to have the option of time and didn't want to be on a schedule. Dockside gaming also has given us more flexibility in our layouts and services. Though some thought the cruise was great, controlling the boarding was a nightmare. We had a limited time frame for boarding. If you were five seconds late, you couldn't board the casino-no exceptions-and guests couldn't understand that. People would get very angry. It's also brought an evenness to our services. There's now a constant flow of guests in our outlets rather than peaks and valleys like when the casino was cruising. This has allowed us to improve our guest services and amenities, as well as scheduling of staff. Dockside gaming has proven to be a win-win-win situation for Boyd Gaming, the communities, and the state.

How important has the gaming industry become to central Illinois, in terms of economics?

Not only do we pay wagering and admission taxes to the state, but each of the local communities receive roughly $5 million or more a year in tax revenue from the state through the admissions tax. Most people don't realize the gaming legislation includes splitting the tax revenue benefits equally between East Peoria and Peoria. Both communities have put this money to good use in development of the area. There's been a tremendous amount of growth in both communities in the past 13 years, and we're pleased the area is benefiting. Making a difference in the lives of the citizens in the communities in which we operate is a top priority of Boyd Gaming Corporation. Through our charitable giving programs, we strive to provide a better quality of life and are proud of our reputation as a leader in corporate philanthropy. Par-A-Dice has approximately 1,000 employees (team members) who live in the area and spend their paychecks in the community. Add in our purchases of goods and services from local vendors, and Par-A-Dice's contribution to the local economy is very apparent.

Par-A-Dice often brings in national entertainers. Are you responsible for scheduling?

I'm fortunate to have the opportunity to work very closely with all of the entertainers we've brought to the area. It takes a lot of teamwork to orchestrate these events. If it's a marketing VIP Event, I work closely with the promotions department to ensure the needs of the contract and the entertainer are met. I've also had the pleasure of working with many retail clients promoting major shows as fundraisers, etc. We don't "own" every show that's held at our property. Entertainers can be very fussy, and their riders can be so detailed as to ask for only blue M&M's in a red glass candy bowl and a picture of Bugs Bunny in their suite. Turning the ballroom into a theatre is a task accomplished with a lot of hard work and creativity. We have to bring in staging, curtains, lighting, and sound for all of our headliner events.

How do packages help sell Par-A-Dice attendance?

I started creating packages when Par-A-Dice first opened, and they were quite different from the typical group offerings in other gaming jurisdictions. It also was very unique to the Peoria area hospitality community. The first packages were simple and included only a buffet meal, gaming, and bus transportation. After our property opened in East Peoria, I expanded the packages to include hotel rooms, tickets to shows in the area, sporting events, green fees, and other attractions. I've always called it "One Stop Shopping." We negotiated the pricing with the outside attractions and took care of all the arrangements for the operator or group leader. Our group customers really appreciated the service. This made it much easier for everyone-especially the customer, as they only had to deal with one person when planning their itinerary. The local attractions worked directly with my sales team; it really streamlines communication and service for everyone. We still offer one-stop shopping and continue to work with many other attractions and hotels in the area.

There are many federal and state regulations the gaming industry must follow. Tell about some of those.

Gaming is a highly regulated industry, and we work closely with the Illinois Gaming Board and State Police. The regulations that govern us are called our Internal Controls. Integrity is a very important part of our industry, and the regulations are in place to ensure fair business practices for guests, vendors, and employees.

What demographic is the most frequent visitor to the Par-A-Dice? Are you trying to change that?

A guest must be 21 years or older to visit Par-A-Dice Casino. We appeal to a wide variety of age groups and interests; it really runs the gamut. Par-A-Dice attracts guests primarily within a 100-mile radius. However, we have guests who travel great distances to play in Par-A-Dice because, as they tell us, they like our friendly staff and environment.

Has the increase in Internet gambling affected the attendance at casinos?

We don't feel it's had an impact on our admissions. They're still two very different experiences: looking at a computer screen or the actual live experience. I don't feel they can compare. If anything, it just expands the interest in the actual experience.

For the frequent patron of Par-A-Dice, what reciprocal privileges are offered?

Complimentaries, or "comps" as they're called in our industry, are earned based on casino play. If you play in a casino, it's to your benefit to have a player's card and use it when you visit. "Comps" include food offers, hotel rooms, special party and event invitations, special promotions, tickets to shows, trips to other properties, greens fees, sporting events, etc. We've reached beyond the amenities we have on property and attempt to offer our guests a variety of entertainment interests. The industry has matured, and we strive to continue to earn player loyalty.

What has surprised you most regarding your work with Par-A-Dice?

How incredibly fast the last 13 years have gone. And what a small world the casino industry is. I was told this when I joined the company by our first general manager, and he was absolutely right. We've had an extraordinary group at this property. While many may have gone on to other properties, there's still a special place in their hearts for Par-A-Dice, and our paths cross frequently. Opening a new property in such an exciting industry was an incredible experience. I'm never bored or lack something to do; I truly enjoy my work. The variety of my responsibilities and the opportunity to work with so many different people is very rewarding.

What's the most challenging aspect of your work in the gaming industry?

What I find a challenge is time. Par-A-Dice occupies much of my time. This is a 24 hours a day, seven days a week, 365 days a year industry. Though my hours are primarily during the day, I'm involved in the operational aspect of the property, and you'll just as easily find me in the kitchen with the chefs-they aren't always happy about that-ringing the dinner bell for a black tie event, helping the servers plate up in the back service halls, or helping the coat check staff. As a good leader, it's also important to work along side your team. The challenge remains in how to balance your personal life with that of a time demanding career. I'm proud of the personal service and time we take with every one of our clients. Our convention and catering facilities are in high demand. I'm very hands-on and work closely with my sales team, operational departments, and our clients to ensure the quality of an event. Finding the time to spend with friends and family-or just do nothing-is a challenge that isn't unique to me.

The hospitality/service industry is growing in central Illinois. What special training is or should be provided to employees in that industry?

Par-A-Dice has developed an in-depth training program for all of our team members. This training is crucial to their success in their position. New team members go through company and job-specific training before they begin their job. The training team is available at all times to support the quality of service. Our training approach has made a tremendous difference in our team morale and guest services. We've implemented loyalty programs, award programs, and mystery shopping programs. This has made the difference. I strongly believe a hospitality training program should be developed in this area. The customer service industry is really a rude awakening for many people. If you aren't prepared, it can be very frightening and intimidating. I've always felt working in the service industry for at least six months should be a requirement of life. Think about standing at the front desk in a hotel and checking guests in and out or being a server or a bartender in a restaurant. You meet every walk of life. Think about how you treat this position. You really need to learn how to work and actually manage your interaction with others. This is the key ingredient to success in the service industry. You'd be amazed at how many don't realize that. I'm aware that ICC has started a culinary program and that the Heart of Illinois Hospitality Association is supporting their efforts. I hope this is the beginning of what should be a successful training opportunity in the area.

What, if any, changes or expansions are planned for Par-A-Dice?

We're always in the process of upgrading the property. Consider that an average of 5,000 people come through our doors each day-the wear and tear to carpet, public facilities, etc., is enormous. Internally, it seems we're always changing. We recently remodeled Boyd's Steakhouse, added wireless Internet access throughout the hotel, and remodeled the restrooms onboard the casino. Boyd Gaming is committed to the operation and the community. The future will bring continued improvements and enhancements for our guests.

You're involved in many community organizations. Tell why volunteering is important to you.

I like to make something happen. I enjoy being able to give of my time and talent, and I enjoy a good challenge. Though I have many professional affiliations and have been involved or on the board of many fine organizations, I've limited myself in the past few years because there's only so much time. When I get involved with an organization, I'm totally involved. My years with PACE are a prime example. I became involved when Par-A-Dice agreed to be the title sponsor for what became the Par-A-Dice River Rage. That was 1998. River Rage has become the anchor for Steamboat Festival. This race really breathed life back into this festival. Unlike most, Peoria Area Community Events is totally volunteer-based. I co-chaired and chaired Steamboat Festival for four years, was president of the organization, and last year added chairing the Taste of Peoria to my list.

Chairing an event for PACE is like having a second job. I readily took on the challenges and hope my hard work and dedication showed in the quality of the events. This organization gets very little recognition for its fine efforts. For example, producing Taste of Peoria takes about 300 volunteers. PACE doesn't just do one event great; they produce six major free community events each year-all between June and December. PACE is responsible for decorating the City of Peoria for the holidays, called Yule Like Peoria. PACE is also responsible for the Santa Claus Parade. I'm weaning myself from much of the responsibility and "mentoring" new board members to take on these events. Time to pass the baton.

I'm also on the board of directors of the Peoria Area Convention and Visitors Bureau and chair the marketing task force. This, too, is a very involved board and much more active and influential in the community than it's been in the past. PACVB is key to the growth in the hospitality industry in our area. In addition, as a member of the East Peoria Government Affairs Committee, I become involved with regional and state chamber of commerce issues affecting our region.

I'm honored to be a member of the board of Charitable Classic. Producing the O'Brien Automotive Team LPGA Pro Am and Best Ball to benefit the Breast Center at OSF is an effort that takes a year to plan and really helps so many people. My position with Par-A-Dice also provides me the opportunity to work with many other organizations, as well, that choose Par-A-Dice as the location for their event. Even though I'm not a member of their boards, I get the opportunity to work with them during their event planning, hoping our efforts and ideas help them attain the funding goals of the organization by ensuring a quality event.

What misperceptions exist regarding the gaming industry?

The biggest misconception is that we're different from other local businesses. As many know, Boyd Gaming is a publicly held company, and our shareholders expect a reasonable return on their investment. We budget, watch our operating statements, operate efficiently, and provide quality service and experience to our guests. We support the efforts of the communities as a good corporate citizen. The industry really gives a lot back to the communities, supporting programs, providing jobs, and encouraging our team members to volunteer. What motivates us as a company and the gaming industry as a whole is the same thing that motivates other local businesses. Many feel the pricing for our merchandise is negotiable. This is a major misconception. Our business is run just like any other.

What else would you like our readers to know about Par-A-Dice Hotel Casino and/or the gaming industry?

When Par-A-Dice was just beginning 13 years ago, there may have been those who wondered what this new industry would really mean to the area. I'm proud to have been a part of Par-A-Dice from the very beginning, and I'm proud of the major accomplishments the industry has brought to the greater Peoria area and the State of Illinois. When our state legislators took the gamble to establish riverboat casinos for Illinois, they did so with the hope that the fledgling industry could bring revitalization to our river cities. I think it's important to remember the reason we have a riverboat casino and to appreciate the positive growth it's fostered. TPW