Meet The Bicycle Casino's 'Team Bike'

Those who have had the opportunity to visit the "new and improved" Bicycle Casino lately realize that it's a brand-new Bike. The face of the Bike has most assuredly been lifted, and the facility now sports a more elegant and lighter feel throughout. From the tastefully luxurious entrance and Welcome Center to the newly expanded Plaza and no-bust blackjack sections, it is obvious that customer comfort was of paramount importance in the new design of this landmark casino.

But a house is only a house until it's made a home by the people who choose to occupy its space. The home now christened is a new Bicycle Casino, and thanks to the progressive attitude and enthusiastic commitment of its owners and management, it's clear to see that the Bike is back.

To get a feel for the new Bicycle Casino, let's meet its talented and committed management team. The Bike's leader, Casino Operations Manager Hashem Minaiy, knows what players want, and his ability to solve problems creates an environment that has energy and fosters camaraderie. He has assembled a team of professionals who are detail-oriented and prepared for any inevitability. His new executive administrator, Eveliene Dullaart, has considerable experience in both poker and Asian games, an attention to detail, and an ability to help resolve problems at any level of the casino.

Rick Cloward, a day one employee, has come up through the ranks from dealer, to floorperson, to tournament director, to his current position overseeing poker operations. His excellent leadership skills and commitment to the Bike are evident in his ability to foster a strong sense of loyalty and commitment among team members.

James Wang heads up the Bike's Asian games operations, and has also risen from the ranks. His strong ties to the Asian community are instrumental in the casino's success within the diverse Asian market in California. James has found a strong ally and partner in Assistant Manager of Asian Games Zaven Esmaili. "Z," as he is fondly called, possesses an enthusiastic personality and a love of the game that makes him an invaluable asset in this arena. His 20-plus years of experience in the industry and his ease of dealing with people serve him well on the casino floor.

Marketing Director and Events Coordinator Kelley O'Hara has given the Bike a new look and feel in its advertising and marketing, and has created a new image for the casino within the community and has broadened the player base with community participation. Her passion is creating events and activities that bring people – employees and players alike – together.

Denny Williams is considered by many to be one of the best tournament directors around. He is credited with establishing one of the strongest and most effective no-abuse policies in the industry, and is well-known for creating interesting tournament formats.

Sharon Silvas is the jewel of the Bicycle Casino's Welcome Center. Her personality is "warm and toasty," and her positive energy is instantly contagious. Sharon and her Welcome Center team are well-versed in all of the Bike's activities, games, and promotions, and are happy to help patrons with their needs, whether they be local lodging rates, directions, or transportation.

No casino is successful without the expertise of experienced and committed floor personnel, and the Bike is no exception. The Bike's high-limit Plaza section is hosted by Jackie Juan, a versatile and experienced player who knows how important service is to the customer. Nor Avakian and Donna Milligan specialize in the middle- and lower-limit poker games, and know all of the players on a first-name basis. Nor possesses a distinct ease and charm, and Donna woos even the toughest of players into a real sense of comfort and familiarity. They are instrumental in making the Bike home for so many players.

Delightful and "dressed to the nines" at all times, Lisa Curtis hosts the no-bust blackjack section and is well-versed in this popular Southern California version of the classic game of blackjack. Sherry Wu is the newest addition to the Executive Player Service Coordination team, and is already proving to be a strong asset to the Asian games section.

Currently, California gaming is a $3 billion industry, and it is predicted that it will be a $10 billion business in the next decade. The Bike is in the entertainment business, and it has the unique challenge of developing new business by creating new games that will pique the public's interest and bring new customers through its doors. This year's directive at the Bike was simple, to get the following message out: "If poker is your game, L.A. is the place to play. You can always find your game of choice at any limit, and the Bike is here to serve you."

There are advantages to gaming in L.A. that are unique. California is an entertainment mecca. Along with casinos, L.A. boasts some of the finest restaurants in the world, major movie studios, concert venues, theme parks such as Disneyland, California Adventure, and Knott's Berry Farm, points of interest like the Getty Museum and the Aquarium of the Pacific, and some of the most scenic beaches to be found anywhere. California is the land of milk and honey, a destination of world travelers, and is considered by many to be the poker capital of the world. For poker players, L.A. is a great place to play.

But times are changing. Gaming legislation is going through a major transition. Internet gaming is opening up new avenues, sparking new ideas, and presenting many new challenges for brick and mortar casinos. Traditionally, Southern California casinos have targeted their marketing dollars at their existing player bases. The Bicycle Casino has redirected its marketing approach toward expanding the L.A. basin's awareness of gaming. The Bike continues to take a cutting-edge approach by soliciting other L.A. gaming properties to co-op advertising dollars in order to present a cohesive gaming awareness campaign to the L.A. market. It has created unique events designed to engage customers with employees, and has invited nongaming customers to special events in an effort to create new gaming interest. As evidenced by its beach parties and country western barbecues, classic car shows, and televised boxing matches at the casino, it's clear that the Bike loves to host an event.

The Bicycle Casino, in an effort to establish and expand its new identity and to support the industry as a whole, has also created a marketing team that attends community and other L.A.-area casino events that are committed to supporting recreational gaming in L.A. Whether attending all of the ladies poker events in order to foster female camaraderie, or creating an intercasino bowling league and throwing casino-employee tournaments to get other casinos together, the Bike is dedicated to expanding the gaming marketplace. The Bicycle Casino has put together the Vision Committee, which is committed to improving company morale and inspiring team members to get involved. This committee shines in its efforts to create strong employee relations and commitment to worthwhile causes by making everyone from management to porters, from servers to dealers, feel that they are contributing to something greater than themselves.

The Bike continues to create unique and interesting promotions that capture the gaming audience's attention. This year, the yearlong $500,000 Classic Club Card Member promotion has produced more than 6,600 committed customers who are motivated to log the required 200 hours of play in order to have the opportunity to compete for a share of $500,000 in December. In January 2002, The Bicycle Casino will launch a new ground-breaking promotion for players.

Marketing Director Kelley O'Hara stated, "A casino must have an energy, a buzz, that elicits a palpable sense of excitement. That's what brings people back again to any given place. It's a desire to be part of a happening, to belong to something that they perceive is better, cooler, edgier … and ultimately, more."

Owner Bob Carter and Owner/Managing Partner Haig Kelegian bring "Team Bike" together with their understanding of the importance of family and it's place in a strong and healthy business. That commitment to the "family of Bike" ensures that this team speaks with one voice. Customers know that when they come to the Bike, guest service is what makes the difference. They know that Sharon Silvas or one of her friendly and professional team members will be there to help them. They know that Hashem Minaiy is there on the floor to personally greet them, along with the respected team of executive player relations hosts. Minaiy stated, "A successful casino is based on the concerted efforts of all of its team members, including its floor staff, service staff, and porters. All team members working in harmony make a casino a desirable place to be on a daily basis."

During this challenging time for our country, it is important to see how unique the casino industry is. According to Kelley O'Hara, the Bike's perspective is one of embracing cultural diversity at a time when emotional tolerance is understandably strained. "Like other recreational gaming facilities, the Bike is more than a casino – it's a city within its walls. On a daily basis, we operate as a smaller version of the United Nations, hosting various cultures and ethnicities. We have the rare opportunity to set the example and show other businesses how practiced and successful we are in fostering and maintaining cross-cultural relations. We must remember how, on a smaller scale, to handle cultural diversity amid game disputes, monetary transactions, enthusiastic sports and game competition, and the exchange of divergent ideas often expressed in different languages, and we manage to most always maintain a business peacefully. During this crucial time, we may need to rely on our proven expertise to show others that it can be done. At The Bicycle Casino, it is a time to reflect on what we've accomplished and how far we wish to go, and we continue to strive to provide the best gaming experience in L.A."