An industry-leading gaming operator... a team with extensive experience... all in one place.

It's a brand new day at the Isle of Capri Casinos... complete with new priorities and a new direction.  Drawing on decades of experience and led by some of the industry's most notable professionals, Isle of Capri has the plans, priorities, and people in place to make vast improvements at the company's properties.

Focused on operational effectiveness and organic growth, Isle recognizes the changing needs of the dynamic marketplace and is aggressively aligning operating strategy with the evolving needs of customers to forge a solid platform for sustainable success.  The strategic plan is simple in concept, designed to capitalize on the company's strengths and build and operate thriving entertainment properties for the needs of tomorrow.

With solid diversification across the U.S., Isle of Capri has a seasoned management team implementing a strategic business plan to increase value through strong fiscal discipline and targeted operating plans.  Further Isle is implementing new human resources programs to reward the team for implementing and executing the operating plan, aligning the interests of the Isle team from CEO to line employees.

Currently operating 15 properties in six states across the U.S., Isle of Capri properties serve nearly 2 million visitors each year.  One of the countries largest publicly-traded gaming companies, Isle of Capri is traded on the NASDAQ stock exchange under ticker symbol ISLE.

The Isle of Capri strategic operating plan is a comprehensive approach to strengthening operations through exceeding customer expectations, having a well-trained and friendly team that creates the right atmosphere, and positioning brands to deliver on the elements of a gaming experience that customers identify as most important to their choice of entertainment venue... time and time again.

• Fortifying Financial Discipline
• Building a Stronger Operating Company
• Elevating the Customer Experience
• Leveraging Human Capital
• Repositioning the Brands

Strategic Direction 1: 
Fortifying Financial Discipline
Retaining and reinforcing stringent financial discipline, we seek to improve our balance sheet, increase financial flexibility and instill a value-added approach to capital spending. With the strategic goal of doubling our free cash flow, we are introducing a system of evaluating capital expenditures to target projects that will deliver strong financial returns. This will provide the company with common criteria to evaluate all capital projects, enabling us to invest in projects where the return is greater than the cost of capital. By making certain the operating teams understand the cost associated with deploying capital, we also encourage them to seek operating solutions to business problems before considering capital solutions.

Strategic Direction 2:
Building a Stronger Operating Company
First and foremost, we are focused on executing the fundamentals, trimming expenses and implementing technologies to gain efficiencies in our operations. Strengthening our operations and improving efficiencies relies on a sound operating plan, a well-trained workforce, strict cost control and targeted applications of technology solutions. We have restructured our senior management into a collaborative team of seasoned, successful industry professionals – both company veterans and recently appointed executives.

Strategic Direction 3:
Elevating the Customer Experience
Delivering an exceptional entertainment experience for our guests demands that we get closer to our customers and build lasting relationships… utilizing strategic research to set goals and measure our progress.

Across the entire company, we have surveyed players in each of our operating markets in 26 key attributes of customer experience and, our experience has consistently shown, customers are seeking an experience that is clean, safe, friendly and fun. They want a clean facility throughout with good air quality. They want to feel safe, both inside and outside of the casino. They want a friendly experience, with prompt, courteous customer service from neat and professional staff. And they want fun, in a comfortable atmosphere with energy and excitement.

The strategic plan has been designed to effectively deliver all of these experiences at each of our properties, with the goal of becoming the leader in each of our markets. 

Strategic Direction 4:
Leveraging Human Capital
Isle of Capri is dedicated to becoming the undisputed leader in customer courtesy in every jurisdiction where we operate. We are introducing a far-reaching customer courtesy program across the enterprise to encourage guest interaction to improve customer satisfaction. Combining objective measurement criteria, departmental recognition and incentive rewards, the new See. Say. Smile. program focuses on three basic behaviors when employees interact with a customer – making eye contact, extending a warm greeting and offering a friendly smile.

Strategic Direction 5:
Repositioning the Brands
The two-brand strategy currently being implemented at Isle of Capri has been designed to leverage the regional diversification of the company’s properties – with all properties becoming either a Lady Luck Casino or an Isle Casino Hotel. The goal for each property is simple in concept but complex in execution – to create an experience that is consistently clean, safe, friendly and fun.

The principle is to be financially successful – a gaming property must meet and exceed its customer’s expectations in any given market while retaining the size and scope of property that allows for maximum profitability. Whether it’s the best place to grab a beer and a hamburger after work, or a destination property that is ideal for a fun and memorable corporate meeting or retreat, the Isle of Capri Casinos team focuses on tailoring each of its properties to maximize the potential of the target market.