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J.D. Power and Associates Reports: A Vast Majority of Southern California Indian Gaming Casino Customers Express Desire for a Smoke-Free Environment
Date:7/1/2008

Barona Valley Ranch Resort and Casino Ranks Highest in Satisfaction With

the Casino Experience in Inaugural Study

WESTLAKE VILLAGE, Calif., July 1 /PRNewswire/ -- A large majority -- 85 percent -- of gaming customers at Indian casinos in Southern California report that they would prefer a smoke-free environment in these casinos, according to the J.D. Power and Associates 2008 Southern California Indian Gaming Casino Satisfaction Study(SM) released today.

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The inaugural study measures overall customer satisfaction based on performance in five key measures (listed in order of importance): gaming (33%); facility (27%); cage cashier/ticket redemption machine (17%); arriving/parking (15%); and beverage service (9%).

"Most casino customers have grown accustomed to dealing with large volumes of cigarette smoke in the air, but an overwhelming percentage indicate they would prefer to play in a smoke-free environment, which presents a major opportunity for improvement for casinos," said Sam Thanawalla, director of the global hospitality and travel practice at J.D. Power and Associates. "While some establishments have already begun implementing smoke-free gaming areas in their facilities, customers may not be aware that this is an option. Those casinos that provide smoke-free gaming areas and also do a good job of educating consumers about them could benefit from increased attendance and higher satisfaction."

Barona Valley Ranch Resort and Casino ranks highest in satisfying customers with a score of 737 on a 1,000-point scale and performs particularly well in four of five factors: arriving/parking; facility; gaming; and cage cashier/ticket redemption. Following in the rankings are Viejas Casino (724) and Pala Casino Spa and Resort (717), respectively. Viejas Casino per
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SOURCE J.D. Power and Associates
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