Asked to describe the strengths of the Fortune Bay Resort Casino in Tower, Minn., CEO Andy Datko says the company’s customer service and isolated location separate it from the competition.

“We make a strong effort to make sure customers have a first-class experience to the point where we independently measure and assess our level of customer service, track it over time and make sure we’re showing improvements,” Datko says. “Another key strength is our location. It is a curse that we are fairly remote and far from the metro area, but it is also a blessing in that we are on a beautiful lake in a strong tourism area of Minnesota. It is a good destination where people are willing to come from anywhere to get here.”

Early Days
The Bois Forte Band of Chippewa Indians started Fortune Bay in 1986 as a bingo hall in Tower, which is 200 miles north of the Twin Cities, on the Lake Vermilion Indian Reservation. Today, Fortune Bay consists of a casino that includes 750 slot machines, blackjack, poker, bingo and pull tabs; lodging on Lake Vermilion; and an award-winning golf course in the Wilderness at Fortune Bay.

Fortune Bay underwent a major casino renovation in 2003, which added floor space to accommodate additional slot machines, a deli and other amenities. The complex is currently constructing an addition to the hotel. The scope of work for the current project includes:

• A 58-room hotel expansion that will add two wings to the hotel
• Front lobby remodeling
• Parking lot expansion, including areas designed for vehicles with trailers
• Additional administrative offices
• Electrical improvements and the addition of a back-up generator

“Steady business growth, accelerated by the 2004 opening and subsequent success of The Wilderness golf course and increased business at the marina, has created demand for expanded services at Fortune Bay,” Fortune Bay said in a statement. “Business consulting firm Clearwater Development estimated in 2004 that Fortune Bay experienced 10,657 lost room nights based on the number of people turned away from the hotel during the peak season.

In 2005, the Bois Forte Tribal Government approved a three-phase, 10-year expansion plan with Phase I beginning in May 2006.” “The company says the $13 million first phase of the project will be completed in June 2007 with RJS Construction Group LLC of Superior, Wis., as the general contractor.

Keeping up
Datko says Fortune Bay also continuously modernizes its gaming floor to keep up with technological advances. These include ticket in/ticket out slot machines and point, redemption kiosks. “This started out with the remodel in 2003 and 2004, and since then we have replaced most of the older slot machines with newer technology,” Datko adds. “That is ongoing. We try to turn over 20 percent of the floor every year. “As technology improves, we always take a look at what new technology can help us and provide a better experience for our guests.”

Tribal Culture
“Because we’re tribally owned, there is a lot of tribal culture that permeates into the corporate culture,” Datko says. “We have a high regard for personal relationships and participatory management.” With that in mind, Datko says the No. 1 quality Fortune Bay seeks in new employees is their ability to interact with customers. “We’re looking for employees with good people skills who are friendly, sincere and outgoing,” he says.

Training Focus
Once hired, Fortune Bay has an extensive training program that covers topics like customer service, diversity in the work force and technical issues. Fortune Bay also offers leadership training for tribal members who want to move into management positions.

Economic Pitfalls Fortune Bay has had to come up with unique solutions since the fall of 2005 to combat gasoline prices that might keep customers from making the trek to the casino and resort. “We’re 200 miles from the nearest large metropolitan area, so you have to drive and make an effort to get here,” Datko says.

“Even in the local market, a typical customer travels 30 to 60 miles one way to get here.” To entice its clientele to make that effort, Fortune Bay has added more promotions, including gas card giveaways, and emphasized targeted marketing efforts.

Record Year
Datko says the company had a record year in 2006. “We have a mission to be the finest year-round entertainment destination, and offer quality guest services,” Datko adds. “It certainly appears that [we] are meeting that goal.”