Hard Rock

Casino optimizes operation and increases revenue


The Company

Seminole Hard Rock Hotel and Casino in Hollywood, Florida is a one-stop shop for entertainment. Its 140,000 square foot casino is open 24/7 and includes 2,200+ slots, 90+ table games, and 40+ high stakes poker tables. There are nine award-winning and signature dining options, 500 guest suites, and a 5,500 seat arena to enjoy live shows. Every department must work together to coordinate the complete customer experience through streamlined operations and real-time communication.

The Challenge

Hard Rock Hollywood’s parent company conducted an employee engagement survey and an internal communications audit. Their largest communications gap existed between the hourly workforce – roughly 75% of their 10,000 team members – and their managers. The organization doesn’t provide hourly workers with company email, so more than 7,500+ employees had no real-time digital connection to the company.From scheduling to crisis communication, this created many inefficiencies throughout the organization. Messages from human resources were getting lost in the noise and word-of-mouth communication chain, and any communications that were happening could not be verified or measured.

"We have over 700 table games employees to manage [at the Hollywood casino], with a large majority who do not have company email. Red e App has eased and streamlined the overall process for both our management and front line team members. We now have the ability to communicate with employees instantly.”
Shawn Gookins
Director, Table Games Operations

The Solution

Leadership at Seminole Hard Rock Hollywood turned to Red e App as a mobile communication solution for hourly/non-desk workers. Red e App allows employees to access a mobile messaging platform without a company email address, and it has provided them with a dedicated, internal, real-time mobile communication channel for informing and engaging all hourly employees in every location. Red e App was chosen as the right tool because it is an enterprise secure mobile communication platform specifically designed for large, hierarchical organizations with many locations, and a large hourly and non-desk dominant workforce.

Keys to Success

Communication on Every Level​

Property managers and administrators send an average of 150,000+ messages/year with a 70%+ read rate. Employees also use the platform to communicate one-to-one with colleagues and managers, sending more than 50,000 messages each year with an astonishing 94% read rate.

Shift Management

Departments with frequent schedule changes like Table Games use the Shifts feature to streamline schedules. Employees and managers can post open shifts, while managers can monitor, approve, and track schedule changes digitally to ensure the casino floor is fully staffed. More than 4500 team members are actively using Red e App Shifts.

Increased Engagement, Lower Turnover

Red e App participation has been correlated with lower turnover, particularly in high-value departments. Seminole Hard Rock also increased participation in their latest engagement survey to 90%, with top improved items (10% of higher) including communication from immediate supervisor.

“Red e App makes our day to day operations more efficient because now we can send out mass messages to all staff members instead of calling each one individually. When we have VIP Champagne Events I just have to send one message to my servers and they can sign up to work them.”
Betty Michaelis
Assistant Beverage Manager, Hard Rock Hotel & Casino