When you walk into a casino, the lights and colors are dazzling. There’s a constant buzz of people talking, and the sound of clinking slots and the rustle of cards fills the air. And while casinos do have the occasional problem with gangsters and other illegal activities, they are also places where families can play games, eat in restaurants, enjoy live shows (or at least closed-circuit broadcasts) and just have fun.

But casinos are more than just gambling parlors, and their marketing strategies need to reflect that. They need to showcase their luxuries, technology, event space, health and fitness facilities, and more. With the right strategy, these casinos can become thriving destinations that offer something for everyone.

The word “casino” has come to mean a seedy backroom gambling parlor, but the large professional casinos do much more than that. They hire security guards, monitor their parking lots and take precautions against crime that afflicts other types of businesses. Sure, some crime happens in and around casinos but it is rare.

Casino is Martin Scorsese’s most violent movie, with scenes involving the torture of a man with a vice, the attempted murder of De Niro with a car bomb, and the death by overdose of Sharon Stone’s Ginger McKenna. But Scorsese used violence for its truth-telling power, not for style or shock value. These characters were real-life hustlers who worked in Vegas, and the movie does a remarkable job of depicting their lives.

One of the most important things that casinos do is distract customers from their actual money. They do this by replacing hard currency with colorful discs that represent it, and by serving nonstop booze. This booze helps to lower inhibitions and clouds judgment, so it’s easy for gamblers to lose hundreds or even thousands of dollars based on a roll of the dice or a spin of the roulette wheel.

A casino’s location is another major factor in their success. They can generate significant tax revenue for a city, and this money can help pay for community services or infrastructure projects. It can also help the local economy by bringing down unemployment rates and increasing average wages in the surrounding area.

In addition to gaming, casinos are often perfect locations for weddings, corporate retreats and other events. To maximize their group business, casinos can use Cvent’s Competitive Market Ads to target planners in similar markets or sister cities. This gives the casino prominent exposure when event planners are searching for solutions, allowing them to compete against other destinations that may be vying for their attention. This is one of the most cost-effective ways to increase discoverability for a casino, and it can have long-term benefits as well. Having a discoverable casino is key to attracting a loyal clientele. In a competitive casino environment, this is critical for survival.