Answer these five questions to decide which casino uniforms would be the best choice for your brand.

Casino Uniforms: 5 Questions to Ask Before Choosing a Look

Customer Experience Brand & Image

Time for a brand upgrade? Answer these five questions to decide which casino uniforms would be the best choice for your brand.

Casinos have been a vibrant part of the over-21 entertainment landscape for decades, and they have something to offer nearly everyone. From slot machines to card tables, roulette wheels, Keno and sports betting, casinos give people a chance to unwind, cut loose, take risks and maybe even win a little money in the process.

Casinos have a lot in common in terms of what they offer, and they’re often closely situated, especially in places known for gambling like Las Vegas, Atlantic City and other locales. But with casino uniforms, you can stand apart.

Take these five factors into account when it’s time to replace casino uniforms across the board, to choose a new look for a single location or department, or when you’re opening a new casino and want to choose a look that will help you build a strong brand.

1. What’s Your Brand Personality?

Your brand personality (sometimes referred to as brand identity) refers to your brand’s logo, colors, visual imagery, ambiance and even the perceptions you want people to have about your brand. Apart from your casino’s decor, staff uniforms may be the single most powerful representation of brand personality in the customer experience.

The casino uniforms you choose should align with the feelings you want people to have about your brand. If your brand identity is upscale and formal, your uniforms should be, too. If your brand personality is more casual and laid back, your uniforms should be less formal and more fun. If your casino references retro, art deco or some other time period, it might be smart to have this reflected in worker’s uniforms. Conversely, if your casino is ultra-modern and sleek, it might be better to go with current styling or even have your uniforms custom-designed for an exclusive look.

2. What Do Your Patrons Expect?

If you’ve narrowed your selections down to a few uniform choices, bounce your ideas off of some of your VIP customers, club members or long-time patrons. They may have valuable insights that help you determine whether one design is more appropriate for your brand than another, based on what customers expect when they visit your casino.

3. What Does Your Staff Need?

Perhaps the better question is: What do your staff need to be able to do in their uniforms? A certain uniform might look amazing, but if the attire isn’t practical and comfortable, it might be a poor choice. Make sure that you take practical considerations into account when making your choice and remember that these considerations might dictate whether you choose different uniform styles for different departments or job titles. All the uniforms don’t need to match, but they should look like they came from the same designed line (coordinated or complimentary colors, fabrics, etc.).

4. How Much Do You Want to Spend?

The amount of money you can spend on casino uniforms may dictate your choices. If your budget is limited, you may want to invest more heavily in a signature, custom-designed uniform for a particular job function, such as cocktail waitresses, while using catalog garments or modified stock garments for other jobs. In addition, for back-of-the-house jobs, such as engineering, kitchen staff, and housekeeping, you may want to consider renting your uniforms, which will allow you to reduce your up-front investment while still providing your staff with retail-inspired apparel that helps them perform in their work environment.

5. What’s Your Time Line?

If you need uniforms on hand in a matter of a few days, you’ll need to order stock or modified stock garments that are ready to ship. However, if you have the luxury of a few weeks or even months, you can customize options or even have a casino uniform developed exclusively for your brand.

The uniforms your staff wear on the floor works with the other elements of your brand identity to create perceptions in the minds of customers, vendors and other key stakeholders. Make sure you take these important considerations into account when you choose uniforms for your casino.

Elizabeth Kraus
Elizabeth Kraus

Elizabeth Kraus is a freelance marketing consultant located in the greater Seattle area. Author of 365 Days of Marketing and 12 Months of Marketing for Salon and Spa, she publishes marketing calendars annually for local small business, salons, restaurants, realtors, and others.