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New GM’s job is to make good on Harrah’s gamble to transition from casino to resort

When Brooks Robinson left his manager’s job at Domino’s Pizza to be a dealer in the fledgling casino market of Tunica, Miss., he wasted little time finding that first rung in his climb up the corporate ladder.

“I had never been in a casino,” Robinson admits. But he knew an opportunity when he saw one.

“The gaming world was coming to Mississippi, and it was so interesting to me. There was a great opportunity in that market. I had high hopes of quickly moving up the ranks,” Robinson said.

Now 18 years later, Robinson has gone from frontline card dealer to the general manager of the $500 million a year operation of Harrah’s Cherokee Casino and Resort.

Robinson takes over the top position at Harrah’s Cherokee this week from Darold Londo, who has steered the casino through a major $633-million expansion over the past six years.

It’s Robinson’s job to follow through on the expansion, not only overseeing the final phases of construction over the next year but managing the opening of myriad new restaurants and retail shops within the resort.

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His biggest challenge is far less tangible, however.

“People say if you build it they will come, but in the state of the world we are in today that is not always the case,” Robinson said. “We have to go out and do a strong job of promoting this new resort and sharing with the rest of the world what we have to offer.”

Indeed, that’s the ultimate jackpot behind the expansion. It has set the stage for Cherokee’s casino to capture not only a new demographic of gamer, but any tourist looking for a destination resort in the mountains. More than 1,000 first-class hotel rooms, an array of restaurants, nightlife, big-name entertainment, shopping, and even a spa will remake Harrah’s Cherokee Casino into a bona fide resort unrivaled by any other in North Carolina.

“We can appeal to a whole segment of the market we haven’t been able to previously,” Londo said. “Brooks is taking charge of an organization that is bigger, more dynamic, more complex. It has more potential than what we had six years ago.”

Potential, however, is the key word.

“You can build the box and create the structure, but the marketing piece and the delivery of service, the promise to our guests of a different experience and feel of this property is something we have to really focus on,” Robinson said.

For Harrah’s Cherokee to come into its own as a true resort, Robinson has to inspire a new culture among its 2,000-plus employees. Working at a resort takes a different mentality.

“It is more than excellent customer service. It is creating and environment that is totally resort like,” Londo said.

Every employee has to be part-salesman. Room service waiters should be able to tell guests what concerts are coming up, valet attendants should be familiar with the restaurants menus, and so on.

It’s true now more than ever, after news this week that the casino will at last be able to offer live table games — something Robinson didn’t know for sure when doing the interview for this article.

When the tribe embarked on the casino expansion six years ago, it hoped that live table games would be in its cards one day, rather than the video gambling machines it had been limited to. Live table games with real dealers was contingent on approval from the state, however.

After years of lobbying and months of hard negotiating, Gov. Beverly Perdue signed a deal with the tribe this week to make that dream a reality (see related article).

It makes Robinson’s job all the more daunting — and exciting — to overhaul the casino floor and bring the new table games online.

Robinson has put down roots in Haywood County, where he lives on five acres in Bethel with his wife and two teenagers. He is the only casino general manager at Harrah’s that raises goats and chickens and harvests vegetables from a backyard garden — although his wife takes most of the credit for their family experiment in farming.

When Robinson made the move to Harrah’s last summer, he knew the general manager post might be in the cards one day.

“It was like that rookie quarterback in the NFL that is behind a superstar waiting in the wings to take over,” Robinson said.

The Cherokee casino is a standout among the 40 properties under the Harrah’s corporate brand, Robinson said.

“The reputation of this team is something that is known across our company,” Robinson said. “It was clear when I got here they had truly adapted and wanted to be the best they could possibly be.”

Robinson came to Cherokee from Harrah’s Louisiana Downs casino where he served as vice president of operations.

The roll of assistant general manager will be filled by Lumpy Lambert, an enrolled tribal member and current vice president of casino operations.

“The long-term experience and proven track record Lambert brings will help us complete our transition to a resort destination,” said Robinson.

Lambert joined the casino in 1997, its very first year in business, as a casino operations supervisor. In 2002, he became vice president of operations. Lambert was a critical member of the team who defined the property's master plan expansion project.

As for Londo, he has taken on a new role at the corporate level of Harrah’s over new and expanding markets. It will be Londo’s job to size up locations for new casinos and envision what type of casino would work.

The expansion in Cherokee proved Londo has a knack for turning dreams into reality.

“Obviously I didn’t join Harrah’s thinking I was going to be a development guy,” Londo said. “But I love it, it is fun.”

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