2014: Bruce C. Rowe, President, Renaissance Casino Solutions, LLC
Most gaming insiders don’t realize that Bruce Rowe’s college degree was in technical theater and he once was the Director of Entertainment for Harrah’s Atlantic City. They know him more simply as the guy who helped steer us into the technology age and made us comfortable and aware of how systems, specifically marketing systems, could benefit the gaming industry’s customers, employees and businesses.
In his more than 30-year career, Bruce Rowe participated in sixteen casino openings for Harrah’s Entertainment (as well as a few closings) and held senior roles, both at the property and corporate levels in technology and gaming. He has held difference-making senior executive positions at GTECH and Bally Technologies. He has been a “go-to” consultant for both gaming manufacturers and operators.
But Bruce is not being honored with the Casino Marketing Lifetime Achievement Award just for his many professional successes over more than three decades in the gaming industry. He is being recognized for his innovative spirit. For teaching us all the importance of family and friends in one’s success. For helping us understand the customer and employee perspective, and that systems or organizations should be squarely focused on serving them. And for showing an entire industry how to embrace technology to produce an incredible marketing result – happier casino guests.
Bruce Rowe started his casino career in 1980 in Entertainment, reporting into the Marketing department. Following that, he held positions in Information Technology, Strategic Planning, and Corporate Slot Operations during his twenty-three years with Harrah’s. During that tenure, he participated in the openings of sixteen domestic and international casinos, and was involved in the deployment of the one card strategy and the strategic redirection of the company that led to the Total Rewards and Focus programs.
Since then, he has worked for GTECH and Bally Technologies, involved in strategy, operations, research and analysis, as well as customer consulting. He is now President of Renaissance Casino Solutions, LLC, providing consulting services to casinos, manufacturers, and system providers.
Rowe has served in various industry associations, is a frequent contributor to industry publications, and often serves as a moderator and panelist at trade shows and technology events. He is currently serving as a member the G2E Advisory Board, and as a board member of the Nevada Childhood Cancer Foundation and the Las Vegas Area Council of The Boy Scouts of America.