Setting course for a multi-decade winning streak in Memphis

In the Memphis area, the casino wars between Tunica and Southland are the stuff of legend. At the time of these campaigns, Tunica was the third-largest casino gambling destination in the U.S., home to properties owned by industry giants like Caesars, MGM, and Harrah’s. Southland, by contrast, was widely seen as an aging dog track in West Memphis. This work helped change that perception—and the trajectory of the brand.

Over the next four years, Southland doubled both its visitors and its revenue. The property added three new restaurants, expanded its gaming floor, and transformed its image.

With responsibilities for overall brand strategy, identity, positioning, and execution of all major campaigns, these numerous multimedia rebranding initiatives not only delivered a punishing blow to Tunica, but also helped Southland find their voice. And it put the casino on a winning streak that continues to this day.

The unprecedented return has led parent company Delaware North – one of the largest privately-owned-and-operated hospitality and entertainment companies in the world – to invest heavily in upgrading and expanding Southland’s facilities, amenities, and gaming offerings. Today, Southland is the largest casino in the area and in the state of Arkansas.

Roles: strategy, copywriting, creative direction, production; developed with Archer (Memphis)