2009 GREAT WOMEN OF GAMING
Proven leader
Linda Devine
Senior Vice President of Marketing
Barona Resort & Casino
Calling Linda Devine a "successful woman" is an exceptional understatement. As the Senior Vice President of Marketing at Barona Resort & Casino, she has taken the ideas of team development and marketing innovation to new levels, all while winning an impressive amount of awards for the casino. But she won't tell you that. And that is why Devine has been chosen as one of the 2009 Proven Leaders for the Great Women of Gaming.
After graduating with a bachelor's degree in journalism and a marketing minor from San Diego State University, Devine began her career working at several highly respected San Diego advertising and marketing agencies, such as O'Shaughnessy-Parr, Kenneth C. Smith Advertising and Roni Hicks & Associates. She was also the marketing director for Grossmont Center.
Devine's professional background has been predominantly focused on retail marketing, but that didn't stop her from jumping into a new challenge as director of marketing for Barona in 1994. "Gaming was new in San Diego, and I thought it would be really fun," Devine commented. "I especially liked the fact that I was getting in on the ground floor."And where she started was about as close to the ground floor as you can get—in a new casino with a marketing staff of only two.
While Devine was growing her team, she was also growing the presence of Barona in the California gaming market and beyond. "All of her efforts have played an instrumental role in the growth and development of Barona—from a small, relatively unknown casino in 1994 to the leader in the industry," said Don Speer, chairman and founder of VCAT, and a man who Devine counts a mentor and one of her strongest supporters.
Though she was starting small, Devine didn't let that hold her back from shooting for the stars—the country music stars, that is. As a result of her passion and determination, she secured the legendary Kenny Rogers as a spokesman for Barona. This was the first time a tribal casino had used a celebrity in their marketing, and one of Devine's first campaigns there.
And throughout her 16 years at Barona, Devine has continued to develop exciting campaigns to complement every stage of the casino's development. From the opening of the new resort, restaurants and environmental initiatives, to the implementation of TITO, Barona's elevated presence in the region and nation is a testament to Devine's leadership and vision. She's also responsible for the current "Loose Troop" and "Manufacturer's Best" campaigns.
The most recent shift for all areas of the industry has been toward new digital marketing incentives. And Devine has been at the forefront of that movement, spearheading online expansion that includes the launch of the Barona blog, dedicated promotions for the website and a major social media presence.
Even though Devine keeps current with marketing trends, she does so with an editing eye. "Just because it's out there and it's new, doesn't mean you need to do it," she explained. "You need to be strategic about it and do what makes sense from a business standpoint. But I like the fact that it's really fast paced. There's never a boring moment. You can come up with ideas today and then make them happen tomorrow."
And the way Devine "makes things happen" seems to be working, as Barona has been recognized with many advertising and marketing honors such as a Romero Award, AGA Communications Award, Gaming Voice Awards and more. One of the most significant achievements, though, has been Barona's receipt of the J.D. Power and Associates award for "Highest in Customer Satisfaction" of Southern California casinos for the past two years.
Devine was involved in these accolades due in large part to her ability to cultivate a team mentality in her department, with concern for her colleagues and a diplomatic and creative approach to problem solving.
Dennis Conrad, president and chief strategist of Raving Consulting Company and a longtime colleague of Devine's said: "Linda is a leader who makes you feel that 'we are all in this together,' and that your role is just as important as hers, no matter what the task or the goal."
Devine is also a leader away from the casino, and has been involved at a decision-making level in a variety of nonprofit organizations, such as The Foundation for Women, MADD (Mothers Against Drunk Driving), the Advertising Club of San Diego and the San Diego Blood Bank. She is also a recipient of the San Diego YWCA's Tribute to Women in Industry (TWIN) Award.
Though Devine is passionate about her work, she admits that passion sometimes results in a lack of balance in her life and that she needs to allow more time for a personal life with family and friends.
The once-looming glass ceiling can now perhaps be considered a latched skylight. And while opening it for herself, Devine has never forgotten that her valued team is a part of her successes.
"When you look at Linda Devine's massive contributions to the gaming industry, you won't find them listed under 'Linda Devine,' but under 'Barona,'" Conrad noted. "And make no doubt, Barona's industry-leading reputation and history as a true innovator have Linda's fingerprints prominent throughout. Just ask any Barona senior executive. But don't ask Linda, because she has humbly chosen to have those accolades fall upon her Barona team and the Barona tribe."
This attitude has earned her the respect of many throughout both Barona and the gaming industry as a whole.
Conrad commented: "I wish more men were like her." TH
Copyright 2011, Great Women of Gaming. All rights reserved.
