A place where people gamble for money by playing games of chance. Casinos usually feature slot machines and table games that offer a small house edge. Most casinos have high security to prevent theft, fraud and other crimes. They also have a high-tech eye-in-the-sky surveillance system, with cameras watching every table, window and doorway. These cameras can be watched by security workers in a room filled with banks of video monitors.

When it comes to capturing the essence of Sin City, few films have done it better than Martin Scorsese’s Casino. De Niro plays Sam “Ace” Rothstein as a principled, old-school mogul, willing to risk his reputation for the sake of the good of the business—even if that means taking bribes from organized crime bosses like Nicky Santoro (Joe Pesci).

But he’s far from the only standout in the movie. The film’s most captivating character is Ginger McKenna (Sharon Stone), a dazzling hustler who exults in her ability to keep men on the hook (“A smart hustler can keep you awake for two or three days”) even as she deceives the FBI and runs rings around her fellow mobsters.

Whether your casino is looking to attract a new audience or build loyalty with existing customers, it’s critical to stay ahead of the curve on event trends. The gaming and entertainment options that are popular today may not be the same five or ten years from now, so it’s important to be prepared for shifts in consumer demand. Fortunately, there are plenty of tried-and-true casino marketing strategies that can help you grow your business—both in the short term and long run.