Booking Hispanic and Asian entertainment comes with details casinos often overlook — from the right social media outlets to cultural expectations around food, families, and show length. None of it is complicated, but it is different enough that a lot of properties miss the mark.
To help casinos understand where those differences really show up, we talked with Kell Houston and Dwayne Ulloa about contracts, marketing, guest experience, and the common pitfalls they see in these markets
Contracts and negotiations
Q: When booking Hispanic or Asian artists, what’s different in the contracts compared to mainstream acts? Are there unique considerations around travel, hospitality, or production riders?
A: Most of these groups are very easy to work with, provide their own travel, and do not require any over-the-top requirements. Some of these groups are quite large in terms of musicians & staff. It’s important to stress the importance of getting a timely advance done and respecting radius clauses. Also, some of these groups will struggle to provide necessary promotional assets.
Artist and management dynamics
Q: Do you see differences in how managers or reps for these acts approach negotiations? For example, are there more group decision dynamics, community involvement, or other nuances casinos should know?
A: Information is much more proprietary; you won’t find as much, if any, info such as box office results or even their direct booking and management contacts. Representation is much more fragmented — you could deal with twenty different representatives for twenty acts, not consolidated under major agencies like the mainstream market. It’s very important to establish a trusting relationship with an agent or promoter who speaks the language and has the relationships
Audience expectations
Q: How do audience preferences differ for Hispanic versus Asian entertainment — whether it’s seating, VIP experience, show format, or intermissions?
A: This audience expects longer shows from the headliners and is accustomed to multiple act shows. There has been a learning process so that these groups know that a majority of casinos want a 90-minute show and done. Some properties have understood the importance of allowing groups to perform longer so that it is a great fan experience, which will then encourage that customer to return
Cultural touchpoints
Q: Are there cultural traditions or guest expectations that casinos should prepare for — like food and beverage, meet and greets, gifting, or multigenerational attendance?
A: Meet and greets are normally not an issue as long as it’s kept manageable. Properties should strive to have F&B that is appropriate for this customer. Create an event, not just another show. Some groups or styles will draw multigenerational fans, so be aware of who your audience will be.
Marketing and messaging
Q: What’s the biggest mistake casinos make when marketing to Hispanic or Asian audiences? What have you seen work really well?
A: Extremely important to have someone who knows this market to coordinate the media campaign. Unfortunately, many properties rely on ad agencies that are very unfamiliar with this niche marketing. I’ve had agencies insist on using radio stations that are not the right outlets for the artist and/or market. Some use AI to do a “similar artist” search for social media promotion and send artists that are deceased, not relevant, or the totally wrong artist. Nobody knows their fans better than the Artist. This accentuates the need to work with an agent or promoter who understands this culture. So much marketing for these kinds of shows is off the beaten track from your traditional casino marketing and advertising
Talent trends
Q: What genres or acts are surging right now in these markets that casinos may be overlooking? How can casinos evaluate the true draw of an artist who’s huge regionally but less known in the U.S.?
A: Everything Hispanic and Latin is hot right now, but not all hot acts are right for casino properties. So much is regionally based. Make sure you have a good idea of the demographic they are drawing and some disposable income profiles. Your players club is very important here.
Advice for casino buyers
Q: If you could give casino entertainment buyers one piece of advice when booking for Hispanic or Asian audiences, what would it be?
A: Make sure you are bringing the right act at the right budget using the right media platforms. Be aware of cultural holidays and differences, and where to place your shows in your calendar. Then commit to multiple shows to build your audience. Build a tradition and consistency. Loyalty begins with the right talent. Quality is more important than quantity
Closing
Q: Anything else you’d like casino executives and entertainment buyers to know about how to succeed in these markets?
A: Remember, this audience is in your community year-round, not just a couple of times around independence celebrations. Most importantly, work with someone you trust to build a long-term relationship — someone willing to help do the heavy lifting. Someone who understands the culture and has your best interests in mind.
