Navigating Change with a People-First Approach: Bruce Howard of Valley View Casino Hotel

Bruce Howard’s career spanning over four decades encompasses the major evolutions of our industry. From the “glory days” of Caesars to his influential role shaping the gaming experience at Valley View Casino Hotel, Howard’s journey is a testament that success in the industry starts with fostering relationships, earning trust, and delivering exceptional experiences to both guests and team members alike.

“It’s really a people business. Its still about relationships, gaining peoples’ trust, and it remains a fascinating business 40 years later.” Howard exclaims. That commitment to put people first has been one of the contributing themes behind Valley View Casino Hotel’s recent recognition on USA Today’s Top Workplaces 2024.

The Secret Sauce for a Top Workplace

As casinos continue to figure out the model to retain staff, Howard shares they now offer 70 benefits for their team. From free meals to health benefits and 401K, down to personalized gifts and their Women at Work program, gaining the trust and confidence of their 1,000 team members is very important. As Howard states, “We try to cover something for everybody.”

Make it Bigger than Yourself

If you want to be like Bruce and love your job in 40 years, Howard has this wisdom to share, “Make it bigger than for yourself.” He adds that almost 60% of the three million people who visited their casino could have went to a casino closer to their home. “There really is 1000 team members to welcome you in,” adds Howard. “We let the guest guide us.”