Gaming Research, Inc.
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Jeffrey A. Lowenhar, Ph.D.

A top level Strategic Research Marketing Executive and Senior Management Consultant, with a strong record of market forecasting.

A former Professor of Marketing at Temple University and a co-founder of the Melior Group, a strategic marketing research and consulting firm located in Philadelphia, PA, Dr. Lowenhar’s experience has focused on strategic consumer research, marketing organization effectiveness, forecasting and demand analysis. A particular area of interest and experience is in understanding how consumer lifestyles and behavior is translated by Senior Management into effective management decisions. Lowenhar’s consultancy practice at the Melior Group from 1981-1988 increasingly focused on the emerging Atlantic City Gaming Market with continuous major assignments from the C.E.O. of Tropicana Hotel and Casino, Harrah’s/Trump Plaza and the President of Harrah’s Marina. During this period, he had been the project director for more than 75 major assignments.

Leaving the University and the Melior Group at the end of 1988, Dr. Lowenhar accepted the newly created position of Senior Management Consultant to Resorts International Casino Hotels, Inc., where he consulted to Merv Griffin and David Hanlon, C.E.O. As a member of the company’s Operating Committee from 1989 through March 1994, his responsibilities included corporate and individual property business planning, strategic re-positioning of the Atlantic City, NJ, and Paradise Island, Bahamas, properties, all consumer and marketing intelligence gathering functions, advertising agency(s) identification and coordination, forecasting, developing the company’s multi-layered casino and hotel database and evaluation of expansion opportunities. The last activity resulted in his evaluation of projects from Greece to Australia to Canada and throughout the 48 contiguous states. Project evaluations included the development of capital investment and market potential forecasts, multi-year proforma business plans, presentations to investor groups and expert testimony before appropriate regulatory bodies. Financial forecasts have included $100M – $700M capital investments as well as revenue potential of $60M – $1.4B for specific U.S. and international markets.

Upon leaving Resorts International in March 1994, Dr. Lowenhar devoted his attention to Gaming Research, Inc., a boutique research firm which provided specialized consumer research to the leisure and gaming industries. As President, Lowenhar provided consulting services including strategic market positioning strategies, promotional strategies leveraging database marketing information and consumer strategies designed to win the loyalty game in local and regional gaming markets. Some of Gaming Research’s clients have included Adelaide Casino, Australia; Ameristar Casinos; Circus Circus Enterprises, Inc.; Fitzgeralds; all of the properties for Hilton’s Gaming Division; Hollywood Casinos; Lady Luck Casinos; President Riverboat Casinos; and Rank Organization’s Gaming Division in the U.K.

In addition, beginning in early 1995, Lowenhar provided strategic marketing, business consulting and market research services to International Game Technology. The President of IGT recruited Lowenhar to accept the position of Vice President of Strategy, Research and Development. In this capacity, Lowenhar’s assignment was to develop a global organization foundation to support the Company’s future strategic business activities in all emerging gaming markets. As a member of the Executive Committee, his responsibilities included domestic and international marketing intelligence gathering, instituting programs for “best strategy practices” within the IGT organization, conducting and disseminating all consumer research findings on all of the Company’s product lines to the global organization. In addition, Lowenhar prepared significant Investor Relations presentations and preparation of materials for IGT Board Members.

In the Spring of 1996, Lowenhar left IGT to join Hilton Gaming Corporation for the newly created position of Senior Vice President – Gaming Marketing and Research. In this position, Lowenhar was responsible for putting in place an organization that was responsive to the global demands of the largest gaming company in the world.

His responsibilities included brand advertising, advertising agency supervision, building the multi-year Flamingo Brand Strategy, all domestic and international marketing research, corporate database marketing, including putting in place a Marketing Information System for the Gaming properties, strategic partnering initiatives for the Gaming Division, improving the interactive marketing capacity of the Division and at a senior management level, working with Hilton Hotels Corporate on joint programs for the company. Dr. Lowenhar’s relationship with Hilton Gaming, which began in 1987, included conducting special market forecast projects for the President of Hilton Gaming to specific property research/consulting assignments by individual property management. In late 1994, Lowenhar completed a major consumer lifestyle project for Hilton Gaming as part of a comprehensive marketing analysis program to determine the likely success of Star Trek: The Experience and the Space Quest Casino.

With the completion of the Hilton/Bally merger at the end of 1996, Lowenhar left Hilton Gaming in 1997 to join Ameristar Casinos, Inc. as Senior Vice President of Corporate Marketing. As senior marketing officer for the company, his responsibilities included all consumer and marketing research, advertising, advertising agency supervision, public relations, marketing planning, forecasting and budgeting for each of Ameristar’s properties. In addition, his responsibilities included putting in place both the marketing team and launch plan for Ameristar’s expected opening of the Reserve Casino Hotel in the Greater Las Vegas area in the first quarter of 1998. With the opening of the Reserve, Dr. Lowenhar left Ameristar to continue his consulting practice with Gaming Research.

In the 1970’s and 1980’s, Dr. Lowenhar consulted with a number of Fortune 500 companies in the United States and Europe. He was formerly president of an international management consulting firm, specializing in business problems related to marketing planning and forecasting. Dr. Lowenhar’s experience includes consulting assignments for such firms as Atlas Copco, Campbell Soups, Control Data Corporation, Smith Kline Corporation, Holiday Inns, IBM, International Flavors and Fragrances, and Ramada.

Dr. Lowenhar has continued his academic commitment in 1993-1994 as a Visiting Professor to the School of Hotel Administration at Cornell University. In addition, Dr. Lowenhar has, for a number of years, been a faculty member at the Executive Development Program of the Institute for the Study of Gambling and Commercial Gaming, at the University of Nevada Reno. Dr. Lowenhar has also been an invited speaker at conferences and symposia from London to Hong Kong to Las Vegas to New York. During the last 12 years, Dr. Lowenhar has given more than three dozen talks to regulators, academics, business leaders, and legislators on a range of gaming subjects. Dr. Lowenhar has taught a variety of courses at the undergraduate and graduate levels (in the U.S. and Europe) including areas of Consumer Behavior, Marketing Research, Promotion Management, Household Consumption Services and Behavioral Science Foundations of Marketing. Dr. Lowenhar’s writings include more than five dozen articles and conference papers in academic and business journals as well as national conferences in the U.S. and Europe.

PAST AND PRESENT PROFESSIONAL ASSOCIATIONS

American Marketing Association
American Institute for Decision Sciences
Association for Consumer Research
Institute for the Study of Gambling and Commercial Gaming

EDUCATION

1973
Received Ph.D. degree in Marketing, Quantitative Methods, Social
Psychology and Economics from Syracuse University, School of
Management.

1970
Received MBA with Distinction from the Graduate School of Business,
New York University.

1967
Received BS degree in Management, Statistics from Fairleigh Dickinson
University.