Whether they’re a business for people who gamble professionally, or a leisurely place for folks to try their hand at table games and slot machines, casinos are places where champagne glasses clink and locals and tourists mingle, creating a lively atmosphere. But, beyond the glitz and glamour, what does it take to make a casino truly great?

While the glitz of musical shows and lighted fountains, shopping centers, luxury hotels and elaborate themes help attract guests, casinos would not exist without the billions in profits raked in by gambling. Blackjack, roulette, craps, baccarat and other games of chance give casinos their unique flavor. Despite the high stakes, many people still believe there is a way to beat the house, but other than professional card counters, that’s impossible.

In a time when Hollywood movies were barely scratching the surface of Vegas’ past ties to organized crime, Martin Scorsese’s Casino was a breath of fresh air. Its underlying story of corruption, greed and betrayal resonated with audiences, and brought the star power of Robert De Niro and Joe Pesci to a broader audience.

To boost group business, consider optimizing your site content for keywords that highlight your amenities, location and unique offerings. Also, use beacons and other proximity marketing to target potential groups looking for things to do in your area, or in sister markets. Finally, invest in search advertising to get your brand top of mind for event planners who may be ready to book.