Case Study · Casino & Gaming
One Platform for the Whole Resort, Built to Run Itself
Pala Casino Spa Golf Resort is a destination casino resort in Southern California with a full casino floor, a hotel and spa, championship golf, a dozen restaurants and bars, and a packed entertainment calendar. DSNMRK designed, built and hosts palacasino.com, and built the back-end tools and automations that let Pala’s marketing team run all of it without waiting on a developer.
— The Client
A resort that changes every single week
Pala is one of Southern California’s largest gaming and entertainment destinations. A property that size produces a constant stream of change: new promotions and giveaways, headline concerts and Center Bar bands, seasonal restaurant menus, hotel and golf offers, and player rewards that shift by the day.
Every one of those changes has to reach guests in three places at once, on the casino floor, on the website and in their inbox, quickly and without mistakes. DSNMRK has managed, hosted, maintained and extended Pala’s digital platform to make that the easy part of the marketing team’s week.
— The Challenge
Legacy systems that cost more than they delivered
- 1The website and its supporting tools ran on a patchwork of legacy platforms, each with its own licensing fee, its own vendor and its own way of doing things.
- 2Routine updates such as a band change, a new menu or a fresh promotion waited on vendors or developers, so marketing moved slower than the property did.
- 3Gaming entries, giveaways and email campaigns were handled by hand, which meant duplicated effort, delays and room for error.
— The Site
A look at palacasino.com
Homepage: promotions, entertainment and dining, updated by the marketing team
Entertainment: concerts and events published in minutes
Built mobile-first
— What We Built
A website and back-end the marketing team actually owns
01
A new palacasino.com, built and hosted by DSNMRK
We designed and developed the site from the ground up and we host, maintain and secure it. It is heavily optimized for AI search and traditional search engines, accessibility compliant, and has cookie consent and privacy management built in.
02
A back-end interface made for marketers
A custom admin experience lets the casino marketing team publish events, schedule concerts and bands, update restaurant menus and manage promotions in minutes. No tickets, no developer, no vendor.
03
Automated gaming entries and giveaways
Promotional entries, drawings and giveaways run on rules the team sets once. Entries are collected, validated and tracked automatically, so the team spends its time on the promotion, not the paperwork.
04
Automated email marketing
Email campaigns pull from the same events, menus and promotions already published on the site. A change made once shows up in the next send without anyone rebuilding an email.
05
Messaging on the floor and online, in sync
Our forward-thinking approach gave Pala faster, easier ways to deliver messaging inside the casino and online, so what a guest sees on property matches what they see on their phone.
06
Legacy platforms retired
As the new platform came online, we decommissioned the old systems and the licensing and platform fees that came with them, and consolidated everything onto one stack we maintain.
— The Outcome
Lower costs, more traffic, faster marketing
$200K+
Saved every year in licensing and platform fees after retiring the legacy systems
Minutes
To publish an event, schedule a band, change a menu or launch a promotion
1 platform
Replacing a patchwork of vendors, hosted and maintained by DSNMRK
Traffic up
A faster, search-optimized site brought more visitors to palacasino.com and more guests to the promotions that matter.
Found by AI and search
Structured, well-described content that ranks in Google and gets surfaced by AI answer engines.
Compliant by design
Accessibility compliance and cookie management are built into the platform, not bolted on later.
Marketing at the speed of the property
The team updates the floor, the website and email themselves, the same day something changes.
Twenty years of casino marketing told us what to build. Automation keeps it running.
Paying for platforms that slow your team down?
We replace legacy systems with one platform your marketing team can run, and we host and maintain it so you never have to.
Case Study · Yachting & Marine
Marketing Automation at Superyacht Scale
IYC is one of the largest yacht brokerage houses in the world, handling the charter, sale and management of superyachts across every major cruising region. DSNMRK built the marketing automation engine inside HubSpot that keeps IYC’s brokers and marketing team speaking with one voice, and connected it to the iyc.com yacht search platform so the right yachts reach the right clients automatically.
— The Client
A global brokerage with a white-glove standard
Headquartered in Fort Lauderdale with brokers across the Mediterranean, the Caribbean and beyond, IYC represents a fleet of superyachts for charter and sale and manages yachts on behalf of their owners. Their clients expect a personal, polished experience from the first enquiry to the final itinerary.
That standard is easy to promise and hard to keep when dozens of brokers in different offices are each writing their own outreach. IYC needed one system that let every broker move quickly without drifting from the brand.
— The Challenge
Consistency across a worldwide team
- 1Brokers were building their own emails and follow-ups, so messaging and branding varied from office to office.
- 2The internal marketing team spent its time recreating the same campaigns for each broker, region and season instead of improving them.
- 3The yacht search on iyc.com captured exactly what a client wanted, but none of that intent reached the CRM or shaped the follow-up.
— The Site
A look at iyc.com
Homepage: sales, charter and management in one place
Charter search by destination, yacht length and dates
Built mobile-first
— What We Built
An automation engine built around how brokers actually sell
01
A HubSpot automation strategy designed for brokers
We designed the workflows, sequences and templates inside HubSpot so any broker can launch on-brand outreach in minutes. Every message draws from a shared library of approved language, so a client hears one IYC voice whether the note comes from Monaco or Fort Lauderdale.
02
One messaging system for the marketing team
The internal team now populates campaigns from the same source of truth: modular content for charter, sales and management that assembles into newsletters, destination features and broker follow-ups without starting from a blank page.
03
APIs and workflows tied into the yacht search platform
We built the integration layer between the iyc.com yacht search and HubSpot. When a prospect searches, their criteria are captured against their contact record: charter or purchase, region, length, budget and time of year.
04
Automated availability emails that match yachts to intent
A client looking to charter a superyacht in the Mediterranean, within a certain length and for a certain week, now receives periodic emails with yachts that genuinely fit, pulled from live availability. Nobody has to remember to follow up. The system does it, on brand, until the client books or a broker steps in.
— The Outcome
A brokerage that markets like one team
One brand voice, worldwide
Every broker sends outreach built from the same approved language, so IYC sounds like IYC in every office and region.
Campaigns in minutes, not days
The marketing team assembles newsletters and broker campaigns from modular content instead of rebuilding them each time.
Search intent becomes follow-up
What a client looks for on iyc.com now lives in HubSpot and drives the yachts, destinations and timing they hear about next.
Always-on nurture, no dropped leads
Prospects receive matching yacht options on a schedule, so no enquiry goes quiet while a broker is at sea or between time zones.
Experience decided what to automate. AI and automation made it run.
Have a platform that should be working harder?
We build marketing systems inside the tools you already own, with 20+ years of experience deciding what to automate and where a human still wins.