Feature: Lisa Waterfield
The Value of Experience
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Peter White chats with Lisa Waterfield, LW Consulting
eteran gaming consultant Lisa Waterfield knows well the difficulties of piercing the gaming industry’s glass ceiling. Not only did she break in as a croupier in UK & South African casinos, it was almost 40 years ago, when South Africa was socially backward, a tough path for Waterfield, an English emigre. Perhaps that’s what has made her an outspoken voice on what has been done to improve diversity in gaming-and how much remains to be done. A former executive with companies like WMS Gaming & Aristocrat, she’s also got some strong ideas on how the casino industry should come back from COVID-19, showing that she’s not afraid to buck a trend. We spoke with her at her office in Las Vegas, her home for the past 23 years. We are grateful for your generosity to answer our questions. First, I would like to ask you to shortly introduce yourself and tell us when and why you started working in this industry? Having grown up in the UK, with grandparents that owned a sports betting shop, it was no surprise that I started work in the casino industry as a croupier. Casino gaming lured me to South Africa and then onto the cruise lines, where I travelled to many different countries. During my time in operations, I held various positions in table games, slots, keno & bingo. Having gained that experience, I was able to pivot my career into a sales role selling everything from slots, gaming systems, loyalty programs and signage. Moving to Las Vegas allowed me to expand my gaming career over the past 23-years. Las Vegas is home to many of the major gaming companies which creates the perfect foundation to start a gaming career. What are those experiences, key-values that you gained at your past workplaces and can use in a new role? Early on in my career, I learned that your reputation and credibility is all you have. Trust must be earned and going above and beyond is what made me standout from others. Working hard, being accountable for my actions and pushing myself to do better have been the fundamentals to which I am committed. 14
Lisa Waterfield
What have been amongst your tasks and responsibilities during your career to date? My legacy has been launching companies into new
gaming markets, building & leading effective sales teams and exceeding goals. In every position I’ve held, it starts with the development of a strategic plan, effective implementation and successful execution. Good planning gives you direction and motivation to get the job done. Without a plan, there is no plan. Do you think women feel intimidated in business? To a certain degree, most women do not view the gaming industry as having long-term career prospects. The industry portrays an image of sexism, which doesn’t translate well to women seeking career development. However, recent years have shown an increase in programs that help develop young women both personally and professionally, by providing the necessary skills for advancement. What are your views on what the industry needs to do to help attract and retain more women? www.casinolifemagazine.com
