Monday, December 20, 2010


'Sex It Up' suggestion played down at Mohegan Sun casino
By Brian Hallenbeck

Publication: The Day

Published 12/16/2010 12:00

Mohegan - Mohegan Sun isn't likely to rival Las Vegas' claim to the Sin City moniker anytime soon - its internal communiqu├ęs notwithstanding.

A document containing the suggestion that the Sun ought to "Sex It Up" is merely a compilation of ideas tossed out during brainstorming sessions among managers, the casino's chief executive officer said Wednesday.

"It's not a policy; it's nothing more than a bunch of ideas," Mitchell Etess said of the 10-page document titled "Preserve the Core, Stimulate Progress."

The document, which contains the phrase "excitement and entertainment needs to be increased on casino floor (Sex It Up)," was passed out at a recent meeting of about 200 casino managers and was not intended for wider distribution, Etess said.

But, apparently, it found its way into the hands "of someone who didn't understand what it was," he said, leading to a television news report on its existence.

Etess sought to explain what he called "those seven letters" in Sex It Up.

"That's not referring to go-go dancers or sexy outfits," he said. "It's referring to excitement, energy, contemporariness."

Sexing it up, Etess allowed, is not in the cards for Mohegan Sun.

"We don't have the kind of edge like The Palms in Las Vegas or even The Borgata (in Atlantic City)," he said. "Our image has evolved over time, and it has a lot to do with the history and culture of the (Mohegan) tribe. … That (edge) didn't end up getting any traction."

The 10-page document, which also contains such suggestions as paging celebrities on the premises, announcing jackpot winners and adjusting airflows, grew out of regular committee meetings, Etess said.

"In a brainstorming session, no idea is stupid," he said. "You write down everything that anybody says."

Etess said the "Sex It Up" suggestion has generated no official complaints from employees. He said the casino's human resources department has received no feedback about it.

"Within our culture, we would not adopt any idea that would create discomfort for any of our employees," he said.

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