Case Study: Chumash Casino Resort achieves 300% higher response rates and $87K+ annual savings with Qualtrics

Chumash Casino Resort - Customer Case Study

Chumash Casino Resort, a leading California Native American gaming and hospitality destination in Santa Ynez with 3.5 million annual visitors, struggled with an outdated, vendor-controlled guest survey process. Paper mailings and long, one-size-fits-all questionnaires meant slow, low-quality feedback: edits took weeks and cost extra, ad hoc surveys were prohibitively expensive, reporting was manual and high-level, and many surveys went unfinished.

By adopting the Qualtrics Research Suite the resort regained control to build, edit and distribute surveys quickly, using skip logic, embedded incentives and real-time alerts to only ask relevant questions and act on dissatisfied guests immediately. The changes cut survey time from 20 to 5 minutes, drove a >300% response increase, reduced response time from weeks to minutes, saved at least $87,000 annually (plus $10–15k per ad hoc survey), and eliminated the need for an equivalent full-time employee while giving executives targeted, actionable insights.

Chumash Casino Resort

Leah Carrasco

Customer Research Manager