Laura Penney’s 33-year journey mirrors growth of Coeur d’Alene Casino Resort

When the Coeur d'Alene Tribe opened its casino in Worley in 1993, Laura Penney was there.

Since then, she has helped guide its transformation from a small tribal gaming operation into the Coeur d'Alene Casino Resort Hotel, one of the region's largest employers and economic engines.

Today, Penney serves as chief executive officer, overseeing an operation that employs about 850 people when the Circling Raven Golf Club season is in full swing.

"I was here day one," Penney said. "I knew there was hope and opportunity for us as a tribe and as individuals. It's been amazing to be part of it."

A member of the Coeur d'Alene Tribe, Penney grew up on the reservation. She earned a bachelor's degree from Eastern Washington University and later completed a master's degree in business administration from the University of Idaho.

After spending a few years away, she returned home and followed the advice of her father, longtime tribal leader Ernie Stensgar.

Stensgar, who recently received a humanitarian award from the Kootenai County Task Force on Human Relations, instilled in his daughter the importance of serving the tribe and building opportunities for future generations.

"My dad always told me to come home and work for the tribe," Penney said.

Growing With the Casino

When the casino opened, it employed about 100 people and bingo was a primary attraction. It was the only gaming venue of its kind in the area.

Today, the property hosts concerts, golf tournaments, festivals and cultural events year-round while facing competition from other casinos and entertainment venues throughout the region.

Despite the changes, Penney said the casino continues to thrive.

"We've managed to do well," she said.

Penney began her career in promotions and later worked in cultural tourism, public relations and marketing, eventually becoming marketing director. About 11 years ago, she was selected as CEO, becoming the first woman to lead the Coeur d'Alene Casino Resort Hotel.

The promotion came after years of dedication, learning and guidance from tribal leaders.

"I thought I could contribute and help work with the team at being successful," she said.

Leading With Purpose

As CEO, Penney finds it hard to leave work behind.

"I do get days off, but I'm always on the clock," she said.

She believes strong leadership requires balancing work responsibilities with family, maintaining a clear mind and approaching decisions with both heart and purpose.

"We have to understand the intention of why we're here," she said. "What's the purpose of why we're here? What is the purpose of this business?"

For Penney, the answer goes beyond gaming revenue. She sees the casino as a vehicle to strengthen the tribe, create jobs and provide resources for future generations.

"As CEO, I have great responsibility, but also great opportunity," she said.

A Focus on People

Penney attributes much of the casino's success to its employees and the tribe's "Welcome Home" service philosophy, which is emphasized during employee orientation.

When guests walk through the doors, they are greeted warmly and treated like family.

"We preach that to our employees," Penney said. "It's important how we treat our customers."

The goal, she said, is to exceed expectations consistently.

"That means the world," she said.

Being visible is an important part of her leadership style. Penney checks in with employees, visits different departments, chats with guests and walks the casino floor daily.

She views those conversations as opportunities to stay connected to the operation and understand the needs of both employees and customers.

"I do love working with the employees," she said, describing them as smart and dynamic.

Investing in the Community

From its earliest days, the Coeur d'Alene Tribe committed to giving back. Penney noted that the tribe chose to dedicate 5% of gaming revenue to education, despite no requirement in its gaming compact.

The investment reflects the tribe's philosophy of using economic success to support educational opportunities and community development.

"We follow through with that to this day," she said.

Looking Ahead

Like many businesses, the casino faces rising costs for labor, services and supplies. Maintaining growth requires planning and investment.

"We have to be smart," Penney said.

Her goals remain focused on sustaining and expanding the property while ensuring strong returns for the tribe.

Among the property's amenities, Penney takes particular pride in the 650-acre Circling Raven Golf Club, which has earned national recognition and rankings among the nation's top public resort golf courses.

Looking back, she said she never imagined the casino and resort would grow to its current size, but she always believed it would become something special.

Its success, she said, has opened doors.

"This has given us hope and opportunity," Penney said.

Today, her focus is ensuring that success continues for the next generation.

"I understand the importance of what we're doing here," she said. "I always take that into consideration."