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She has a few choice words Mail Tribune / Jim Craven Anna Arnold, co-owner with her husband, Pete, of Miner's Roost in the historic Gold Hill Hotel, is using creative advertising to get around federal rules banning the mention of social gaming on the airwaves. By SANNE SPECHT for the Mail Tribune Miner's Roost owner Anna Arnold thought she'd been dealt a losing hand when she was told Federal Communications Commission regulations prevented her from advertising the one thing that sets her establishment apart from all others - social gaming. As it turns out, the agency rules might have dealt her a royal flush. Arnold's husband, Pete, purchased the Miner's Roost and historic Gold Hill Hotel in 1979 and began offering social gaming in 1984. Recently, the Arnolds took out a $100,000 loan to remodel the exterior of the hotel and to purchase radio and television advertising for the Miner's Roost. "It was the strangest thing," recalled Anna Arnold. "I'd get sales people coming in to offer me advertising. I'd say 'yes' and then I'd never hear from them again." Finally, sales executive Jill Lusk of Clear Channel Communications, which owns several local radio stations, explained the problem: The FCC does not allow gambling or gaming to be mentioned in broadcast advertising. When she got the news, Arnold was stunned and hopping mad. "I knew that wasn't true because the lottery can advertise, off-track betting can advertise, Indian casinos can advertise," said Arnold. "So I went on the Internet and I just started reading. I came to find out everyone is exempt from the rule but me!" Frustrated by what she felt were inconsistent policy statements from the FCC, Arnold said she and Lusk decided to get creative. Taking off on an old George Carlin routine, "Seven Words that Can't Be Said on Television," they came up with an ad that worked within the confines of the law but alluded to Old West gamblers such as Poker Alice. Peppered with phrases like "full house," "hit me" and "I'm not bluffing," Arnold hoped to get her message across and pique the interest of the listening audience. Once Lusk got the OK from legal council at Clear Channel as well as advisers from the Oregon Association of Broadcasters, the commercial hit the airwaves running Fridays on Kool 103.5 FM. Lusk said the project was an interesting legal and creative challenge. "We want to follow the law, but we also want to serve our clients," said Lusk. "We didn't say 'gaming' and we didn't offer a 'prize.' " After only two weeks on the air, Arnold said the ad is working. "People love the ad. It cracks me up every time I listen to it," she said. "And, if the FCC hadn't made this so hard for us, I wouldn't have as effective a commercial." According to Arnold, Gold Hill is the only city in Jackson County that offers social gaming. And hers is the only establishment currently offering gaming within the city. The Miner's Roost features two blackjack tables, one dice game table, two poker tables, five video poker machines and other Oregon Lottery games. "Gaming is a form of entertainment," Arnold said. "When you're sitting in the middle of Gold Hill, it's nice to have a draw. "It's our ace in the hole." Sanne Specht is a free - lance writer living in Rogue River . Reach her at RogueRiverGal @aol. com . Mail Tribune Home | Ottaway Newspapers, Inc. | Dow Jones & Co., Inc. | Privacy | Contact Us Copyright � 2001 Mail Tribune, Inc.