CASINO DINING
Casino Dining captures customers
Sharon Harris discovers that the non-gaming customer experience is absolutely vital for survival
G
ood news in 2011. Despite a sluggish economy, casino properties continue to open, renovate and expand across the US. However, this growth has also spurred declines in gambling revenues at
individual properties facing fierce regional competition. Where gaming once was primarily a tourism
destination activity, hundreds of commercial and tribal locations dotting the nationwide landscape have opened a locals’ convenience market. Many resort gaming destinations feel economic pain as higher gas prices leave consumers with fewer leisure dollars to make that trip. Savvy casino executives recognize they must fortify their properties with non-gaming amenities and experiences. The sophisticated casino customer demands more “bells and whistles.”
Although leisure preferences vary among demographic groups, one thing everyone must do is eat. All casinos offer restaurants, but how, when and what people eat is changing. Diverse activities, almost nonexistent dress codes and evolving palates now compete for customers’ time, attention and wallets. Those lavish meals of yesteryear, lasting for hours,
are frequently being replaced with contemporary choices. Many casino operators are converting their fine dining venues to more casual outlets that decrease overhead, attract new customers and generate higher volume profits.
Evolution
This evolution actually began years ago. The American Gaming Association’s (AGA) 2011 State of the States Survey of Casino Entertainment reveals that 16 percent of all casino visitors never or rarely gamble in a casino. Instead, they dine, visit a spa, see a show or shop. What type of dining do they regularly choose?
Ypartnership, an Orlando, Florida dining, hospitality and entertainment consulting firm, polled travelers a few years ago. Their survey revealed that 60 percent of “gamers” preferred moderately-priced restaurants as their first choice; 45 percent selected buffets; 33 percent desired one-of-a-kind specialty restaurants, and another third chose brand name food venues. Respondents could choose more than one. David Rittvo, director, food & beverage division of The Innovation Group consulting firm in New Orleans, cautions casino clients against implementing extreme transitions or completely eliminating fine dining too quickly. He says, “I doubt a rebound to prior levels, but because casinos must accommodate rated players and players’ club guests, there will always be some smaller version of gourmet dining rooms.” The casino’s geography may significantly influence
both its customers’ profile and their choice of amenities. Visitors’ lifestyles and local cultures often dictate the cuisine of the food outlets. Isle of Capri Senior Vice President of Operations Arnold Block confirms that the dining scenario
32 JUNE 2011
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74