Core Changes
Damien Connelly talks with Ron Goudsmit, Secretary Executive Board, Holland Casino and Chairman of the European Casino Association
H
olland Casino is changing to both meet its guests’ evolving needs, as well as to overcome some of the major challenges facing our industry. The most important changes are:
1. Corporate Social Responsibility, 2. New Mission, 3. Entertainment Casinos, 4. Guest Experiences, 5. Possibility of a Online Casino in the future.
All of these change programmes are linked together; none are standalone. They encompass a cohesive shift in the strategies and tactics being used by Holland Casino to ensure it keeps its place as one of the world’s leading casino operators; an operator that is a major part of its constantly evolving society. So please join me on a brief journey of discovery of the new Holland Casino as we share in its joy of playful living.
Historical Changes Founded in December 1974, Holland Casino is the sole owner of a casino license in the Netherlands. It holds this license for an indefinite period. However, Holland Casino recognises that the gambling market (kansspelmarkt) is a dynamic and changing market, and
4 casino life magazine
that it will have to ‘met haar tijd mee moeten gaan’ — move with the times. In 2009, table
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“If you add up all the changes we have been through, and are going to go through, Holland Casino will be a totally different company operating in a significantly changed industry and environment offering a wholly updated and different product for our customersguests. Everything we do will be focused on the customerguest. Everything.” Ron Goudsmit, Secretary Executive Board, Holland Casino.
accounted for 42% of total revenues, slots 47%, gaming and non-gaming tips 6%, F&B 4%, and revenue from other sources 1%. Revenue from gaming related activities exceeded 90%; compare that with casinos on the Las Vegas Strip where non-gaming revenues typically >50%. In 2014, the company intends for these percentages to have changed more in favour of non-gaming revenues. Today Holland Casino operates only in the Netherlands. However, there was a time when it operated its expertise in foreign markets. As noted by Mr Goudsmit: “We entered the international market in 1997 and used our knowledge to help setup central organizations, casinos, train
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