way to freshen theMonaco experience. But in keeping with the desire to appeal to new market segments, more was need- ed.
“What we decided to do finally was a
hotel that was more of an all-inclusive type of resort, more American-like if you wish,” says Lambert. “We wanted to have this hotel more on a contemporary basis and cater to a younger crowd, coming to Monte-Carlo with families, for weekends, an all-year resort.” The result is the four-starMonte-
Carlo Bay Hotel & Resort. Opened in October 2005, the hotel added 313 rooms and 21 suites, four restaurants, a bar, a spa and a casino, but with only slots and elec- tronic table games. “We have only a small casino, because
we don’t have much space inMonaco,” says Lambert. “The principality can just not sustain another casino.” Monaco is only 2 square kilometers in
area, about three-quarters of a square mile, and most of that is rocky slope. The only independent land smaller is Vatican City.
THE FOUR YEAR- ROUND CASINOS
CASINO DE MONTE-CARLO 10 FrenchRoulette, 3 English Roulette, 1 Chemin de Fer, 2 30 & 40, 4 Punto Banco, 2 Ultimate Texas Hold’em 165 Slots
CAFÉ DE PARIS 3 American Roulette, 1 Craps, 6 Blackjack 515 Slots
SUN CASINO 6 American Roulette, 1 Craps, 12 Blackjack, 2 3-Card Poker, 2 Stud Poker, 2 Ultimate Texas Hold’em, 1War, 5 Poker 282 Slots
MONTE-CARLO BAY CASINO 139 Slots
Monte-Carlo Bay Hotel ERIC CUVILLIER, MONTE-CARLO SBM
FAMILIAR FACES, NEW HORIZONS When Lambert assumed the CEO role in 2002, he brought with him a modern set of tools for marketing and client relations, plus an understanding of the chang- ing leisure product. This he learned in 28 years with theMeridien Hotels group, the last five of which he served as president and managing director. He recognizes the unique position ofMonte Carlo. “I think thatMonte Carlo,Monaco remains a destination with glamour,
which keeps its roots definitely anchored, but with a contemporary twist,” says Lambert. “Without saying that it is exactly like it was in 1950 or 1960, we are keeping this story, this magic, a part of it. We are still catering to a clientele that is very sure to find security here, cleanliness and security, and we adapt ourselves by providing the guest with new experiences in terms of spas, restaurants, lounges, bars and venues for entertainment.” In 2008 the operator addedMoods, a live music venue underneath the Café
de Paris. In 2010, Buddha Bar opened in an unused space at the far end of the main casino building and drew huge crowds for months. And the legendary Jimmy’z continues to draw. Western Europeans are still the backbone of the market, and visitors from
Russia and the CIS countries are now accounting for 10 percent of guests. There has also been a slight increase in market share from theMiddle East. But business from the U.S. has fallen by half, from 21 percent of visitors to about 12 percent, and visits are also down from the U.K. and neighboring France and Italy. To find new clientele,Monte-Carlo SBM maintains offices in strategic cities
like New York, Beirut and Singapore, as well as having representatives present in China and South America. The company also sends its casino executives and hotel general managers on meet-and-greet tours when warranted. The brand is crossing borders now, both real and virtual. In November, it was
22 Buddha Bar PHOTO: JEAN JACQUES L'HÉRITIER, MONTE-CARLO SBM
announced thatMonte-Carlo SBM would be managing the “chic and stylish” Monte Carlo Beach Club on Saadiyat Island, Abu Dhabi. InMarrakech,Morocco, the company’s first resort outside ofMonaco will feature a five-star, all-suite hotel, scheduled to open in late 2011. Stepping into the online gaming world,Monte-Carlo SBM owns 50 percent of
BetClic Everest Group, the formerMangas Gaming. The company is currently consolidating the four brands that comprise the group, but when ready the plan is to create a major international poker event to be played inMonaco. Maybe on a nice outdoor terrace, overlooking the sea…
Global Gaming Business • February 2011
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