INSIGHT - GROSVENOR CASINOS
Tere would be no point in us sitting here as a head off team deciding what goes where. We undertook a thorough programme of market research with both potential and existing customers on everything from the F&B offer to the customer journey and the design of the venue. Tis has been adapted as we’ve moved through the project and reviewed continuously, as it will be once we’ve launched and move forward.
Do you think it will work and is this the future for casino clubs in future?
Well I certainly hope it’s a success! But in all seriousness, we’re confident that we have something appealing to a far broader audience. Te initial feedback has been really positive. However, we are also very clear that what we have created now will not be the
finished article. Tis will be a process of continuous review and change as the leisure landscape and consumer needs change.
In terms of roll out, I don’t think there is any plan to take a cookie-cutter approach. However, this is certainly a proof of concept project and all of the learnings will feed into our future investment plans for the most relevant segment of our estate.
Pier Nine is the only one-of-its-kind in the UK market. Is this a one-off for you or is your vision to create/transform more clubs of this kind in the future?
Tis is an industry-first in the UK and it is taking our venues into a new direction to attract new audiences - at the same time as having casino as one of the elements that we
offer. Really, the proof will be in the pudding as to whether we create more of these or whether we include more of these individual elements into new or refurbished venues.
How do you think Pier Nine will be perceived in the local market place and what does it offer that is different to the city?
Well, Brighton is already a fantastic city with so much going on. Tat’s almost a blessing and a curse for us as it’s a highly competitive marketplace. However, it also shows that the local audience are very open to new concepts and new ideas.
Pier Nine is a first in the UK, not just in Brighton. It’s an entertainment hub with many different reasons to visit, one of which is a casino, all under one roof. What’s not to like?!
NEWSWIRE / INTERACTIVE / MARKET DATA P77
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