Forty-Five Kensington was originally a residential building and the space we had just wasn’t being utilised correctly. In the Queensberry Room, we found an incredible amount of space behind the façade created by numerous enhancements over the years. The recovery of space has been massive.” Gary Moore, Casino Director, Forty-Five Kensington
“For over thirty years, Cromwell Mint had its specific place in the market,” explained Gary Moore, Casino Director of Forty-Five Kensington. “In the 18 months prior to the refurbishment, the sector in which Cromwell Mint was situated had been in decline. Tis decline wasn’t due to one thing, but a result of many changes which happen in business. Cromwell Mint served a certain customer base, but market trends change and the Kensington area shifted towards a premium player market. In order to maximise our market share of this sector, the opportunity for a refurbishment and rebrand has enabled us to reposition the business and bring a completely new offering. Te feedback from the soft openings so far has been incredible.”
Genting has recently refurbished Westcliff Casino and Luton Casino, but the refurbishment of Forty-Five Kensington is not part of a total brand overhaul of their casino estate. Te refurbishment of Cromwell Mint is independent and specific to Forty-Five Kensington, whose rebrand harks back to the casino’s origins as the ’45 Club’ during the 1960s.
Originally a Victorian residential building, the whole venue has been renovated with the casino now boasting a stylish gaming environment overlooking the Natural History Museum. Te main gaming floor has been fully
refurbished, with a new table configuration. “Tere is now a theatre-like effect with the hydra e-tables and American roulette tables,” described Moore. “One of the major benefits has been the improved organic flow with more areas against the wall resulting in a fluid and more comfortable experience for our customers.”
Whilst London casinos traditionally rely on their history and design as their unique selling point, the heritage of these buildings can become an expensive difficulty to overcome when attempting to make alterations and adjustments to the existing architecture. Moore elaborated: “Tere were limitations on what we could do. Forty-Five Kensington was originally a residential building and the space we had just wasn’t being utilised correctly. In the Queensbury Room, we found an incredible amount of space behind the façade created by numerous enhancements over the years. Te recovery of space has been massive.”
Comprised of four high-end casinos, Forty-Five Kensington sits at the premium end of Genting’s London offering. Te casino runs neither an open-door nor membership policy, welcoming guests on business and those holidaying through its warm, inviting and non-intimidating atmosphere. Te venue has introduced a high- stakes Queensberry Room for players seeking slightly higher table minimums and maximums
alongside a bespoke offering featuring American Roulette, blackjack and baccarat. Te Queensberry Room is a captivating and flexible space, featuring a bay window whose natural light gives the room a unique feel that cannot be found elsewhere in Mayfair.
Te makeover has seen the e-lounge expanded with 20 slot machines and hydra e-tables. “Te whole offer has been radically changed and the e-lounge is part of the identity here,” explained Moore. “Electronic players utilising the hydra e- tables and slot machines didn’t always have the best service. As such, a huge part of the business is now tailored towards offering a dedicated area for these players with the best service in the market. Delivering that has really added value to our business. It is the now the very best environment in which to play electronic games.” Te e-lounge’s aesthetic environment and service offering means that food and beverage can be dispensed directly from the kitchen, with a dedicated slots host to offer hospitality.
Forty-Five Kensington is now ideally placed to compete with London’s leading casinos. “Moving forward, the marketing strategy is more an education process,” Moore explained. “We have always had our customer base that has moved with us. We need to raise awareness about who we are and what we have to offer. Tere will be a strong internal marketing push and hosted events to raise awareness that we have the best offering in the area. Once people visit, the overriding reaction has been that people have felt welcomed in a way they have never been before. Once people come and visit us, they want and do come back.”
NEWSWIRE / INTERACTIVE / MARKET DATA P43
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 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124
