We wanted to respect different customer intentions from the moment they walk through the door. Someone attending an event or dining with friends should have a different arrival experience to someone focused primarily
on gaming. Separating those journeys removes friction and immediately sets the tone for the rest of the visit.
STUART GREEN General Manager, Genting Westcliff Casino
It’s essential to be realistic about what customers will accept and to remain transparent with them, inviting them to join us on our journey – this builds trust. Flexibility is crucial as well; we often needed to adjust our plans based on various factors.
Te redesign introduces dual reception areas separating hospitality and gaming, what problem were you solving with that decision?
We wanted to respect different customer intentions from the moment they walk through the door. Someone attending an event or dining with friends should have a different arrival experience to someone focused primarily on gaming. Separating those journeys removes friction and immediately sets the tone for the rest of the visit.
How important is clarity of journey and flow within a casino environment today, particularly as audiences become more experience-driven?
It’s fundamental. Casinos can feel intimidating to some customers, what’s more, modern customers are sophisticated and time-poor – they don’t want to feel confused or herded. Clear sightlines, and nice transitions between spaces all contribute to customers feeling more relaxed and more in control of their experience.
Te upgraded lounge and bar are clearly geared towards larger events, are you seeing a shift towards group-based visitation and entertainment-led experiences?
Large group bookings have always been a hallmark of Westcliff. It’s not unusual to see an 18th birthday party celebrating alongside an 80th birthday gathering, reflecting the venue’s versatility and appeal across generations. Tis tradition of hosting diverse, mixed-purpose events is perfectly suited to our upgraded lounge and bar, which can scale up for major occasions yet still maintain an intimate atmosphere on quieter evenings.
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Te introduction of a new Electronic Gaming Lounge suggests a growing emphasis on slots and e-tables, how is the balance between live and electronic gaming evolving at Westcliff?
While live gaming remains at the heart of Westcliff’s character, electronic gaming has become an increasingly important complement. With recent updates from the whitepaper, we can now offer a greater number of slot machines, meeting rising demand and enhancing our ability to serve customers who enjoy slots. Tis development allowed us to create a specialised electronic gaming lounge, designed specifically for this expanded selection. Customers not only have access to cutting-edge slot technology in a comfortable setting, but they also benefit from some of the casinos best views over the estuary
Are electronic tables and slots helping to attract new demographics, or are they primarily enhancing engagement from your existing base?
Electronic products have a wide appeal and, whilst still flexible, provide for a lower entry staking level than live tables. Our overall offer is key to us attracting the breadth of demographics and electronic product is just a part of this mix. For some customers, electronic gaming gives a greater opportunity to control the game they want to play and give them a higher degree of personal space; for others, it gives them more choice and variety. Te key is ensuring our electronic areas are integrated into the overall offer rather than separate.
With the return of a full dining offering and a new menu, how central is food and beverage to the commercial model of the relaunched Westcliff?
Westcliff’s food and beverage offer is central to its appeal. With the full dining experience restored, Westcliff can truly present itself as a stand- alone destination. Te lively restaurant and varied menu make the club much more than just a gaming spot—they elevate the overall vibe. Guests can enjoy meals alongside live shows or special events, making any visit memorable and further enhancing the club’s atmosphere. Tis
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