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US OKLAHOMA - CASINO DESIGN


Erica, what were you seeking to achieve with this project?


Te gaming room in Te Link had been under- utilised and we really wanted to drive more traffic to the space. Players tend to be creatures of habit and they favour one of our major gaming floor spaces over the other and we weren’t seeing as much movement between the two floors as we would like; so, we thought if we created a video installation at the nexus between the two spaces, it could help us move guests between the two floors and, hopefully, increase traffic to the adjacent gaming room.


How did you decide upon practically achieving your goal? What were the challenges?


We set our mind on a video installation as we had seen other properties leverage that type of technology on the gaming floor to some success; but, we ended up creating something much grander than our initial vision. We moved from considering a wall of screens to run gaming promotions to creating an immersive art installation that arches over the entirety of Te Link walkway and offers something new for guests to see on every visit.


How did the group of companies involved come together and what was their input?


Along with our partners at GCG, we followed a formal RFP process as this was an important project that we wanted to get right. We received a number of proposals and presentations and, ultimately, landed on the most creative solution. We liked thinking outside-of-the- box and working collaboratively to come up with just the right concept.


We had faith in Te Publicity Lab because they had developed a really unique idea, and we had years of proven partnership with JCM to give us a strong comfort level that, combined, they could deliver on the concept. Plus, there was a lot of input from our marketing team to ensure the vision fit with our brand and delivered the right guest experience. It was definitely a collaborative effort across all groups.


How did you settle upon the final design - how long did it all come together and how did Covid affect things?


Erica Kosemund, Senior Corporate Director of Marketing, Choctaw Casinos & Resorts


The Link is something new and different for our guests to enjoy that can be done while safely following social distancing protocols. Obviously, it wasn’t designed with that specifically in mind, but it happened to be timed right that we could offer a new attraction that also helped meet those new guidelines.


From first presentation to final installation, we went through a number of design concepts; but, they all hinged around the basic idea of the archway leading into the stairwell to draw people between the two areas and encourage them to spend time in the adjacent gaming space.


Covid definitely impacted our installation timeframe as we had just really started the installation process when we had to pause work during our temporary closure. But, as for the overall design and reception of the installation, Covid hasn’t had much impact and, we believe, Te Link is something new and different for our guests to enjoy that can be done while safely following social distancing protocols. Obviously, it wasn’t designed with that specifically in mind, but it happened to be timed right that we could offer a new attraction that also helped meet those new guidelines.


How have customers reacted and responded to The Link? What has surprised you about the project and would you recommend this solution to other operators?


Guest reaction to Te Link has really been incredible. We can’t pass by Te Link without seeing a customer stop, look at the installation and take a picture. We’re really pleased with


the outcome and that it has become such an instagrammable moment on property for our guests. Tat’s exactly what we wanted from a guest experience perspective and we’re pleased to see an uptick in play in Te Link gaming room. I’d definitely encourage other operators to not be afraid to think outside-of- the-box and to explore alternate solutions. While we initially set out with a little bit of a different vision, by working collaboratively across our team and partners we arrived at a much grander solution that has met all of our objectives. It’s definitely been a win.


P36 NEWSWIRE / INTERACTIVE / MARKET DATA


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