TIME SQUARE CI: It sounds like you have taken the


experiential aspect of the casino resort a step further… BH: Everything we have tried to do in this property is about the guest experience – for example, the entire customer journey, both in the gaming space and the food and beverage, is crafted, and it includes the air conditioning which might be different at certain points, the lighting tonality can be changed as we have LEDs throughout; the colour and tone evolves through the day. Come to the property in the morning and you might see a blue tone, later on a green one, so it almost feels like a different casino. Simultaneously we have in excess of 1000 audio- visual screens across the property, varying from screen clusters to full 360-degree wraparound screens, to bank-end signage, overhead jackpot signage… it’s been quite a challenge, because to manage that number of screens you have to provide content and if you don’t provide relevant content, you might as well have a poster board. So our content is completely dynamic and transitions through the day, and in conjunction with the lighting states the content changes relative to the tone throughout the day, and according to where the screen is.


CI: Is this a complex people will travel to or is it for a locals market? BH: We are in the middle of quite a significant


metropolitan area from a population density perspective but we look at the market in a number of ways. Mostly it is a locals market though we have advanced capacity in terms of international business, as well as travelling customers and the hotel becomes more significant when you look at that aspect. The arena – which will be the largest indoor events venue of its kind in the area – is a footfall driver both for food and beverage and gaming, and it also allows us to attract some unique artists, and events with relevance locally and to international customers. In the past Pretoria (Tshwane) has been overlooked when it comes to staging grand scale international concerts and acts.


CI: How did this come about, given that the South African casino market is mature and with a set number of licences? BH: It’s quite a unique situation and a first for gaming in South Africa; it’s the first time permission has been granted to relocate an existing licence. There are a finite number of licences in South Africa and they have all been issued, with one exception, so this is a landmark. From an economic perspective, the licence that existed did not deliver at its full potential because it was something of a legacy casino that was licensed many years ago. Now it has moved into a much more relevant location, and in so doing has created a fantastic opportunity because the old property, in conjunction with the regulatory body, has established itself as a hospitality and gaming academy. Given the scope and scale from a gaming perspective in South Africa, it’s a pretty serious industry and until now there has not been an organisation devoted to hospitality and gaming training. It’s a feel-good story.


CI: What’s your background? I’ve been with Sun International for 27 years and I originated on the hospitality side the business way back when; officially – and this is a little bit of serendipity – I left the company after two years then rejoined some time later. The official opening date of Time Square was April 1st, which marked my official 25-year anniversary with the company! I have been quite fortunate in


my time with Sun International, I have changed lanes on a number of occasions and I consider that a huge advantage because as a general manager you are able to draw on multiple experiences and environments; I have spent quite a lot of time in hospitality, and in international sales and marketing, and directly on the casino operations side. It stands me in good stead.


AUGUST 2017 27


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