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promotional coupon for cash or a buffet ticket and spend a lovely day.
In theory, this sounded like a great way to attract new and repeat customers, but over time, the casinos discovered the plan’s inherent fl aws. They had placed few requirements to use the promotional credit as part of a bigger business plan rather than instead of customers spending money.
Case in point… my great aunt and uncle. Elsa and Jack were never ones to easily part with money, which is a kind way of saying they were somewhat cheap and always looking for the ultimate bargain.
Almost daily, they would board the bus from their Philadelphia neighborhood, travel to Atlantic City, get their roll of quarters and buffet discount and then walk the famous Boardwalk. I don’t think they ever actually gambled at a table, but they did eat at the almost-free buffet.
After a nice day’s outing, they’d return home on the bus. It was a great activity for the retired crowd who were nice people but small-time spenders. The smarter operators caught on, but it took many years to all but eliminate the bus trips. Not everyone was willing to risk alienating visitors, especially on those quiet, cold winter days when attracting any foot traffi c meant potential revenue. That was particularly true when the regional competition began heating up in the 1990s. The buses ultimately disappeared, but people continued to line up for the buffets that featured dozens of food items. Operators began charging pretty signifi cant prices, except in Las Vegas where the ever-increasing opulence just lured more visitors. Food was an easy commodity to offer and customers felt good that they got a real “bang for their buck.”
That was then… this is now. Food costs are a huge issue everywhere. As I mentioned last month, food expenses have become a deterrent to visiting Las Vegas. With a double-digit percentage drop in tourists over the summer, things became dire enough for the Las Vegas Convention and Visitors Authority (LVCVA) to take dramatic action. The trade group debuted “The Fabulous 5-Day Sale,” an unprecedented citywide event in late
September. From smaller properties to the giants like Bellagio and Venetian, 75 locations ramped up their resort, restaurant, entertainment and experience deals.
However, I’m happy to speculate that buffets were probably off the menu. Food courts featuring side-by-side diverse food outlets have replaced them. And, why not? If you don’t like a particular cuisine, why pay a fl at rate for food items you will never sample?
The buffet formula accepted losing money on the big-time foodies because of the profi ts from customers who only ate one serving. Casinos rarely wasted food because it often ended up in the employee cafeterias
In the mood for delicatessen? Patronize that venue. What about barbecue, Asian, Mexican or many other menus? This is the perfect casual solution to dine at the desired price point. Families can split up to different counters and meet once they all have exactly what they want. As G2E opens this month, I wanted to forget the serious and write about something light and comical. After all, the educational schedule looks full with so many interesting topics. Those of you attending will certainly learn plenty. I am sure the early G2E convention “founders” could never have imagined how innovative and creative the gaming industry
really would become and continue to be. Safe travels to and from Las Vegas. Have a great time, learn some new information and get plenty to eat. There’s sure to be too many choices that week.
Sharon Harris
Sharon has worked in the casino and coin- operated amusement industries since the 1980s. In the early 1990s, Sharon transferred her public relations and journalism skills to the gaming industry. She wrote her fi rst feature for Casino International predecessor EUROSLOT magazine in 1994.
As Associate Editor, North America for Casino International, Sharon has chronicled the explosive growth of U.S. gaming and reported on its most signifi cant changes. She has traveled across America to participate in dozens of industry events and has interviewed
hundreds of gaming operators,
executives and suppliers.
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