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Until the 1980s, your favorite slot machine in your favorite casino lacked a place to park your caboose. You wanted to drop coins into the slot, you stood. And you stood some more. You got tired, you went to the coffee shop for a respite.

“But as slots came to dominate casino revenues, casinos began to cater more to slot players,” says Professor David G. Schwartz, associate vice provost, Office of Faculty Affairs at the University of Nevada, Las Vegas, and an expert in gambling history. “Rather than being a quick diversion, slots became something patrons would play for hours. Chairs became important for the overall gaming experience, because anything that enhances comfort is going to lead to a longer gambling session.”

Remember that word: comfort. It’s a key factor when it comes to casino chairs. Or any chairs, for that matter, whether in a restaurant, a lounge or a meeting room, but especially on the casino floor. Especially in front of a slot machine.

“What many people may not realize is every player’s first interaction with the game is the chair. Not a player card, not the button panel, not the bill validator. It’s the chair,” says Joshua Corrick, chief commercial officer at Gary Platt Manufacturing, one of the leading providers of casino seating for more than 20 years. They create chairs for slots, table games, poker, bar-top and bingo, among other areas.

Gary Platt chairs

Gary Platt and other specialized manufacturers design chairs to not only sweep players off their feet, but to make where they sit good for the body. Ergonomics, they call it.

Ergonomic features are paramount as the casino player cannot be compared to any other user of a chair or work station. The configuration of the playing station therefore has to be addressed accordingly, says Luigi Iulita, owner of StylGame, another chair manufacturer.

“We have found in casino after casino, in country after country, the more we focus on player comfort, the more we are able to directly impact increased time on a device, helping to drive revenue in both the slot and table games areas,” Corrick says.

A number of factors come into focus when it comes to posture and positioning, says Kevin Buck, communications manager for Gasser Chair.

“You have to consider seat height, back angle, seat angle, foam density and how all of these properties interact with each other,” he says. “You have to also make sure the player can easily interact with the machine. You do not want the customer to have to lean over to reach for the machine, so having the seat height just right is crucial. This is why having a gas cylinder, or a player-adjustable seat height is very common on the slot stools.”

Durability and Design

But ergonomics and comfort are not the only dynamics at play.

“The most important factor for me is comfort, but followed by look, and finally durability,” says Alex Alvarado, vice president of casino operations at MGM National Harbor.

MGR

When a casino buys slot machines, it can almost immediately check if it made a good purchase based on revenue statistics, says Kelcey Allison, CEO of GSL Gaming Group, distributor for MGR Casino Chairs. But quantifying a chair is not so easy. Casinos can only know if the purchase worked after months or years, he says.

“The chair must ‘invite’ the player, make him sit as long as possible and then play as long as possible,” Allison says.

Indeed, hundreds of hours have been spent by researchers in understanding the relationship between the player and the chair.

“The cabinet designs from the slot manufacturers have greatly changed the way people sit and play slots now,” says Jim Keranen, vice president of sales and marketing for Patir Inc., a Las Vegas-based casino chair manufacturer.

A slot chair is a functional piece of art from that perspective, he adds.

“Being that it is functional, what are the specific needs of the casino operators? How can we make their needs coincide with the designer’s vision? How do we make sure these chairs will last for the next 15 years as well?” Keranen says.

Unlike other furniture throughout a resort, casino chairs are subjected to continuous stress, many times with poor use and washed with aggressive cleaning agents, MGR Global Sales Chief Guido Rizzo says.

Moreover, each chair operates in a 24/7 environment, says Lance Weiss, executive director of KGM Seating Division, which developed a proprietary blended two-part injection molded foam which adds to the overall comfort and durability of its chairs.

In addition to testing for durability, Gasser utilizes aluminum components that resist rust, designs modular stools for quick in-field service, and offers self-return swivels so the chairs are always facing the machine, Buck says.

Then there is uniqueness. “Casinos are requesting more custom slot stool designs that can create a lasting impression,” he says.

At Gary Platt, artisans create the design from a preliminary sketch of a fully realized chair.

“Like all artists, our designers have a process, which starts by considering the comfort level and its relationship to time on the device,” Corrick says. “We are very proud of how our creative teams work closely with our customers’ design teams to create hand-crafted chairs.”

Take the Flamingo in Las Vegas, a Caesars Entertainment property. The casino employs the Gary Platt GX2 model on all of the main-floor slots. Players in the high-limit salon sit on the Sonoma model, and visitors to the casino’s bars can rest on the Monaco chair. The Flamingo transformation began last year with the Lido chair for the poker room.

Bells and Whistles

In today’s environment—and in the future—seating becomes part of the experience.

“There are now seats with built-in speakers and even vibration motors to create a more immersive playing event, something mirrored in seating for video gaming and entertainment,” Schwartz says.

The future could bring a union of the seat and cabinet with integrated chairs.

“We are working on anti-static, anti-bacterial and integrated cellphone charging seats,” Allison says.

KGM chairs

Manufacturers have utilized a variety of gimmicks including vibrating chairs, spin buttons, sound in the chairs and lighting, and these will be enhanced for the future. Also, memory and dual-density foam, flexible back plates, and screens in the back of the chair. In the future, expect wireless charging or electronic funds transfer through readers in the chair, says KGM President Jason Peters.

Gary Platt is incorporating several new technologies into its current sound chair platforms. “We have fully incorporated sound, lighting and a shaker for the chair, all to better create a complete gaming experience for the player,” Corrick says.

Some of MGM National Harbor’s premium slot machines provide more “robust seating” encounters, including surround sound, as well as vibration and movement. “More immersive seats enhance the game and can ultimately make for a more enjoyable gaming experience,” Alvarado says.

The integrated experience between the cabinet and chair has been increasingly of value to the player.

“There’s more and more known technology going into the chairs, and it’s fascinating to see things repurposed into a new function for the slot machine,” Keranen says. “We believe that the sportsbook chair will evolve in the same fashion. This might be a little out there, but the slot chair industry has always been looking at how to make a home reclining chair that meets your dining room chair.”

Operators might look to stadium-minimalism seats for the space-conscious casino. Or the high-limit room bringing further elegance with more lounge-style seating for couples. “The great part about working with our customers is learning the needs that their players pass on to them,” Keranen says.

With the advancement of wireless tools, it will significantly accelerate the technology used in chairs. Peters says the goal is to find something to benefit the user without distracting them. “Radio-frequency identification takes advantage of new technology without the chairs having to be integrated through the floor or attached to the base,” he says.

Tables and Seating

Much of the focus on chairs in a casino environment relates to slot machines because slots generate the most revenue. But chairs have their own affinity with certain table games, notably blackjack.

Patrons still stand while playing craps and to an extent, roulette. And for good reason.

“Mostly this is because of practical concerns. Placing bets in roulette would have players standing anyway, and shooting dice while sitting down would take much of the excitement out of craps,” Schwartz says.

Chairs for blackjack tables need to be solid, having a firm center of gravity, while being easy to slide into position and be very comfortable, Alvarado says.

Patir

Blackjack is more of a social game, with more interactions between players that can have an effect on play, Keranen says. “Think about when someone wins a jackpot on a slot machine; people stop and think, ‘Wow, that’s cool. Hope I win like that!’ Compare this to table games: ‘Look, we are all winning. Keep this streak alive.’ That drives other players to want to come join, hence, more seats are needed around the table for one game,” he says.

Blackjack players stay and play hour after hour, Corrick says. “If they aren’t comfortable or experience discomfort in their legs or body, they leave. Sitting in an uncomfortable chair leaves you feeling physically exhausted; you constantly move your legs, hips and back to make yourself more comfortable.”

There’s that word again. Comfort.

Chair design differs when it comes to table games. Ongoing development of proper ergonomics based on posture of the player is a focus, specifically with table game patrons, as they tend to sit differently than slot players, Weiss says.

“We often see table game players leaning forward, whereas, a slot player is more likely to be leaning against the chair back,” he says.

As designers studied table games, they found that chairs needed to add different heights to ensure the participant is at the optimum height, Corrick says. “The result is much less fatigue to a player’s body or arms. Our research has also led us to create chairs with specialized lumbar support, keeping in mind that the players are leaning forward to reach the table.”

Says Weiss, “Table games such as blackjack require a more supportive seat cushion design to relieve pressure because it is a higher chair. Additionally, we also want to consider different foam densities due to the player’s sitting habits.”

Chairs usually have shorter backs to not obscure the view, Buck says. “It’s not difficult to make a comfortable blackjack stool; it just takes a different approach.”

The foot rest location has to be relative to the seat top and not the floor, as the height is different for everyone.

Dimensions of the seats are also smaller than those with slots, Rizzo says.

The context of chair use with table games is very different, and the importance of the seat is not as crucial as for slot machines, Iulita says. “It is in any case a determining factor that has a great influence on the gaming experience and can prolong the time spent by the player at the table. The ongoing changes in the blackjack field, such as the digitization of gaming tables, do not change the needs of the player when it comes to seats.”

It’s no surprise that casino operators diversify their earning portfolio beyond gaming and into hospitality, whether meeting rooms, restaurants or bars. Chairs play a role in these arenas as well. “They want to give customers a reason to stay longer,” Corrick says.

For example, the convention area is notorious for horribly uncomfortable chairs, he says.

“We asked, why was it supposedly impossible to create a chair that was both easily stackable and comfortable, and the answer is, it’s not,” Corrick says. “Our Kopa model is living proof.“

The Indian Gaming Regulatory Act (IGRA), passed by Congress in 1988, was designed to give Native Americans a chance to participate in gaming businesses that were already legal within their states.

It started with bingo. Then gaming machines were developed that determined winners by virtual bingo cards. Later, as casinos spread across the country, tribes were permitted to offer full-scale casino gaming. (In Connecticut, the tribes got this right because the state had legalized “Las Vegas nights” for charity, and a court ruled that IGRA still applied.)

In the early days, tribes housed their casinos in inexpensive buildings—trailers, tent-like “Sprung” structures, or even converted warehouses. A few years later they added hotels, restaurants and a limited number of non-gaming amenities.

Today, the second and third wave of tribal gaming is under way. Once-small casinos have become integrated resorts, comparable to world-class facilities in Las Vegas. When it comes to reinvestment, competition—both with commercial properties and other tribal operations—has sometimes forced their hands. But the desire to offer more than just gambling is often a goal of these expansions.

In November alone, five tribes celebrated expansions or relocations of their current facilities.

Major Milestone

The Paskenta Band of the Nomlaki Indians celebrated the 25th anniversary of the tribe’s official restoration with a multimillion-dollar expansion and remodel of its Rolling Hills Casino in Corning, California.

Tribal Chairman Andrew “Dru” Alejandre said the expansion idea goes back to the change in tribal leadership in 2014, and management staff was hired with growth in mind.

“We were looking for a general manager with knowledge of expanding casinos,” Alejandre told the Red Bluff Daily News. “It will provide more opportunities for our community and for us in the tribe to give back to the community.”

General Manager Steve Neely said the expansion will increase the gaming area by 40 percent, bring in two new restaurants, redesign and expand conference facilities, and give the entire casino a facelift. Rock & Brews and Fatburger restaurants will be opened in the remodeled facility; Neely said the addition allows the casino to offer something not found in this part of the state. Rock & Brews is expected to open in the summer of 2020 and Fatburger in January 2021.

Construction will take place in phases to allow the casino, which opened in 2002, to continue operating with minimal disruption. Completion of all phases is expected to take 14 months, with many of the changes in place during the summer of 2020.

“The 25th anniversary of restoration and recognition by the federal government marks a watershed date for our tribe as we look to the future,” Alejandre said. “The recent opening of our new outdoor amphitheater and our new partnerships with major food and hospitality brands solidified the tribe’s commitment to being a valued economic community partner for the North State.”

Through the Paskenta Nomlaki Foundation, the tribe has turned revenues from the casino into grants of more than $6.7 million in Tehama County. Funding has gone to local medical facilities, the building of a Tribal Community and Senior Citizens Center, donations of fire and law enforcement resources and the creation of recreational programs in Corning.

The gaming area will expand to the east and south on the property to enclose existing entryways and landscaping, Neely said. The main entryway and fountain will be removed and parking lots realigned to make parking and entry simpler.

A brewery and distillery will produce beer and spirits, crafted on-site and sold throughout the property (legislation passed in 2018 repealed a 184-year ban on production of spirits on tribal property). The tribe expects to announce the name of the establishment soon.

The entire facility will be modernized and rooms upgraded at both The Lodge at Rolling Hills and The Inn at Rolling Hills. A new coffee shop will be added along with a pizza restaurant and retail space. A ballroom and conference center will be the final phase of the project, the most versatile and largest of its kind in the area.

The project is expected to create an estimated 400 jobs during construction and up to 200 permanent new jobs post-construction.With occupancy rates at the casino’s hotels around 99 percent throughout the year, Neely said the tribe could look at expanding existing lodging or adding a new hotel to the site.

Alejandre said tribal members are supportive of the expansion. “People are enjoying the opportunity for change and the direction the tribe is headed with their businesses.”

Moving On Up

The U.S. Bureau of Indian Affairs (BIA) has approved a plan by the Tule River Tribe of California to relocate its Eagle Mountain Casino from the current locale in Porterville, Tulare County, to a 40-acre parcel in the same community, near the Porterville Airport Industrial Park.

The site is less than 20 miles from the existing facility and will be considered an off-reservation acquisition, reported Indianz.com.

Moving the casino “would be in the best interest of the tribe and not detrimental to the surrounding community,” said BIA Assistant Secretary for Indian Affairs Tara Sweeney, announcing her decision to the National Congress of American Indians.

California Governor Gavin Newsom must also OK the plan, she pointed out. “A decision to acquire the approximately 40-acre parcel into federal trust will be made at a later date, when Governor Newsom concurs with the secretarial determination.”

“After years of hard work,” Chairman Neil Peyron told the Porterville Recorder, “the federal government moved the tribe’s casino relocation one step closer to making this dream a reality.”

Cherokee, community and casino representatives cut the ribbon on the new Cherokee Casino Tahlequah in Oklahoma

Tribal Culture

Cherokee, community and casino representatives cut the ribbon on the new Cherokee Casino Tahlequah in Oklahoma

Cherokee Nation Businesses recently opened its newest casino resort, Cherokee Casino Tahlequah in Oklahoma.

The venue showcases Cherokee history and culture, with artwork and design elements focusing on the legendary Cherokee 18th century warrior-turned-peacemaker Nancy Ward, also known as Nanyehi, and her cousin and fellow Cherokee leader Dragging Canoe, or Tsiyu. The facility also honors the Cherokee statesman and linguist Sequoyah.

The casino features mannequins of Nanyehi and Tsiyu in period clothing and artwork by 53 Cherokee artists. Historical Cherokee artifacts, on loan from the Cherokee Heritage Center, are displayed at the Chota Center entrance.

Cherokee Nation Principal Chief Chuck Hoskin Jr. said, “The art, history and heritage of the Cherokee Nation is beautifully exhibited at our newest entertainment facility. Patrons can wander the entire facility and experience different aspects of Cherokee culture. We’ve amassed and displayed the works and crafts of master Cherokee artisans, and that collection rivals most art museums in the country.”

Cherokee Nation Businesses Director of Cultural Art and Design Gina Olaya noted, “Through the involvement of such a vast amount of artists, Cherokee Casino Tahlequah provides a great view of the depth of talent we have within the Cherokee Nation. The entire location exemplifies our tribe’s unique and beautiful culture and doffers visitors the opportunity to learn and enjoy our history, language and heritage.”

Venue names like the White Wolf Steakhouse and Ancient Oak Tavern continue the historic theme. The Chota Conference Center is named after the historic Overhill town, the Cherokee Nation capital from the late 1740s to 1788, believed to be Ward’s birthplace.

Cherokee Nation Businesses’ cultural art department staff and art committees select each piece of art displayed at every CNB property. They play a critical role in selecting culturally appropriate designs, materials, textures, colors, names and themes to accurately represent Cherokee culture, language and customs.

Groundbreaking

Rendering of the Agua Caliente casino in Cathedral City, California

The Agua Caliente Band of Cahuilla Indians of California broke ground in November on its new downtown Cathedral City casino.

In October, the tribe announced that the casino project had been green-lit, following federal approval allowing the land’s status to be changed from fee to tribal trust for gaming purposes.

“We are excited to begin construction on this large-scale investment in Cathedral City,” Tribal Chairman Jeff L. Grubbe said. “This project will create jobs, revitalize an undeveloped downtown property and support Cathedral City’s economic development efforts.”

The 13.6-acre project will provide an entertainment attraction in the heart of downtown Cathedral City.

Angel Xpansion

In November, the Stillaguamish Tribe of Washington State celebrated the grand opening of its $60 million expansion of its Angel of the Winds Casino, a project dubbed “Xpansion” by the casino.

The Xpansion debuted after almost two years of work. The project features new restaurants, an events center, two bars, a bowling alley, a remodeled gaming floor and a 575-space parking garage to the Angel of the Winds Casino.

“Just under two years after breaking ground, our 2019 Xpansion is now complete,” said a post on the casino’s social media. “Thank you to everyone who helped make this Xceptional milestone possible!”

The Rivers Run Event Center functions as a concert venue and conference space at the casino. Rocker Bret Michaels of solo and Poison fame put on the first show there, which was a sellout, according to a social media post.

The expansion added a total of 300,000 square feet to the property.

In a 2017 poll conducted by Meetings & Conventions magazine, 87 percent of event planners said they “always or sometimes” used theming to spice up their gatherings.

And for good reason. Certainly, themed events are fun for guests. And simply choosing a theme makes it easy for planners to manage countless related details—from the food and drink menus to the décor and table settings to the music, activities and giveaways.

And of course, a well-executed themed event in the casino resort can deepen loyalty, invite return visits, and boost patronage on the gaming floor.

Here’s a for-instance. Every year, the Orleans Hotel & Casino, just off the Strip in Las Vegas, has staged its popular Viva Las Vegas Rockabilly Weekend. This inspired celebration—it actually lasts four days—is so popular, last year tickets sold out in seven hours. The Orleans routinely negotiates special room rates for Rockabilly guests at other hotels in the neighborhood—all in mid-April, one of the city’s most sluggish tourism periods.

“Rockabilly takes over the entire casino,” says Mike Musicaro, vice president of marketing and operations for Boyd Gaming, which owns the Orleans. “We have a car show with hot rods from the 1950s. We have the ’50s music. We piggyback a slot tournament on the weekend, and continue that theme all the way through. Players love it.”

Stardust Memories

Orleans has a full calendar of such events; Musicaro and his team plan them up to a year in advance, and weave in new events as needed. “It’s kind of a juggling act—you have the natural business, the cash business, and you don’t want to displace that. You look for pockets of opportunity to stage a special event, and tying it in with a theme is even better.

“We can have our cake and eat it too,” he says, “getting the rooms occupied with known gamblers.”

Viva Las Vegas Rockabilly Weekend at the Orleans draws hot-rod enthusiasts, ‘50s music fans, and retro-fashion lovers

Whatever the market, events of all kinds liven up the shoulder seasons, neutralize slumps and activate midweeks, says Musicaro. A signature event at the Orleans is a Stardust reunion/slot tournament that enables loyal longtime players to “see old faces and resume old friendships.”

Of course, many holidays are a natural reason to party. The recent New Year’s Eve bash at the casino employed a “Big Top” theme, complete with a ringmaster, stilt walkers, acrobats and clowns.

Some events are designed less to pull in new guests—who are, after all, an unknown quantity—than to delight loyal players.

“Quality counts,” says Musicaro.

During Rockabilly, for example, which books up a year in advance, the casino “carves away about 100 rooms for high-end players. We fill up almost 2,000 rooms,” says Musicaro, “and we don’t want to grow it anymore because we’re at capacity.”

Among attendees—including many from Europe, China, Japan and Korea—the drink of choice is none other than Pabst Blue Ribbon.

Adding a personal touch, in addition to eblasts and evites, many guests are personally invited by their favorite hosts, Musicaro says. “They pick up the phone and make the reservations. They make sure the room is in tip-top shape and that the guests are welcomed with their favorite wine or beverage. They make sure any issues are resolved right away.”

No wonder Rockabilly is now in its 23rd year.

Wheels of Fortune

When Randy Reedy first joined Valley View Casino & Hotel in San Diego County, California, he says the slot tournaments there were “boring as hell.”

“I went to the general manager and said, ‘Do you mind if I go buy a costume? I’ll keep it under control—I just want something to liven it up.’” He did just that.

As vice president of slots, Reedy transformed the tourneys into costume parties for grownups. Guests who dressed up in accordance with the given theme—as hippies, beach bums or Christmas elves—became eligible for special perks and recognition.

Owned and operated by the San Pasqual Band of Mission Indians, Valley View attracts throngs of guests with its slot tournaments and ongoing events like a monthly car giveaway. Players must earn a certain number of points to qualify. Though 60 people will participate in the big drawing, 2,500 will show up. As a result, revenues “are probably 20 percent more than the normal Friday,” says Reedy.

An annual watch giveaway is also tremendously popular, with top-tier players lining up to win Cartier and Movado timepieces. “When we open, I’ll probably have 100 people already in line,” says Reedy. “But I’m not making a penny when they’re standing in line, so we issue up to 1,400 numbers so they can go play until we start calling them back. It’s a really good, profitable event. That Saturday or Sunday could see a 50 percent profit margin.”

Though the casino’s prizes are super-sized, he notes, ultimately the books must balance in the property’s favor. “If the rewards are bigger than the wallet that’s coming in the door,” he says, “you’ve outspent your profitability.”

At his special events, Reedy continues to sport the nutty costumes, and encourages others to do the same. He’s even been known to prowl the property decked out as a pimp, in a purple suit with a bright green shirt and hat. “You name it,” he says. “They’ve dressed me in just about anything you can think of.”

The Right Touch

Julia Carcamo, head of Louisiana-based marketing consultancy J. Carcamo and Associates, says themed events must be wholly aligned with a property’s brand. If you’re throwing a luau, it has to be your brand’s version of a luau, or toga party, or disco night, or country hoedown. Otherwise, don’t do it.

Think of a brand as your “guardrails,” she says. “If you have a family-friendly brand, you’re not going to do a ‘Girls Gone Wild’ event. That’s a drastic example, but don’t do something that’s incongruent with your brand identity.”

Don’t cut corners, either, even if you think you can. During boxing events at Wynn Resorts, for example, “we used to host the media, and everything in the media room was designed to give them a brand experience,” including a fabulous food spread, Carcamo says. “These guys were huddled over their laptops, checking stats and filing stories; we could have gotten away with serving them popcorn.

“But the food and beverage program was so much part of our brand identity, to do that would have been unthinkable.” The journalists “really noticed the difference.”

Planning a themed event “is not throwing a dart at a dartboard or doing something predictable,” she says. And to succeed, an event should “touch all the senses.”

When the party’s over, guests will remember if every touch point—the music, the food, the surroundings—was aligned and memorable.

Swag that Brings the Swagger

Q&A with Paul Gordon, Rymax Senior Vice President of Sales

Rymax Inc. is the gaming industry’s premier incentive provider, with on-target gifts for players, employees and corporate partners.

One of the most surprising giveaways in its collection? The legendary Polaroid camera.

For the unenlightened, this handy-dandy item, invented in 1947, was the first camera to spit out an full-color image on the spot. Better still, the photographs developed in real time, taking shape as the photographer and subject looked on.

In the smartphone/selfie/Insta-everything era, why is the Polaroid camera a coveted gift?

“It’s a fun item, like those single-use throwaway cameras you used to get at weddings,” says Paul Gordon, Rymax senior vice president of sales. “It’s actually hot among millennials, who love instant gratification.”

It’s also a fairly low-cost investment, on a scale that also includes elite fashions (Stella McCartney, Alexander McQueen), tech devices (Apple, Boss, Bluetooth), fine jewelry (Tiffany, Swarovski, Breitling), even household appliances (Dyson, Viking, Mikasa).

Casino Style: Do guests expect to walk away with so-called swag, the goodie bags you pick up at the end of an event?

Gordon: Casinos back in the old days used to give away tchotchkes—everything from muffin tins to logoed items, and eventually players didn’t want them anymore. They want what they feel they’re owed, what they’ve earned—branded products they would see in the store and want to buy.

What gifts are in demand, and for what players?

This MCM-branded leather tote retails for $650

Rymax preaches segmentation and concentration—reward all players in proportion to their value. Players who spend a lot of time at the slots or tables or however they’re accumulating their comp dollars want to walk away with something that resonates. They’re going to use that Michael Kors handbag for the next year at least, and that watch for 15 years. So the trophy value also has residual value from a profit-and-loss standpoint. (High-end) products make a tremendous amount of sense if you look at the amortization of that cost to the loyalty of the player.

“Made in the USA” matters in some parts of the country. The environmental piece, sustainability, is important. Rewards are also dictated by the economic situation. When the economy is robust, unemployment is low and 401Ks are great, people are more apt to redeem luxury items. As the economy tightens up, they go to more practical things. You have to have a very eclectic mix of products and be nimble enough to appeal to those needs during (fluctuating) economic times.

What amazes us is that people will redeem things they want but don’t necessarily want to buy. A Dyson vacuum cleaner isn’t the sexiest thing in the world, but everybody wants one.

Do elite brands matter more to women, or does their appeal cross gender lines?

Women are more cognizant of brands than men, who don’t care if something was featured on the red carpet at the Oscars or some celebrity was seen using it. Not to say men don’t appreciate a cool brand. Status is powerful. Sunglasses are always big.

Can you mention some Rymax rewards that really went through the roof?

Electronics are very strong, especially connectivity and smart devices. They drive a tremendous amount of redemptions.

Tech goes over big with high-value players, like this Amazon Echo

Fashion has come up in a big way, too. As retail continues to shrink, the brands say, “Where do we go to build brand equity and drive sales?” We’re doing programs with the biggest companies in the world, because you can really target based on income level, geographic participation, all those things. Ten years ago, fashion brands didn’t see (incentive programs) as an important channel. Now it’s critical.

What incentive product simply didn’t click?

We brought a high-tech cooler on board. It sounded great, solar-powered. But at the end of the day, I think the price point was really too high at for what it actually did: keep things cold

In 2018, in the 24 Las Vegas “Big Strip Casinos”—those generating more than $72 million of gaming revenue—non-gaming revenue made up more than 65 percent of total revenue. By contrast, in 1990, non-gaming revenue comprised just over 40 percent of total revenue on the Strip.

Hardly an accident, this shift in revenue mix is the result of a concerted effort by Las Vegas resorts to emphasize that Las Vegas isn’t just for gambling. With the proliferation of regional markets, many customers can now gamble near home. But Las Vegas is more. When you come to Las Vegas, you come for the experience. The restaurants. The shows. The clubs. The sin that made Sin City famous. And hey, since you’re here, maybe you’d enjoy trying your hand at one of our fine games of chance.

Indeed, despite the expansion of legal commercial and tribal gaming into more than 40 states, Las Vegas has weathered the storm (and a global recession). McCarran Airport continues to see record numbers of passengers, and resort revenues have never been higher.

It should come as no surprise, then, that casinos and resorts across the country are seriously evaluating their amenities offerings. Even—maybe especially—outside of Las Vegas, properties are looking to diversify their offerings, differentiate themselves from competitors, attract new guests, and give their existing guests renewed reasons to visit. They are finding these reasons in the form of new and updated experiences, many of which reside off the gaming floor.

A core component of our business is consumer research, and another is helping clients perform highest and best use assessments for land parcels or underutilized areas of casinos and resorts. We’ve found blending the two—surveying guests when assessing best use of space—to be highly informative. Seeking the voice of the customer in these projects has resulted in several unique and successful outcomes. With that in mind, we conducted a survey of 500 adults who visit casinos so that we could share actual player views in this article. We asked respondents several questions about their perceptions, opinions, and usage of amenities, and we share some of the highlights here.

We asked our survey respondents whether the addition or refresh of certain amenities would change their casino visitation. Only 36 percent of respondents said “none of the above.” In other words, 64 percent of respondents claim they would change their casino behavior based on amenity addition, an indication that our guests are looking for newer, better, more exciting things from us, and we have an opportunity to drive our core business by providing them the experiences they want.

The Resort Pool

One of the first things we asked in our survey was the top reasons respondents visit their local casinos. Not surprisingly, gambling and dining took the top two places. Entertainment (shows, concerts, etc.) and retail/shopping tied for third.

However, when we asked about the reasons respondents visit Las Vegas casinos, we saw additional amenities become significant. Gaming, dining and entertainment again occupied the top three positions, with shopping following in fourth. Shopping was immediately followed by pool/spa and sportsbook.

Understandably, the caliber of the entertainment in Las Vegas is much higher than that at a regional casino, and it makes sense then that entertainment might distance itself from retail. But the addition of the pool, spa and sportsbook suggests opportunities for regional casinos to provide experiences that guests are seeking when they visit Las Vegas. Las Vegas’ weather makes for a lengthy pool season, and its nightclub-centric visitation allows for the transformation of a “pool” into a “day club.”

But looking at the large disparity between those who had used the pool on a trip to a Las Vegas casino in the last three years and those who had used the pool on a trip to a casino locally in the last three years, we see an opportunity to provide a higher-caliber, resort-oriented pool experience at larger regional casinos.

For the chart below, we restricted to “core” gaming guests, those whose daily gaming budget exceeds $500 (we expect a $500 budget to approximate $100-$200 ADT). We expected to see a gap in the younger crowd, those whom we know are drawn to the experiential pool parties in Las Vegas. Surprisingly, what we actually see is a gap in the 30-plus crowd, a gap that extends to even our oldest guests.

Sportsbook

With the Supreme Court’s overturn of PASPA in 2018, sports betting has been at the forefront of gaming expansion nationwide. Sportsbooks are a viable amenity today in several states, and within the coming years we expect more than half of U.S. states to legalize the game. We see vast interest in sports betting.

In prior work on the topic, we found 40 percent of respondents likely to make at least one sports wager in the next 12 months if it were legal, regulated, and accessible in their area. While this may seem high, we’ve spoken to many seemingly unlikely bettors who say they’d bet on their college team’s rivalry game, on a game they are attending, on the Super Bowl, on an NCAA tournament bracket contest, and so on.

Additionally, in the current survey, 18 percent of respondents list sports betting as one of their top three reasons to visit a Las Vegas casino, and 4 percent of respondents identified sports as their primary form of gaming when they visit Las Vegas. Sports bettors skew younger and male, a decidedly different demographic than the traditional slot player. And with the bulk of the betting volume being mobile (where allowed), sportsbooks are truly amenities and should be designed as such.

Movies and Bowling

I live in Las Vegas. In typical Las Vegas fashion, the movie theaters and bowling alleys I go to are in casinos. Movies and bowling are usually a family outing for me, so they aren’t accompanied by gaming. On the other hand, I do take into account my ability to earn and burn comps when selecting my destination, thereby tying my movie theater and bowling decisions into my gaming decisions.

This didn’t resonate with the survey respondents, however, when we asked about their behaviors and expectations. Only 12 percent had been to a movie at a casino in the last three years, and only 8 percent had bowled at a casino. Moreover, only 16 percent expected a casino to offer a movie theater, and only 12 percent expected a bowling alley. Even fewer expected that they’d be able to use comps on movies and bowling.

Echoing my own experience, less than 5 percent of moviegoers and bowlers reported being likely to game on the same trip. While this doesn’t make movie theaters or bowling alleys poor choices of amenities to add, it increases the need for a strong integration with the loyalty program to

really make the connection between gaming and the amenity. Programming the outlet with adult-only events may also increase the gaming crossover.

Dining

In the age of the celebrity chef, we’d be remiss not to discuss dining as an amenity, and the survey delivered a few interesting findings. First, we asked about “food court”-type dining, “sit-down casual,” and “fine dining,” in an effort to avoid the more common industry terms like QSR and fast casual. Thirty of the 500 respondents informed us via free response that we had omitted “buffet” as an option, and they felt that a buffet was an important part of their casino experience. While 6 percent sounds small, it is a very large number to agree unprompted via free response, which many respondents skip anyway. Casino-goers love a good buffet.

Additionally, when asked whether the addition or update of dining options would cause respondents to change their casino visitation, 21 percent said that fine dining additions/updates would change their visitation. The trend of celebrity-branded restaurants and experiential dining resonates in a casino environment. Slightly fewer, 17 percent, said that casual sit-down restaurant additions/updates would change their visitation. This gives the indication that even a refresh of existing F&B concepts may provide some re-energizing of the database. We compare these values to a sample of other amenities in the chart above.

Lastly, when asked why they eat at the casual restaurants in a casino, 52 percent cited “convenience (I was already at the casino),” 36 percent cited the ability to use comps, and interestingly, 32 percent cited “ability to gamble before or after.” In other words, nearly a third of casino restaurant-goers are coupling their dining decisions with their gambling decisions. Instead of a local restaurant, they are driving to the casino for the restaurant-casino combination, when they may not otherwise have gone to the casino or the restaurant. Less than 15 percent cited proximity to their homes as a driver.

Amenities of the Future

We tried to get a sense of some outside-the-box amenities that our survey respondents would like to see. Suggestions ranged from theme parks to dispensaries/cannabis lounges, the latter being suggested several times. Activities for kids were often cited as desirable as well. Only 8 percent of respondents expressed interest in seeing an esports arena, but this number is around half of the number that expressed interest in a sportsbook, which we thought was impressive given that there is clearly wider recognition and understanding of the latter than the former.

Not surprisingly, interest in esports degrades with age, from 16 percent in the 26-35 age range to only 2 percent among those 60-plus. Somewhat surprisingly, we found no significant differences in gender interest in esports, with 8 percent of our female respondents and 9 percent of our male respondents expressing interest.

Around 13 percent of respondents expressed interest in TopGolf, compared to only 10 percent of respondents that reported golfing at a casino and just over 5 percent that said the addition of a golf course would change their visitation. Today, we’re seeing not only full TopGolf facilities but TopGolf Swing Suites at several major casinos throughout the country.

Swing Suites provide a TopGolf experience on a simulator for private, indoor, all-weather enjoyment that can be integrated into a bar or lounge. This provides a more rounded entertainment environment for the golfers while generating interest in the product from other bar-goers.

Another amenity we asked about was the “anti-nightclub”—a bar, lounge, or social space that serves as a complement to an ordinary nightclub, instead providing a lower-key, more intimate atmosphere. A whopping 35 percent of respondents expressed interest in such a space, with one even remarking that “I enjoyed that ‘anti-nightclub’ option for sure! I love the idea of more lounge areas and low-key bars at a casino. Nightclubs are generally too loud and crowded and not my favorite. I would like having more intimate options.”

So, What’s Next?

I’m often asked what it’s like to live in Las Vegas. Implicit in the question is always a tone of “How can you deal with the Strip all the time?” And as every Las Vegas local has politely done a thousand times, I explain that Las Vegas is a beautiful Mountain West city that just happens to have a pretty well-known tourist district, one that really doesn’t affect me on a day-to-day basis.

Sure, we do occasionally visit the Strip for a nice dinner or to meet friends visiting town. We go to TopGolf. We take the kids on the monorail, to the shops, or to see the Bellagio Fountains. We see a headlining comic.

But more often, we go to local casinos to gamble, to watch movies, to bowl, to have dinner, even to have a Jeopardy! watch party in the bar and cheer on our friend James. We enjoy the amenities. We get into routines, and we build loyalty to the casinos we enjoy—they become our casinos. But, allegiance can be fickle. New restaurants open. The new movie theater has wide seats and beverage service. It’s 115 degrees outside—did you hear about the new Swing Suite?

So, what does this all mean? With the plethora of casino and resort options, guests require thoughtful updates and innovation to stay loyal. As casinos and resorts seek to provide the latest and greatest amenities to their guests, the winners will be those that stay ahead of the curve, the ones that adeptly mix the latest and greatest with the tried-and-true classics.

What an ascent.

Cody Martinez chuckles, recalling the childhood root beer float memory.

It sprang from the concession stand of the bingo hall, where he’d grown up on the Sycuan reservation near San Diego. The drink held a dreamy enticement, the barometer of scoring big.

“The bingo hall was right in my backyard,” he indicates. “Sometimes after school when the bus had dropped me off, I was able to get one of those root beer floats. That was a unique thrill for me. You know, we have a strong sense of community here, and I’d say there are at least two dozen employees still around who remember me during that time. They have seen me grow up from being a school-age kid.”

And now look. Three decades later, the boy became Chairman Martinez, 38, and head of the Sycuan Band of the Kumeyaay Nation. Early this year, the group he leads unveiled a major casino expansion on the land where the bingo hall once stood as its cornerstone.

There is 500,000 square feet of additional property space, 60,000 of it earmarked for gaming. There’s an award-winning 12-story hotel, a pool, cabanas and night life.

The innovative project cost roughly $226 million, transformed the gaming identity of the tribe and features, among other amenities, several new restaurants.

That’s a lot of root beer floats.

Bold Strides

The expansion marked Sycuan as a high-profile player in population-rich Southern California. Targeting local and regional markets, this move reflects recent trends of bringing Las Vegas to California, thus retaining a lucrative patron base via glamour-laden staycations.

The extensive pool area, complete with a lazy river, has delighted guests since the Sycuan grand opening

The tribe went full scale. It employed HBG Design, the renowned architecture and design company based in Memphis with an office in San Diego and a coveted niche in tribal-gaming circles.

The rollout changed the pace of operations, comparable to a major sport in which the speed of play intensifies. Raised stakes and enhanced stature mark this transition to a major stage.

The new era produced several gaming puzzle pieces.

“When you get into the region with Pechanga and other major resorts, we don’t have the idea that we will directly compete with them but we can be the premier gaming resort in San Diego County,” Martinez says. “We are an all-inclusive gaming resort, and will give you an excellent reason to drive two or three hours and stay with us.

“We are thrilled with the expansion and we will continue to strive to be aggressive,” he adds, assessing the property’s first six months of post-expansion performance. “We are learning new things as we grow into being a destination resort, a switch from being a hometown gaming house.”

By renovation standards, this was massive. An amount exceeding $100 million is considered a decent-sized venture. This total could actually build a facility from scratch.

The large operation breeds a delicate juggling act. On the financial side, higher expenses accompany more profits. In the operations realm, bells and whistles share space with peace and quiet. Slot-playing boomers blend with app-driven millennials.

“We are trying to find the sweet spot,” Martinez indicates.

That sweet spot, denoting balance, is worthwhile. The restaurants, pool and upscale hotel lure an amenity-driven demographic, while the property seeks to retain core clientele.

“We want to attract gamers who might normally not come, and they may want to bring their kids,” Martinez says. “At the same time, you don’t want to alienate the traditional customers. We don’t want the gaming floor turned into a playground.”

Martinez knows that the 55-and-over crowd remains “the base of the cake,” but that slot revenues can’t be counted on as the main driver forever.

There looks to be room for everything. The 12-story hotel was well received, obtaining a rare AAA Four-Diamond Inspector rating awarded to less than 7 percent of hotels inspected by AAA. The balconies with views overlooking the mountains, along with the pools, cabanas and swim-up bars, suggest non-gaming affluence. Yet there are also many opportunities to play, grab food quickly and not miss a beat.

How It Was Built

Sycuan tapped the services of a trusted partner to orchestrate the vision. HBG Design was lead resort planner, designer and architect-of-record for the Sycuan Casino Resort expansion project.

“We began our relationship with Sycuan in 2008, when the firm was hired for the large-scale renovation of the Sycuan Casino,” says Dike Bacon, HBG Design principal.

“The casino renovation completed in 2012, and that project set the stage for Sycuan’s recent expansion and current success,” he adds.

This one was substantial. Bacon says the project included the 12-story, 300-room, 57-suite hotel tower adjacent to Sycuan’s existing casino.

The Bull & Bear is just one of more than a dozen restaurants and lounges in the new Sycuan resort

Highlights include a new four-acre, palm-tree-lined pool complex with a resort-style adult pool experience including cabanas, an open pool deck along with a bar and grill and a swim-up bar, gardens, a lazy river, and a dedicated family pool. The new gaming space added 350 gaming machines. Innovative dining, retail and entertainment venues emerged. The sports bar has been repositioned into a brew house focused on local craft beer. Meeting and conference space, a full-service spa and fitness center are also part of the expansion.

Capitalizing on the idyllic climate of its mountain location in El Cajon, Sycuan began billing itself as a staycation getaway to local and regional guests after the renovation completed.

“While gaming remains central to its operation, the Sycuan expansion has opened an array of revenue-generating opportunities for Sycuan and helped fulfill a need for more distinct guest experiences—such as poolside concert events, meetings and conferences, and chic indoor/outdoor dining with a sophisticated California vibe,” Bacon indicates.

Some of that vibe is the Elicit Edge Bar, a posh, edgy craft cocktail lounge, Bacon asserts. It is designed for late-night mingling.

Eastern design influences complement the fresh hand-rolled sushi and small-plate cuisine offerings. Low wooden ceiling planes and warm tones in carpeting and lighting create intimacy in the open space, which serves as lounge, cocktail bar and sushi bar.

Tribal culture mixed well with business sense on this venture, according to HBG experts in the interior and exterior sectors.

“The strength of the planning and design scheme lies in its ability to create a new image and front door for the property,” says Shawn Hobbs, HBG Design principal and the lead architectural designer for the expansion project.

Western expansion adjacent to the existing casino allowed for maximum flexibility to meet future growth and development goals, he indicates.

From an exterior vantage point, the hotel tower is a welcoming beacon building energy and excitement for guests, Hobbs says. It rises monumentally, conveying the spirit and vibrancy of San Diego’s surrounding mountain valley.

“The hotel’s architectural form is derived from aspects of Sycuan culture and history and contextual influences found in the Southern California region,” he adds. “A classic butterfly roof caps the hotel tower, reminiscent of the outstretched wingspan of the red-tailed hawk, a symbolically significant element in Sycuan culture.”

The new porte cochere anchors the central area between the existing casino and new hotel tower expansion, and continues the celebration of the natural environment in form and different stone and metal material. The porte cochere structure derives its circular, staggered form from the tail feathers of the red-tailed hawk, fashioned by a copper standing seam roof and wood-look aluminum finishes in rich medium cherry tone.

Inside Magic

Rob Jurbergs, HBG Principal and interior architect of this project, says Sycuan officials utilized sophisticated planning.

“Even in the elegant interior hotel lobby space, the dramatic two-story video wall behind the hotel registration desk brings the outdoors in by providing opportunities for changing visual content including vivid imagery of regional landscapes,” Jurbergs says.

Guests are welcomed through the central “hub” porte cochere, which provides them with a convenient connection to all areas of the property.

Radiating from the entry hub are the new hotel, new casino, and entertainment venues, as well as the existing casino and parking garage.

Jurbergs says Sycuan officials had a long-term view of this expansion.

“During early design visualization workshops with Sycuan, ‘timeless design,’ ‘elegant,’ ‘sophisticated,’ ‘neutral,’ ‘natural,’ ‘warm’ and ‘design that is not too trendy’ became the frequent words and common visual themes selected by stakeholders,” he says. “Trendy designs become dated quickly and need renovations more often. Sycuan is mindful of costs, so durability and maintenance were huge concerns. Sycuan worked to make strategic long-term investment decisions, so the property did not require major renovations year over year to update or replace design elements as they grew stale.”

This project will look fresh for a long time.

An Academic Perspective

Dr. Kate Spilde provides a scholarly and integrated overview to the expansion. The San Diego State University professor is an endowed chair of the Sycuan Institute on Tribal Gaming, teaching and managing the nation’s first four-year degree program in tribal casino operations management.

Much of her work focuses on providing support for tribal governments to direct their casino gaming revenues toward nation building or rebuilding efforts. Spilde has addressed audiences around the world on tribal matters, and finds significance in the Sycuan Tribe growth.

Spilde cites the expansion’s dual role of luring visitors and attracting customers in the facility’s backyard. The major California population base is a good target for patrons who want to enjoy accommodations and amenities far better than they’d have in their own homes.

“Tribal governments and operators in Southern California have now been in the business for 30 years and know this market very well,” Spilde says. “Many of the properties in Southern California are adding or expanding their hotel offerings to keep guests on property longer, in a luxury environment, and ideally retaining those players who used to drive to Las Vegas.

“There are several impressive integrated resorts in Southern California,” Spilde adds. “Sycuan joins Viejas, Pala, Rincon, San Pasqual, Pechanga and others who have invested heavily in the evolution of their properties from repeater-market properties to fully integrated resorts.”

This evolution represents the next phase in the casino life cycle where customer draw power evolves, Spilde asserts.

“With an integrated resort, amenity offerings increase in importance and gaming activities decrease,” she says. “These integrated resorts have incredible hotels, restaurants, golf courses, spas, convention and meetings spaces, entertainment spaces and many other opportunities for peak experiences.”

Spilde believes Sycuan’s evolution from repeater market to integrated resort, highlighted by the addition of the hotel, will extend the stay of day-trippers.

This expansion, in classic tribal efficiency, reflects prudent growth. Properties rarely speculate on the market future by spending exorbitant money to anticipate business.

“Tribal gaming expansion is very deliberate, in my experience,” Spilde indicates. “There are often limits set by tribal-state gaming compacts and, of course, by tribal concerns about balancing return on investment with return on community. What I mean by that is that tribal leaders tend to be more conservative than a business investor would be since they are very cognizant of investing tribal government and community dollars, not just business funds.

“The purpose of the tribal business, in this case the casino and resort, is to generate governmental revenue. There is really no option of failure as there would be for a traditional business where the company can go bankrupt, shut down or change its name. Tribal governments invest in gaming as a means to strengthen their governments, support their communities and invest in nation-building so they have a different framework for evaluating expansion investments and expansion returns.”

Spilde, who grew up in northern Minnesota, appreciates tribal dynamics in Southern California. It represents different means to a similar end.

“Tribal government gaming has been transformative there (Minnesota) in many important ways such as creating employment, strengthening tribal sovereignty and stimulating business diversification,” Spilde asserts. “There is strong return on community there, in my opinion. But the scope of gaming and the scale of the return is much more subtle than it is here in California, where the tribal communities have the means to make major investments both on and off the reservation. Both areas are great examples of tribal government gaming in action, but they are very different stories of tribal gaming success.”

In some areas, success is rooted in bingo halls. In others, it is in a sprawling resort.

Here, it is in both.

Food and beverage trends come and go, influenced by market conditions, labor, food costs or hopefully the desire to be unique and different.

Las Vegas once defined dining trends and food programs; there was no hotter market. Restaurant design, ultra lounges and menus were all redefined and changed the way we ate across the globe. Las Vegas influenced the world. Our current trends are not as ambitious, but they’re still relevant.

Fast Casual Everything

The labor market influences dining more than any other factor today. Labor shortages and union costs both affect how food is cooked and presented. Fortunately this has brought us the food hall, which is far preferable to the food court that existed for so many decades.

Food halls can take on the look of fresh markets, food trucks or mini-restaurants that bring the cooking out front to the people, with ingredients prepared in a healthy manner right before your eyes, cooked to order. These areas tend to be very active and exciting—think Block 16 at the Cosmopolitan of Las Vegas or Eataly (above) in New York. They are totally visually stimulating—you want to be there and be part of the excitement. They don’t come off as low-cost dining options, but feel much more upscale and appealing.

Localized upscale food trucks have taught people that great food can come from little places, and that’s translated well to the food halls. Exciting food served in exciting environments! It’s a win for everyone.

The Hidden Restaurant

Beauty and Essex at the Cosmopolitan as well as Greene St. Kitchen at the Palms are great examples of the “hidden restaurant.” Beauty and Essex is concealed behind an anonymous back door in a pawn shop, while Greene St. is accessed through a graffiti-decorated arcade. They both set the mood that you’re about to enter a new and different dining experience.

The design and concept carry through to the dining rooms, so you get caught up in the experience. What would it be like to dine in a former pawn shop? Or an arcade from yesteryear that a graffiti artist friend helped to redecorate? These are fun and unexpected ways to dine. The concepts can skew either high-end or more approachable.

These offerings also give marketing departments great opportunities, since they aren’t your typical dining establishments. Because they’re somewhat hidden, the message needs to get out. Otherwise you’ll never find them, and miss out on a special evening.

Dinner and a Show

Once again, we’ll mention the highly influential Cosmopolitan, which is often on the cutting edge of trends. Rose. Rabbit. Lie. is a great example of an experiential supper club that perfectly balances entertainment and dining. The food is great, and everyone walks away entertained and feeling good about the evening.

Rose. Rabbit. Lie. is an experiential supper club that combines entertainment with great food

A new supper club will open at the Bellagio shortly, called the Mayfair. Supper-club entertainment can vary, including tableside magicians, trapeze artists, dance vignettes and acrobats. The activities can take place in cages, overhead or built into the wall; the key is to have multiple focal points scattered about the dining room. It’s great fun for couples and larger groups, and really makes for a more open and social dinner.

The design of such interiors can be moody, with purple lighting and misting smoke, or more upscale and traditional like the Rabbit. At times the show events change the room’s appearance and everyone is expected to stop and watch. Other times, they’re just background visuals. A DJ usually accompanies the effects and helps the evening flow with highs and lows of energy.

Another Local Restaurant in Vegas

The new trend is to take a restaurant with a good reputation in the hometown you live in, put it in the Xerox machine, blow it up and out, and put it on the Las Vegas Strip. Why? I don’t know. Why would I hop on a plane and go to the same restaurant 10 minutes from my home?

There was a time when the industry would invent new menus, beverages and experiences. Then, as designers we’d be challenged to create spaces that were new and original. Fix, Aqua and many others turned the design world upside down. New materials, detailed ceilings and open facades challenged designers and paved the way for us to think differently and to push the boundaries.

Those were the days that Las Vegas and Dubai would compete for the cover of design magazines each month. Proudly, most months Las Vegas graced the covers with the most beautiful spaces ever designed. Money was no object—the only thing that counted was giving the customer an incredible memory to take home and carry them over until their next trip back.

Everything Small Is Big Again!

Small-format restaurants are a big hit and offer guests greater variety and experiences. Wynn and Galaxy in Macau both do this very successfully. Ramen bars for 12, yakatori for 20 and a small French cafe for 45 people are the norms. Galaxy has more than 85 restaurants and bars, and most have fewer than 75 seats.

The lines are long, but the food and designs are worth the wait. In such small spaces design can let loose. You can spend a week there and never eat your way through the property’s restaurants. Some are focused on female retail shoppers, others on bridal parties only, with all the flowers made of delicious sweets. Such focused food and design can really make guests feel special.

Celebrity Chefs

Food superstar Gordon Ramsay recently opened a “Hell’s Kitchen” experience at Caesars Palace

It’s a trend that’s been around for a while and just won’t die: the celebrity chef. As long as you have Facebook, you can brag to your friends how much better your life is than theirs because you’re at a certain restaurant. It’s too bad the designs aren’t as nice as they used to be in those chef-driven restaurants. So live in the moment, not online. The food is better.

Our challenge is to set the trends, not follow them. We must challenge ourselves to strive for the new and different. Push the boundaries. Focus on the guests. Exceed their expectations. If we make them dream about their next trip to Las Vegas, we’ll always be relevant and desirable.