suggest they should be designed in a place with a secondary use such as a pool , since they are infrequently utilized .
6
What non-gaming amenity gives the most return on investment ? And is that always the wisest choice ?
BUTLER : Of the higher return-on-investment amenities , the nightclub scene has quickly become one of the highest potentials as a top lucrative option . Margins can be very high , operating costs can be relatively low ( depending on the entertainment policy ), and operating time commitment can be as low as two nights per week at four to six hours , or if successful , can be multiple nights . Spillover to other amenities in the facility can boost those operations as well and create an energy buzz .
EMERY : Oddly enough , our experience has shown us that the addition of close covered parking is the best return on investment . It takes the worst weather day — too hot , too cold or raining — and makes it one of the best . Additionally , it moves more guests closer to their first gaming opportunity . Accounting for the expanded parking capabilities , the extended playing time and the inclement weather , the ROI of a parking structure is above 49 percent .
7
What variables should be considered when a shopping experience is contemplated ?
EMERY : There are many variables to consider : the correct mix of stores , the proximity and the demographic . A well-placed series of stores and unique offerings can bring the occasional gamer to your facility . Providing food and beverage offerings that shoppers want , that complement the casino offerings and do not compete , is critical . Proper infrastructure is critical to ease the movement between the resort and shopping .
HERETAKIS : Retail is a very tough offering . Once again , size matters . People want a full mall experience with lots of offerings at all price points . Most of the smaller mini-mall offerings in casinos historically have not done well . People expect their everyday typical stores ( Victoria ’ s Secret , Bebe , H & M ) as well as the special treat spend of a luxury brand . Las Vegas retail has also done well because of international tourism . Does your casino have that draw ?
HOSKINS : It is not about shopping , it is about creating experiences that excite the guest and allow shopping to happen . It is about placemaking , creating nodes and paths to destinations . It ’ s not enough to rely on a series of shops to generate a buzz or build your resort ’ s brand . Our goal for our clients is to design a retail experience that is centered on placemaking . Retail is not just about shopping , it ’ s about designing a place for people to gather .
8
How do bars and restaurants complement the casino experience ?
BUTLER : Bars and restaurants serve as an amenity to complement gaming by providing a bit of a respite , a pause from the gaming excitement for social interaction with friends to refresh and socialize . They can provide a variety of environments , commensurate with the casino or contrasting , differing cuisine to suit different tastes , maintain the energy level or a time out , and can become a destination in and of themselves with gaming becoming the amenity .
RIZZO : Experience has shown the food and beverage offerings can be both a source of revenue and a way to retain customers in the casino for longer periods of time . Obviously , this greatly depends on the quality and variety of offers , as well as how entertainment offerings are incorporated in them .
//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
2015 CASINO DESIGN FACULTY
Dike Bacon , Principal and Business Development Leader , Hnedak Bobo Group , Inc . Dike Bacon is a principal and the business development leader at Hnedak Bobo Group , a leading gaming and hospitality planning , architecture and interior design firm . In this role , Bacon is focused on influencing and aligning the firm ’ s expertise , multiple disciplines and national presence with client objectives and vision . His direct professional practice experience spans 33 years and supports his leadership balancing dynamic programmatic development objectives with market and customer-focused economics . Bacon ’ s project experience includes major gaming / entertainment / hospitality resorts throughout the U . S . and his client list includes some of the most prominent and successful commercial gaming companies and Indian gaming tribes in the industry .
Julie Brinkerhoff-Jacobs , President and CFO , Lifescapes International , Inc . President and CFO of Lifescapes International , Inc ., Julie Brinkerhoff-Jacobs has been active with the company since 1982 . Her responsibilities include guiding the growth of the awardwinning landscape architectural design firm through sales and marketing efforts to resort , residential , casino , vacation ownership , office and lifestyle center developers and builders and other industry professionals . She is a frequent guest speaker , lecturer and author on design and marketing-related issues for the real estate industry . In addition , she oversees financial management for the firm .
DeRuyter Butler , Executive Vice President of Architecture , Wynn Design & Development In addition to serving as the chief architect for
Wynn Resorts , DeRuyter Butler , AIA , is also president of Butler / Ashworth Architects , which was the project architect and architect of record for Wynn Las Vegas . Butler was responsible for oversight of the architectural design for the resort , as well as the day-to-day functions of architectural design , review and approval of the architectural construction documents . Butler is also responsible for the ongoing remodel and expansion of Wynn and Encore resorts in Las Vegas , as well as oversight of Wynn Macau , Encore Macau and the Wynn Palace Cotai projects as well as other local and international projects for Wynn Resorts and Wynn Design & Development . Prior to joining Wynn D & D in 2000 , Butler served as director of architecture for seven years of Atlandia Design and Furnishings , a wholly owned subsidiary of Mirage Resorts .
continued pg . 40
casinodesignmagazine . com 39