Rooms to Move
Imagination and innovation are key to maximizing customer experience and profits
BY ROGER GROS
A GLOBAL GAMING BUSINESS PUBLICATION 2015
Roger Gros , Publisher | rgros @ ggbmagazine . com Frank Legato , Editor | flegato @ ggbmagazine . com
Robert Rossiello , Art Director | rross @ casinoconnection . com
John Buyachek , Director of Sales & Marketing jbchek @ ggbmagazine . com
Floyd Sembler , Business Development Manager fsembler @ ggbmagazine . com
Casinos aren ’ t the first thing you think about when considering a healthy option . Yet , there has been a surge in interest by guests in “ well ” rooms , which promote a healthy stay . And they seem to be a hit .
MGM introduced 42 Stay Well rooms in 2012 on the 14th floor ( really the 13th floor !) of the main tower . For an extra $ 30 a night , guests could rent rooms with amenities such as air purifiers ; vitamin C-infused showers — which are designed to neutralize chlorine for healthier skin and hair — and circadian lighting systems , which mimic natural light , aiding the body ’ s internal clock by regulating melatonin production . Other elements include an all-natural mattress , a dawn simulator alarm clock that slowly floods the room with golden light , and a “ light therapy ” mirror .
The rooms proved to be so popular that the entire 14th floor was converted to Stay Well rooms , a total of 171 rooms , which also includes a common Stay Well Lounge .
Health guru Deepak Chopra , who created the Stay Well concept along with the Delos Company and the Cleveland Clinic , has expanded the concept to include meeting rooms at MGM Grand . Meeting areas include selfcleaning surfaces and a cleaning protocol using hypoallergenic products and tools to neutralize bacteria , acoustic elements that reduce noise from outside the room , ergonomic furniture intended to provide optimal comfort and to prevent stress or injury , a strategically placed hydration station and healthy menu options .
MGM ’ s approach to selling these rooms has been fresh and innovative , something that every hotelier must keep in mind in these times of Airbnb and Homeaway online services that allow people to rent private rooms , homes and apartments . Hotel rooms not only have to be a bargain , but they have to be unique , as well .
Take the La Reserva Hotel in Paris , which hired Kurt Lagerfeld to design the Chocolate Room , where everything you see is sculpted from chocolate . Also in Paris , how about the James Bond Suite at the Hotel Seven ( not 007 ), a unique mix of futuristic chic with vintage design ? Or how about the 1950s Suite at the
Victoria Mansion Hotel in Los Alamos , California , complete with a Cadillac bed and car-hood bathroom sink ?
In the casino world several years ago , the famous El Cortez was planning on refurbishing its hotel rooms , and conducted a “ Design-a- Suite ” contest . Four Nevada-licensed design firms were commisioned to create a 600-squarefoot suite for $ 20,000 . Urban Design Studio ’ s “ Big Sleep ” suite , with a mob theme , won — not surprising , given that the El Cortez was Bugsy Siegel ’ s first hotel in Las Vegas .
So , it takes imagination to get your occupancy rate up , but it also takes technology these days . And it all has to do with revenue management . This is one of the most critical but least understood aspects of any hotel operation .
Everyone wants to maximize your room revenue , but how about getting the highest possible profit from your best customers , over and above the room rate ? In a casino , this can be a double-edged sword . Do you charge the highest possible room rate or do you comp an extra night for a customer who is known to spend lavishly at your spa , retail or food and beverage outlets ?
Are your departments talking to one another about all your guests ? Are you managing your inventory in a rational manner when you know certain players or groups are coming in ?
Are you using revenue management to drive your marketing decisions ? And how does your revenue management system interact with OTAs ( online travel agents , like Expedia , Hotels . com or Travelocity )?
Keeping your hotel full and creating the most revenue per room is important , but it ’ s far more complicated in a casino resort than it is in a straight hotel . Not only does it take imagination and unique concepts to fill your hotel rooms , but you also have to be comfortable with the technology that can help you make decisions that benefit both the top and the bottom lines .
Becky Kingman-Gros , Director of Operations bkingros @ ggbmagazine . com
COLUMNISTS Bill Langmade | Karla Perez-Larragoite | Paul Steelman
CONTRIBUTING EDITORS Dave Bontempo | Julie Brinkerhoff-Jacobs Roberto Coppola | Rodric J . Bradford Pamela Jones | Marjorie Preston | Patrick Roberts
EDITORIAL ADVISORY BOARD Rino Armeni , President , Armeni Enterprises
• Mark A . Birtha , Senior Vice President & General Manager , Hard Rock International
• Julie Brinkerhoff-Jacobs , President Lifescapes International
• Nicholas Casiello Jr ., Shareholder Fox Rothschild
• Jeffrey Compton , Publisher , CDC E-Reports
• Geoff Freeman , President & CEO , American Gaming Association
• Dean Macomber , President , Macomber International , Inc .
• Stephen Martino , Partner , Duane Morris , Baltimore
• Jim Rafferty , President , Rafferty & Associates
• Thomas Reilly , Vice President Systems Sales , Scientific Games
• Steven M . Rittvo , Chairman / CEO The Innovation Group
• Katherine Spilde , Executive Director , Sycuan Gaming Institute , San Diego State University
• Ernie Stevens , Jr . Chairman , National Indian Gaming Association
• Roy Student , President , Applied Management Strategies
• David D . Waddell , Partner , Regulatory Management Counselors PC
Casino Connection International LLC . 901 American Pacific Dr , Suite 180 , Henderson , NV 89014 702-248-1565 • 702-248-1567 ( fax ) www . ggbmagazine . com
The views and opinions expressed by the writers and columnists of CASINO DESIGN are not necessarily the views of the publisher or editor .
Copyright 2016 Global Gaming Business LLC ., Las Vegas , NV 89118 CASINO DESIGN is published annually by Casino Connection International , LLC . Printed in Nevada , USA .
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