EDITOR ’ S LETTER
Filling in the Blanks
In a bygone era , the stereotypical casino was a windowless box with no clocks , no natural light and a mazelike interior , designed to capture guests and keep them at the slots or tables until their pockets contained nothing but lint . Fairly or unfairly , in those days casinos were sometimes compared to mousetraps .
What a difference a few decades make . This is the age of the integrated resort — a less-than-sexy label with a powerful meaning . As the term suggests , these resorts integrate gaming with scores of other entertaining diversions : day clubs and nightclubs , bowling and golf , water parks and theme parks , manmade beaches , swim-up bars and so-called “ experiential ” attractions , as well as dining and retail , spas and pools , wonderful accommodations and other amenities that help to keep the customer satisfied , gratified and eager to return .
In short , it ’ s not about capturing your guests , but captivating them .
Think of Casino Style as your vision board , with plenty of ideas to help you up your game , mine more value from existing guests , entice new ones and operate at peak efficiency ( without sacrificing the fabulous ).
In a feature on so-called “ super amenities ,” Michael Vanaskie explains how these non-gaming attractions dazzle customers of all generations and entertainment persuasions .
Dave Bontempo writes about robotic drink machines , which eliminate spillage and overpours and the revenue that goes down the drain with them ( unlike other automated gizmos , they won ’ t eliminate server jobs , and in fact may boost gratuities ).
In Frank Legato ’ s piece on revenue management , the experts share how to truly keep tabs on customer spend — not just to maximize their value , but also to boost customer
Marjorie Preston , Editor
It ’ s not about capturing your guests , but captivating them .
service . Bill Sokolic contributes an excellent feature on how to get your fair share of trade shows , conventions and meetings , an increasingly important business segment .
Want to know about the latest food trends ? Our experts define the fast-casual movement , and comedian George Lopez talks about opening his first restaurant , Chingon Kitchen , at a Southern California casino . Mike Sheridan profiles Lifescapes International founder Don Brinkerhoff , the man who created the first oasis in the desert for Steve Wynn , broke the rules of landscape design , and made up some new ones that endure to this day .
In these pages , you ’ ll also learn what goes into the design and manufacture of a comfy chair , and why ergonomics matters , not only in the cubicle but on the casino floor .
Be sure to check out Dike Bacon ’ s column , in which the HBG designer shares how “ healthy ” guest rooms , abundant gardens and Outward Boundstyle adventures work together ( often subliminally ) to create a happier guest . And Carl Long of PMI crunches the numbers about savvy FF & E purchasing .
Finally , Casino Style Publisher Roger Gros weighs in on the increasingly critical matter of security in the casino realm , how to keep our customers and staffers safe and our assets free from harm .
We live in an era of rapidly changing , often baffling technologies and tons of new competition ( including the digital variety ). For all the challenges , there may be no better time to be in this business , which has shifted from gaming-centric to “ gaming and …” whatever else your customers want .
They ’ ll fill in the blanks . It ’ s up to you to deliver . Please share your success stories with us .
A GLOBAL GAMING BUSINESS PUBLICATION 2018
Roger Gros , Publisher | rgros @ ggbmagazine . com twitter : @ GlobalGamingBiz
Frank Legato , Editor | flegato @ ggbmagazine . com twitter : @ FranklySpeakn
Monica Cooley , Art Director | cooley7 @ sunflower . com
Lauren Byrge , Director , Sales & Marketing LaurenB @ GGBmagazine . com
Floyd Sembler , Business Development Manager fsembler @ ggbmagazine . com
Becky Kingman-Gros , Chief Operating Officer bkingros @ ggbmagazine . com
Lisa Johnson , Communications Advisor lisa @ lisajohnsoncommunications . com twitter : @ LisaJohnsonPR
Columnists Carl Long | Dike Bacon
Contributing Editors Dave Bontempo twitter : @ bontempomedia Mike Sheridan | William Sokolic Michael Vanaskie
EDITORIAL ADVISORY BOARD Rino Armeni , President , Armeni Enterprises
• Mark A . Birtha , Senior Vice President & General Manager , Hard Rock International
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Julie Brinkerhoff-Jacobs , President , Lifescapes International
• Nicholas Casiello Jr ., Shareholder , Fox Rothschild
• Jeffrey Compton , Publisher , CDC E-Reports twitter : @ CDCNewswire
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Geoff Freeman , President & CEO , American Gaming Association twitter : @ GeoffFreemanAGA
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Dean Macomber , President , Macomber International , Inc .
• Stephen Martino , Vice President & Chief Compliance Officer , MGM Resorts International , twitter : @ stephenmartino
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Jim Rafferty , President , Rafferty & Associates
• Thomas Reilly , Vice President Systems Sales , Scientific Games
• Steven M . Rittvo , Chairman Emeritus , The Innovation Group twitter : @ InnovGrp
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Katherine Spilde , Executive Director , Sycuan Gaming Institute , San Diego State University , twitter : @ kspilde
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Ernie Stevens , Jr ., Chairman , National Indian Gaming Association twitter : @ NIGA1985
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Roy Student , President , Applied Management Strategies
• David D . Waddell , Partner Regulatory Management Counselors PC
Casino Connection International LLC . 901 American Pacific Drive , Suite 180 • Henderson , Nevada 89014
702-248-1565 • 702-248-1567 ( fax ) www . ggbmagazine . com
The views and opinions expressed by the writers and columnists of Casino Style are not necessarily the views of the publisher or editor .
Copyright 2018 Global Gaming Business LLC . Henderson , Nevada 89014
CASINO STYLE is published annually by Casino Connection International , LLC . Printed in Nevada , USA .
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4 CASINO STYLE 2018