of casino restaurantgoers are coupling their dining decisions with their gambling decisions
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 lowkey 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 .
Brian Wyman is senior vice president of operations and data analytics for The Innovation Group .
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