“ On-site betting could drive higher-profit F & B sales and potentially drive casino play .”
— HBG Design Principal Dike Bacon and potentially drive casino play ,” he indicates . “ The key is creatively intersecting amenities like bars or restaurants with televised events . Brick-andmortar casinos obviously offer experiences you can ’ t get on a phone or computer terminal .” Application of laws varies widely from jurisdiction to jurisdiction . Where betting is currently legal or on the verge of being legalized , HBG works with clients to study the impact and opportunity of integration of sports betting into larger entertainment experiences and venues .
“ A few of our concepts integrate sports betting into the center bar or into existing restaurants or multi-use venues ,” Bacon says . “ Instead of having a sports betting back room , there is a great opportunity to bring the activity right out to the casino floor , or at least adjacent to the floor , and potentially introduce casino gaming to a new customer .
“ Depending on what is allowed in a particular jurisdiction , we will work with clients to either update existing sportsbook areas , move the activity entirely to a new location in the casino or possibly into an existing restaurant , or create an entirely new space . What ’ s really compelling is the notion that sports betting could potentially attract a younger demographic to the casino . Sports betting can become an integral part of a total entertainment experience that appeals to a wide audience , male and female .”
While sports betting doesn ’ t generate a lot of revenue by itself , it becomes a marketing tool , especially when combined with enhanced food and beverage sales , potential other types of gaming spend , and maybe even an overnight stay .
There are sporting events going on somewhere all year long , so there are great opportunities to create special event nights , particularly on off nights , and promote them as such .
What should the standard book look like now ?
“ Modern sportsbooks need to be more open and inviting to all demographics and less intimidating ,” Bacon says . “ Betting can be more fun and attractive to a much broader customer base if it ’ s social and communal . This means the creation of larger areas that include open seating or areas with pods , with tables that allow food and bar service but still meet distancing guidelines .
“ In a post-Covid era , there may be plenty of underutilized spaces and square footage in a resort . Operators will be looking for new activities or uses for these spaces , and the creation of a modern and entertaining sportsbook could be one of the best .”
William Hill Sportsbook , Ocean Casino Resort Atlantic City
One Hill of a Nice Book
SOSH Architects has worked with the biggest operators in this realm , including FanDuel , DraftKings , William Hill and PointsBet . It has collaborated on more than 25 innovating and world-class gaming destinations .
One of them was the William Hill book at Ocean Casino Resort , an Atlantic City industry leader when it launched in 2018 .
“ When we were in the early planning stages for the William Hill Sportsbook at Ocean Casino Resort , there was a large tenant space identified in the center of the casino that was ideal to repurpose into a sportsbook ,” says Bill Salerno , principal of SOSH Architects . “ Not only because it was in the heart of the property , but because it could accommodate a massive amount of A / V and technology equipment that had to go into it . Within the 7,700 square feet of space , we were able to include bar , high top and lounge seating , a 24- hour bar and 17-seat slot bar , and a state-of-the-art video wall with over 1,500 square feet of high-definition LED screens and 330 square feet of sports ticker . “ At Ocean Casino Resort , we wanted to create an attention-grabbing transformation from the existing entertainment tenant space into an exciting and inviting new high-tech , state-of-the-art sportsbook which was more integrated into the rest of the casino ,” Salerno adds . “ The design objective was to provide guests with a Times Square-esque digital experience to view and immerse themselves in sporting events . Our team took the large space and broke it out into three zones : a wagering counter and general public viewing area , a VIP sofa and club chairs area for a comfortable and intimate viewing experience , and a center concourse with high-tops as a public gathering space .”
Michael Mangini , the director of design for SOSH Architects , says the size of a sportsbook can range anywhere from 2,500 square feet to 12,000