“ It ’ s critical that sportsbooks keep up-to-date on trends and keep the latest technology and apps incorporated into their interactive experience .”
— Bill Salerno , Principal , SOSH Architects
square feet , depending on the operator and the location . A casino book space will vary in size from a stadium sportsbook , for example , and have different program requirements . A larger space can include more amenities like retail , food and beverage , whereas a smaller space can be more digitally driven . It depends greatly on budget and the goals of the client .
“ The design ( at Ocean Resort Casino ) was developed with the intention of a quick construction turnaround — selecting custom FF & E and materials that had fast deliveries — so the venue could be up and running as soon as possible after the sports betting legislation was passed in New Jersey ,” he says . “ The construction took approximately 12 weeks with an all-in budget of about $ 10 million .”
Shortly after books like this came into play , mobile betting changed this dynamic . Most patrons bet on their phones . Some brick-and-mortar facilities throughout Atlantic City have been negatively impacted , because customers don ’ t want to wait in line .
“ Mobile phones and the brick-and-mortar venues work hand in hand ,” Salerno asserts . “ Mobile betting came first with fantasy sports before brick-andmortar sportsbooks began popping up . Once sports betting legislation was passed , many states required bets to be placed in land-based venues .
“ There are three ways to place a bet within a venue , and they ’ re all important : mobile devices , betting kiosks , and teller windows ,” Mangini adds . “ The sportsbook venues we design include and support all of these methods . It ’ s also important to include a space for advocates to talk to and educate players , some of which are new to betting . This also gives the operator an opportunity to capture the player ’ s information and keep them coming back .”
Mangini indicates that the sportsbook look depends on the operator , the location and the guest experience they want to deliver . He notices a trend of more preference toward expanding amenities to be inclusive and interactive , such as food and drink offerings , retail , and participatory games and events
like cornhole , bowling alleys and virtual driving ranges . By incorporating more participatory events and creating an entertainment destination complex , guests will likely stay longer beyond the game .
Salerno sees the sportsbook-operator marriage as an evolving dynamic .
“ New advances in technology are happening as we speak ,” he says . “ It ’ s critical that sportsbooks keep up-to-date on trends and keep the latest technology and apps incorporated into their interactive experience to keep betting simple and easy for their guests to use . The technology of the sportsbook drives the architecture and design .”
>>“ Players are utilizing the technology at a very high rate and sports betting is making a much faster recovery than other types of gambling .”
— Brett Ewing , Principal , Cuningham Group
Books Get Bigger and Better
Brett Ewing , principal with Cuningham Group , has a cutting-edge overview of the industry . The marriage between casino gambling and professional sports leagues has opened a financial spigot .
Advancements in betting , display , seating and mobile technologies have led to the creation of modern , comfortable sportsbook spaces with amenities appealing to the increasingly diverse casino attendee base . These venues will be entertainment-based , immersive environments — sports theater , he believes .
“ Online betting platforms are growing rapidly , and casino owners are embracing their popularity ,” Ewing asserts . “ Many operators have already teamed up with or created their own platforms . Analysts predict this usage will increase as sports leagues restart during Covid-19 . In response to this growing popularity , on-site sportsbooks are expanding services , as well .”
According to Ewing , the upgrades in many sportbooks include personal LED terminals with high-definition resolution , state-of-the-art odds boards that constantly update and offer opportunities for in-game live wagers , and new full-service bars , ticket windows , and ultra-comfortable seating and VIP areas with their own dedicated theatrical spaces . Operators are also developing new player incentive programs online and in-house .
What about the role sportsbooks play in a property ? They could be teamed up with bars or become stand-alone entities .
“ Due to state approvals and the convergence of operator-based betting platforms , sportsbooks are earning a lot more attention from owners ,” Ewing indicates . “ Players are utilizing the technology at a very high rate , and sports betting is making a much faster recovery than other types of gambling ; therefore , it makes sense that owners will continue to parlay that popularity into other areas of their properties . We have owners that are looking at both stand-alone venues and venues incorporated into food-and-beverage solutions .”
Cuningham has blended these concepts into design for two properties , not named for confidentiality purposes .
One location fashions a simpler integration of a casino bar and a grab- ‘ n ’ -go deli where the sports element both centers and ties the venues together with state-of-the-art audio and video . The other property will be a new , stand-alone sportsbook bar and restaurant within a repurposed space . That venue will have a great outdoor space associated with it as well .
36 CASINO STYLE 2020