— Nick Schoenfeldt , Vice President and Principal , TBE Architects
Golden Nugget Atlantic City Sportsbook
Embracing a New Age
JCJ architect Mike Larson says sportsbook venues vary greatly depending on the client , the property , and the environment . The traditional , large sportsbooks of Las Vegas are not what the industry is seeing now , as both the experience and technology driving those spaces has changed .
“ We ’ re mainly seeing two types of scenarios playing out ,” he says . “ First is a venue with sports betting that looks and feels much more like a food-and-beverage lounge . They are often fit out with amenities such as sporting activities and buy-out spaces for small to mid-sized groups , with components like private TVs , sound , and video gaming consoles .
“ The second scenario is deployment of sports betting technology across the properties in the form of betting kiosks . Both speak to the future of sports betting , which is one that is fully integrated into how the customer experiences the game and the property .
“ That can take many forms , whether it ’ s convenience betting for the guests , or the ability to combine sports betting with other revenue-generating activities such as food and beverage , buy-out events , or traditional gaming .”
Regardless of what style is selected , some design elements are consistent , according to Larson .
“ While this will depend largely on the property and their goals , it will all start with creating a beautiful , distinctive and exciting space that supports great service ,” he indicates . “ Sightlines to the screens are of the utmost importance . You also want to establish various seating types and zones to give options to both guests and operations . These zones and seating types should always create complementary energy , while servicing the range of customers — whether those are bar patrons , traditional race bettors , or small or large groups .
“ And since watching sports is often a communal activity , we really welcome the opportunity to create comfortable small group spaces where people can enjoy games with friends , food , and fun . All the details that you can work into these spaces can go far in making sure the guests have a memorable experience , which is one of the most important ways we define a successful project .
“ We ’ ve done group spaces that include things like USB power ports , drink holders , tabletop interactive gaming , dedicated / multiple video screens , and tuned audio specifically for that zone .”
Larger group spaces are also an interesting aspect in that these areas will also enter the property ’ s group sales inventory , he asserts . Sporting events have long been a place where companies entertain . These spaces are the natural evolution of that , and can give tremendous opportunity to both the event host and the property — especially now that in-person attendance at sporting events is much harder to come by , he notes .
JCJ has worked on a couple of new projects in Mississippi . The rich sports culture in this region brought a tremendous amount of excitement from the sports community , and was well-received , he says .
Larson indicates that as sports betting becomes more prevalent across the nation , JCJ works with many gaming clients to convert existing spaces into sportsbook experiences which expand and complement their current offerings . The company also has several clients in states where sports betting has yet to pass regulatory approvals . In those instances , JCJ is creating multi-faceted spaces designed to serve as sportsbooks at the appropriate time so they are well-positioned to move quickly once that approval takes place . Where is the industry going ? “ I think the keyword here is integration ,” he says . “ We ’ re going to see sports betting become more deeply integrated in all aspects of the property — whether that be an integrated resort or a regional casino property . While we ’ re seeing a lot of specific efforts to bring sports betting online in terms of venues and functional sportsbooks , down the road this will be a product offering that will come up in all project types in terms of how sports betting may be integrated . It ’ s all about giving the customer a seamless , convenient and fun experience .”
Multi-Faceted Approach
Nick Schoenfeldt , vice president and principal at Thalden Boyd Emery Architects , says the company ’ s Native American and corporate clients are planning for the inevitability of sports betting . His advice : prepare the space ahead of time . This is especially important prior to an NFL season .
“ To the majority of our clients , sports betting is simply another amenity to add to their integrated resort ,” he says . “ Everyone is planning for one because they all want to be ready . Many of the well-informed operators we communicate with understand the limitations and the risks associated with a sportsbook .
“ With an average profit of between 3 percent and 4 percent , the amenity needs to be paired with another , more consistent revenue generator . We are seeing a lot of sports bar concepts surrounding the sports bet to bring a consistent level of activity to the area and to energize to crowd . The ability to crossuse the monitors and televisions saves on A / V costs , which have gotten very capital-intensive .”
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