CASINO INNOVATION

CASINO INNOVATION: WHEN THE BEST FEATURE IS WHAT YOU DON’T OFFER

The Park MGM officially became the first fully non smoking casino resort on the Las Vegas Strip in September 2020.

It was a big change because it showed the possibility of differentiating your property from others and becoming more profitable. Park MGM thought out of the carton and succeeded. Why not others? 

Here are some “nons” that could make your casino stand out:

*Non Food: Where is it written that people have to eat while they’re busy throwing their money away on table games, slots and video poker? All players need is alcohol. Emphasize the bars, drop the food. (More profit from booze anyway.)

*Non Entertainment: Hard-core gamblers are not interested in entertainment. Gaming is their entertainment. No need for headliners, production shows, or even a lounge act.

*Non Rooms: Who needs a room when you are in the casino 24/7? All you need are a couple of recliners next to the tables or machines for quick naps and then back to the action.

*Non Parking: Here’s the pitch for non parking. If the casino doesn’t have a parking lot, they have more room for table games, slot and video poker machines. True, some players might want to park there, but have them use Uber or Lyft and give them a VIP welcome when they arrive.

*Non Clothes: That’s right, nude gaming. Let’s face it, some Las Vegas resorts offer topless pools. Why not expand it to the casino? Don’t think about where you put your winnings, though.

*Non Credit: Or, in the vernacular, “Cash Only.” That’s right, go back to old Vegas and offer slot machines and video poker that only take currency and coin.  And, more importantly, pay out in currency and coin. Also, no credit at its shows and restaurants. People are ready and willing to pay cash!

*Non Gaming: The perfect counter-intuitive marketing approach. Developing a new market segment for a Las Vegas property, for people who no longer gamble or have no interest in playing. In that case, for them, it’s a veritable “tsunami” of food and entertainment.

And, if you really want to be special, go to the extreme opposite of Park MGM and only allow cigars. Now there’s a market segment that will not go up in smoke! 

Or is that a pipe dream?