Inside Asian Gaming

inside asian gaming June 2016 22 Feature In Focus Mr Clayton does, however, note one strength of IRs in this brave new world of shifting customer preferences. “We have a conversation with thousands of consumers every day,” he says, an advantage that gives IRs an inside track to spot trends that can help retail tenants, the operator and the destination better match what customers want. It’s not just about shifting the mix of stores in IR malls from a luxury flagship or department store to H&M or Uniqlo, Bloomberg Intelligence analyst Catherine Lim notes, but shifting presentation with innovations such as interactive panels and pop-up stores to make shopping experiential. CLUBBING REIMAGINED In that same vein, Mr Wucherer says IRs have to be designed, or re-designed, as “targeted, re-envisioned micro-environments” – settings that bring people with common preferences and behaviors together. Rather than simple demographics, the new determinant is “psychographics” – segmentation that divides the market into groups based on social class, lifestyle, values, opinions, attitudes, interests and personality characteristics. At MGM Grand in Las Vegas, YWS “Consumers switch quickly between different activities … you can’t expect them to walk a mile and a half from where they’re gaming to where they want to dine.” YWS Design and Architecture CEO Tom Wucherer Allan Zeman: Make Macau world class Like integrated resorts, destinations need a compelling set of features to entice consumers, according to Wynn Macau Vice Chairman Allan Zeman. “You need the whole package,” he says. “Macau has gaming, a unique draw. Now add to that base with world class things. Macau By Muhammad Cohen needs to upgrade the city, make the package wonderful – not just casinos, but the city overall.” He suggests thatMacau engage creative industries and encourage their growth in the city to help improve its destination appeal. “The challenge for Macau is to put its best face in front of the Chinese consumer,” Galaxy Entertainment Group Chief Marketing Officer Kevin Clayton adds. “For example, there’s a huge variety of food, [but] we don’t put that out to the consumer effectively enough.” He believes casino concessionaires and the government need to work together more closely to create a vision for Macau and market it more effectively. Says Mr Zeman, “It needs to be government led. Then casino operators can step up to the plate and change their package. Macau has the money to do it. “Macau needs to become world class. Then it will be able to sell itself to the world. Not just to mainland China but the world.”