Inside Asian Gaming

June 2016 inside asian gaming 23 In Focus YWS designed TopGolf at MGM Grand in Las Vegas – a 21st century driving range that also includes bars, restaurants, pools, cabanas, VIP suites and an event area. designed TopGolf, a 21st century driving range that appeals to golfers of all skill levels. This flagship location includes bars, restaurants, two pools with cabanas, VIP suites, event areas plus a pro shop. TopGolf is a standalone facility, but overall Mr Wucherer sees similar “fluid but focused micro experiences” taking place within a more “porous” casino environment. “Consumers switch quickly between different activities,” Mr Wucherer says. “You can’t expect them to walk a mile and a half from where they’re gaming to where they want to dine.” He acknowledges that softening the boundaries of casino floors may conflict with governments’ desire to restrict gaming access but, “It’s a matter of understanding the goals of stakeholders, including the owner/operator and government and evaluating the specific setting.” According to Mr Rittvo, “Regulators will have to change their views” to get a better mix of gaming floor activities and better interaction between the IR and its surroundings. More links with IRs’ host destinations can help create the authenticity consumers seek. “Governments want the casino encased in the facility, but they also want the building more integrated into the local environment,” he observes. “If governments want this revenue generator but with gaming as only 5 to 10% of the floor area, then it needs to be more porous. Otherwise, people go in to IRs and don’t leave, so spending doesn’t permeate the community.” The shift away from simply gaming is evident in the US but, noting continued low levels of non-gaming spending in Macau and undersupply of casinos relative to population and income in the region, Mr Rittvo asks, “Are Asians 15 years behind the US in terms of customer preferences?” Not according to Mr Wucherer who recalls hearing “several years ago that Chinese would never use social media. I believe things will change faster than we think.”