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Poker’s New Place as an Incentive
July 07, 2008
Gaming's still big, but now it's one activity among many
By Marc Boisclair
Good news, Las Vegas: Eli Gorin, CMP, loves bringing incentive programs to The Strip. "All the shows, the nightclubs, such great dining and tour opportunities—there's so much to see and do, I can't wait to get back," says Gorin, president of the Miami-based gMeetings Inc. Noticeably absent from his enthusiastic ticker of superlatives: gaming. "I don't look at Vegas specifically for that reason—I could do gaming here in Florida if I really wanted to," he says.
Which leads to the broader question of what role gaming now plays in the world of Vegas incentives. Sure, participants still look to spend their time and money at casino halls in return for the fun, thrills and that memorable bonding anecdote back at the office. But while gaming is still a big draw for reward programs, it's clearly no longer Vegas' top draw.
Across-the-Board
That concept may seem obvious to those who've only recently booked the destination, but for seasoned insiders the turn to "lifestyle" amenities—fine dining, posh spas, adventure sports and equally adventurous Broadway-like productions—has been occurring for some time.
At the South Point Hotel Casino Spa in Las Vegas, which opened in 2005, a unique feature is the property's Equestrian Center, which has been called the finest horse facility in the country. Horse shows throughout the year are a draw for incentives. There are also a 64-lane bowling center and several movie theaters on property.
"[The] paradigm has really shifted in the last five to six years," says Chandra Allison, executive director of sales for the Palazzo Resort Hotel Casino. "Vegas has grown so much since then and brought so much more to the table, especially for incentive groups." Given that, adds Allison, "as more resorts have opened they've also changed their stance toward group business, adding more meeting space, retail, restaurants and entertainment." And nodding to a variety of competition in the process. "We compete a lot with cruise ships and beach resorts, and they all have gaming available to participants," says Allison. "Gaming's still important, but the more creativity that we can attach to it as an extracurricular activity, then the better the overall program."
The same dynamic applies in the Reno/Lake Tahoe area, where the move to re-emphasize nightclubs and other activities attracting a younger crowd dates back at least two years at properties like Harveys Lake Tahoe. As for gaming, "It's an important amenity, still important to our revenue stream, but it's the things to do beyond the casino that bring people here now," says Pat Flynn, executive director of hotel operations and sales for the Peppermill Resort Spa Casino. Flynn points to his own property's $400 million expansion and renovation as a prime example of needed change. "I look at it as diversifying our mix," he says, citing the need to skew the Peppermill toward a younger, less gaming-oriented clientele.
"We have five-diamond-quality rooms, and the spa and salon we're building will be world-class, says Flynn, who adds that the successful Vegas model of groups, rooms, retail, dining and entertainment are above gaming on the list of priorities.
Gorin agrees. "I view it as a secondary activity, not the reward itself," he says. "I don't mind them gambling on their own time but I wouldn't want them to take away from the time I have planned for their program.
"I had a program for a client in the cosmetics industry who was introducing a new line of men's fragrance and wanted a low-key, high-end event at a swank hotel," says Gorin. The type of client they were gearing it towards would have been exemplified by the George Clooney character in Ocean's Eleven: suave, savvy, affluent, a bit older and known for enjoying the good life. Gorin chose the Bellagio where he set up shop for his client's invitation-only reception in a 19th-floor suite. "We had sixty-five guests, mostly Latin American buyers and store owners, and phenomenal Strip views," he says. No slots, no craps, just cool cocktails and fine noshes in an ultra-swank setting. "The client loved the idea that this event reminded him of the new-style Vegas entrepreneur and raconteur. He wanted to brand it with his new fragrance, and the launch proved to be very successful."
Last year, Harrah's Lake Tahoe completed a $3 million remodel that created a new VIP check-in area, unveiled a high-end Cantonese restaurant called Gi Fu Loh and transformed Club Altitude into the new VEX nightclub. The property also refurbished the 16th-floor Summit suites and built nine new ones on the 17th floor.
Harveys unveiled an $11-million renovation of its balcony suites, a $5.5 million remodel of the guestrooms in the Mountain Tower, a refreshed look in the Cabaret Showroom and the completion of the $1.35 million Phase II of the health club and pool.
Anyone for Poker
Where, then, does gaming fit the bill? "Poker's the latest craze, and people still look for that as an activity," says Allison, adding that Palazzo can arrange general tournaments structured for up to 100 people or team-building executive tournaments that lead down to the final winner for an afternoon/evening event. Many resorts now offer mini-casinos in their pool areas as well, with catering available for private splash-and-bet parties. "People love instructional sessions on craps or blackjack as well," Allison says.
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