Today’s casinos: Leveraging non-gaming activities and events to broaden your customer base and demographic 

Customer development, loyalty and long-term retention have always been a major focus for casino owners and operators. Industry trends and data indicate that diversity in the types of special events and activities within a casino event center can increase guest attendance and create a new and different demographic of foot traffic on the casino property. This ultimately will help attract other patrons through exciting new public experiences and will generate an important source of indirect revenue that extends beyond the casino showroom floor. As a result, many owners and operators are looking for ways to become more flexible in their event center facilities to reap these benefits. 

A flexible event center integrating the Gala Systems technology can host a wide range of social activities and unforgettable events. Forward-thinking casinos have seen results that doubled the utilization of their event centers and have generated a substantial increase in visitors and attendance at their properties. Not only was revenue optimized during off-peak hours, but this also led to additional revenues in gaming and other casino amenities (such as food and beverage sales). As an added value, these casinos have also been able to offer the use of their flexible facilities to the wider community, providing a popular and marketable venue for resident activities and gatherings. 

Hard Rock Casino (Vancouver, British Columbia, Canada)

But what exactly is a Gala Venue® flexible event center

A room that can be automatically converted, within minutes, from a conventional auditorium-style setup into other dynamic formats – flat or stepped floor space layouts with or without seats.  This space suits all types of events equally well, from concert performances to business seminars or exhibitions, cabarets or banquets, and any other event with a permanent look and feel.

As the trend grows for casinos to expand their event centers beyond the gaming experience, a more flexible space is essential. As we know, entertainment is multi-faceted, and venues with a high level of operational flexibility and versatility create a real opportunity to provide a special and personalized experience for loyal guests and new customers alike. With multiple configurations and a quick transformation time, Gala Systems flexible showrooms can help casinos host more non-gaming events and activities that can serve as increasingly important revenue drivers and maximize the potential of their properties to become an event hub in their market.

Club Regent Casino (Winnipeg, Manitoba, Canada)

Outside of the casino industry, venue concepts such as the new Steinmetz Hall in Orlando and the Tobin Center in San Antonio have demonstrated the value of flexibility, allowing for mixed-use events within the same space with a permanent look and feel in all cases. Equipped with a Gala Venue® automated seating system, they transform on the fly to match fluctuating audience sizes and the specific needs of each event.

Dr. Phillips Center for the Performing Arts (Orlando, Florida, USA)