LUCKY CASINOS

DISCOVERY STATION (2010) 2/14

Not all casinos are created equal. There has been 50 years

of research on why some gambling outlets are more successful than

others.

DISCOVERY discussed numerous aspects of this retail market.

The most successful attributes are:

location, an interior design that provides both

intimacy and privacy. The first two outshine all other

positive attributes.

Location means that the building

is placed in area relative to the other buildings

that will get the most traffic. The second means that when

a person gambles they want to be with a few others and yet

have individual privacy. Thus they can feel comfortable

in a setting where one is going to lose money. The house almost

always wins, but big pots must happen and thus

increase sales by formal advertising and word

of mouth. One's money is quickly transferred into something other than

money and

thus it is easier for the customer to lose more. Drinks

should not cost much or be free.

Other attributes that make the gaming facility attractive are

clean air which is recycled in the building every 3 to 5 minutes.

Constant ambient noise that encourages more gambling.

It must have a certain odor that is conducive to

gambling and must be slightly chilly. Food should be

and drink should be very modest in cost as well as

lodging. Water fountains are excellent for the indoors. The bathrooms

must be spotless.

Without the intimate space, casinos may have patrons

stop but they will only attract 2 to 10 percent of the traffic.

However, if the intimacy and privacy are

available, there appears to be a retention basis of

87%. Mega- complexes and excess space is

a reflection of a poorly planned casino.

Waiters and waitress must be not only be clean

but physically attractive and friendly. Certain

interior furniture and other statues, and related

can be a distraction.

The carpet must have a bold design. The ceiling must be

free of design except for cameras. Therefore consumers

must look at the machines.

Coolers who

appear to bring bad luck are located through out

the place and can act as part of security if a cheater

needs subduing. They also appear to be gambling and therefore

help fill the gaming area.

Colors throughout the place must be warm. Music that

also compliments the noise may have "ear candy" which are

musical embeds of a sounds that attract people.