What do we mean by this?
In this example, the producer is pitching a live entertainment concept that he or she is hoping the casino will buy into. The casino’s marketing department is trying to adapt this pitch into something that fits their brand and the casino’s concept. This reworking process is building a structure on a foundation of straw. The foundation of any live entertainment attraction in a casino needs to be intricately customized for that property. The themed attraction needs to be conceived and built from the ground up, with the casino’s brand and concept at the core. In essence, this is understanding the “why”.
We believe that we need to work with our casino clients from the ground up and build the foundation of a great live attraction together, one brick at a time.
Through working together, we can truly answer the “why” behind the project as a whole. Finding and realizing the true goals of the project, whether it be increased gaming revenue, improved guest experience, guest retention, increased floor traffic, or generating more repeat business.
After discussing and answering the “why” behind the project, we work together to understand who the casino’s target demographic is now and in the future. We want to get a clear understanding of the perfect customer’s behavior, what has drawn them to the casino in the past, and what we think will attract them in the future. Next in the process is an understanding of the physical space. Every casino is different, and with those physical differences there needs to be an understanding of guest flow throughout the space and the branding reasons behind the architectural design. Where are the guests currently, and where do you want them to be? What is the current flow of people in and out of the casino, and could there be changes of attractions in certain locations that would optimize this flow? What new architectural or retail changes coming to the casino could benefit from certain placement of an attraction?
Interested in learning more about how the POET Team’s unique approach to creating live attractions for casinos can benefit your space? Contact us to learn more and get started. We would be happy to help.
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