Designing Restaurants for Casinos
Designing and building a casino is a large task for the company chosen to complete the job but it is an even tougher job when you are in charge of designing appealing restaurants for new casinos or existing ones that need a fresh start. Designing a restaurant in a strip mall is difficult enough without the added pressure of having it be located in a casino where millions of people will see it each year. Floss Barber is one of those restaurant designers who is responsible for some of the venues located in the Sands Casino Resort in Bethlehem, Pennsylvania and the Rivers Casino in Pittsburgh, Pennsylvania. Barber is the chief executive officer and interior designer of Barber Inc. Barber is in the midst of designing the entire SugarHouse Casino, including its entire gaming floor and food and beverage venues.
“You must psych a city. You must feel the pulse of it. Philadelphia is a blue-collar, gritty city. You have to do something quirky – something it can call its own. If the brand, marketing goal, and vision are not in sync, you send a mixed message to the customer, and it’s wasted energy. You end up needing more signs and staffing to overcome the disconnect.”
The casinos in Las Vegas and Atlantic City have begun to push their restaurants, shopping malls, and entertainment venues more than their gaming floors in order to attract as much business as possible. This is why Barber pays so much attention to detail when it comes to designing new restaurants for casinos across the country. In 2009, close to 62 percent of total revenue for the 38 casinos on the Las Vegas strip came from non-gambling attractions. Just ten years ago that percentage was at 54 percent. In Atlantic City, the numbers are not as common, with 15 percent of the total revenue coming from non-gambling attractions. That number was at 8.4 percent just as recently as the year 2000.
The customer at a casino, no matter what city it is in, wants to have a meal, gamble, be entertained by a show of some sort, be able to buy something and then relax. The goal of Barber’s company is to keep as many customers in the casino and its venues as possible for as long as possible so that they are more inclined to spend money while they are there enjoying themselves at the resorts.
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