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크롬웰 민트(Cromwell Mint)가 포티파이브 켄싱턴(Forty-Five Kensington)으로 브랜드 변경

One of the oldest casino properties operated by Genting has undergone a multi-million- pound refurbishment, which has seen it transformed into a world-class premium gaming venue at the heart of London’s South Kensington Borough. With a renewed emphasis on hospitality, Forty-Five Kensington has seen the property upgraded with a first-class dining facility and new private gaming room.

“For over thirty years, Cromwell Mint had its specific place in the market,” explained Gary Moore, Casino Director of Forty-Five Kensington. “In the 18 months prior to the refurbishment, the sector in which Cromwell Mint was situated had been in decline. This decline wasn’t due to one thing, but a result of many changes which happen in business. Cromwell Mint served a certain customer base, but market trends change and the Kensington area shifted towards a premium player market. In order to maximise our market share of this sector, the opportunity for a refurbishment and rebrand has enabled us to reposition the business and bring a completely new offering. The feedback from the soft openings so far has been incredible.”

Genting은 최근 Westcliff Casino와 Luton Casino를 개조했지만 Forty-Five Kensington의 개조는 카지노 부지의 전체 브랜드 점검의 일부가 아닙니다. Cromwell Mint의 개조 작업은 독립적이며 Forty-Five Kensington에만 해당됩니다. 이 회사의 브랜드 변경은 45년대 '1960 Club'이라는 카지노의 기원을 떠올리게 합니다.

Originally a Victorian residential building, the whole venue has been renovated with the casino now boasting a stylish gaming environment overlooking the Natural History Museum. The main gaming floor has been fully refurbished, with a new table configuration. “There is now a theatre-like effect with the hydra e-tables and American roulette tables,” described Moore. “One of the major benefits has been the improved organic flow with more areas against the wall resulting in a fluid and more comfortable experience for our customers.”

런던 카지노는 전통적으로 독특한 판매 포인트로 역사와 디자인에 의존하고 있지만, 이러한 건물의 유산은 기존 건축물을 변경하고 조정하려고 할 때 극복하기 어려운 비용이 많이 드는 문제가 될 수 있습니다. 무어는 이렇게 설명했습니다. “우리가 할 수 있는 일에는 한계가 있었습니다. Forty-Five Kensington은 원래 주거용 건물이었고 우리가 가지고 있던 공간이 올바르게 활용되지 않았습니다. Queensbury Room에서 우리는 수년에 걸쳐 수많은 개선을 통해 만들어진 외관 뒤에 엄청난 양의 공간을 발견했습니다. 우주의 회복은 엄청났습니다.”

Comprised of four high-end casinos, Forty-Five Kensington sits at the premium end of Genting’s London offering. The casino runs neither an open-door nor membership policy, welcoming guests on business and those holidaying through its warm, inviting and non-intimidating atmosphere. The venue has introduced a high- stakes Queensbury Room for players seeking slightly higher table minimums and maximums alongside a bespoke offering featuring American Roulette, blackjack and baccarat. The Queensbury Room is a captivating and flexible space, featuring a bay window whose natural light gives the room a unique feel that cannot be found elsewhere in Mayfair.

The makeover has seen the e-lounge expanded with 20 slot machines and hydra e-tables. “The whole offer has been radically changed and the e-lounge is part of the identity here,” explained Moore. “Electronic players utilising the hydra e- tables and slot machines didn’t always have the best service. As such, a huge part of the business is now tailored towards offering a dedicated area for these players with the best service in the market. Delivering that has really added value to our business. It is the now the very best environment in which to play electronic games.” The e-lounge’s aesthetic environment and service offering means that food and beverage can be dispensed directly from the kitchen, with a dedicated slots host to offer hospitality.

Forty-Five Kensington은 이제 런던 최고의 카지노와 경쟁하기에 이상적인 위치에 있습니다. Moore는 “앞으로 마케팅 전략은 교육 과정에 더 가깝습니다.”라고 설명했습니다. “우리는 항상 우리와 함께 움직이는 고객 기반을 갖고 있습니다. 우리는 우리가 누구인지, 무엇을 제공해야 하는지에 대한 인식을 높여야 합니다. 우리가 해당 지역에서 최고의 제품을 보유하고 있다는 인식을 높이기 위해 강력한 내부 마케팅 활동과 주최 이벤트가 있을 것입니다. 사람들이 방문하면 가장 큰 반응은 사람들이 이전에 경험해 보지 못한 방식으로 환영받는다는 느낌을 받았다는 것입니다. 일단 사람들이 우리를 방문하고 나면 그들은 다시 돌아오고 싶어하며 실제로 돌아옵니다.”