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UK
Casino Times
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News
05 January 2005
Gala's Customer Service Gets In
The Zone
With
the recently announced cap on regional casinos, British
operator Gala is singing the praises of the large definition
of future venue as defined by the government in its Gambling
Bill.
Covering more than 27,000
sq ft over three floors and 30 tables, its latest venue in
Leicester, in the heart of England, is poised to take
advantage of the liberalisation of gaming laws and offer
itself as an alternative to other entertainment offerings in
the city.
The new player is
undoubtedly the key to the new era, but courting their
leisure time is only part of the battle and retaining the
interest of the existing player poses an intricate balancing
act.
Nick Potter, managing
director of Gala Casinos, explained how the flow around the
new casino aimed to keep one happy. "We want to have our
cake and eat it," he revealed. "Of course, we need to find
new customers, be they couples, groups, people on their own
or even light spenders. But we want to be able to
accommodate all of them and for them not to grate on each
other. So we're creating distinct and familiar zones in the
casino, not rooms, but an open plan environment marked out
through light and colour."
Furthest away from the
entrance is an elevated high-stakes gaming area, while the
zone nearest the door is designed specifically to be less
serious in order to attract people who may not have much
casino experience.
"It's traditional gaming
but with softer and easier layouts," said Potter. "And there
is also a difference in how it is serviced. Staff are
trained to deal with people who may never have played
before, to be very friendly and helpful and teach the games
if necessary. Our strategy is to build casinos that start to
be seen as accessible, something that represents a bit of
fun with few barriers, more colour and exciting designs," he
added. "We want our new builds to have some fun and bubble
about them."
One of the innovations in
Gala's recent openings has been the inclusion of a gaming
lounge, very much away from the gaming floor. Here, punters
can sit together and have a drink and also play live
roulette on remote terminals or watch sport on the large
flatscreen monitors on the walls. It is hoped, eventually,
guests will also be able to use the terminals on the tables
to place sports bets.
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