Conn. casinos roll dice on luring A.C.'s Asian market by ProQuest


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									                                                                                                         Courtesy of Mohegan Sun
GAMING 30% of casino business is from Asians
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area, waiting room, an Asian retail store and          account for about 10 days out of the roughly
an Asian food court, he said.                          70 days the venue hosts events, he said.
      Asian business accounts for about 30 per-             Chinese and Filipino entertainment shows
cent of the overall revenue at a typical casino,       dominate Boardwalk Hall’s calendar, followed by
according to Gary Ng, senior vice president of         Indian and Vietnamese events, Tesone said. Last                             Along the Atlantic City Expressway, Mohegan Sun has a billboard in Mandarin to attract Asian customers.
Asian marketing at the Trump Entertainment             week, the Boardwalk Hall hosted “Eat Bulaga,” a
Resorts, which encompasses Trump Taj                   game and entertainment show based on a popu-                                agerial assistant of the Trenton-based Council        Beck’s council targets the roughly 300,000
Mahal, Trump Marina and Trump Plaza.                   lar TV show in the Philippines.                                             on Compulsive Gambling of New Jersey. He said         patrons of Atlantic City casinos that have moved
      Ng said Trump’s casinos have “the highest             When it comes to compulsion, though,                                   among those signing up for his council’s de-          from being social gamblers and problem gam-
concentration of Asian entertainment” among            Asian casino-goers may be doing a good job of                               addiction programs or Gamblers Anonymous,             blers to “compulsive gamblers.” ◆
Atlantic City’s casinos. “We have a steady flow        avoiding gaming addiction, said Jeff Beck, man-                             he doesn’t see “as much Asians in Atlantic City.”                        E-mail to
of Asian events every other month, and bring
in Asian entertainers,” he said.
      Harrah’s Entertainment of Las Vegas has

in the past several years invested in Asian
gaming pits, restaurants and noodle bars at
the Bally’s, Showboat and Caesars casinos it
owns in Atlantic City, said spokeswoman Alyce

Parker. Harrah’s also maintains an office and
a billboard in New York’s Chinatown, she said.
      Almost every Atlantic City casino’s market-
ing team employs Asians who are familiar with

community leaders, Perkins said. “It circulates
around the issue of trust, and trust is a prime fac-
tor in relationship marketing,” he said; it also
helps remove language barriers.

      Asian visitors to the city represent a “well-
off market, a more affluent demographic,” said
Greg Tesone, general manager of Boardwalk
Hall, which is managed by the Atlantic City

Convention & Visitors Authority. Asian shows

 Conn. casinos roll dice on

 luring A.C.’s Asian market
 THE ASIAN MARKET promise for Atlantic
 City isn’t invulnerable. Competition from
 neighboring states is a chief 
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