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G a m i n g N e ws W e d n e s d a y, M a y 1 4 , 2 0 1 4 4 By Kristina Ennis, RA Design Principal, JCJ Architecture Today's gaming properties are chal- lenged to meet the heightened demands of existing customers, while simultane- ously attracting a new generation of clients through innovative design, tech- nological advancements and alluring amenities. As many casino owners deal with market saturation from direct regional competitors, they must also address the expanding digital gaming universe which has great appeal to a generation raised on cell phones, on- demand movies and global real-time video games. This internet-based casino realm already commands $4 to 6 billion in market share annually, and continues to grow. To achieve growth and maintain a competitive advantage, casino design must successfully address the follow- ing considerations: culture, adaptabili- ty, atmosphere, packaging and yield. The Santa Ana Star Casino, located in the Albuquerque region of New Mexico, is an example of effectively addressing these factors in recently completed renovations. Culture It is challenging to appeal to a broad audience while still maintaining distinc- tive characteristics and sensibility. Santa Ana Star created three levels of gaming experience seamlessly blended from one to another. This venue appeals to multi- ple generations by providing environ- ments that appeal to both a well-estab- lished Baby Boomer audience and Gen X and Millennial players. Long known for its high level of service and hospitality, the updated design reinforces the brand identity and provides Las Vegas style while maintaining New Mexican charm. Adaptability To ensure that today's casino design is not out- dated before construction is even complete, the design and casino man- agement teams need to forecast trends in the industry and provide the infrastructure to support evolving technologies and player preferences. Santa Ana Star included costly but important upgrades to these systems, all designed to maintain com- petitiveness. Employee satisfaction was considered as important as guest satisfac- tion, and operational efficiencies were not overlooked. Atmosphere Creating a positive and engaging sensory experience has a tremendous impact on the consumers' perception of quality and character. This underlying theme guided the decision-making on features and details, from the experience of driving onto the property with landscape and way- finding to upgrades to public restrooms. Packaging The types and range of games, ameni- ties, environment, marketing and pro- motions all influence one another. The interaction of these items was con- sciously addressed in the renovation of Santa Ana Star. Yield The design and casino management team never lost sight of the need to make cal- culated and deliberate decisions. Strategic decision-making enabled the team to determine most appropriate THE MILLENNIAL SHIFT: HOW SANTA ANA STAR IS APPEALING TO THE NEXT GENERATION With the opening of 74 new restau- rants as well as development agree- ments representing another 182 domestic and 35 international new units, Wingstop Restaurants enjoyed its most successful year of growth in the 20-year history of the company in 2013. But that's not all. In 2013, the award-winning wing chain also enjoyed its 10th consecutive year of positive growth in same-store sales, surpassed 600 restaurant locations worldwide, and signed commitments for more than 500 additional restaurants, the most commitments in a single year in Wingstop history. "Right now there is an unprecedent- ed demand for Wingstop domestically and abroad," said CEO and President Charlie Morrison. "We owe it all to our dedicated brand partners and corporate support team. We started the year on a very strong heading, and that momentum has allowed us to exceed expectations that were set for this term." Known as the 'Wing Experts,' Wingstop ended 2013 with 614 restau- rants, including the celebrated opening of the 600th location in Sterling, Va. Recent expansions into Russia and Singapore in 2013, and the Philippines and Indonesia earlier this year have solidified the company's foothold in the international wing scene. In addition to traditional locations, Wingstop is active- ly pursuing non-traditional locations such as casi- nos, airports and colleges. This year, Wingstop is celebrating its 20th anniver- sary, and the year is off to a strong start with agree- ments for over 50 new restaurants already in the books, and the limited-time only introduction of Chili Lime wings, the first of several product promotions scheduled for this year. "We expect 2014 to be another explosive year for the Wingstop brand," said Chief Development Officer Dave Vernon. "In just two decades we have grown from a single store in Dallas to a multinational company, for which the demand has never been higher." Visit Wingstop at booth 1912. AFTER RECORD 2013, WINGSTOP SETS SIGHTS ON EVEN BRIGHTER FUTURE 2014 Best of Best of Show Continued on Page 8 Lee M. 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