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G a m i n g N e ws 1 5 Th u r s d a y, O c to b e r 2 , 2 0 1 4 CHANGE AND TRANSFORMATION IS THE NEW NORM By Kristina L. Ennis, RA, Design Principal, JCJ Architecture Confronted by a mature and highly competitive marketplace, many gaming operators are acutely aware of the revolving cycle of renewal required to maintain their facilities and sustain market share. Increased competition comes not only from other gaming facilities, but new forms of technology and modes of entertainment, as well. The need to reinvigorate and refresh existing properties becomes elemental to operators seeking to keep facilities appealing and inspire continued cus- tomer loyalty. The result means trans- forming a property beyond oriented entertainment, shifting to a hybrid model that embodies a broad spectrum of leisure activities. Today's casino has more in com- mon with leisure destinations such as amusement parks and resorts than even five or 10 years ago. All indications show that this trend will continue. Larger properties are finding that the renovation or alteration of a gaming property no longer revolves around the life cycle of systems, materials and fin- ishes and the process of refreshing a casino looks increasingly like the life cycle of a typical consumer product. The renovation design process must address commoditization, strengthen brand awareness and deliver multidi- mensional results by expanding and varying offerings in order to stand out and secure market share. Like the product life cycle, transfor- mation of a property changes over time, trending along a predictable life cycle: Introduction, Growth, Maturity and Decline. While this cycle is repeated over time, it is important that both the product and the experience maintain a sense of brand conti- nuity and expression. During the Maturation phase, most casinos operate at potential with a qualitative, loyal customer base. Beyond Maturation, properties begin to decline, losing market share and revenue. To offset Declination, it becomes neces- sary to innovate and renovate to keep the property new and fresh, and pre- serve the interest and loyalty of patrons. Despite the potential impact to ongoing operations, this process need not be viewed as an impediment to maintain- ing customer loyalty; rather, as an opportunity to build upon customer relations and create a deeper sense of connection and "ownership" on the part of the guest. A good transformation (remodel) meets operational require- ments; a great transformation creates a brand enhancement opportunity through effective communications, on- going coordination and a well-con- ceived design concept. The well-planned renovation or expansion can minimize impact to day-to-day operations and provide a foundation for superior customer relations. Keeping the guest informed as to the intent and dura- tion of the work with periodic updates through social media and other public relations can create a sense of excitement and anticipation. Crafting a great transformation means creating a comprehensive strategy that includes scope of work, timeframe and an expe- rienced design and construction team. Working in concert with the brand's operational and marketing team, this group can create a seamless road map to transformation that reinvigorates the property, reinforces the brand and rekindles patronage of the property – getting the most return from the capital investment and extending the life cycle. Visit JCJ Architecture at booth 3030. For more information, go to www.jcj.com, call 877-389-9395 or email info@jcj.com. THE CASH MANAGEMENT WINNING HAND By Tom McGunn, Director of Training, SoCal Safe Company Looking to increase your bottom line while fully automating cash operations? Look no further than MIMO Cash & Coin Recycler System, the only solution on the market that truly automates the cash handling process and has a positive impact on your bottom line. The MIMO Cash & Coin Recycler System stands in a class of its own, delivering the ultimate goal of automat- ing the cash handling process. MIMO dispenses and reconciles cash and coin tills while providing detailed reporting functions with its advanced integration ready software. Today, some of the many different casinos have revolutionized their gaming properties into 24-hour resorts and enter- tainment centers, incorporating world class restaurants, night clubs, spas and many retail outlets. Naturally, with these new additions come many new business challenges. One of the most extraordi- nary challenges casinos face today is through their revenue cash management. Most casinos manage all employee bank funds through their cage operations, requiring tedious labor for employee bank preparation/reconciliation and dis- tribution, bank deposit preparation and POS system balancing. Cash handling also incorporates many intangible costs, including distributing additional change and employee discrepancy investigation. The ultimate goal of back-of-house automation is to streamline cash handling operations, without sacrificing security or jeopardizing profits. When more than one employee is required to count an employee bank, cash accountability is at a minimum. With so many hands touch- ing the cash, you put yourself at risk for internal theft, balancing discrepancies and employee safety. Cash handling labor and cash shrinkage are expenses that can drastically reduce profits from continuous operations. MIMO completes the check in and out process in less than one minute. By automating your cash handling opera- tions, you can now focus on allocating your resources towards building and growing your core business of gaming operations. The response within the casi- no industry has been overwhelming. If you're still handling cash the old fash- ioned way, then your money isn't MIMO safe! About SoCal Safe Company For more than 100 years, SoCal Safe Company has been providing our nation with the highest quality safes, security equipment and a full line of Cash Management products. We have continu- ously met our goal of delivering premium customer service with 100 percent cus- tomer satisfaction. About MIMO LLC MIMO LLC was founded in 2010 with one vision in mind: to engineer the next generation of cash management technol- ogy. By partnering with SoCal Safe Company, the highest quality safes and security equipment provider since 1915, and Hitachi-Omron Terminal Solutions, Corp., the largest ATM manufacturer in Japan, MIMO has set itself in a class of its own. Being today's leader, we offer nothing but the best cash management solutions to our customers. For more information, visit booth 6030, go online to www.socalsafe.com or www.mimo-llc.com or call 888- 505-6466. VIDEO GAMING TECHNOLOGIES, INC: INNOVATING TO MEET YOUR NEEDS A Class II manufacturer is only as popu- lar as its best-performing game. VGT understands that companies that don't innovate and offer new products get left behind in the competitive Class II mar- ketplace. That's why VGT is constantly challenging itself to implement innova- tive, new products that benefit its cus- tomers and engage its players. VGT's new XSpin ® platform delivers on its promise to customers to add com- petitive Class II video to its product line- up. In addition, the company is introduc- ing games that combine mechanical reels with an interactive, touchscreen display to maximize the player's experience with exciting new features. New bonus games are coming to market with an upgraded Live-Call ® Bingo platform and robust new reporting features that let casino operators better track game performance. The VGT team understands the unique nature of Class II gaming and is ready to serve you! Game Design Driven by innovation, VGT's design stu- dio includes some of the industry's best talent with the expertise to generate exciting game titles and feature-rich con- tent. Sales VGT's sales team has the industry knowledge to help operators maximize Class II revenues. Service VGT's service team is unparalleled in the industry. Its 24/7 support and stellar uptime performance can't be beat! Marketing Successful games need more than circuit boards and monitors. From signage to in- house promotions, VGT's team of expe- rienced marketing professionals stand ready to help. For more than 20 years, VGT has held true to its unbeatable formula for success: it knows its markets, it supports its gam- ing partners and it constantly refines its games. This winning combination has ensured a stronghold for VGT in the competitive gaming market. VGT prides itself on creating exciting products. The result? Intense patron loyalty. Through the use of compelling graphics, innova- tive space-saving cabinet designs and hit ratios that keep players playing, VGT continues to create an experience in gam- ing that is on the cutting edge. For more information, visit www.vgt.net or www.facebook.com/VGTInc, or stop by booth 3353.