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Cromwell Mint a redenumit Forty-Five Kensington

By - 20 februarie 2020

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.”

Genting a renovat recent Westcliff Casino și Luton Casino, dar renovarea Forty-Five Kensington nu face parte dintr-o revizuire totală a mărcii cazinoului lor. Renovarea Cromwell Mint este independentă și specifică Forty-Five Kensington, a cărei rebrand-uri aduce înapoi la originile cazinoului ca „45 Club” din anii 1960.

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.”

În timp ce cazinourile din Londra se bazează în mod tradițional pe istoria și designul lor ca punct de vânzare unic, moștenirea acestor clădiri poate deveni o dificultate costisitoare de depășit atunci când încearcă să facă modificări și ajustări la arhitectura existentă. Moore a explicat: „Au existat limitări în ceea ce am putea face. Forty-Five Kensington a fost inițial o clădire rezidențială, iar spațiul pe care îl aveam pur și simplu nu era folosit corect. În camera Queensbury, am găsit o cantitate incredibilă de spațiu în spatele fațadei, creată de numeroase îmbunătățiri de-a lungul anilor. Recuperarea spațiului a fost masivă.”

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 Kensington se află acum într-o poziție ideală pentru a concura cu cele mai importante cazinouri din Londra. „În continuare, strategia de marketing este mai mult un proces educațional”, a explicat Moore. „Întotdeauna am avut o bază de clienți care s-a mutat cu noi. Trebuie să creștem gradul de conștientizare despre cine suntem și ce avem de oferit. Va exista un impuls puternic de marketing intern și evenimente găzduite pentru a crește gradul de conștientizare că avem cea mai bună ofertă din zonă. Odată ce oamenii vizitează, reacția primordială a fost că oamenii s-au simțit bineveniți într-un mod în care nu au fost niciodată înainte. Odată ce oamenii vin și ne vizitează, vor și se întorc.”

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