Pulse

Cromwell Mint renomeada como Forty-Five Kensington

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 remodelou recentemente o Westcliff Casino e o Luton Casino, mas a remodelação do Forty-Five Kensington não faz parte de uma revisão total da marca do seu casino. A reforma do Cromwell Mint é independente e específica do Forty-Five Kensington, cuja reformulação da marca remonta às origens do cassino como '45 Club' durante a década de 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.”

Embora os casinos de Londres tradicionalmente confiem na sua história e design como o seu ponto de venda único, a herança destes edifícios pode tornar-se uma dificuldade dispendiosa a ultrapassar quando se tenta fazer alterações e ajustes à arquitectura existente. Moore elaborou: “Havia limitações sobre o que poderíamos fazer. O Quarenta e Cinco Kensington era originalmente um edifício residencial e o espaço que tínhamos simplesmente não estava sendo utilizado corretamente. Na Sala Queensbury, encontramos uma quantidade incrível de espaço atrás da fachada criada por inúmeras melhorias ao longo dos anos. A recuperação do espaço foi enorme.”

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.

O Forty-Five Kensington está agora numa posição ideal para competir com os principais casinos de Londres. “Daqui para frente, a estratégia de marketing é mais um processo educacional”, explicou Moore. “Sempre tivemos nossa base de clientes que se mudou conosco. Precisamos aumentar a conscientização sobre quem somos e o que temos a oferecer. Haverá um forte impulso de marketing interno e eventos organizados para aumentar a conscientização de que temos a melhor oferta na área. Depois que as pessoas visitam, a reação predominante é que as pessoas se sentem bem-vindas de uma forma que nunca foram antes. Quando as pessoas vêm nos visitar, elas querem e voltam.”