PAYING OFF: Twin River says marketing and offering diverse amenities will help the casino remain profitable in the face of Massachusetts competition.
COURTESY TWIN RIVER
LISTENING CAREFULLY: John E. Taylor Jr., chairman of Twin River Worldwide Holdings, said the casino is always trying to understand what its customers want, looking to differentiate itself in the marketplace, and that approach will continue with the coming of the slots parlor at the new Plainridge Park Casino.
In about a year, the Twin River Casino will be competing for part of its gaming dollar with slot operators in Plainville, Mass.
So, too, will Connecticut’s resort destinations, Mohegan Sun and Foxwoods Resort Casino.
With the groundbreaking on March 14 for newly licensed slots play at Plainridge Park Casino in Plainville, Massachusetts gaming is no longer some distant reality. And those existing casino owners who’ve had years to hone a strategy for the eventuality of Bay State gaming will soon have to show their hands in the bid to protect market share from a new player.
At Mohegan Sun, for example, events and amenities that have no connection to gaming are taking on increasing importance as a way to introduce new visitors to slots and table games.
Mohegan Sun will host for the first time in Connecticut the June 28 Reebok Spartan Race, a global obstacle race series, on the grounds of the tribally owned casino, said Bobby Soper, the casino’s president and CEO.
Soper says that diversification beyond gaming keeps the casino healthy financially, noting that the timing of the race in relation to developments in Massachusetts, which includes Mohegan Sun’s own proposal for a resort casino in Revere, is coincidental. By mid-March, the race had signed on 70 percent of about 8,000 likely participants, he said, and an additional 5,000 spectators are expected.
“We’re always trying to provide a product that is a differentiator [from] all of the competition in the Northeast by creating a ‘wow factor,’ ” Soper said.
John E. Taylor Jr., chairman of the board of directors for Twin River Worldwide Holdings, the parent company for Twin River, told Providence Business News that marketing and offering diverse amenities are just some of the strategies at work to keep Twin River profitable in the face of Massachusetts competition.
He declined, however, to name any new tactics.
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