Ambient effects in a resort casino are critical components of a casino’s servicescape. They play a huge role in the effective functioning of a successful resort casino. Ambient effects include anything picked up by the five senses for example lighting, temperature, noise, music, colour and scent. All of these elements can profoundly influence the way a casino patron or casino employee responds to the resort casino establishment both consciously and subconsciously.
The five senses play an essential role in assisting resort casino customers to understand and interpret their experiences. Another marketing term used to describe this strategy is called experiential marketing.
This applies perfectly to the resort casino example as creating and selling experiences is what it is all about.
The five senses and resort casinos.
Sight and resort casinos.
Colour and lighting in a casino.
The ability to perceive with ones eyes is critical in all servicescapes especially in a resort casino. A casino can influence your moods and feelings very easily with clever use of colour and lighting. An example of the influence of colour can be seen by comparing fast food to sit down restaurants. Fast food restaurants have bright colours including red and yellow which are said to stimulate appetite. In contrast a cool blue would be used for a restaurant that wants customers to relax and spend a lot of time and money in one sitting. For a resort casino this can be seen in colours ability to influence the passage of time. Red is said to make time pass more slowly and also make objects appear heavier and larger. This is obvious by the pervasive use of red in resort casinos from walls to slot machines. Light and especially coloured light acts in much the same way. In a casino however you will never see direct light shining on a player or dealers face as this drains ones energy.
Resort casino building structure and layout.
The way in which entrances, exits, halls, furniture and passageways are arranged can have a big effect on a casino patron. A good layout will cause a person to want to spend more time in the environment. Certain resort casinosare often structured like giant circles so casino patrons can flow easily between the resort casino activities, however they are also structured in such a way so that it is very easy to find an entrance but very difficult to find an exit. You will notice that within a resort casino the exits are much less obvious and are obscure. The exit is thus away from focus. Even a specific slot machine layout is said to be structured in such a way so as to maximise player counts in the casino. Furthermore it has been speculated that higher paying slot machines that pay out often are placed in high traffic areas so more people can witness winning more often. You will also find upon wanting to leave a casino that you have to move past many areas wanting to take your money like a slot machinebefore you reach an exit or cashier. Better layout = better casino revenue. Additionally the height of resort casinoceilings are also perfectly measured to create the right excitement, atmosphere and mood be further reducing the pressure and passage of time. High ceilings also create a feeling of freedom in a casino encouraging a player to be more loose with their cash. Additionally the distinct lack of windows in a resort casino are another strategy used to reduce the passage of time as no indication of daylight or nightlight can get to the casino customer who remains focused on play without the mind wondering to the time.
Resort casino theme
A theme is almost always required in order to maximise the experience of a player through theme based experiential marketing. One needs only look at the various themes at Las Vegas casinos to see a casino themes importance for experience and differentiation. From ancient Egypt to a volcano, anything goes.
Resort casino employees are also a critical component of a casino servicescape as customers will judge the resort casino service quality through the casino employees. Interestingly casino employees are not allowed to wear wrist watches and you will also never find clocks in casinos. This is another strategy to reduce the passage of time. You don’t want a casino patron to jump out of his seat saying “oh my, is that the time, I’m late for dinner”. Employee dress code and appearance must also be congruent with the theme.