New York City’s Only Casino Experiences Rapid Success

Bart Bruschansky is used to being treated like royalty by East Coast casinos, especially in Atlantic City.  The 54-year-old retiree from Long Island was a regular gambler at venues such the Borgata Hotel and Trump Plaza. “Atlantic City was my niche,” he said. But it isn’t anymore, despite their best efforts. “Even now, for the past month, Borgata’s been mailing me offers for Norwegian cruises, gift bicycles , and $1000 to spend in the jewelry store” he said. “But I don’t go there anymore. Now I come here.”

By here, he means the recently opened Resorts World Casino in Queens, N.Y. Located next to the Aqueduct Racetrack in Ozone Park, the casino currently employs 1500 people, with approximately 40,000 people walking through their doors everyday.  Most of the people are former Atlantic City patrons who flock to the nearby casino from the neighboring New York boroughs Staten Island and Brooklyn as well as Long Island and New Jersey.

“It’s a more relaxed atmosphere here, you can get a table and play for a long time without anyone bothering you,” said Bruschansky, who comes to the casino at least four times a week, spending an average of $800 a trip. While that would barely get him noticed in a Vegas casino, here, Bruschansky said it gets him the VIP treatment. “They take care of anything I need here, comping my meals, extra gaming credit, access to the high-roller room,” he said. “I’m really satisfied.”

The attendance at the casino is an older crowd made up of plenty of retirees like Phyllis Binder and her husband Leon. The elderly couple are veteran gamblers who have played all over the country but are now content to make the half-hour drive from Staten Island to the casino once every week to play the slot machines. “The staff here are great, it’s always very relaxed and it’s nice to be in a place without smoking,” said Binder. “We usually spend the entire day here.”

The Queens casino lacks the fancy restaurants and décor of its competitors in Atlantic City.  It has no accommodations for its guests and currently visitors can only gamble on slot machines and electronic table games. Yet despite its dearth of amenities, it holds one key advantage. “This is the only casino in in New York City,” said Michelle Stoddart, the director of PR and Communications at Resorts World. “Proximity is what we’re selling here.”

By most accounts, people are buying what they’re selling. Since it opened on October 28, 2011, Resorts World has attracted hordes of gamblers from all over New York state. The Friday it opened, nearly 20,000 people showed up, creating a mile-long waiting line at the entrance as the casino quickly reached the 5000-person capacity on its main gaming floor, “Times Square” . It has since expanded its capacity adding another gaming floor and a high-rollers area.

The enthusiastic response has continued with the casino posting healthy revenue numbers, earning nearly $90 million by the end of last year. The casino’s owners; the Malaysian-based Genting Group are projecting annual revenues of nearly $400 million.  Ed Farrell, the chief financial officer of Resorts World said this was a conservative estimate.  “If you look at our most recent financial reports for the month and project it for the year, you’ll see that it’s closer to 600 million.”

According to the financial reports on the New York Lottery website, the casino has reported steadily increasing net revenues or “net wins” of over $50 million every month since the beginning of this year. Most recently it earned $59 million in the month of March. This figure reflects the total amount of money bet on all the games in the casino minus the total amount of money paid out to winners.

Resorts World has generated more revenue in six months than all but one of the other eight racetrack casinos or ‘racinos” in the state generated in a year. To add further perspective, in March, the average amount of money “earned” by each machine per day was $384, more than any other racino in the state.

In a time when the gaming industry is still reeling from the effects of the recession, it’s an impressive performance for a casino that has only been open for six months, “We always expected to do well,” said Farrell. “This is definitely one of the most convenient locations, in one of the most cosmopolitan cities in the world and we’re better than a lot of the aging properties in the surrounding areas.”

Farrell is a veteran of the gaming industry, having previously worked in the finance departments of the Mirage in Las Vegas and Foxwoods in Connecticut. He said New Yorkers were very different compared to other markets he had worked in. “New Yorkers are very worldly and much more aware of things,” said Farrell. “We had very limited pre-opening advertising or marketing but on opening day we had lines through the gate. Everything here spread through word of mouth, you don’t see that everywhere else.”

Farrell said the only thing holding back the revenues of the casino is the lack of table games. Gambling on live table games is currently not allowed under New York state law, unless it takes place in an Indian casino. Farrell said the availability of table games in this area would be “phenomenal” and would allow the casino to achieve revenues comparable to Las Vegas.

While not as spectacular or extravagant as some of the casinos in Vegas, Resorts World has spared no expense in making its visitors feel as if they are in a place of privilege.

From the outside, the massive structure looks like an enormous, peach colored warehouse, standing out against the dull background of the neighborhoods dull urban background. A longer than expected walk from the nearby A train station takes away some of the excitement but entering the casino makes up for this. Visitors are greeted with a brightly lit lobby and an impressive “Light of Nations” glass sculpture, which contains 193 hand-blown glass bulbs each containing the name of a country. An elevator leads to the Times Square gaming floor. This is the biggest gaming area containing mostly space-age-looking electronic slot machines. There are also the electronic table games including baccarat and roulette. Some of the machines have large garish signs with names like “Sex and The City” and “Cougarlicious”. Instead of uniformed dealers, there are large screens at each machine, displaying attractive women who virtually deal you your cards.

Unlike old-school casinos, the gaming floor has massive glass windows on one side, allowing plenty of sunlight and a beautiful view overlooking the Aqueduct race course. The most overwhelming sight is the giant LCD screen in the middle of the gaming floor. The screen is set to ESPN, and surrounded by a large semi-circular bar to serve the game-watching patrons.

The second gaming floor, “Fifth Avenue”, is situated at a higher level and it hosts the higher stake games. For the very high-rollers, there is the Crockfords Room, a private gaming area where player gets their own cashier, a private game machine and several amenities compliments of the casino.

Like most modern casinos and resorts, Resorts World also has a convention space, the 70,000 square feet “Central Parks Events Center”. Stoddart said so far the massive space had been booked out for private parties, awards ceremonies and conferences and they were looking to publicize it even more. There were plans for Genting to build a larger convention center right next to the Aqueduct venue to replace the Jacob Javits Center in Manhattan, but the effort was nixed after state lawmakers opposed it.

While there are currently no plans to build accommodations at the casino, the company has struck partnerships with nearby hotels to provide deals for returning visitors. It also regularly buses in visitors from the nearby boroughs and is currently involved in renovating the nearby “A” train station to make life easier for travelers.

The casino’s continued success isn’t just in the interest of the Genting Group. New York State has one of the highest tax rates on gambling in the nation, making casinos big revenue generators for the state. Resorts World gives 44 percent of its net revenue towards funding public education in New York state. This is typical of the nine racinos in New York State who use this fact to counter concerns that gambling promotes criminal or immoral activity in the areas it is established.

“People are loving the fact that education is benefitting from their spending money here,” said Stoddart.”A lot of people had objections in the beginning, but the feeling of pride for the community as well as the jobs we’ve created changed those attitudes.”

The New York Gaming Association (NYGA) represents the state’s nine racinos. They recently issued a press release that outlined their goal to publicize these contributions to New York.  “Our members are proud of our proven record of job creation and of the amount of money we are able to generate for education, each year,” said James Featherstonhaugh, president of the NYGA.  “Our racetrack casinos have provided entertainment and positively contributed to communities across the state for generations. Releasing these public service announcements reminds New Yorkers that our facilities ease the burden on local property taxes and are an important part of the fiscal equation that our economy depends on.”

New York governor Andrew Cuomo has also praised the success of the racinos. Speaking to the New York Daily News, Cuomo said the economic windfall that casino gambling would bring in is far more significant than a potential spike in crime or increase in gambling addiction that gambling critics are talking about.

Thanks to the efforts of Governor Cuomo, the New York state legislature approved a proposed constitutional amendment to legalize table games in the state. In order for this to take effect, the amendment would have to receive a second round of approval from the legislature. This would authorize gambling licenses for seven out of the nine New York racinos, allowing them to upgrade their services to include coveted table games such as blackjack and poker.

The NYGA welcomed the amendment in a statement. “Enhanced casino gaming offers our state the promise of enormous economic benefits, including the creation of more than 25,000 new jobs; the return of $3 billion to $5 billion currently spent each year by New Yorkers at casinos located elsewhere; and massive private sector investment,” said Featherstonhaugh.

However, not everyone is happy with the development. Having previously enjoyed exclusive rights to table games in the state, the five Native American casinos in New York are sure to expect a big cut into their revenues as they face stiff competition from the racinos. Not to mention the nearby casinos in Atlantic City and Connecticut who would lose clientele as well.

Representatives of the Senecas and the Oneidas, two of the biggest tribes who own gambling property in New York said they were left out of discussions about the passing of the amendment. The Senecas are already battling over three racinos they say are operating in their exclusivity zone. To them, the legislature has once again acted without considering the consequences to the Indian businesses.

Speaking to WNYC, Seneca nation president Robert Odawi Porter said, “For most of the last 200 years it’s been founded upon predatory actions by the state to take our land, to take jurisdiction over our remaining land, to try to tax activities on our land and frankly it’s just this constant groundhog day-kind of replay of various efforts by the state government to interfere with our treaty rights and to take what we have. And that really hasn’t stopped,”

For now, it remains up to the lobbyists to battle out not just over whether the gambling licenses are issued, but who they will be awarded to. In the coming year, the developments are sure to be observed with increasing interest not just by area casinos who fear competition, but bigger Las Vegas based companies such as Wynn Resorts and Las Vegas Sands who could also be eyeing a piece of the pie given the success of Genting.

Data Journalism Reading Wk 13

http://www.newyorker.com/reporting/2010/12/20/101220fa_fact_paumgarten?currentPage=all

This is a fascinating article about a legend in the video game industry, the man behind the fabled Super Mario Bros, the Nintendo and the Wii.

There were a few points to take away from the reading that would definitely serve us in our roles as developers.  The first is the ability to design mostly in one’s head. I think that’s why the story of the cave is so essential. When you sit and start designing with what you have or trying to make something a derivative of the other, the design you come up with won’t be original and may not even be a substantial improvement on anything. To be truly revolutionary, one really has to design in their head, free from the constraints of possibility and current knowledge.

Throughout the article there is a constant regard for simplicity.  For a design to be effective, there need be only a few dynamic elements, only a few moving parts for the user to comprehend. Finding that limit of the users capability is the challenge. In all of Miyamoto’s games, the concept is always simple. Get the girl, find the treasure etc. They show us that even with just a few elements, the user experience can vary greatly and be unique to each person which is what you want your design to do so that it’s fun. In fact the user experience differs every single time the interaction occurs and that’s the key to making something addictive. Its a similar concept to gambling. “This time, things could be different”

Data Visualization Critique Wk13

This chart comes from NPR and it uses government data to chart out what the average American household is spending their money on. It’s a simple enough visualization, with the biggest bubbles illustrating the biggest percentage being spend. It’s also useful to color code the bubbles according to type of expense.

However, my gripe with bubbles being used to illustrate differences in quantity is that it becomes difficult to tell the difference. Sure the change is apparent when viewing a really large bubble next to a small one, but all the ones in the middle are pretty much the same size..give or take. I would much rather use a bar chart in this case, with the values going in ascending order because then it would really illustrate the priorities of spending correctly. Right now, with all the bubbles floating arbitrarily, we have to look for the story and the free form means that our eyes will gloss over some of the more interesting figures.

Test

Data Reading: Wk 12

Emotional Design

The reading introduces the concept of “attractive design” not just being an aesthetic requirement but essential to the usability of a device. Once again, Apple designs immediately come to mind. To me, the most eye-opening revelation was in the opening chapter where the author tells us why attractiveness helps people perform certain tasks. Seeing or interacting with an attractive design is pleasurable, it puts us in an elevated mood. This elevated mood is most conducive to creativity. Creativity allows us the flexibility to figure out how to use a new object. By contrast, the anger we feel when an ugly object does not respond to us makes us want to increase our level of effort, which inevitably results in rage induced destruction.

One can’t help but think of Apple designs. Does Apply have the best functionality? Other designs may allow more options, more control and more customization. But the sheer beauty of the touch screen or the one touch button on the iPad or iPhone causes us to overlook those defects. Or are those defects negligible in the first place because of the superior aesthetic. Whatever the case may be, Steve Jobs understood the users desire to be immersed in a beautiful experience. He understood the pleasure of “cool”, the tiny jolt of delight one gets from a novel immersive experience. It is a powerful thing, one only has to take an iPad in front of someone who has never used it to truly observe the power of aesthetic pleasure.

There are of course different types of aesthetic enjoyment which the reading discusses. Along with pure visceral enjoyment, there is also the addition of aural pleasure (accompanying music), competition or novelty factor and then of course pure emotional attachment which evolves after prolonged use. To develop that trust between object and user is the gold standard every programmer/designer must aspire to.

Data Visualization Critique: Wk 12

http://www.nytimes.com/interactive/2012/02/12/us/entitlement-map.html

 

We’re looking at yet another map of America visualization with regards to the economy. There definitely seems to be a high demand for facts and figures about unemployment, government spending etc, especially since it’s an election year.

On the surface, this map contains a lot of information about the different kinds of social programs Americans receive. But there’s really only one stat we’re interested in looking at which is the figure for unemployment benefits. We can naturally infer that the states with the darkest regions, or the most unemployment benefit claims are the ones that have been hit hardest by the economy. What’s cool about this map is that you can toggle between the different decades to see if it’s always the same areas that get affected when the economy goes south and it looks like that’s the case.

I would have done away with the “play” button that shows up when the page loads. It isn’t adding anything we can’t already do with the left/right buttons and besides, the transitions occur too fast for us to observe any impact or trend.

The popup graphs that appear when you mouseover a county are great because they are uniform and it is easy to see the story of each county through the dips and spikes. If you gradually mouseover entire areas, it’s pretty easy to see which counties and states were drastically affected and which ones remained relatively stable.

The color scheme also works, with the dark red signifying increased government spending, the gradation of the colors are smooth yet distinct enough for us to see a clear difference. The numbers accompanying the scale are also helpful and the chart does one thing lacking in so many US maps which is to make all the information uniform and comparable as you go from state to state.

I might have chosen to not represent any of the other government social programs since unemployment is such a crucial piece of the pie but I can see the value in having them there. The map allows for a great degree of personalization as you can zoom into the county you live in to get the exact figures and history of the area.

Adding a link to the NYtimes story about how government spending has increased was also a nice touch, something I would definitely click on to give this information some context. A great example of the symbiotic relationship between data and story.

Data Visualization Critique: Wk11

http://www.usatoday.com/money/economy/story/Jobs-Forecast-2011/34083932/1

This is a really fantastic visualization from USA Today.  It’s sophisticated, uncluttered and conveys several stories without overwhelming the viewer.

There isn’t a map key or a set of instructions but you intuitively mouseover the map and click on the state you want.  For e.g. lets say you click on Texas. Not only do I have a graph that shows up on the left telling me what the percentage change in job growth has been for the last couple of years I can also see a trend. The jobs are predicted to rise, but it’ll be slower than predicted. Below I can match up Texas’ performance with the other states.

With the purple bars clearly showing where job growth is negative, it’s very easy to create a narrative in your mind about what happened to Texas when it came to employment. But the best part is yet to come.

On the far left, you can click on different job sectors to see exactly which jobs were the most affected by the recession. The states then reflect the job growth in very clear terms, purple being jobs decreasing, and green to dark green meaning an increase. If you click on “construction” and “government services” you can see the very stark difference as the areas become mostly purple. Conversely, it’s easy to see that jobs increased in the educational and health sectors.

The visualization isn’t overly complicated, I can already imagine how we could create it using the simple for loops and swap map functions we have been working with. This is also data that is readily available from the Bureau of Labor Statistics so compiling it wouldn’t have been hard. They creators were also smart about using percentage change rather than just percentages so that we could have clearer, standardized comparisons.

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