Impulso

Cromwell Mint rinominata 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 ha recentemente ristrutturato il Westcliff Casino e il Luton Casino, ma la ristrutturazione del Forty-Five Kensington non fa parte di una revisione totale del marchio della loro tenuta di casinò. La ristrutturazione di Cromwell Mint è indipendente e specifica per Forty-Five Kensington, il cui rebranding si rifà alle origini del casinò come "45 Club" negli anni '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.”

Mentre i casinò di Londra tradizionalmente fanno affidamento sulla loro storia e sul loro design come unico punto di forza, il patrimonio di questi edifici può diventare una costosa difficoltà da superare quando si tenta di apportare modifiche e adattamenti all'architettura esistente. Moore ha spiegato: “C’erano dei limiti su ciò che potevamo fare. Il Forty-Five Kensington era originariamente un edificio residenziale e lo spazio a nostra disposizione non veniva utilizzato correttamente. Nella Queensbury Room abbiamo trovato un'incredibile quantità di spazio dietro la facciata creata da numerosi miglioramenti nel corso degli anni. Il recupero di spazio è stato massiccio”.

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 è ora nella posizione ideale per competere con i principali casinò di Londra. "Andando avanti, la strategia di marketing è più un processo educativo", ha spiegato Moore. “Abbiamo sempre avuto la nostra base di clienti che si è spostata con noi. Dobbiamo aumentare la consapevolezza su chi siamo e cosa abbiamo da offrire. Ci sarà una forte spinta di marketing interno e saranno organizzati eventi per aumentare la consapevolezza che abbiamo la migliore offerta nella zona. Una volta visitate, la reazione principale è stata che le persone si sono sentite accolte in un modo mai visto prima. Una volta che le persone vengono a trovarci, vogliono e tornano”.