James Packer’s plans for a high roller casino in Barangaroo have caught the attention of Michael Issenberg, chairman and CEO of Accor Asia Pacific. Issenberg has caught wind of the plans and has offered Packer some advice: become more than ‘just a casino’. The mega resort is a trend that is sweeping the land-based gambling industry, as they generate more than gambling revenue.
They attract a wide range of tourists by offering up a number of facilities, such as spas, shopping malls, convention centres, golf courses and more. James Packer’s new venue will fit into this category but it could be very easy for him to miss the mark, and Issenberg encourages him to ensure that the casino is a full-service resort. “It is crucial that the next wave of casinos here in Australia add to the tourism infrastructure,” Issenberg says.
“With the new Packer casino at Barangaroo. I watched kind of with a little amazement, and I take my hat off to the Crown organisation, at how they managed to position themselves to fulfil that development”. He uses casinos in Singapore as exemplary venues, particularly the Marina Bay Sands. It is the premiere casino resort in Singapore, with a wide selection of high-end shops, a museum, convention centre and ‘sky park’.
While it houses a world-class casino, the venue also caters to families and individuals who are not particular interested in gambling. It is certainly the type of venue that the new Crown Sydney casino should aspire to become, as the Marina Bay Sands aims to attract visitors with a wide range of tastes.
If James Packer follows its example, his new casino will certainly benefit the tourism market in Australia by attracting wealthy tourists from around the world.
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