Pols

Cromwell Mint va canviar de nom com a 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 renovat recentment el Westcliff Casino i el Luton Casino, però la renovació de Forty-Five Kensington no forma part d'una revisió total de la marca del seu casino. La renovació de Cromwell Mint és independent i específica de Forty-Five Kensington, el canvi de marca del qual es remunta als orígens del casino com el "45 Club" durant la dècada de 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.”

Si bé els casinos de Londres depenen tradicionalment de la seva història i disseny com a punt de venda únic, el patrimoni d'aquests edificis pot esdevenir una dificultat cara de superar quan s'intenta fer modificacions i ajustaments a l'arquitectura existent. Moore va explicar: "Hi havia limitacions en el que podíem fer. Forty-Five Kensington era originalment un edifici residencial i l'espai que teníem no s'utilitzava correctament. A la sala Queensbury, vam trobar una quantitat increïble d'espai darrere de la façana creada per nombroses millores al llarg dels anys. La recuperació de l'espai ha estat massiva".

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 es troba ara en una ubicació ideal per competir amb els principals casinos de Londres. "Avançar, l'estratègia de màrqueting és més un procés educatiu", va explicar Moore. “Sempre hem tingut la nostra base de clients que s'ha mogut amb nosaltres. Hem de conscienciar sobre qui som i què tenim per oferir. Hi haurà una forta empenta de màrqueting intern i esdeveniments organitzats per conscienciar que tenim la millor oferta de la zona. Una vegada que la gent la visita, la reacció principal ha estat que la gent s'ha sentit acollida d'una manera com mai abans. Una vegada que la gent ens vingui a visitar, vol tornar i sí que torna”.