No other component
of the casino gaming industry undergoes as many changes or as quickly
as the slot machine sector. Technological advances and the latest trends
have a way of creating premature obsolescence on the casino floors of
properties which don't keep up with them, especially in competitive
market situations.
This business climate
is brought on by the manufacturers of slot machines. Competition for
commercial licensing rights, investment in research and development
and raising the bar on the entertainment and interactive value of the
games combine to constantly fuel the industry.
Every year the manufacturers
converge on Las Vegas for the Global Gaming Expo, a trade show where
the new product lines are introduced. Executives from casinos around
the world have an opportunity to check out what's new as they formulate
their business plans. Nobody wants to get caught off guard in the all
important slots sector.
Revenues from slot
play comprise the greatest source of income for casinos, which is why
they are willing to make huge monetary investments in the purchase of
new product.
When Brian Marsh
came on board earlier this year as the new director of slot operations
for the Trump Casino & Hotel in Gary, he immediately realized the
need to revitalize the property's inventory of slots and re-energize
the gaming atmosphere on the vessel.
Marsh invested $1.5
million in new units last March and is in the process of spending over
$3 million more. To date more than 275 new slots have been placed aboard
the Trump gaming vessel, strengthening the property's emphasis on multi-denomination
capabilities and creating a greater presence in the market in the popular
penny, two-cent and nickel games.
In addition to the
new slot machines, there are new, more comfortable chairs for players
to sit while playing, plus the lower level of the vessel was reconfigured
to create wider aisles and a more pleasing, relaxing atmosphere for
players. A similar project is taking place on the main level of the
casino.
In April a new on-board
entertainment and promotions center was unveiled on the lower level
of the vessel. Called the Spotlight Stage, it will bring live entertainment
to the casino floor on a regular basis.
Proceeding with
an ambitious capital improvements plan such as Trump is doing isn't
always easy in an industry that is subject to strict controls and regulations
by the state. Permission has to be asked and approval granted before
new machines are purchased.
The renovation and
improvement project at Trump also includes the on-property hotel. All
300 rooms are in the process of undergoing complete makeovers, including
new furnishings, window treatments and carpeting. It is expected to
be completed by the end of August, while other improvements will be
ongoing right into the fall.