Harnessing Hard Rock’s power to appeal to the younger demographic
To the casino aficionados who are visiting Canada, check this out:
The iconic Hard Rock brand takes over Metro Vancouver and it won’t just be a place for the more mature audience. With regular rock bands, trendy dance floors, and hip memorabilia, the first Hard Rock Casino in Canada will be a place that aims to cater for the younger demographic, too.
The Great Canadian Gaming Corporation is transforming its Boulevard Casino into the first Hard Rock Casino in Canada. The gaming establishment has an 80,000 square foot floor.
“If you’re thinking of going to downtown Vancouver, maybe there’s something we’ve got that can wow you here,” said Great Canadian’s Vice President of Communications Howard Blank. “It’s going to be a place where your parents can come and you can come. It used to be mostly for Dad. Casinos normally attract 45 to 50-plus. We saw Hard Rock Casino break that mould.”
Hard Rock casinos are known for their unique approach to guests, countering every traditional practice that old brick-and-mortar gaming establishments implement. Hard Rock allows their staff to wear non-formal attire, sport tattoos and body piercings, and high-five winning guests – practices that are usually not allowed in the more traditional casinos.
Today, it’s unusual to see casino operators targeting the younger demographic, until now. This is because doing so yields positive results for the gaming establishments. Just recently, The Encore and Wynn casinos in Las Vegas have implemented Electronic Dance Music in their night clubs in order to save their dwindling revenue. As a result, thousands of young people have started flocking to casinos every week, garnering both gaming establishments a whopping $180 million in 2012 in night club services alone. Targeting a younger audience is also quickly becoming a trend online. Today, casino gaming providers on the web offer huge bonuses to players who open an account with them. UK-based Bet Fair casino gaming company is a pioneer of this concept, doubling the deposit of players who give its games a try. Strategies such as these work well with young adults since it is them who are more inclined to play games online compared to the older, more traditional gamers who prefer playing at actual casinos.
The rebranding of the Boulevard Casino to Hard Rock Casino Vancouver took place last December 20, 2013 so the facilities are still relatively new. In addition, rock fans will be happy to know that legendary bands such as Goo Goo Dolls and Chicago are slated to perform at the casino on March. For a complete list of bands that will perform this 2014, check out the Hard Rock Vancouver’s event page.