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Encore Boston Harbor killed its $50 table game minimums and parking fees as it looks to draw crowds beyond the high rollers.
The $2.6 billion Everett resort casino now proposes $15 table game minimums and dropped its parking fees for self-parking. The company also intends to turn out a tiered card system to propose rewards for a variety of players.
Brian Gullbrants, Encore’s new president said
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“The last thing we want to do is be a Vegas casino in Boston. We want to be a Boston casino in Boston,” Gullbrants told the Massachusetts Gaming Commission Thursday morning. “We want to be Greater Boston’s hometown casino. And we want everyone to come and feel welcome and like they can have a great time there, whether they are playing or not playing.”
Details Regarding Decision
Soon after the recent meeting of Massachusetts Gaming Commission (MGC) and Wynn’s president, Brian Gullbrants, Encore Boston Harbor formerly proclaimed its decision to reduce table game minimums. The venue started its operation this past June and soon became one of the leading revenue contributors in the state. During the last two months, Encore Boston recorded a fall in total profit after recording a highlight in August.
Background of the Decision
According to the Gullbrants’ report, the venue wanted to become a “Greater Boston’s hometown casino” and was removing high-roller focus which seemed to set back local gamblers. The operator now wants to deliver an innovative tiered rewards program starting from the next year that will benefit all users, not only the VIP members.
Some of the smaller fees for buses and water shuttles, which cost $7 a trip, will remain in place, Gullbrants said.
Wynn Resorts is known for its opulence and its popularity for high rollers. But some Massachusetts residents noted that the luxury resort and casino’s costs were too steep for the casual gambler.
Gullbrants added….
the changes make it easier for everyone who visits the resort to play or visit its restaurants.
“We thought we could charge for parking here in Boston, and we were wrong,” he said. “We have now made self-parking free for all guests, 24/7. We thought we could charge for some of the transportation like boats and premiums buses. We were wrong.”
The tiered card program is also featured to offer rewards for a variety of customers, rather than just the top spenders. Encore plans to roll out the program in early 2020.
Encore has seen strong revenues for table games, over the past five months, which traditionally lure the highest spenders, but low slots numbers. Slots numbers made up less than half of the property’s gross gaming revenue in July, August and September.
In October, Encore saw its lowest gaming gross yet, earning $22.5 million in gross table game revenues and $22.2 million in slots revenues.
Gullbrants, reviewing the gross gaming revenue, told commissioners the total gross gaming revenue so far exceeded $166 million and $41 million in taxes for the state. He noted that the property will only grow as the company makes leadership changes, mentioning Eric Kraus and Jenny Holaday.
Kraus is two weeks into his job as the senior vice president of communications and public affairs. Holaday recently joined as the executive vice president of operations.
Gullbrants was quiet on his own promotion, but he was appointed the new Encore president as Robert DeSalvio stepped down in October.
In a quarterly earnings call earlier this month, Wynn Resorts CEO Matt Maddox told investors the company was making adjustments to better meet the needs of the Boston-area clientele.
Maddox said
“We’re learning each and every day to become more local, make sure we’re giving the customers what they want.”
Source:
https://www.masslive.com/casinos/2019/11/we-were-wrong-encore-boston-harbor-drops-50-table-game-minimums-paid-parking.html
https://lcb.org/news/encore-boston-harbor-brings-back-15-as-table-games-minimum
https://www.boston.com/news/local-news/2019/11/22/encore-boston-harbor-lowered-table-game-minimums
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