Puls

Cromwell Mint bytte namn till 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 har nyligen renoverat Westcliff Casino och Luton Casino, men renoveringen av Forty-Five Kensington är inte en del av en total varumärkesöversyn av deras kasinoegendom. Renoveringen av Cromwell Mint är oberoende och specifik för Forty-Five Kensington, vars varumärke återgår till kasinots ursprung som "45 Club" under 1960-talet.

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.”

Medan Londons kasinon traditionellt förlitar sig på sin historia och design som sin unika försäljningsargument, kan arvet efter dessa byggnader bli en dyr svårighet att övervinna när man försöker göra förändringar och justeringar av den befintliga arkitekturen. Moore utvecklade: "Det fanns begränsningar för vad vi kunde göra. Forty-Five Kensington var ursprungligen ett bostadshus och utrymmet vi hade användes helt enkelt inte korrekt. I Queensbury-rummet hittade vi otroligt mycket utrymme bakom fasaden som skapats av många förbättringar genom åren. Återvinningen av rymden har varit enorm."

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 är nu idealiskt placerad för att konkurrera med Londons ledande kasinon. "Framåtriktad är marknadsföringsstrategin mer en utbildningsprocess," förklarade Moore. ”Vi har alltid haft vår kundbas som har flyttat med oss. Vi måste öka medvetenheten om vilka vi är och vad vi har att erbjuda. Det kommer att finnas en stark intern marknadsföringsframgång och arrangerade evenemang för att öka medvetenheten om att vi har det bästa erbjudandet i området. När folk väl besökt har den övergripande reaktionen varit att människor har känt sig välkomna på ett sätt som de aldrig varit tidigare. När folk väl kommer och besöker oss vill och kommer de tillbaka.”