Jack Omnitrade's Original Blog
Smoking Complements Gambling
The Ravel Casino in Atlantic City did not believe that smoking is a complimentary product for gambling. Macau is following this footstep to put this consumer preference to test. Market Watch warns investors in their 3 Oct 2014 report that strict curbs on smoking laid out in a recent statement by Macau's government information bureau will have a negative impact on share prices for casinos in Macau.
No Smoking Ruling
This recent announcement would completely ban all smoking in "mass areas," although some VIP lounges will still allow it. According to Barclays Research's latest forecasts the smoking rules are stricter than most economists had expected. Barclay initially interpreted the ruling to allow smoking at partitioned premium mass areas on the mass floor. "While previously we had expected just a low-to-mid-single-digit percentage impact to overall gross gaming revenue from the smoking ban (if premium mass areas can still smoke), we would now expect a higher mid-to-high-single-digit impact to overall Gross Gaming Revenue if smoking is not allowed in all premium mass areas as well," the firm said.
The Ravel Story
The Revel Casino opened in April 2012 and had struggled since it started operations. It started out by trying to achieve its niche market by branding itself as an upmarket resort-class casino. This posh concept of no smoking, expensive food and drinks did not appeal to the typical gambling crowd of Atlantic City. The $2.4 billion resort suffered badly from poor patronage. After operating for 10 months, it incurred a debt of $1.5 billion. It filed for bankruptcy on March 2013. In May 2013 the casino got out of bankruptcy by clearing $1.2 billion of debt in exchange for an 82% equity to its lenders. It is unfortunate that Macau had not learned from Ravel.
My Comments
Going against well establish consumer studies is suicidal.
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