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Cromwell Mint preimenovan u 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 je nedavno obnovio Westcliff Casino i Luton Casino, ali renoviranje Forty-Five Kensington nije dio potpunog remonta brenda njihovog kasina. Obnova kovnice Cromwell Mint neovisna je i specifična za Forty-Five Kensington, čiji se rebrend vraća na podrijetlo kockarnice kao '45 Club' tijekom 1960-ih.

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.”

Dok se londonska kockarnica tradicionalno oslanjaju na svoju povijest i dizajn kao svoju jedinstvenu prodajnu točku, nasljeđe ovih zgrada može postati skupa poteškoća koju treba prevladati pri pokušaju izmjena i prilagodbi postojeće arhitekture. Moore je pojasnio: “Postojala su ograničenja u pogledu onoga što smo mogli učiniti. Forty-Five Kensington izvorno je bila stambena zgrada i prostor koji smo imali jednostavno nije bio pravilno iskorišten. U sobi Queensbury pronašli smo nevjerojatnu količinu prostora iza fasade koja je nastala brojnim poboljšanjima tijekom godina. Oporavak prostora bio je ogroman."

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 je sada idealno mjesto za natjecanje s vodećim londonskim kockarnicama. "Kada krenemo naprijed, marketinška strategija više je obrazovni proces", objasnio je Moore. “Uvijek smo imali svoju bazu kupaca koja se kretala s nama. Moramo podići svijest o tome tko smo i što imamo za ponuditi. Postojat će snažan interni marketinški pritisak i organizirani događaji kako bismo podigli svijest da imamo najbolju ponudu u tom području. Nakon što su ljudi posjetili, najvažnija reakcija je bila da su se ljudi osjećali dobrodošli na način na koji nikada prije nisu bili. Kad nas ljudi jednom dođu i posjete, žele se i vraćaju.”