More than other hospitality enterprises, gaming destinations need the detailed data that people counting technologies can provide in order to grow in a challenging economy. These large and labyrinthine establishments, often operating 24 hours a day, encompass shops, spas, theaters, bars and restaurants, as well as hotels offering both guest rooms and meeting space. Identifying where people are at any given time of the day or night, and tying this data to how they are spending their money, gives a highly accurate picture of the current state of the business – and also provides a road map for where to invest resources to maximize future growth.
Of course, the casino itself is often the big “draw” as well as the prime revenue generator. One of the most important functions of people counting technology is in gauging gaming interest. Counting people provides big-picture data on hourly, daily, monthly, and yearly volumes of casino visitors – powerful bottom-line information for the business and its stakeholders.
On a more detailed level, real-time tracking data provides the ability to recognize and respond to traffic patterns within the casino itself. Statistics on how many guests are hitting the slot machines, blackjack and poker tables, roulette and craps games, as well as more specialized VIP or sports betting areas, give casinos time-stamped insights into which games are drawing players and which are underused. Because these patterns vary by hour, day of the week and season of the year, people counting data can provide historical context to help guide decision-making about which areas to staff, and when, in order to maximize revenue generation.
Outside the casino, counting people’s movements throughout the entire destination, and tying this data to transactions in restaurants and shops as well as attendance at entertainment events, provides a detailed picture of what’s generating revenue throughout the property. For example, comparing how many people are buying drinks while playing table games versus in a restaurant can help managers identify and achieve their business goals. When people counting data reveals that attractions are underperforming, marketing and promotions can be deployed to bring them up to par.
For companies operating multiple gaming properties, incorporating people counting data can help replicate what’s working in one destination at other sites. Comparing traffic reports can help identify which areas have the greatest upside potential, even to the level of specific games and attractions. When one destination has been successful in building traffic (and revenue), the promotions and marketing activities that have been used there can be adapted elsewhere. And by comparing traffic data to revenue generation between different properties, casinos can determine which locations are attracting the “big spenders” – and brainstorm ways to boost per-guest revenues throughout their chain.
Finally, continuously counting people’s movements on a 24/7 basis provides effective guidance about staffing and resource allocation. Labor is a major cost center for any hospitality company, but it’s particularly high for gaming destinations that often operate around the clock. In addition, because busy times and places require higher levels of security to deter theft and keep guests and staff safe, people counting data reveals the key points when and where additional security personnel are likely to be needed.
These are just a few of the ways that people counting data can not only help trim wasteful spending and improve casino operations, but also help identify promising areas that could grow with investments of money, people, or promotions – or a winning combination of all three.