Many operators in their arsenal of special tools with which they effectively, get to attract new customers and improve the rating of the gambling establishment. In this material we will consider art as one of the tools of the gambling business.
Everyone reaches for the beauty
As the practice of famous foreign casinos shows, their focus on cultural treasures such as paintings by famous artists, works of famous sculptors and promotion of a variety of antiques, very well go. Such a move, like the cultural exposure, has served as a nice bonus for guests.
That’s why large casinos are trying to decorate their gambling halls with valuable works of art, as well as opening their areas for access to a variety of exhibitions and display of private collections. Very popular among large casinos, has become a partnership with major world museums such as the Solomon R. Guggenheim Museum and the Hermitage.
Luxor and other gaming institutions are engaged in regular exhibitions, where visitors and guests can admire rare objects that have a rich historical past. One of these exhibitions is the one in honor of the legendary Titanic, containing about 250 valuable objects and decorations, which were obtained from the very bottom where the liner was sunk.
In addition to this, the very property of art is the interior of Luxor itself, which includes objects that belonged to the pharaohs themselves.
One of the most famous marketing agencies in Las Vegas, SKG, has good experience with such clients, who have taken works of art as the basis of their strategy to attract visitors. Aria Casino belongs to just such establishments.
According to the vice president of the marketing agency Jim Jentelman, many casinos use art very effectively to promote their brand. This is all done in terms of giving customers new emotions, for which people come to the casinos.
Another great example of a marketing ploy, according to Gentelman, is Cosmopolitan Casino, which is progressive in this direction. They were the first to provide a platform for artists to create.
It is not for nothing that they say opposites attract. So La Vegas and the arts, so different, and so close. This is embodied by the P3 STUDIO gallery, which is located on the third floor of the casino. The main feature is that visitors can not only watch the work of artists, but also actively participate in the creation of a new work of art.
This gallery has its doors open to artists, sculptors, designers and photographers. Simply put, for all those whose worldview has long transcended the established framework. One of the brightest representatives is the creator of the installation Metasonik Sanchez Bur. His creation is considered a harmonious combination of architecture, sound, time and structure. Casino visitors were also involved in the creation of this gallery and were invited personally by the maestro himself.
As Jim Gentleman says, the Cosmopolitan doesn’t just hang paintings on the walls. For this purpose, they use interactive technology, which can be used to demonstrate contemporary art in the most effective way.
Fine Art
This kind of art deserves a special attention. The Bellagio Casino was one of the first to realize this and to open its gallery. This event took place in 1998 and was the start for many other gambling establishments that later began to apply this practice. Bellagio was not afraid to take a risk and began its partnership with the Solomon R. Guggenheim Museum. The result of this fruitful partnership was the opening of the Hermitage Guggenheim Museum. The main decoration of this place is considered to be the objects of classical painting.
In spite of all this, this exhibition space failed to become popular with the public. As a result, the management of the casino decided not to extend its cooperation with the museum, which was subsequently moved to New York.
Libby Lumpkin explains the reason for this failure by the fact that connoisseurs of cultural tourism, expect to see a combination of new technologies in the tendem with fine art. As for the Guggenheim Museum, there was the usual display of paintings, which would not surprise a sophisticated viewer nowadays.
The Venetian Casino decided not to follow the path of its competitor and not to open an art gallery in its establishment. In spite of that, there is a very interesting exhibition devoted to Leonardo da Vinci. It is worth noting that, despite the scathing reproaches from detractors, the exhibition of Da Vinci is very popular with the public. The fact is that visitors have the opportunity to literally come into contact with the creations of the genius thinker, which were made clearly from his sketches.
However, this is not to say that elements of traditional art have no place in casinos. The main question is what goals and proportions the owners of the gambling establishments erect for themselves. The fact is that the combination of casinos and art can produce unintended results. The failure, which befell the Hermitage Guggenheim, was due to the fact that he could not gather a sufficient flow of visitors. People go to Las Vegas for the game, not for the art – a fundamental success in marketing. However, a small fraction of the total flow are still connoisseurs of the beautiful and don’t mind spending big bucks for their cultural enrichment.
The point is that it shouldn’t be a priority for the casino to create a separate gallery. The main thing is to make sure that the works of art can fit harmoniously into the interior of the gambling establishment, so as not to disturb those visitors who are not particularly fond of works of art.