Quickfire: from landmark to lifestyle destination – Genting Westcliff’s next chapter
Following a £9.8m redevelopment, Genting Casino Westcliff has been reimagined as a modern entertainment destination built around gaming, dining, live events and social experiences. In this G3 Quickfire interview, General Manager Stuart Green discusses the venue’s transformation, changing customer expectations, and how Westcliff is positioning itself at the heart of Southend’s leisure scene.
Stuart, You’ve described this as a “once-in-a-generation investment.” What were the key strategic drivers behind committing £9.8m to the Westcliff site at this point in time?
For us, this was about future‑proofing a landmark venue rather than simply refurbishing a building. Westcliff has enormous historical and emotional value locally, and the timing felt right to reset it for the next chapter – architecturally, operationally, and experientially. The focus was on creating a space that could flex with changing customer expectations while respecting the heritage of the site.
To what extent has customer behaviour changed in recent years, and how has that shaped the redesign of the venue?
Customers are far more experience‑led than they were even five or six years ago. They’re mixing occasions – gaming, socialising, dining, live entertainment – often in one visit.
The layout promotes a welcoming and seamless entry; it establishes the environment from the outset and ensures customers feel comfortable and appreciated upon arrival. I think the design has created an approachable venue with unobstructed sightlines and straightforward navigation, encouraging guests to engage freely and spend more time within the space. Additionally, improved sports and entertainment viewing formed an essential aspect of our redesign. By elevating these areas, Westcliff now offers dynamic social spaces and enhanced visibility for live events, positioning the venue as a destination for both gaming and a broader range of entertainment experiences.
The project was initially triggered by the discovery of RAAC in the roof – how challenging was it to turn what could have been a disruption into a full-scale transformation opportunity?
It was certainly a moment that could have stopped momentum altogether. Instead, we treated it as a catalyst to think much more broadly about what Westcliff could be. Once the decision was made to think long‑term rather than patch short‑term, it became about maximising the opportunity rather than just managing a problem – albeit while keeping an eye on risk and continuity.
Keeping the casino operational throughout a 15-month redevelopment is no small feat. What were the biggest operational challenges in maintaining continuity for customers?
The biggest challenge was consistency of customer experience whilst there was so much work going on around us. Customers need to feel continuity even when a space is evolving around them. That meant detailed phasing, clear communication, and a huge amount of flexibility from the team. The team deserve enormous credit for maintaining service standards while working in what was effectively a live construction environment.
What lessons have you learned about phased redevelopment that could apply to other land-based operators facing structural or regulatory challenges?
Proper planning and communication are more important than speed. It’s essential to be realistic about what customers will accept and to remain transparent with them, inviting them to join us on our journey – this builds trust. Flexibility is crucial as well; we often needed to adjust our plans based on various factors.
The redesign introduces dual reception areas separating hospitality and gaming, what problem were you solving with that decision?
We wanted to respect different customer intentions from the moment they walk through the door. Someone attending an event or dining with friends should have a different arrival experience to someone focused primarily on gaming. Separating those journeys removes friction and immediately sets the tone for the rest of the visit.
How important is clarity of journey and flow within a casino environment today, particularly as audiences become more experience-driven?
It’s fundamental. Casinos can feel intimidating to some customers, what’s more, modern customers are sophisticated and time‑poor – they don’t want to feel confused or herded. Clear sightlines, and nice transitions between spaces all contribute to customers feeling more relaxed and more in control of their experience.
The upgraded lounge and bar are clearly geared towards larger events, are you seeing a shift towards group-based visitation and entertainment-led experiences?
Large group bookings have always been a hallmark of Westcliff. It’s not unusual to see an 18th birthday party celebrating alongside an 80th birthday gathering, reflecting the venue’s versatility and appeal across generations. This tradition of hosting diverse, mixed‑purpose events is perfectly suited to our upgraded lounge and bar, which can scale up for major occasions yet still maintain an intimate atmosphere on quieter evenings.
The introduction of a new Electronic Gaming Lounge suggests a growing emphasis on slots and e-tables, how is the balance between live and electronic gaming evolving at Westcliff?
While live gaming remains at the heart of Westcliff’s character, electronic gaming has become an increasingly important complement. With recent updates from the whitepaper, we can now offer a greater number of slot machines, meeting rising demand and enhancing our ability to serve customers who enjoy slots. This development allowed us to create a specialised electronic gaming lounge, designed specifically for this expanded selection. Customers not only have access to cutting-edge slot technology in a comfortable setting, but they also benefit from some of the casinos best views over the estuary
Are electronic tables and slots helping to attract new demographics, or are they primarily enhancing engagement from your existing base?
Electronic products have a wide appeal and, whilst still flexible, provide for a lower entry staking level than live tables. Our overall offer is key to us attracting the breadth of demographics and electronic product is just a part of this mix. For some customers, electronic gaming gives a greater opportunity to control the game they want to play and give them a higher degree of personal space; for others, it gives them more choice and variety. The key is ensuring our electronic areas are integrated into the overall offer rather than separate.
With the return of a full dining offering and a new menu, how central is food and beverage to the commercial model of the relaunched Westcliff?
Westcliff’s food and beverage offer is central to its appeal. With the full dining experience restored, Westcliff can truly present itself as a stand-alone destination. The lively restaurant and varied menu make the club much more than just a gaming spot—they elevate the overall vibe. Guests can enjoy meals alongside live shows or special events, making any visit memorable and further enhancing the club’s atmosphere. This effortless combination of great food, entertainment, and social interaction is what sets Westcliff apart, attracting visitors from the wider region who want an experience above the ordinary.
Do you see the venue increasingly competing with broader leisure and nightlife destinations rather than just other casinos?
Yes – absolutely. The aim is for Westcliff to feel like a true one-stop destination for a great night out, where guests can find something for everyone. Whether you’re after gaming, dining, live entertainment or simply a lively social atmosphere, Westcliff brings it all together under one roof, making every visit memorable and enjoyable.
The relaunch includes a strong entertainment calendar, how important is live entertainment in driving repeat visitation?
Live entertainment creates energy and a reason to visit. Many people, both young and old, are seeking a genuine reason to venture out. While they may not go out as often, when they do, they want an experience that stands out. This is precisely what we aim to provide – memorable, engaging moments that make each visit feel special and well worth the trip.
Westcliff has a long and varied history, from its origins in 1899 to its time as a dolphinarium, how are you using that heritage to reconnect with the local community?
The building has lived many lives and holds a lot of local memory. The design itself draws inspiration from the golden glamour of Essex in its prime, capturing the art deco heritage that lines the Essex coastline. Our connection with the local community remains strong; we are a big part of local life and wholeheartedly embrace that role, ensuring Westcliff offers a welcoming space where everyone feels at home.
What role do you see the casino playing in Southend’s wider regeneration and entertainment ecosystem?
We see Westcliff as part of a broader entertainment ecosystem. Successful destinations thrive when venues complement rather than compete with each other, and we’re proud to play a role in strengthening Southend’s evening economy. In addition, we are one of the area’s larger employers, supporting local livelihoods and fostering strong relationships with neighbouring businesses. Our commitment to the community extends beyond entertainment, helping to create opportunities and drive growth throughout Southend.
Campaigns like the £50,000 slots free play giveaway and All-In Roulette competition suggest a strong promotional push, how are you balancing acquisition versus retention in your marketing strategy?
The £50,000 slots giveaway and All-In Roulette competition coincided with the end of phase one of the project last year, marking a significant milestone in Westcliff’s transformation. We viewed these promotions not just as a celebration of completing a major stage of refurbishment, but also as a meaningful gesture to thank our customers for their unwavering loyalty during the disruption.
How are digital channels and social storytelling, such as the 100-day countdown, contributing to engagement ahead of reopening?
It’s been a fun way to bring customers along on the journey. Sharing progress, stories, and behind‑the‑scenes moments creates anticipation and emotional investment before reopening even happens.
As you expand both gaming and entertainment offerings, how do you ensure responsible gambling remains embedded in the customer experience?
Responsible gambling is our top priority. It applies to all activities—not just gaming—and guides every aspect of our operations. Our staff are trained to identify and address customer needs throughout every department. No matter if customers come for live play, electronic gaming, dining, or entertainment, maintaining a safe, supportive, and well-managed environment is essential to everything we do.
Has the evolving UK regulatory environment influenced how you approach investment and product mix at Westcliff?
It reinforces the need for adaptability and resilience. We’ve designed Westcliff to be flexible enough to respond to future regulatory change without constant disruption to the customer experience.
What does success look like in the first 6–12 months following the March 2026 relaunch?
Seeing lots of people visting and enjoying the club and its atmosphere, and positive customer feedback. Success is when Westcliff feels busy for the right reasons and its place in the wider community is fully re-established.
How do you expect the upgraded Westcliff to perform relative to its pre-renovation baseline?
The ambition is not simply to return to where we were, but to support a broader mix of occasions and customers with greater consistency and relevance year‑round.
For the customers who hadn’t visited in years who walked through the doors on reopening night, what did you most want them to notice first?
The atmosphere. The sense that the building feels alive again – welcoming, confident, and unmistakably Genting Casino Westcliff.
If you had to summarise the “new Westcliff” in one sentence, how would you describe it?
A historic venue reimagined as a modern, experience‑led destination at the heart of Southend’s entertainment scene.
