Relocating to a more prominent location has paid dividends for Casino de Mallorca, with visitation so far up 20 per cent compared to levels at the old location in the leafy residential suburb of Calvia.
The move to a state-of-the-art, new E9m home at the Porto Pi Centre, a shopping mall at the western end of the Paseo Maritimo in the capital of Palma, was completed in October. The hope was that relocating to a livelier part of the Balearic Island would bring greater levels of custom for the casino
Almudena Soriano, who works in the marketing department for Casino de Mallorca, confirmed that the first five months since the reopening have seen a big change in the demographics of the casino’s customers.
“Our new location in Palma is really accessible to locals and tourists and our clients have got used to the new venue very quickly,” she explained. “We are waiting for this summer, which will be, our first high season in Palma and we really expect to multiply our visitors’ number. During the past few years the demographics of our casino player has changed a lot. Poker, and especially Texas Hold’em No Limit poker, has gained an increasingly important place in the casino and the client profile has changed mainly because of this. The fact that Casino de Mallorca is now in a more accessible area than our old premises in Calvià, has brought in new customer profiles, such as younger clients that visit us during the week-end or visitors that come into the casino just to have a cocktail and to see how the casino looks.”
The new casino invested heavily in new games and products when it relocated bringing in Ticket-In Ticket-out technology and progressives such as Stargate SG-1 and King Kong Cash from Spielo International. Hot Hot Super Jackpot from WMS, the G+ series from WMS, Fortune Reels and Cupid’s Agency from Unidesa alongside Gaminators and electronic roulette terminals from Novomatic.
“We have invested on the latest technology for our new slots machines room,” she explained. “One of the most successful games inside our slot machines area is the Novomatic’s electronic roulette. This area is now open from ten in the morning and has a fantastic outside terrace to have a breakfast. This new venue represents the evolution of gambling and matches perfectly with new opening hours and new client profiles. It is more accessible to everyone.”
Soriano is already looking forward to the summer months and is working to attract tourists in the nearby hotels and also visitors on yachts moored in the port of Palma.
“The activity of the island increases in the summer months, as does our revenues, so we have a lot at stake,” she revealed. “To be ready for this, we’ve designed brochures with a map of the new location and a short presentation of our new premises in order to introduce the new casino to hotels and local business. They will inform their guests about things to do in Palma. A night out to Casino de Mallorca is an attractive visit that we are sure they would like to sample.”
The move to the new 3,000 sq. m. property has also seen the operator employ 26 per cent more staff than the old venue.
The move hasn’t been without controversy though with machine operators Aesbi, Asba and Sareiba claiming that it ‘breaks the balance which existed between the different sectors of gaming on the island.’