Improved customer experience
“We are undertaking an ambitious redevelopment strategy,” says Santo. “With a lasered focus on dramatically improving the customer experience, we are investing millions in our properties, growing our team and pursuing new opportunities. We think it’s critical to our success to broaden the appeal and customer base. This means investing in restaurants, entertainment and other amenities while improving the gaming experience as well. We are moving away from slot boxes and working to establish brands that improve the experience while rewarding loyalty.”
The company’s redevelopment and investment plans include a brand strategy that will see it focus on three brands – Grand Villa, Cascades and Starlight.
“Each of these brands will have a number of new and exciting non-gaming amenities, like MATCH Public House & Eatery and Atlas Steak + Fish, to attract new, lapsed and current customers,” says Santo, who believes the greatest growth opportunity for Gateway resides in transitioning the gaming facilities into entertainment destinations, “because that is really what people want to do – go out and be entertained. So our challenge, as an operator, is to provide the complete entertainment package – gaming, dining, and entertainment.”
Santo adds that a robust loyalty platform that rewards customers for all their preferences and purchases – not just gaming – is key to the company’s vision.
“The casual gamer should be rewarded for dining at a restaurant or purchasing concert tickets. That’s how we attract a younger demographic – providing entertainment and rewarding those preferences.”
In addition to creating jobs and bringing an array of new dining and entertainment options to the local community, Santo says Gateway has worked hard with government and citizens alike to create a win-win for all involved.
“Gateway strives to be a good corporate neighbor,” says Santo. “We work closely with community leaders where we operate and take their advice and guidance to heart. As a team, we very much value the feedback we receive and it is critical to our local decision-making. As well, we welcome and respect the input we get from community residents. Ultimately, we are looking to create jobs, support the local economy while creating a great entertainment destination. Working together co-operatively with governments and residents puts us on a path towards that success.”