In the gaming industry, coffee is absolutely essential—for employees and clientele alike. How is coffee is driving the casino business forward?
1. Coffee Culture Attracts Millennials. While the younger generation likes to visit Las Vegas, it doesn’t gamble as freely as other demographics, preferring to shop, swim in the pool and go to the clubs. The casino floor isn’t the destination it once was, and the gaming industry has found itself forced to think outside the casino—to the coffee shop. The Mirage Hotel & Casino, a mainstay on the Las Vegas strip, has begun to experiment with gaming tables in coffee shops. Roberto Coppola, Director of Global Market Research at YWS, states that making the transition from “traditional casino floor layout to one that better fits millennials should be under current consideration by every operator in the industry.” If millennials are turned off by casino floors, casino owners may have little choice but to expand.
2. Good Coffee Is on The Rise. Casinos, like most businesses operating today, have gotten the message—mediocre coffee is no longer acceptable, especially among millennials. If attracting a younger clientele is going to drive business, high quality specialty coffee is a must. Fortunately, Las Vegas is enjoying something of a wave on the specialty coffee front: new cafés are once again making the Strip a happening place to be, and the youth market is listening—and showing up, not just to drink coffee, but to place their bets as well.
3. The Other Cities That Never Sleep. Whether Las Vegas, Atlantic City, Reno or some other gambling destination, chances are no one is doing much sleeping—there’s far too much to do. But those long nights, while fun, don’t come easy; without the world’s favorite stimulant—caffeine—the blackjack table would be full of groggy tourists, staffed by bleary-eyed dealers. Coffee is the biggest reason casino lovers of all stripes are able to hold out until morning, and casinos are wise to have a strong beverage service to keep coffee on hand for an extra jolt during the wee hours.
- 1 1/2 oz brandy
- 1/2 oz dark crème de cacao
- 1/2 oz amaretto
- 5 ounces hot black coffee
- Whipped Cream
- Chocolate Shavings
Combine the brandy, dark crème de cacao, amaretto and black coffee in an Irish coffee glass. Top with whipped cream and chocolate shavings, and serve.5. The Casino Café. In a recent twist that is quickly becoming a trend, several different companies in Dupage County, which contains a handful of Chicago suburbs, have launched a new venture—casino locations in the style of cafes. Often housed in shopping malls, the small shops, which became legal as recently as 2013, employ video gambling machines to turn a profit. Customers order food at the counter, and the shop typically sells coffee, wine and beer (a liquor license is required to do business). There have been no eyebrow-raising incidents, and the companies claim that they put about $100 million into the local economy annually. By embracing a coffee-shop-like approach to their product, this corner of the gaming industry has found itself with a solid foothold—plans are in the works for dozens of additional locations.