Encore Boston Harbor has scrapped parking fees for self-parking and $50 table game minimums as it seeks to steer away from its parent company’s reputation for providing upscale gaming experience and become Boston’s hometown casino.
The $2.6 billion hotel and casino resort now has $15 table game minimums. In addition, it recently nixed parking fees for self-parking.
Las Vegas gaming and hospitality giant Wynn Resorts launched Encore Boston Harbor in June. The property is located in the City of Everett in the Greater Boston area.
Since its opening, the property’s table games have outperformed its slot machines, which is not how things usually unfold at US casinos. Most casinos around the nation see the majority of their gaming revenue – about 60% to 70% – come from slots. Table games at Encore have brought in more than half of the property’s gaming revenue since its opening, thus more than exceeding expectations.
According to analysts, this should be attributed to Wynn Resorts’ reputation as an operator of upscale gaming properties that cater to high rollers in some of the world’s biggest casino hubs, including Las Vegas and Macau.
During a Thursday hearing before the Massachusetts Gaming Commission, Encore’s new President, Brian Gullbrants, who stepped into the role last month, said that “the last thing we want to do is be a Vegas casino in Boston” and that they “want to be a Boston casino in Boston.”
Boston’s Hometown Casino
While Wynn Resorts is globally known for its opulent resorts, some Boston area residents have complained about Encore’s costs and fees, saying that they were a bit on the steep side for a casual gambler.
Mr. Gullbrants said Thursday that they will make the necessary tweaks to ensure that Encore becomes “Greater Boston’s hometown casino” and that everyone who visits and stays at the property feels welcome and “like they can have a great time there, whether they are playing or not playing.”
The property’s President further told Massachusetts gaming commissioners that the changes they have already made and the planned ones will make it easier for visitors and guests to play at the casino or visit Encore’s restaurants.
Mr. Gullbrants added that they are working on the launch of a tiered loyalty card program that will aim to capture the regional market. Such programs usually treat members who play more at the gaming floor to different rewards. But Encore’s card program will be designed to offer rewards for a wide variety of customers not just the ones who spend the most at its casino. The program is set to be rolled out early next year.
According to figures by the Massachusetts Gaming Commission, October marked Encore’s weakest month in revenue terms since the property’s launch. The resort earned $22.5 million in table games revenue last month, down $5 million from September, and $22.2 million from slot machines, up about half a million month-over-month.
Source: ‘We were wrong:’ Encore Boston Harbor drops $50 table game minimums, paid parking, MassLive
Follow us on Facebook and Twitter to stay up to date on the day’s top casino news stories
