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Cromwell Mint pasa a llamarse Forty-Five Kensington

One of the oldest casino properties operated by Genting has undergone a multi-million- pound refurbishment, which has seen it transformed into a world-class premium gaming venue at the heart of London’s South Kensington Borough. With a renewed emphasis on hospitality, Forty-Five Kensington has seen the property upgraded with a first-class dining facility and new private gaming room.

“For over thirty years, Cromwell Mint had its specific place in the market,” explained Gary Moore, Casino Director of Forty-Five Kensington. “In the 18 months prior to the refurbishment, the sector in which Cromwell Mint was situated had been in decline. This decline wasn’t due to one thing, but a result of many changes which happen in business. Cromwell Mint served a certain customer base, but market trends change and the Kensington area shifted towards a premium player market. In order to maximise our market share of this sector, the opportunity for a refurbishment and rebrand has enabled us to reposition the business and bring a completely new offering. The feedback from the soft openings so far has been incredible.”

Genting ha remodelado recientemente Westcliff Casino y Luton Casino, pero la remodelación de Forty-Five Kensington no es parte de una revisión total de la marca de su casino. La remodelación de Cromwell Mint es independiente y específica de Forty-Five Kensington, cuyo cambio de marca se remonta a los orígenes del casino como el '45 Club' durante la década de 1960.

Originally a Victorian residential building, the whole venue has been renovated with the casino now boasting a stylish gaming environment overlooking the Natural History Museum. The main gaming floor has been fully refurbished, with a new table configuration. “There is now a theatre-like effect with the hydra e-tables and American roulette tables,” described Moore. “One of the major benefits has been the improved organic flow with more areas against the wall resulting in a fluid and more comfortable experience for our customers.”

Mientras que los casinos de Londres tradicionalmente se basan en su historia y diseño como su punto de venta único, el patrimonio de estos edificios puede convertirse en una dificultad costosa de superar cuando se intentan realizar modificaciones y ajustes en la arquitectura existente. Moore explicó: “Había limitaciones en lo que podíamos hacer. Forty-Five Kensington era originalmente un edificio residencial y el espacio que teníamos no se estaba utilizando correctamente. En la Sala Queensbury encontramos una increíble cantidad de espacio detrás de la fachada creada por numerosas mejoras a lo largo de los años. La recuperación del espacio ha sido masiva”.

Comprised of four high-end casinos, Forty-Five Kensington sits at the premium end of Genting’s London offering. The casino runs neither an open-door nor membership policy, welcoming guests on business and those holidaying through its warm, inviting and non-intimidating atmosphere. The venue has introduced a high- stakes Queensbury Room for players seeking slightly higher table minimums and maximums alongside a bespoke offering featuring American Roulette, blackjack and baccarat. The Queensbury Room is a captivating and flexible space, featuring a bay window whose natural light gives the room a unique feel that cannot be found elsewhere in Mayfair.

The makeover has seen the e-lounge expanded with 20 slot machines and hydra e-tables. “The whole offer has been radically changed and the e-lounge is part of the identity here,” explained Moore. “Electronic players utilising the hydra e- tables and slot machines didn’t always have the best service. As such, a huge part of the business is now tailored towards offering a dedicated area for these players with the best service in the market. Delivering that has really added value to our business. It is the now the very best environment in which to play electronic games.” The e-lounge’s aesthetic environment and service offering means that food and beverage can be dispensed directly from the kitchen, with a dedicated slots host to offer hospitality.

Forty-Five Kensington se encuentra ahora en una posición ideal para competir con los principales casinos de Londres. "En el futuro, la estrategia de marketing será más un proceso educativo", explicó Moore. “Siempre hemos tenido nuestra base de clientes que se ha mudado con nosotros. Necesitamos crear conciencia sobre quiénes somos y qué tenemos para ofrecer. Habrá un fuerte impulso de marketing interno y se organizarán eventos para crear conciencia de que tenemos la mejor oferta en el área. Una vez que la gente visita, la reacción predominante ha sido que se han sentido bienvenidos como nunca antes. Una vez que la gente viene a visitarnos, quiere volver y regresa”.