For many Native American tribal organizations, gaming is big business. In 2007, 425 tribal casinos in 28 states took in nearly $26 billion in revenue. But while gaming remains at the core of casino profitability, trends show a significant rise in non-gaming amenities and activities as potent customer attractors. Entry into gaming for tribal organizations has traditionally included bingo halls and stand-alone, day-trip casinos. But today, many tribes are opting to build gaming establishments linked to destination resort, hospitality, entertainment and retail venues.
The ongoing challenge for firms that design, remodel and create identities for casinos– from concept to completion– is two-fold: To deliver environments that keep customers gaming more hours, more often, and to create innovative, casino theme-driven amenities and venues that appeal to non-gamers.