montecasino launches new business strategy
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Montecasino Launches New Business Strategy

Published on 19 Mar 2012 at 13:21

March 19 - In a bid to become a leading single entertainment precinct within 10 years, premier Gauteng land casino Montecasino has introduced a new business strategy which, according to a press release, is "all about synergy".

The casino aims to get its combined offering to outperform its single best offering, "moving away from the silo approach".  Montecasino is moving away from the strategy - which saw its various divisions such as gaming, hotels, restaurants and theatres responsible for their own turnovers - towards improved profitability and usage from all its divisions.

Recently, the group created a new appointment -  that of Hospitality Manager - and Mike Uphof is heading this division.  He has been seeking ways to have Montecasino's hotels (The Palazzo Montecasino, Southern Sun Montecasino and SunSquare Montecasino) complement the other facilities in the complex, such as conference facilities and the casinos.

"We have an unprecedented array of facilities at Montecasino," said Uphof about Montecasino launching a new business strategy. "It made sense to adjust our focus to the package offerings we can make to corporate groups, associations, clubs, families or any group."

Montecasino's Ten Year Business Goal

According to the General Manager of Montecasino, Steve Howell, the responsibilities of the new Hospitality Manager are in line with the group's 10 year goal to achieve global status as one of Gauteng's, and indeed South Africa's, leading single entertainment precincts.

"It entails responsibility for the operational and strategic direction of all hospitality operations on the precinct, sales and marketing, brand development, reservations and revenue management, and integration of all hospitality offerings across Montecasino," he said.

According to Howell, the biggest positive aspect of this new business strategy are the logistical opportunities to leverage across the group's company and privately owned facilities. These include the three hotels, conference facilities, a 1,850 seat theatre, numerous restaurants and the casinos themselves.

"The strategy requires a mindset change across all divisions and departments within the company, and a change of focus to viewing the precinct as a single entertainment destination and not as a collection of separate facilities," explained Howell. "It will take time, but already there is a growing understanding of the synergistic strengths within Montecasino. It's an excellent example of 'the whole is greater than the sum of the parts'.

If this new system proves successful, it may be implemented in other Tsogo Sun Holdings properties, such as the Sandton Convention Center and Gold Reef City.

"We need to find new ways to increase awareness of the full spectrum of facilities and services," said Howell.

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