A Quest For…Mediocrity?

Posted on: May 31, 2011

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Now this is an article that I found very interesting. Correct me if I’m wrong, but isn’t the idea lately on the Las Vegas Strip, to capture high end business so as to increase profitability? Well, I guess in the opinion of Phil Ruffin of the Treasure Island, it is not. Ruffin purchased the Treasure Island property two years ago. Treasure Island is located across the street from the likes of Wynn Las Vegas and the Venetian (Las Vegas Sands). So, you would think they would be competing for that same business. A relatively easy walk across the street for gamblers who are losing too much or who are looking for something new, but still want to remain in the high end business spectrum.

On the other hand, this might be a genius move by someone who knows when he is beat. It would be very hard to compete with the likes of Bellagio, Wynn and Venetian…three very well established properties in the high end market. Ruffin has identified a possible niche in the market and is going for it full force, win or lose. One of Ruffin’s first moves was to remove the high end Italian restaurant and replace it with a country-western themed bar/restaurant. Then, a jewelry store was replaced by a pizza by the slice shop. In December, a Senor Frog’s will join the ranks at the Treasure Island. I think that about covers the mediocrity part.

So, now I ask, is this a smart move? In this economy, it may very well prove to be an extremely smart move. People are not spending like they used to, and giving them an affordable option on the Strip is not a terrible idea by any stretch of the imagination. The rooms at TI were recently renovated, and Ruffin has no intention on down-playing that aspect of the business. One of the goals is to have a place where they can attract more business from the free pirate show outside, to come inside. They feel that the addition of Senor Frogs will do just that.

Well, I suppose it remains to be seen whether or not this is a smart business move for the Treasure Island, but I think it might just be crazy enough to work. Mix together a poor economy + a propensity to look for a deal + a fun, well known dance club AKA Senor Frogs and you just might have a recipe for success!


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This blog is devoted to the gaming industry news and information - keeping you up to date on the happenings in the gaming world. My personal expertise lies in event planning and entertainment in casinos.

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