G2E producers to integrate the 'integrated resort' into trade show

Producers of the Global Gaming Expo will build an integrated resort as part of this fall’s casino industry trade show.

Sort of.

As more worldwide gaming jurisdictions explore the idea of the integrated resort concept, the American Gaming Association decided to show G2E attendees the nongaming elements that are part of the modern hotel-casino besides gaming equipment.

Integrated resorts — a term that Las Vegas Sands Corp. Chairman Sheldon Adelson says he coined — covers hotel-casino projects in which gaming is an element but not the entire focus. Integrated resorts include attractions ranging from unique food and beverage concepts, retail, convention space, entertainment options and even theme parks.

Some 20,000 square feet of the planned 294,000 square-foot trade show floor inside the Sands Expo and Convention Center will be dedicated to the Integrated Resort Experience.

Designed like a casino floor and built around a working center bar, the area will include vendor spaces for businesses that provide hotel room amenities, food and beverage offerings, entertainment — including nightclubs, convention and meetings components, and spa and fitness facilities. Casino attractions will be displayed.

The section, which will have 125 booths, replaces the G2E food and beverage expo, which becomes part of the newly configured area.

“The idea is to create a more visual element that helps bring into perspective what properties are doing,” American Gaming Association Chief Operating Officer Ron Rosenbaum said. “This not only brings together what the modern casino is doing today, but for the next three to seven years.”

G2E is traditionally the gaming industry’s largest conference and trade show. This year’s event is scheduled for Sept. 28 through Oct. 1. Last year’s show attracted 26,000 attendees, and producers hope the addition of the integrated resort element will bring 30,000 to this year’s show.

G2E is closed to the general public.

Rosenbaum said G2E will move its opening night networking event to the Integrated Resort Experience, rather than holding the gathering in a nightclub or other venue.

G2E Senior Vice President Ed Several said the integrated resort idea complements the general trade show, where slot machine manufacturers and gaming equipment developers annually display their newest products.

“When you look at the global gaming industry as a whole, the landscape is changing,” Several said. “This area will provide more interaction with elements that we’re now seeing in the modern resort setting.”

The new area will offer entertainment elements through out G2E, including chef competitions and mixology demonstrations.

The entire trade show is expected to comprise some 450 exhibitors.

This year’s G2E will mark the first since consolidation took place in the slot machine industry. This spring, Scientific Games completed its $5.1 billion purchase of Bally Technologies while GTECH Holdings spent $6.4 billion to acquire International Game Technology.

On a smaller scale, Global Cash Access bought Multimedia Games for $1.2 billion, and Aristocrat Leisure Ltd. acquired Video Gaming Technology for $1.3 billion.

Several said the trade show will include both Internet gaming companies and social gaming companies.

“As always, G2E will be the place for what’s at forefront for gaming on a global basis,” he said.