At a G2E session, panelists explored how non-gaming amenities have become essential to driving visitation, length of stay, and overall profitability for casino resorts. The discussion focused on how food, entertainment, and design are reshaping the industry’s approach to growth and differentiation.
The panel was moderated by Oliver Lovat, CEO of Denstone Group, and the panelists consisted of Chris White, Senior Vice President of Business Development, Live Nation; John Raczka, President, Autumn Light Entertainment; and Angie Dobney, Founder, RiseUp Revenue Optimization
The shift from gaming to experience
Lovat opened the discussion by reflecting on how the industry has evolved. “Las Vegas used to be the gaming capital of the world,” he said. “Now it’s the entertainment capital. That change has completely redefined how we build and position properties.”
White, who has been part of major development projects over the past two decades, said the focus on attractions beyond the casino floor came out of necessity. “We saw more people coming for food, beverage, and entertainment,” he said. “That’s how we could get them to stay longer and spend more time with us.”
He explained that projects like The LINQ and the High Roller were developed to increase time on property and offer reasons for guests to return. “If you can keep them engaged, gaming follows,” White said.
Expanding profitability beyond the floor
Dobney described how her early work in revenue management at the Hard Rock Hotel shaped her perspective on total profitability. “Back then, we were focused on room revenue,” she said. “But we learned very quickly that success came from looking at the entire resort.”
She said today’s operators must value non-gaming customers as much as gaming ones. “These amenities extend the trip and create more opportunities to capture gaming revenue later. It’s all connected. People stay longer and come back more often when they have a great experience.”
Designing for distinction
Raczka said non-gaming development is now what defines a resort’s competitive edge. “Casino and hotel products are commoditized. It’s the non-gaming side that sets you apart and attracts the audience you want.”
He pointed to the success of social entertainment venues that appeal to both locals and tourists. “Play Playground and Swingers Crazy Golf are good examples. They work for couples, groups, and corporate events. They’re fun, repeatable, and they make their money every day of the year.”
White added that properties are also rethinking entertainment partnerships to balance opportunity with risk. “Residencies can completely change a property’s profile,” he said. “But they can also miss. The key is having the right partner, the right room, and the right act.”
Beyond Las Vegas
While Las Vegas continues to set the tone for experiential development, the panel agreed that regional markets are increasingly adopting similar models. “You’re seeing these types of attractions in places like Nashville,” White said. “They take what works here and adapt it to their local audience.”
Dobney said tribal and regional markets still have room to grow in non-gaming revenue. “In some places, 90 percent of revenue still comes from gaming. But operators who diversify are finding more stability. Non-gaming amenities are not just an add-on anymore. They’re part of the business model.”
Technology and the next generation
Dobney said the next frontier of growth lies in technology and personalization. “We’re still behind other industries in how we use technology to improve the guest experience. Cashless systems, automation, and AI-driven service will change how resorts operate.”
She described new hotel models that use robotics and integrated CRM tools to personalize service. “There’s so much opportunity to use data to make experiences feel customized,” Dobney said. “That’s how you win the next generation.”
Raczka added that interactive and IP-based attractions are also creating new types of engagement. “Harry Potter, Stranger Things, and other pop-up exhibitions are proving that licensed content can refresh a property’s offering. They draw new audiences and keep the experience dynamic.”
The takeaway
The session highlighted how the industry’s definition of value continues to expand. Food, entertainment, design, and technology are no longer supporting features, but central to long-term strategy.
As Lovat summarized, “Gaming will always be the foundation. But the real growth comes from everything that happens around it.”
