IR2050:
THE CROMWELL
AMY CORDES/ ANDRES DIAZ
IR2050: HISTORICAL ANALYSIS
NIGHTLIFE
SITE
1997 Drai’s Restaurant 1999 Drai’s Restaurant stays OPEN for AFTERHOURS Nightclub. 2014 Drai’s Nightclub/Beach Club on Rooftop
BARBARY COAST DESERT VILLA
1959-1974 Desert Villa Motel 1959 Empey’s Desert Villa 1974-1977 Times Square Motel (1974 also El Cuadro Carousel Motel) 1977 Demolished 1979-2007 Barbary Coast 2007-2013 Rebranded Bill’s Gamblin’ Hall and Saloon 2013 Closed and remodeled 2014 The Cromwell
1979 1959
PROPERTY TIMELINE
THE CROMWELL BILL’S
2014 2007
HISTORICAL SITE TIMELINE
IR2050: HISTORICAL ANALYSIS
1979-2007
BARBARY COAST/ BILL’S GAMBLIN’ HALL
2014
THE
CROMWELL
IR2050: HISTORICAL ANALYSIS
2013
IN
BILL’S closed and underwent a year long rennovation adding a 65,000 sf. Nightclub/ Beach Club on top of the roof.
$185
MILLION RENNOVATION INCLUDING
10,000 13,000 65,000
SF GIADA RESTAURANT SF DRAI’S AFTERHOURS SF DRAI’S BEACH CLUB/ NIGHTCLUB ONLY
40,000 SF CASINO FLOOR
440 66
$75MILLION DRAI’S SLOTS
188
TABLE GAMES ROOMS
IR2050: HISTORICAL ANALYSIS
2.9
Billion Food & Beverage
WHY
64 .
Billion
GAMING
105 Million XS NIGHTCLUB
1
* Billion NIGHTLIFE
*(1 Billion includes estimated tip revenue.) Las Vegas Convention and Visitor’s Authority / NightLife and Bar Top 100
TREND
Did Caesar’s Invest in a 185$ Million Rennovation emphasizing Social Spaces vs Gaming Space?
INDIVIDUALS ARE GAMING LESS AND
70% 60%
2010
1990
30%
2000
40%
2015
50%
BofA Merrill Lynch Global Research, Nevada Gaming Control Board
Non-Gaming
GAMING vs. NON-GAMING REVEUE Resorts must respond to changes in consumer tastes to remain competative.
78% EXPERIENCING MORE....
of Millenials rather spend on experiences vs. things.
IR2050: ENVIRONMENTAL STRATEGIES
PROBLEM:
ENERGY
0.20
SOLAR WIND
0.10
2050
2040
2030
2020
2010
2000
$ ct/kWh 1990
25% RENEWABLE BY 2025
0.30
1980
The RPS states that UTILITY PROVIDERSmust increasingly purchase energy from RENEWABLE sources and leverage off non-renewables such as coal and natural gas.
COST OF RENEWABLES
1970
NEVADA has mandatede to follow its RPS or RENEWABLE PORTFOLIO STANDARD.
PROJECTED RENEWABLE ENERGY
TODAY
600
18%
500 400
RENEWABLE
300
2050
2040
2030
2020
2010
2000
1990
SOLAR 1980
NON-RENEWABLE
BILLIONS 100 KWH PER YR
1970
82%
WIND
200
CAESARS’CODE GREEN Since 2007 Caesars’ has implemented an agressive Clean Energy Strategy targeting reduction in GHG EMISIONS and reducing ENERGY CONSUMPTION. GENERATING on-site RENEWABLE ENERGY enables Caesars’ NET ZERO by 2050. CODEGREEN SCORECARD
CODEGREEN TARGETS
A BALANCED SCORECARD APPROACH Metric
Weighting Objective
Electric
20%
Drive enterprise electric savings to reduce environmental impact, cost and carbon emissions
AND 2014 PERFORMANCE Scoring Average percentile rank of electric/chilled water use in kWh per ft2 conditioned space in most recent period and period-over-period decrease.
Natural Gas
15%
Drive enterprise natural gas savings to reduce environmental impact, cost and carbon emissions
Average percentile rank of natural gas/propane use in MMBtu per ft2 conditioned space in most recent period and period-over-period decrease.
Water
15%
Drive enterprise water savings to reduce environmental impact and cost while preserving a scarce resource
Average percentile rank of water use in gallons per ft2 conditioned space in most recent period and period-over-period decrease.
Increase waste diversion and recycling to reduce environmental impact and cost
Average percentile rank of waste generated per ft2 conditioned space in most recent period, average percentile rank of waste diversion percent for most recent period and credit for waste diversion data submitted quarterly.
Waste
Customer
Employee
10%
20%
20%
Increase customer awareness to build brand value and increase loyalty
Engage employees to increase job satisfaction and reduce turn-over
ENVIRONMENTAL
CUMULATIVE ACHIEVEMENT 2007- 2014
PERFORMANCE AGAINST 2014/15 TARGETS
NEW 2020 TARGET
2025 TARGET
-30%
-40%
Greenhouse gas emissions
Reduce greenhouse gas emissions per 1,000 air-conditioned sq. feet by 40% by 2025 (2007 baseline).
-22.6%
2013 target exceeded
Energy
Reduce energy consumption (fossil fuel based) per 1,000 air-conditioned sq. feet by 20% by 2015 (2007 baseline).
-21.3%
Exceeded
-30%
-40%
Water
Reduce water consumption per 1,000 air-conditioned sq. feet by 10% by 2015 (2008 baseline).
-16.6%
Exceeded
-20%
-25%
Waste
Divert 25% of total waste from landfill in 2014.
44.3%
Exceeded
50%
60%
ANNUAL TARGETS
PERFORMANCE AGAINST 2014 TARGET
ACHIEVEMENT 2014
SOCIAL
Employee
30% participation in CodeGreen
49%
Exceeded
Average percentile rank of most recent quarter and quarter to quarter change in responses to environmental impact question from customer surveys.
Guest
3% year-over-year shift in CodeGreen awareness and engagement of guests
2.5%
Not Achieved
Percentile rank of the participation rates from the most recent EOS.
CDP
50% of Caesars Top 150 suppliers respond to CDP supply chain
52%
Exceeded
Real Estate
Achieve LEED Certification for all newly built and expanded properties owned by Caesars
100%
Achieved
CERTIFICATIONS & SUPPLY CHAIN
IR2050: ENVIRONMENTAL STRATEGIES
SOLUTION:
ON-SITE RENEWABLE ENERGY
203kwh /acre SW WINDS Wind turbines are the cleanest source of renewable energy for a desert region. Unlike solar thermal they do not require water for evaporative cooling.
SITE WIND
N
2035
2020
ON-SITE SOLAR
SOLAR RADIATION
NET ZERO CROMWELL
13kwh / acre
N
IR2050 ENVIRONMENTAL TIMELINE
ON-SITE NET ZERO
2050
VOID WIND CAPTURE
NET ZERO CAESARS’
Renewable energy produced along adjacent Caesars’ urban development provides enough energy to assist and power entire Caesars’ properties in the Las Vegas Vicinity.
COOLING TOWERS VENTURI EFFECT
N
IR2050: URBANIZATION
24,000 people/ sq. mile
27,000 people/ sq. mile
VS. THE STRIP
NYC
41 MILLION annual tourists divided by 365 DAYS equals about a 100,000 daily population of tourists on the 4.2 square miles of the Las Vegas STRIP averaging about 24,000 people per square mile on any given day (not including employees).
THE STRIP IS JUST AS POPULATED AS NYC.... BY 2050 MAYBE DENSER.
THE STRIP DESIGN TREND THE STRIP architectural typology is theTOWER-ON-BASE model. However RECENTLY properties have addressed the STREET with retail and public space. FUTURE projects should continue this trend adding RESIDENTIAL and WORK places to create an URBAN environment.
PAST: TOWER-ON-BASE
FUTURE: URBANIZATION
CAESARS’ PROPERTY WITH URBAN POTENTIAL
TEMPORARY STRUCTURES & PARKING LOTS...
REPLACED WITH URBAN INFRASTRUCTURE.
IR2050: URBANIZATION
LOW-RISE-ON-BASE TOWERS provide minimal connection to their urban fabric below. A proposed typology LOWRISE-AND-BASE may be able to incubate a healthy residential community on the strip. TOURISTS would be separated from RESIDENTS preventing NOISE, and providing PRIVACY while still allowing a visual CONNECTION .
RESTAURANTS & NIGHTLIFE
FUCK TOWERS THEY INHIBIT THE URBAN ENVIRONMENT. LOW-RISES HOWEVER FOSTER COMMUNITY & BUILD NEIGHBORHOODS.
2020
URBANIZE THE STREET EET
2035
PUBLIC SPACE ABO VE LV BLVD
2050
DENSIFY THE LAS VEGAS STRIP
IR2050: SOCIAL EVOLUTION
THE CROMWELL prioritizes SOCIAL SPACES with a minimal gaming floor being secondary. The non-gaming > gaming casino typology is the most responsive yet to millennials. The property being forward thinking raises the question of what direction the CASINO typology takes next?
10,000 13,000 65,000 40,000 SF GIADA RESTAURANT
SF DRAI’S AFTERHOURS ONLY
SF DRAI’S BEACH/ NIGHTCLUB SF CASINO FLOOR
AS REALITY BECOMES BINARY 1’s & 0’s.... BY 2050 VEGAS MAY BE THE ONLY DESTINATION TO TRULY SOCIALIZE.
LAS VEGAS IS THE GLOBAL MEETING ROOM. CONVENTIONS. EVENTS. NIGHTLIFE. NETWORKING. SOCIALIZING.
71%
ONLY
12 Million
People visit LAS VEGAS and will continue to visit Las Vegas for the human experience. While GAMING is going down SOCIALIZATION is going up. INNOVATION is key in keeping gaming RELEVANT in Las Vegas.
of visitors GAMBLE.
POTENTIAL GAMBLERS
PROBLEM: GAMING REVENUE IS SUFFERING 7M
2015
2012
2009
4M
2006
5M
Las Vegas Convention and Visitors Authority
6M
A DOLLAR IS A DOLLAR BUT HOW DO WE INCREASE GAMING REVENUE? AND KEEP LAS VEGAS THE GAMING INTELLECTUAL CAPITOL OF THE WORLD.
IR2050: SOCIAL EVOLUTION
SOLUTION:
INCREMENTAL INTEGRATION of GAMING and NON-GAMING.
GAMING EMBEDDED INTO ARCHITECTURE.
GAMING+TECH+SOCIAL+ARCHITECTURE
+ SOCIALIZE.
GAMING must respond to VISITOR’S demand to socialize. Gambling can be integrated into NON-GAMING activities.
INTERACT.
+
VISITORS should INTERACT with tech but not become ISOLATED by it.
$
$
CONNECT. ARCHITECTURE should not only facilitate but become GAMING itself throughout a RESORT.
2020
MASS PERSONALIZATION is a responsive tactic to millenials.
PERSONALIZE/SOCIALIZE GAMING.
2035
Visitor Circulation
2050
Visitor Circulation
CASINO FLOOR
72%
of visitors used SOCIAL MEDIA or the WEB to plan activities during their stay in Vegas
NON-GAMING
RESORT ENVIRONMENT
COHESION OF GAMING INTO NON-GAMING ENVIRONMENT.
Christopher DeVargas
INTEGRATE GAMING INTO NON-GAMING.
IR2050: SOCIAL EVOLUTION AND INFORMATION
Andrade, Stephen. “Visual Metaphor in Games of Chance: What You See is What You Play.” Occasional Paper Series 21. Las Vegas: Center for Gam Librar ies, 2013. Accessed November 19, 2015. http://gaming.unlv.edu/papers/cgr_op21_andrade.pdf
Binde, Per. “Why People Gamble: A Model with Five Motivational Dimensions.” International Gambling Studies 13, no. 1 (Aug 2013): 81-97. Acces http://dx.doi.org/10.1080/14459795.2012.712150
Finlay, Karen, Vinay Kanetkar, Jane Londerville, and Harvey H. C. Marmurek. “The Physical and Psychological Measurement of Gambling Environm 38, no. 4 (July 2006): 570-81. Accessed September 22, 2014. http://dx.doi.org/10.1177/0013916505283419
Finlay, Karen, Harvey H. C. Marmurek, Vinay Kanetkar, and Jane Londerville. “Casino Decor Effects on Gambling Emotions and Intentions.” Environ (July 2010): 524-45. Accessed September 22, 2014. http://dx.doi.org/10.1177/0013916509341791
Gainsbury, Sally, and Nerilee Hing, et al. “An Exploratory Study of Interrelationships Between Social Casino Gaming, Gambling, and Problem Gamb Mental Health Addiction 13, no. 1 (Feb 2015): 136-153. Accessed November 18, 2015. http://dx.doi.org/10.1007/s11469-014-9526-x
BIBLIOGRAPHY
Hudson, Simon, and Karen Thal. “The Impact of Social Media on the Consumer Decision Process: Implications for Tourism Marketing”. Journal of no. 1-2 (Mar 2013): 156-160. Accessed October 14, 2015. http://dx.doi.org/10.1080/10548408.2013.751276
Lee, Choong-Ki, and Bo Jason Bernhard, et al. “Differential Gaming Motivations and Recreational Activity Preferences Among Casino Gamblers.” J no. 4 (Dec 2015): 1833-1847. Accessed November 18, 2015. http://dx.doi.org/10.1007/s10899-014-9513-y
Miller, Robert. “The Construction of Spatial Imaginaries: Luxury, Spectacle, Cosmopolitanism, and the Formation of the Casino-Resort.” Occasiona Center for Gaming Research, University Libraries, 2014. Accessed November 19, 2015. http://gaming.unlv.edu/papers/cgr_op27_miller.pd
Quinlan, Chelsea K., Abby L. Goldstein & Sherry H. Stewart. “An investigation of the link between gambling motives and social context of gambling Gambling Studies 14, no. 1 (2014): 115-131. Accessed November 18, 2015. http://dx.doi.org/10.1080/14459795.2013.855252
IR2050: SOCIAL EVOLUTION AND INFORMATION
Andrade, Stephen. “Visual Metaphor in Games of Chance: What You See is What You Play.” Occasional Paper Series 21. Las Vegas: Center for Gam Librar ies, 2013. Accessed November 19, 2015. http://gaming.unlv.edu/papers/cgr_op21_andrade.pdf
Binde, Per. “Why People Gamble: A Model with Five Motivational Dimensions.” International Gambling Studies 13, no. 1 (Aug 2013): 81-97. Acces http://dx.doi.org/10.1080/14459795.2012.712150
Finlay, Karen, Vinay Kanetkar, Jane Londerville, and Harvey H. C. Marmurek. “The Physical and Psychological Measurement of Gambling Environm 38, no. 4 (July 2006): 570-81. Accessed September 22, 2014. http://dx.doi.org/10.1177/0013916505283419
Finlay, Karen, Harvey H. C. Marmurek, Vinay Kanetkar, and Jane Londerville. “Casino Decor Effects on Gambling Emotions and Intentions.” Environ (July 2010): 524-45. Accessed September 22, 2014. http://dx.doi.org/10.1177/0013916509341791
Gainsbury, Sally, and Nerilee Hing, et al. “An Exploratory Study of Interrelationships Between Social Casino Gaming, Gambling, and Problem Gamb Mental Health Addiction 13, no. 1 (Feb 2015): 136-153. Accessed November 18, 2015. http://dx.doi.org/10.1007/s11469-014-9526-x
BIBLIOGRAPHY
Hudson, Simon, and Karen Thal. “The Impact of Social Media on the Consumer Decision Process: Implications for Tourism Marketing”. Journal of no. 1-2 (Mar 2013): 156-160. Accessed October 14, 2015. http://dx.doi.org/10.1080/10548408.2013.751276
Lee, Choong-Ki, and Bo Jason Bernhard, et al. “Differential Gaming Motivations and Recreational Activity Preferences Among Casino Gamblers.” J no. 4 (Dec 2015): 1833-1847. Accessed November 18, 2015. http://dx.doi.org/10.1007/s10899-014-9513-y
Miller, Robert. “The Construction of Spatial Imaginaries: Luxury, Spectacle, Cosmopolitanism, and the Formation of the Casino-Resort.” Occasiona Center for Gaming Research, University Libraries, 2014. Accessed November 19, 2015. http://gaming.unlv.edu/papers/cgr_op27_miller.pd
Quinlan, Chelsea K., Abby L. Goldstein & Sherry H. Stewart. “An investigation of the link between gambling motives and social context of gambling Gambling Studies 14, no. 1 (2014): 115-131. Accessed November 18, 2015. http://dx.doi.org/10.1080/14459795.2013.855252