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We tell ourselves that this question is interesting if we ask it Salvatore Caronia, General Manager of Giochi del Titanoa company located in the Rovereta industrial area, manages Sarah Diamond, known to many as the “Casino” of San Marino. The figures regarding revenues (+10.66% in the first seven months of 2024 compared to the same period of 2023) and enrolments (+6.31%) prove that this structure is working perfectly, and – the number of new clients is constantly increasing (11,377 in January-May of this year), and last but not least the budget results, with a profit of almost 8.3 million euros for the 2023 financial year.
In short, it’s an excellent show, and one that Italian casinos have studied, especially since the Diamond Room is located in a slightly peripheral area compared to San Marino’s splendid historic centre.
But let’s give the floor to Caronia: “I know that this may seem surprising, also because the results of my experience may contradict many others who have been in the same profession as me for many years. I believe that casino structures are and represent an “added value” to the tourist infrastructure of the region, as an additional supply option, but the fact that I have noticed over the years is that there is no “tourism trend” that can be classified as gaming tourism. I think of Las Vegas. Here: yes, there is a flow of tourists there, but we are not Las Vegas, nor are we the United States. Europeans have a different culture, and it is no coincidence that the plans of the Americans themselves to build a European Vegas were abandoned many years ago. Spain had already approved the project several years ago. Therefore, it is safe to say that
The definition of tourists, interpreted broadly, can also include people interested in gambling and those interested in sailing.
Many years ago, when I was practicing this type of knowledge, I tried to intercept more precisely the hospitality of hotels in my city through the presence of casino entrance registers. We had fewer privacy issues then! The data are indeed surprising: we intercepted only 2%. Nevertheless, I have always believed and continue to believe that the activity of casinos (and often with the largest range of exclusive gaming activity) can represent an added value in the area in which they are located.”
Taking the San Marino Casino as an example, what is the situation like during the summer and how does the customer base change?
“We can definitely say that the traffic trends are pretty consistent throughout the year, except obviously for the peaks caused by the Christmas holidays or long weekends or weekends; that is, when people have more time to spend.
spend. We could perhaps interpret it as “voyages”. Having said that, some of the variations are also due to the economic nature of the territory. Undoubtedly, the area around us is characterized by a strong “seasonal entrepreneurship”, which probably leaves less room for their passion during certain periods of the year. At the same time, however, due to the same economic nature of our territory, these lesser presences are compensated by a loyal historical presence, such as permanent residents, or even second homes, provided they cultivate This passion.”
What do San Marino casinos focus on to attract and retain customers?
“First and foremost, our goal is to provide the best gaming offers that comply with the given rules. In short, to get your sails off the ground, you have to get your sails off the ground.
Besides this, what can be defined by countless details is the attention to the best quality of the customer’s stay in the room. We regard this attention as a mission to improve every day. This choice is a complement to the diversified gaming product, not a substitute, to cope with the increasingly fierce competition
The first originates from the online gaming distribution channels. It is against the latter that we are forced to measure ourselves every day. There we think and hope to make a difference. Just ‘sailing offshore’. ”
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