3. What do you feed the grab-and-go generation?
There are opportunities to elevate the food and beverage experience beyond the traditional steakhouse and buffet to suit this generation of Instagram foodies. For Millennials, food is a vehicle of self-expression, an integral part of the “story” of their overall experience.
Millennials crave food that is adventurous (think fusion foods), socially conscious (such as locally made or sustainably harvested), healthful, and of course, shareable. They’re major contributors to the rise of vegetarianism and veganism and they’re increasingly favouring organic and all-natural options.
How they eat matters too. Research indicates that this on-the-go generation prefers snacking on smaller portions rather than large, sit-down meals.
How can your casino offer Instagram-worthy, shareable, on-the-go portions that enhance, (but don’t interrupt), the experience? Can you capitalize on their socially conscious appetite by offering local produce, healthy options, green packaging, or other specialty foods that meet their diverse needs?
4. Entertainment: Can you put the audience in the show?
Millennials want interactive and immersive experiences that blur the boundaries between performer and audience. It no longer suffices to bring in “younger” acts. This generation craves adventure – not necessarily real danger – but new experiences and adrenaline rushes. Just look at the rising trend of “escape rooms” for evidence that they prefer to get their thrills through participate over observation.
How can you work entertainment into the overall casino experience, instead of keeping it separate? How can your casino create an adventure for Millennials? How can Millennials be actively and physically involved in the experience?
5. Strategic partnerships: Can you speak to Millennial values?
As a whole, the Millennial cohort strongly prefers socially conscious organizations. Therefore, strategic partnerships with socially responsible brands or not-for-profit organizations may be the way to attract and engage this generation. Take, for instance, Fallsview Casino’s partnership with the Niagara Sustainability Initiative. Projects like waste reduction, on-site herb gardens and energy efficient lighting are all in-line with Millennial priorities. From environmentalism to human rights, research indicates that Millennials are actually willing to pay more to do business with organizations that they feel are transparent and aligned with their values - and one way to demonstrate that is to work with and support worthy causes.
How can you demonstrate social consciousness? What options can you provide to make Millennials feel like they are contributing or making a difference? What causes or groups would it make sense to partner with?
Millennials present a large and growing opportunity for casinos. But attracting and engaging this group requires agility and creativity. These digital natives have wildly different needs and expectations than their forebears. It’s not just about changing the game; it’s about creating and delivering a new experience. Above all else, an experience that Millennials can share with their friends in person and online.
About the author
Oren Tal is Senior Vice President and Partner at Marshall Fenn, a full-service marketing agency with extensive experience in casino marketing throughout North America. Oren can be reached at 416.962.3366 or firstname.lastname@example.org.