Raising the region’s visibility through entertainment

The Rolling Stones perform at the Cotai Arena

As a next wave of Cotai resorts is being shaped, various operators are looking to expand their non-gaming offering by providing arenas and theatres, trying to rival Sands China, which is particularly known for enjoying some of the biggest entertainment successes in Macau, Forbes reported this week.
The article states that some experts see entertainment in integrated resorts as “a way to generate traffic to the property, expecting that show-goers will also visit the casino.”
Sands China CEO Edward Tracy said, “if the competition believes it is about traffic, good luck to them.”
The operator is known for offering some of the biggest non-gaming components, bringing famed musicians and singers such as Alicia Keys, Rihanna, and the Rolling Stones to Macau. Boxing bouts have also become regular events, with Filipino boxing star Manny Pacquiao returning this November to fight American boxer Chris Algieri.
Sands China is aiming to lead Macau in entertainment, Forbes reported. Mr Edward Tracy said that this focus  emerged from research about what Sands’ primary customer base in mainland China desires. Firstly, Chinese consumers wish to shop for “genuine” luxury goods and they are also looking for “high quality entertainment experiences.”
“We are trying to raise the visibility of Macau, raise the visibility of the brand, and, since we’re in business, make some money,” Edward Tracy said.
Events such as China’s premiere screening of “The Expendables 3” or the UFC fight cards generate headlines for Macau.
Edward Tracy recalled that these high profile events “don’t necessarily drive a lot of traffic, but they create an emotional connection.” “We have seriously raised the visibility of Macau, a stated goal of the Macau government,” he added.
Entertainment events are also a way to promote Sands China properties in mainland China, where gambling advertisements are prohibited.
Mr Edward Tracy explained that Sands China is striving to offer entertainment components “for every segment we’re going for,” by providing not only music concerts or boxing events, but also more family-oriented events, such as the DreamWorks Experience at Sands Cotai Central.