The Sky’s The Limit Slot – In the beginning, when it opened in 2012, Valley Forge Casino Resort was just a small casino. It was a product of Pennsylvania politics that allowed small casinos with (initially) limited access to gambling and a gambling floor with only 850 slot machines and 50 table games—large by continental standards but small by American standards. (Valley Forge’s casino floor was the site of the Valley Forge Convention Center, built in 1985.) The property also houses a convention space, now closed, as well as two hotels, including the Radisson.
But Boyd Gaming looked at Valley Forge and saw the potential, buying the property in 2018 for $281 million and becoming one of the most reliable players in the Philadelphia area. (George Washington’s Valley Forge residence directly overlooks the resort.)
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In another coup, Boyd partnered with FanDuel to offer walk-up sports betting in March 2019, and four months later, made Valley Forge the Keystone State’s sports betting leader in online sports betting, a position that isn’t likely to let up anytime soon. soon
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As the cherry on top of the sundae, Boyd added Valley Forge to its Be Connected loyalty program, replacing the Valley Club rewards system and greatly expanding the loyalty benefits available to players. Looking at the land and digital success stories—and the challenges posed by COVID-19—we spent some time with General Manager David Jerfing.
It is very important. In March of 2019, the sports book added amenities to our property and brought a new level of excitement to the casino floor. It is still done today. It brings a whole different demographic to the property and the casino, so that’s important to our success.
Casino demographics are different than they used to be. It got a little old and the sports book got a little underwhelming. It’s a crowd that has never visited Valley Forge before and they’re coming now, and they’re not just playing at the sports book; They also play in casinos.
This is a huge advantage because they are the number one name in sports betting, so when you see or hear an ad about FanDuel anywhere in Pennsylvania, it is associated with Valley Forge. Keeping our name out there, being remembered is a big advantage for us. It brings people into the property, so when people think about FanDuel and sports betting, they think about Valley Forge, and it helps us put our brand out there and put us on top with our customers.
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The sky is the limit for me. Every month we set new records. We’re only tracking Nevada and New Jersey at the moment, but that’s a very mature sports betting market, especially Nevada. I believe that, over time, as Pennsylvania gets bigger, we’ll be able to capture those two guys and the market will become much bigger.
Well, it certainly helped when we were closed, the revenue was coming in, but at that time online casinos were just starting and there was no online sports betting going on at the time. Major sports in the US are also closed. Now it certainly drives our financial success and results, but at the end of the day, our main focus is on the safety of our guests and the safety of our team members and the cleanliness of the floor – making sure people feel safe and secure. . . We make sure that’s an environment that we’re providing, so that helps us right now, but our real focus is keeping everyone safe until we get through this pandemic.
Since our floor isn’t as big as others, we’ve made some changes to open up more slots. But on the table, it remains the same.
For the most part we have one more slot open, which brings us to 499 open slots now. The table is still at 50, it’s just that the number of seats per table is lower than before. We basically run three people per table game and six people per craps game.
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That didn’t happen here. We put our sports book in an area where it’s part of our food court, so it doesn’t infringe on the existing casino area. That shape fits you very well. It’s not like a Vegas sports book where people will watch sports all day. There are a lot of people who come and go, they place their bets, they watch some games, they go out on the casino floor, so it works well here and we don’t need to reduce the casino area.
With pandemic restrictions, is there a high bar to clear floor space in new slot and table products?
Due to the type of gaming license we hold, our capabilities are limited to tables and slots. We have a really high bar to bring new slot or table products to our decks because we can’t add more games because we’re limited by our gaming license. We still have the same measurements. Any slot product or game should increase revenue and profit significantly. We’ve always looked at that since we licensed games. Here in Pennsylvania.
Overall, the most important thing in 2020, after we reopen, is to maintain cash until the end of the year. As we look towards 2021, I think things will normalize not only in terms of location but also in all types of investments.
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What kind of security measures have you put in place and which are likely to be permanent?
The overall cleanliness standards we have set will continue. All the special cleanings we do are very emotional. Of course, once the pandemic is over, we will open all slots and let people go back to playing all points on the table. But looking at the overall cleanliness of the casino, not only the team that does it, but the management team and everyone who helps out is working day and night to make sure the casino is clean and safe.
One of our towers is currently open, the Casino Tower, and weekends are strong, like before the pandemic and sometimes slower in the middle of the week without groups. Earlier we had a large group business here and it filled the hotel building. The tower is closed at this point.
When the epidemic is over and the group business resumes travel, and the startup works [again], we expect to reopen that tower and start selling to those people again.
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Our steakhouse is open and our food court is open. The swimming pool is closed during summer. Of course, it will be closed at this point. Also, the gym is not open at this location. Due to the restrictions we have, not all bars are open the same.
It is of great benefit. He must be a 600 pound gorilla in Pennsylvania. The company’s loyalty program is better than our competitors. It is very much based on experience. Players can take a free trip to the Bahamas on a cruise to Las Vegas as part of their program and level of play. This is an important advantage for us as this program provides great benefits to our customers.
Since its launch in 2005, Casino Life Magazine has become the leading trade publication focusing on casino operations and manufacturers and suppliers of gaming equipment and services.
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