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The Atlantis Hotel was inspired by Japan’s high-end swimming dome and Sea World, which allows holidaymakers to spend the summer in the cool New Jersey Caribbean all year round.

The inspiration here comes from Japan ’s Seagaia Ocean Dome, which was once one of the largest water parks in the world. Just like the dome, the Atlantis Hotel will provide accommodation suitable for families, providing entertainment for people of all ages. However, the pool bar and gambling facilities are for adults only. For those who want to gamble and swim at the same time, there will also be swimming tables and roulette.

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To avoid the issues that befell Seaworld, there will be no swimming with live animals. However, aquariums featuring marine life will be all over the place.

I positioned it in New Jersey because it means it is easier to get water compared to Nevada or most Native American regions. This will make it attractive to tourists of all income levels in the Central Atlantic and New England states, during which time they often have to travel to the South or Hawaii or the Caribbean. Those who cannot afford the cost of flying or traveling so far can go to Atlantis.

Why will your casino/resort be successful?

This casino will succeed because it will be located in Atlantic City, especially the Down beach area. This will allow us to take advantage of the incentives of the New Jersey State government for tourism-related businesses. We will also easily contact suppliers and employees who are already familiar with hotel business.

Atlantis is successful because it will target an underserved tourism market, which is low- and middle-level families in New England and the Mid-Atlantic region, who hope that in the dark and cold autumn and winter, in the warm and sunny bright place. People in this market usually can't afford to go to such places because it takes a few days of flight tickets. They will be eager to find a place easily accessible by car near Hawaii or the Caribbean, spend a weekend and then return home. As a result, family-friendly accommodation and entertainment are definitely the top priority here. We will also emphasize advertising "Atlantis" hotels to young people who want to party or gather on weekends without having to gamble.

How will your resort stand out?

None of the current casino resorts in the New Jersey area have a tropical or Caribbean theme, which means Atlantis will stand out. No one will provide a year-round tropical beach experience, as I mentioned before, which means that Atlantis will have a place in this market.

According to McCarthy, although New Jersey has water parks, most of them are only open in summer. This means that in spring, autumn and winter, Atlantis can be the only place for recreational water sports. This again means that focusing on family and youth activities is critical to success.

What will be the theme of your resort?

The theme will be tropical and caribbean Paradise. This means that there are palm trees, beaches, waves and sunlight all year round. The decoration will emphasize the blue ocean and summer feeling. Employees will wear suitable vacation clothing, such as shorts and sandals. Guests will be encouraged to wear bikinis and other swimwear and will be significantly sold in resort shops.

Hotel rooms will also follow a tropical theme. Special cabins will be provided for groups, which will reproduce the experience of sleeping by the beach. These restaurants will focus on seafood and exotic flavors.

Who will be the target customer of your casino/resort and why?

The target customers will be middle-class holidaymakers from the Mid-Atlantic and New England regions who want to get rid of the downturn in housing but are unable to fly to Hawaii or the Caribbean. These customers will get a casino experience, which will be a good reward, but not necessarily attract them. They want an exotic taste, but not too casual. This may be a family that wants kids to play in the water on the weekend, a couple who wants a romantic beach experience, or a young man who wants to hold a beach party.

What will be your internal and external approach to marketing?

The internal method of marketing will be spend a perfect sunny day on the beach. We want our employees to be united and provide this experience to customers every day of the year. We want our customers to feel relaxed, as if all external concerns cannot be resolved. Employees must have a similar sunshine attitude when serving customers. We will bring in experts from Caribbean and Hawaiian resorts to pass on the service culture of these areas to our employees. We want our employees to feel that they are living the best life in the beach resort. Employees should remain calm, relax and have fun, because it will be a contagious feeling and customers will be caught.

External marketing methods will emphasize the unique charm of The Atlantis to clients in the Mid-Atlantic and New England regions: a tropical beach experience throughout the year. Whether it's raining, snowing or sleeping outside. You can lie on the beach here and enjoy the waves and tan. The original plan was a four-pronged marketing strategy.

One strategy is for families with children, especially middle-class families. You can play in the water at any time of the year, which is an attractive temptation for these customers. We can also provide group transactions with parent-teacher associations, family organizations and other similar parties to encourage their members to spend the weekend with us. We will emphasize the fun and safe activities that the whole family can enjoy, and the relative convenience and affordability of traveling to Atlantic City instead of buying round-trip airfare for the whole family and must endure going to the airport. We will also place ads on local channels during times suitable for the whole family and during cartoons on weekends. We will also display advertisements to show families the tempting activities of swimming and enjoying the sun in particularly bad weather to lure these families to enjoy our resort. Once they visited us, our next step was to make the trip to Atlantis an annual tradition. To this end, we can provide discounts or benefits for families who come back next year. We can also provide discounts for important milestones, such as birthdays, wedding anniversaries or graduation ceremonies. We hope these families will associate the celebration with "Atlantis".

Another strategy is for couples. For these customers, we will emphasize that in addition to making them more affordable and convenient, we can also provide them with romantic beach vacation fantasy. We can provide packages for honeymooners or people celebrating their wedding anniversary to promote the development of this theme. We will advertise in places where women (especially married women) gather (such as romantic novel websites, women's magazines and pinterest). The age of these customers may be slightly older, so nostalgic bands and artists will also become their appeal. "Celebrate your first anniversary with us and let your favorite 90s popular idol sing his signature love song to you while dancing!" It will be an irresistible experience.

The third strategy will be aimed at millennials who want to spend the weekend at the beach and may have vacations or vacations. They will be single or in groups, and I suggest that we give this group a big discount to encourage them to participate, even if we get lost. In any case, letting young attractive people hang out on the artificial beach is a good advertisement. To this end, we can promote coupons in university newspapers and websites and on social media. We can also invite young and popular artists to visit and hold a weekend music festival at the resort to attract this crowd. We hope that the group will associate "Atlantis" with the party so that when they grow up and have more disposable income, they can return to us and spend more money in the casino.

The fourth strategy will target the elderly. Although senior citizens are a popular target for Atlantic City casinos, we have something that other casinos do not have: all year round. We can conduct group transactions with nursing homes and communities, let seniors stay with us on weekends or even a week, and spend all they want in casinos or play on the beach. We want to advertise to them that this is an alternative to boat trips.

What will be your approach to recruiting and maintaining talent?

Our main method is to hire local employees for most employee needs. This eliminates the need for employee housing and relocation and transportation costs. However, we will hire hospitality experts from Caribbean beach resorts to attend meetings and lead seminars or directly lead groups to provide our employees with lessons on how to provide a real experience and correct attitude. We will emphasize the calm and laid-back attitude we want to encourage among our employees, because this is the light circle we want our customers to experience. We will require all employees not only to work by the pool or to be a lifeguard, but also to know how to swim. We will also reward employees with first aid certificates because when you have many customers around the water, life-saving technology is a vital need.

What amenities will your casino/resort offer and why?

Atlantis Hotel will have multiple swimming pools, both artificial beach type and traditional type. There will also be a water park for children. There will be poolside cafes, bars and restaurants so that customers can enjoy meals or drinks without first drying them. There will also be a tanning booth for customers who want to get healthy tanning.

Singers, bands and other performers will also have a stage. The stage will also be on the artificial beach and near the swimming pool, so that the audience can experience the feeling of carnival at the beach. Even people in the pool can listen to music and watch performers. These stages can be separated from each other, or merged into a giant performance area when festivals or similar events occur.

There will be "villas" or cabins around the pool, which can be rented by the hour or as hotel rooms. For events such as weddings, we can provide them as part of the wedding package.

Logistics issues related to casinos and all water activities. We encourage customers to carry bags that can be tied to their wrists or waist at any time to carry room keys and chips. We can also let them use waterproof contactless payment cards so they can charge at multiple locations and hotel counters.

How will you determine game mix?

We will offer an equal split of tables and slot machines. We’ll mostly offer low-stakes games at the tables, as gambling is not our primary draw for these people. Slot machines will be mostly on dry sites, and will be aimed at senior citizens.

What organizational structure will your casino/resort have and why?

We divide the organization into organizations that work in resorts and organizations that work in casinos. This is because casinos and resorts are equally important, and we do not want any questions about liability. Resorts will be divided by region, because each region will be marketed to different customer groups. Romantic couple area, family area with water park, beach carnival party area, etc. Each area is responsible for both the swimming pool and nearby services, and needs to ensure that activities in one area do not spread to one place. Areas that should not be.

Gambling will be mainly for adults and seniors, so I am thinking of dividing the gaming table and slot machine into different teams. The gaming table can focus on making the gaming table a fun experience for young people trying gambling for the first time. The slot machine team can focus on making premium customers as comfortable as possible while playing.

Reference

Framepool. (1995).  “Seagaia Ocean Dome / Miyazaki / Japan”. Retrieved from: http://footage.framepool.com/en/shot/505495664-seagaia-ocean-dome-indoor-swimming-pool-bathing

McCarthy, B. (2016, May 27). “9 Jersey Water Parks to Enjoy This Summer”. New Jersey Monthly. Retrieved from https://njmonthly.com/articles/jersey-living/9-jersey-water-parks-to-enjoy-this-summer/

World Casino Directory. (2018) “New Jersey Casinos”. In World Casino Directory. Retrieved from: https://www.worldcasinodirectory.com/new-jersey