{"id":127094,"date":"2020-02-17T00:05:03","date_gmt":"2020-02-17T08:05:03","guid":{"rendered":"https:\/\/www.casino.org\/news\/?p=127094"},"modified":"2020-02-16T11:45:44","modified_gmt":"2020-02-16T19:45:44","slug":"encore-boston-harbor-further-pivots-towards-less-affluent-customer","status":"publish","type":"post","link":"https:\/\/www.casino.org\/news\/encore-boston-harbor-further-pivots-towards-less-affluent-customer\/","title":{"rendered":"Encore Boston Harbor Further Pivots Operations Towards Less-Affluent Customers"},"content":{"rendered":"

The newest addition at the $2.6 billion Encore Boston Harbor isn’t another upscale restaurant or high stakes VIP room. No, instead, smack in the middle of the casino floor, is a taco food truck that hopes to cater to the less-affluent guests.<\/p>\n

\"Encore
A food truck now occupies floor space at Encore Boston Harbor. (Image: Encore Boston Harbor)<\/figcaption><\/figure>\n

Encore Cantina, as the food truck is known, offers up guests everything from $7 nachos and three tacos for $9, to a complete “meal deal” for $12 \u2013 far cheaper than a basic cocktail or glass of wine at the resort’s higher-end restaurants.<\/p>\n

\n

We don’t ever want to alienate a segment of the business,” Encore Boston Harbor President Brian Gullbrants told the Boston Globe<\/i>. “We want customers to be able to come in here whether they have a dime, ten bucks, or ten thousand bucks, and feel like a million bucks.”<\/p>\n<\/blockquote>\n

Encore Boston Harbor opened last June with the vision of bringing Las Vegas to Beantown. But now, more than half a year into business, the casino resort has failed to come anywhere close to its pre-market gross gaming revenue (GGR) forecasts.<\/p>\n

Fiscal Shortcomings <\/b><\/h2>\n

When Wynn Resorts was bidding to secure the casino license for the Boston area, the company told state gaming regulators that GGR would total approximately $800 million in year one. That’s a monthly average of $66.6 million.<\/p>\n

\n

Gaming win statistics from the Massachusetts Gaming Commission (MGC) show that Encore Boston Harbor has never even flirted with that $66.6 million figure. Its highest monthly performance came in December, when the casino won $54 million.<\/p>\n<\/div>\n

Since its opening, GGR stands just shy of $314 million. In its first full six months in operation, the casino has averaged $49.5 million. \u00a0 \u00a0<\/span><\/p>\n

In November, Gullbrants admitted to the MGC that there was a learning curve<\/a> for the company’s first domestic property to open outside Las Vegas. The glitz and glamour and high rolling nature of the Strip simply didn’t work in Everett, Massachusetts.<\/p>\n

“The last thing we want to do is be a Vegas casino in Boston. We want to be a Boston casino in Boston,” Gullbrants said at the time. “We want everyone to come and feel welcome.”<\/p>\n

Ongoing Adjustments<\/b><\/h2>\n

Offering guests cheaper food options is part of a larger effort by Wynn Resorts to transition Encore Boston Harbor<\/a> to a destination that appeals to a broader audience. The casino recently dropped its minimum table game bet from $50 to $15, and decided to offer free self-parking for all guests.<\/p>\n

The taco truck isn’t the only planned cheap eats inclusion. Gullbrants says a quick-service Italian eatery is in the works, where slices of pie and pasta will be served.<\/p>\n

\n

During the company’s fourth-quarter and full-year financial report with investors, Wynn Resorts CEO Matt Maddox said regarding Encore Boston, “We realized we didn’t have quite the right food and beverage program, in particular around quick-serve for the daytime slot customer.”<\/p>\n<\/blockquote>\n

“We’re going through that process in a very fast way at Encore Boston Harbor, because when we see a problem, we fix it,” Maddox concluded.<\/p>\n","protected":false},"excerpt":{"rendered":"

The newest addition at the $2.6 billion Encore Boston Harbor isn’t another upscale restaurant or high stakes VIP room. No, instead, smack in the middle of the casino floor, is a taco food truck that hopes to cater to the less-affluent guests. Encore Cantina, as the food truck is known, offers up guests everything from […]<\/p>\n","protected":false},"author":25,"featured_media":127099,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[62,33810],"tags":[],"acf":[],"yoast_head":"\nEncore Boston Harbor Further Pivots Towards Less-Affluent Customer<\/title>\n<meta name=\"description\" content=\"Encore Boston Harbor is further pivoting its operations away from the high roller to focus more on the lower-end gambler to keep its casino floor busy.\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Encore Boston Harbor Further Pivots Towards Less-Affluent Customer\" \/>\n<meta property=\"og:description\" content=\"Encore Boston Harbor is further pivoting its operations away from the high roller to focus more on the lower-end gambler to keep its casino floor busy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.casino.org\/news\/encore-boston-harbor-further-pivots-towards-less-affluent-customer\/\" \/>\n<meta property=\"og:site_name\" content=\"Casino.org\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Casino.OrgNews\" \/>\n<meta property=\"article:published_time\" content=\"2020-02-17T08:05:03+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-02-16T19:45:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.casino.org\/news\/wp-content\/uploads\/2020\/02\/ENxjFVAWkAc8aOS.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Devin O'Connor\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@CasinoorgDevinO\" \/>\n<meta name=\"twitter:site\" content=\"@Casino_Org\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Devin O'Connor\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.casino.org\/news\/encore-boston-harbor-further-pivots-towards-less-affluent-customer\/\",\"url\":\"https:\/\/www.casino.org\/news\/encore-boston-harbor-further-pivots-towards-less-affluent-customer\/\",\"name\":\"Encore Boston Harbor Further Pivots Towards Less-Affluent Customer\",\"isPartOf\":{\"@id\":\"https:\/\/www.casino.org\/news\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.casino.org\/news\/encore-boston-harbor-further-pivots-towards-less-affluent-customer\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.casino.org\/news\/encore-boston-harbor-further-pivots-towards-less-affluent-customer\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.casino.org\/news\/wp-content\/uploads\/2020\/02\/ENxjFVAWkAc8aOS.jpg\",\"datePublished\":\"2020-02-17T08:05:03+00:00\",\"dateModified\":\"2020-02-16T19:45:44+00:00\",\"author\":{\"@id\":\"https:\/\/www.casino.org\/news\/#\/schema\/person\/02b4fee8814a4003903b0021bffb4ebf\"},\"description\":\"Encore Boston Harbor is further pivoting its operations away from the high roller to focus more on the lower-end gambler to keep its casino floor busy.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.casino.org\/news\/encore-boston-harbor-further-pivots-towards-less-affluent-customer\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.casino.org\/news\/encore-boston-harbor-further-pivots-towards-less-affluent-customer\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.casino.org\/news\/encore-boston-harbor-further-pivots-towards-less-affluent-customer\/#primaryimage\",\"url\":\"https:\/\/www.casino.org\/news\/wp-content\/uploads\/2020\/02\/ENxjFVAWkAc8aOS.jpg\",\"contentUrl\":\"https:\/\/www.casino.org\/news\/wp-content\/uploads\/2020\/02\/ENxjFVAWkAc8aOS.jpg\",\"width\":1200,\"height\":800,\"caption\":\"A food truck now occupies floor space at Encore Boston Harbor. 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