You can bet your bottom dollar that in this world of instant gratification, entertainment facilities not prepared to enhance the customer experience will not be able to attract or retain customers. This is particularly true in the gambling world, where the thrill of the bet holds appeal for as little as two minutes.
To keep ahead of the game, the Hong Kong Jockey Club had the betting hall at 3/F Grandstand at Shatin racecourse gutted and renovated to create a new experience, with the emphasis on entertainment.
Axiomoval Partnership director Kelvin Mui says the design strategy was to create an interactive, modern and friendly environment that would shift the customer's perception of the club from a betting hall to an entertainment experience.
"Secondly, the criteria was that the design should increase customer time at the club, increase sales and create a flexible space for multi-functional events something relatively new to the jockey club," says Mui.
To do this, the interior was refurbished and a platform of balcony seating was demolished to create a protruding glass atrium. The atrium offers a large panorama of the actual racing field and mountain backdrop, as well as allowing natural light and warmth in.
Mui says the atrium resolved another design challenge, which was to create a flexible space for corporate entertaining. Previously only small corporate boxes were available during racing season.