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Karl Stross: Strength in niches

June 1, 2008

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Karl Stoss joined the board of directors of Casinos Austria AG, parent company of the Casinos Austria Group, in January 2007. In May of that year he succeeded Leo Wallner as director general. He brings to Casinos Austria a stellar background in banking and finance and an intimate knowledge of the close interaction between the private and public sectors, a central characteristic of the Austrian business model and of Casinos Austria, which holds the monopoly on casino gambling in its home country and is majority owned by the government. Before joining Casinos Austria, Dr. Stoss was chairman of insurance giant Generali Holding Vienna. He was previously a partner in Management Zentrum St. Gallen, a leading business education and consulting firm with offices in St. Gallen, Zurich, Vienna and London.
Q&A with the director general of the Casinos Austria Group


IGWB: Casinos Austria in recent years has been emphasizing its pursuit of a new style of casino, one that offers an entertainment experience that extends beyond just slot machines and table games. What is the essence of the company’s thinking in this regard?

Stoss: It is a very important part of our thinking. As we see the situation in Europe, first of all, if you want to bring customers into a casino you have to offer them a really good restaurant with good food. A casino should be a place where you can spend a nice evening with your wife or husband or with your friends and afterwards enjoy a show or entertainment program, and after all that, to go gaming, gambling. We have launched this strategy also in Austria. And in our Swiss casinos. And we will continue to build this up in all our markets. But a lot depends on our ability to expand, too, because you need the space for this, to create and deliver the right atmosphere. And we also believe we can bring an Austrian flavor and Austrian specialties to some other parts of the world, along with the Austrian gaming experience. Austrian wines, for example. We have some excellent wines.

IGWB: Grand Casino Beograd opened earlier this year by Casinos Austria International to considerable fanfare. Is it emblematic of this new model? How important is this property to where the company is headed?

Stoss: In our opinion the Southeastern European region in economic term is growing fast, and for that reason I think this is really a good step for us. When you consider how important a market Serbia will be, it is even now the most important market in the region. That is the reason why we see it as an excellent point of entry, an opportunity to go in and show what Casinos Austria International can do in countries like this.

IGWB: The overall experience is very much in line with the more resort-style experience Casinos Austria is looking to develop.

Stoss: Yes. First of all, it offers a variety of restaurants and bars. And it is in the general style of the property. The interior architecture provides an experience similar to what we achieved at Grand Casino Brussels. We used the same architects. And I think Brussels is a good example of what we have been able to achieve so far in delivering this different experience. It is the new model to which we want to raise the level of all our other casinos. Beograd would be an even better location if the hotel portion could be transformed into something more modern. The hotel is closed currently.

IGWB: How important is the hotel to the property’s positioning?

Stoss: It is important. If you want to bring in guests from outside the city you need comfortable rooms. And certainly you need a hotel if you are going to bring in high rollers.

IGWB: Considering the growth prospects in Southeast Europe, is the company looking at other markets in this region?

Stoss: There are possibilities in Croatia in the future, in Macedonia, and possibly some other countries, those with strong tourist industries.

IGWB: Other key markets, looking ahead?

Stoss: Key markets?  First of all, Austria, because it is our home base. Also Switzerland, where we are the market leader. And I would say also Germany.

IGWB: A major investment for Casinos Austria International in Germany [in Spielbanken Niedersachsen] How is that working out?

Stoss: It is working out quite well. We also will be building a new flagship casino in Hanover. That project is going well. It is progressing.

IGWB: Your Casinos Austria International subsidiary did not get involved in the casino end of the proposed Gran Scala entertainment city proposal.

Stoss: No, we had no interest in that.

IGWB: It doesn’t look as though Gran Scala will happen now. However, if it did, is it something you might take a look at in the future?

Stoss: No. We thought there would be a lot of very strong competition. And for that reason we would prefer to pursue our strategy of concentrating on niche markets and to continue down our own path to success.

IGWB: Let’s talk about niche markets then. What regions are of particular interest?

Stoss: A key market in the future could be South America. We started there in Argentina, as you know. And we are scheduled to open a casino in Chile in May [Casino Gran Los Angeles]. It is an entirely new project. And it includes a hotel. Our hotel partner is Sheraton. Which is our partner in Salta in Argentina. … Asia could also be a very strong region. But there we will play a niche strategy. We are not a huge casino company, like the big companies in Macau or in Las Vegas or in Atlantic City. But a niche strategy can also be a successful strategy. We try to find a niche market and develop a project where there are not so many competitors. And we always begin with very close cooperation with government and with an emphasis on social responsibility. We have always been a leader in that field.

IGWB: And looking ahead through the balance of 2008 and beyond?

Stoss: We will build on our strengths. I think one of our strongest elements is an excellent track record over the last 30 years with more than 200 projects developed in more than 30 countries. Experienced management and employees, that is another strength. We have more than 11,000 employees all over the world. And we have also, I think, an excellent image. It is a good background to take into new regions and into some emerging markets where there may be privatization processes under way. … The challenge is securing the financial backing. With so many opportunities all over the world you need also the financial means to do all these projects. For that reason also you need to secure the close cooperation of companies that can be partners in these countries. We look for partners in all different parts of the world.



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