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. |
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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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