A seminar sponsored by the University of Nevada Las Vegas (UNLV) this month will seek to address the issue of how venues that were typically gaming reliant for revenue are now turning to non-gaming activities to generate income. Titled Non-Gaming Revenue: The ROI Details, the seminar takes place on the UNLV campus on April 24.

Stowe Shoemaker, the dean of the UNLV William F Harrah College of Hospitality, will moderate a panel comprising Tom Soukup, Senior Vice President and Chief Systems Product Officer of Konami Gaming; Oliver Lovat, founder and Managing Director at Denstone REA; and Elena Shampaner, Vice President of strategic initiatives with Pinnacle Entertainment. Mark Birtha, President of Hard Rock Rocksino Northfield Park, will join the conference via video from Ohio.

According to Shoemaker, an increase in gaming competition is forcing casinos to take action to differentiate themselves from casinos in their vicinity. “At this session, we’ll discuss what non-gaming amenities work best, the initial costs, and how long (until) the return on investment kicks in,” he told CDC Gaming Reports. “We’ll find out how to interpret and use data to get the best ROI out of your hotel rooms and non-gaming amenities.”

The main thrust of the seminar is to drive home the message that ultimately, gaming products such as table games and slots could, on current evidence, become secondary amenities to other forms of non-gaming entertainment and hospitality.