Wynn Resorts’ Encore Boston Harbor is expected to annually attract 8 million visitors and the Las Vegas gaming and hospitality giant believes it has devised the perfect plan to achieve that goal.
During a presentation on Thursday, property officials presented the Massachusetts Gaming Commission with their marketing strategy for luring guests and visitors to what would be Wynn Resorts’ latest property and Massachusetts’ second commercial casino resort.
The $2.6 billion hotel and casino complex is set to open doors on June 23. The property, located along the Mystic River in the City of Everett in the Greater Boston area, will feature a 27-floor hotel with 671 rooms and 104 luxury suites, a casino with over 4,000 gaming positions, a number of food and beverage facilities, a public harborwalk and park, MICE facilities, and many more.
Sharing details about their marketing strategy for the new property, Danielle Ashurst, Director of Travel Industry Sales at Encore, pointed out that Wynn Resorts has a database of more than 10 million customers between its resorts in Las Vegas and Macau. Ms. Ashurst added that the company will be able to market its new complex to existing customers “as often as we like” and that the property “has been very palatable to the guests that have enjoyed our properties in Las Vegas and Macao.”
Reaching Out to Influencers
Encore officials also said that they will provide international influencers and travel professionals with the chance to visit the Greater Boston hotel and casino resort as part of “familiarization trips” that are hoped to boost the number of visitors not just of the property but also of Massachusetts.
Wynn Resorts is also gearing up preparations to launch advertising campaigns promoting the upcoming opening of the complex in two weeks. The first such campaign is set to go live on Monday and to reach out to potential visitors from the Boston area as well as from neighboring states.
Encore has prepared special treats for all the foodies out there. Property officials told the Massachusetts Gaming Commission that its parent company has bought $125,000 worth of gift certificates from select dining facilities in Everett and nearby cities.
Wynn Resorts has also partnered with a number of local chambers as well as the Greater Boston Convention Center & Visitors Bureau. All these partnerships will aim to promote not just Encore as an attractive tourist hub but the region and the state as a whole.
Joan Esneault, Executive Director of Hotel Sales and Catering at Encore, said that Wynn Resorts is uniquely positioned as it has “the only pairing of a major city and a major five-star luxury resort” in the country outside Las Vegas.
Ms. Esneault added that even though Encore has a lot to offer to its future visitors, they will also be able to explore Boston and the region through Wynn Resorts’ partnerships with local businesses.
Encore Not For Sale
News emerged last month that Wynn Resorts was in talks with rival MGM Resorts International to sell its Greater Boston property. Discussions were quickly aborted as officials from the communities hosting Encore Boston Harbor and MGM’s MGM Springfield resort expressed concerns over the two companies’ commitment to the regions.
Last week, Wynn Resorts held the first orientation sessions for its Greater Boston property. A spokesperson for the company told local news outlet the Boston Herald that CEO Matt Maddox spoke at each orientation session and that he told future Encore employees that the property is not for sale.
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June 8, 2019