Casino news from http://www.pressofatlanticcity.com/
ATLANTIC CITY — Two colorfully costumed lion characters gyrated wildly to the rhythmic thump-thump-thump of drums and the piercing clash of cymbals.
It seemed like a New Year's celebration in Chinatown, but this festive ceremony Wednesday melding ancient Asian culture with good ol' American capitalism took place on the floor of an Atlantic City casino.
The Hoi Gong ceremony and traditional Chinese lion dance imparted good luck to a new $15 million Asian-themed gaming room at Caesars Atlantic City — the latest attraction in the casino industry's campaign to lure affluent Asian gamblers.
Called Palace East, the upscale gaming area fuses Asian architecture, philosophy and iconology. Muted green, gold and brown hues are accented by antiques and modern art. Furnishings recall the styles of the Ming dynasty.
A stunning rosewood panel that decorates the main wall depicts cranes in flight, a symbol of longevity and opulence. It was hand-carved by artists in China's Guangzhou region.
There are some slot machines, but most of the games cater to the preferences of Asian gamblers, including baccarat, mini-baccarat, Pai Gow tiles and Pai Gow.
Altogether, there are 22 table games manned by dealers who speak various Asian languages. Nowhere do the games include the No. 4 or any of its variations.
“In Chinese, we say that the No. 4 is death,” explained Paul Liu, vice president of Asian marketing for Caesars. “Anything with the No. 4 in it is considered bad luck, even in the hotel. If you give an Asian guest a hotel room with a 4 in it, they don't like it.”
Complementing the gaming area is a restaurant and noodle bar offering Asian specialties. The restaurant is decorated with wall art made of thousands of colorful chopsticks.
Palace East is the most expensive Asian gaming room in Atlantic City and raises the bar in the fierce competition for well-heeled Asians. Casinos have been building new Asian gaming rooms in the past two years to tap Asian-rich markets in New York, Washington, D.C., Philadelphia and New Jersey.
“We highly value our Asian players,” Dan Nita, senior vice president and general manager of Caesars, said. “The great investment we have put behind the construction of Palace East is a demonstration of our dedication in providing them with a great gaming experience.”
Asians are renowned for their zest for gambling. Overseas, the Chinese-controlled peninsula of Macau near Hong Kong has become the world's hottest gambling market, eclipsing even Las Vegas in casino revenue.
Liu said Asians are attracted to American casinos because gambling is the main source of their discretionary spending.
“Asians love to gamble,” he said. “Gambling is their only leisure activity. They don't spend their money on food or clothing or going out, so they gamble at the casino instead. The casinos are where they feel comfortable.”
Duoc Nguyen, a high roller from Arlington, Va., said he gambles only at Caesars and the new Asian gaming room will keep him coming back.
“It gives me a good feeling,” he said while playing Pai Gow tiles. “The other part of the casino is too dark. This is lighter, and it makes me happy. I think I'll have good luck here.”
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