With the recent successful attainment of the Singapore Quality Class Certification, ERCI, with a staff strength of 75 has been significantly recognised as an Institute providing cutting-edge educational approach with a difference. With approximately 2,000 students and growing, ERCI is well-equipped with up-to-date IT infrastructure and includes 20 classrooms as well as a training restaurant for NITEC Food & Beverage practical lessons. ERCI has around 600 students in its Tourism and Hospitality Management programmes.
The study tour served as a preparation for the final project in “Casino Management”, which is a critical component in the research for their casino-related project. It also provides an intensive overall knowledge of the gaming industry.
On 2 May 2008, eighteen part-time students who hold significant positions in reputable organisations as well as three staff from ERCI including its Chief Operating Officer, Dr Jürgen Rudolph, enjoyed the privileged of being hosted by Grand Lisboa, one of the major casinos players in Macau.
Being one of the tallest buildings in Macau, the glitzy HK$3 billion project is shaped like a bright yellow lotus leaf with an eight-story sphere-shaped podium. The podium houses the casino and restaurants while the lotus leaf contains 650 hotel rooms.
Ms Jessica Sit, Casino Marketing Manager and Mr Leon Ng, Direct Marketing Manager of Grand Lisboa, welcomed the guests with utmost hospitality and conducted intensive tours despite their heavy work schedules. The two groups, led separately by Ms Sit and Mr Ng, were briefed on the overall operations of a casino, the four levels of casino games areas as well as the VIP and membership loyalty systems available in Grand Lisboa. In addition to the informative study tour, the “Question & Answer” session provided a more interactive insight on the casino operations.
Previously, Ms. Serene Chia, the Casino Marketing Director of the Stanley-Ho-owned group, had hosted ERCI on several occasions. Being a Singaporean, she stands tall, working in an organisation controlling 19 out of 29 casinos in Macau. Her high level of hospitality and knowledge displayed during the previous visits greatly impressed the students and guests. She shared during the previous visit the followings; “Grand Lisboa is pleased that the students benefited from the tour and that they had the opportunity of gaining practical experience of a gaming operations”.
Reflecting on the above quotes from Ms Chia, Dr. Jürgen Rudolph added; “Thanks to Grand Lisboa’s sterling co-operation, our students for the past study trips, have had the unique opportunity to get expert insights from seasoned gaming practitioners on operational and marketing aspects of one of the best-run and most stunning casino facilities worldwide”.
Ms. Harumi Ogawa, an MBA student working as a translator, highlighted that the study tour shaped a more positive perspective on the casinos and the gaming industry. She added, “The study tour has opened up my mind and provided a chance for me to ask questions that would contribute greatly in my Casino Management studies. I thought that this is a golden opportunity as we seldom get the chance to have a guided tour around a casino.” Areas such as customer service and marketing were further covered during this Q&A session. The managers explained that there were five teams under the Marketing Department. Apart from VIP Guest Services, Casino Marketing, Direct Marketing, there are two additional teams who are in charge of the audio-visual aspects (the marketing messages on the many plasma screens on the premises) and transportation and travel Services (arranging shuttle and tour bus services that benefit the customers).
The group was also informed that the highest percentage of customers arriving to Macau is from China, 45% in total. Patrons from Hong Kong are second in ranking, with a percentage of 30%, followed by Southeast Asia, 15%, the locals 8%, and clients from other countries, about 2%..The locals are observed to prefer playing slot machines than table games.
Besides Grand Lisboa, the students visited several other casinos which enabled comparative studies and deepened their knowledge in the areas of table games and slots.
Study tour participant Jason Chin, CEO of Vista G-Mall, was impressed with the highly informative tour as well as the ability of the managers to eloquently reply to all queries directed at them. He added, “This trip provided us with sufficient time to visit as many casinos as possible and it deepened my understanding of the difference between American casinos and Macau casinos in Asia.”
BBA student Edwin Chen, Senior Butler with St Regis Singapore also added that the overall trip was enjoyable and arrangements were smoothly organised. It had been a beneficial trip as it helped the students understand the difference between theory and practical. He said further, “In addition to the official tour to Grand Lisboa casino, the trip provided us with plenty of time to explore other casinos at our own time and pace.”
Last but not least, participant Lena Tan who manages events added that had it not been for this study tour, the students will probably not explore these casinos on their own.
All in all, the study tour to Macau had been an enriching experience for this group of students as well as for previous intakes of students of ERCI.
ERCI is very appreciative of Grand Lisboa for the wonderful hospitality they once again displayed throughout the recent study tour.
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