The key to City Center Rosario's rapid rise, Romina Freijomil tells InterGaming, is offering everything under one roof
In October 2009, Casino Club and Cirsa Gaming unveiled the largest entertainment resort in Latin America, City Center Rosario.
Located just 200km from Argentina's capital Buenos Aires, the project's completion ushered in a new era for casino gaming in the region. As well as a five-star hotel, the complex boasts more than 2,300 of the latest generation of slot machines, 80 table games, an exclusive poker room, bingo and VIP facilities.
Having welcomed 400,000 guests through its doors within its first month of operations, City Center has quickly established itself as one of the country's most important gaming destinations. According to recent figures, City Center is now the largest single contributor of revenue to the State of Santa Fe - further proof, if it were needed, that gaming is a real economic driver.
Romina Freijomil, marketing and communications manager at City Center, explains that the casino's appeal is wide-reaching and the balance between entertainment and gaming facilities is very positive.
“We receive a large influx of people daily from Santa Fe in addition to the contingent that comes from different parts of the country,” she says. “Added to this is the presence of foreign visitors who choose us when they want to relax and have fun.”
The key to the success of the property, Freijomil states, is providing customers a variety of entertainment options under one roof.
“At first people associated the place only with the casino but gradually they are discovering the appeal of City Center Rosario,” she remarks. “It is the largest entertainment centre in Latin America, intended and designed to offer everything they wish for in one place.”
The casino is just one part of a much larger picture, with the complex also catering to sports enthusiasts and families, with tennis courts, fitness suites, a running track and a children's amusement area. Developing this overall entertainment package is a crucial part of City Center's future strategy.
“We add new slot machines, we develop slot races and we present various weekly poker tournaments,” Freijomil continues. “This offering is strengthened day by day by the dining options available within the complex and promotions for those who not only want to visit but to stay in our Pullman hotel. We propose weekly musical shows and continue to develop different activities in the convention and events centre.”
Accordingly, City Center's strategy for the future is refreshingly simple.
“The goal,” Freijomil adds, “is to continue to grow and continue to surprise those who choose us each day.”
