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The
Straits Times, 29 Jun 04
The best bet
By Karl Ho
Casinos won't go wrong with American architect Paul Steelman designing
their buildings, because the casino expert knows what draws people,
and what makes them stay
IF THE house always wins, then the man who builds the house can never
lose. American architect Paul Steel-man, 48, probably feels like he
has been dealt a winning hand in life. His firm, the Paul Steelman
Digital Design Group, is one of the leaders in the entertainment and
casino architecture industry. It is responsible for big and glitzy
playgrounds like the Desert Inn Resort and Casino in Las Vegas, the
Grand Casino Riviera in Cannes, France, and the Grand Casino Helsinki
in Finland.
His latest project? The US$240 million (S$409 million) Sands casino
in Macau, an offshoot of the famous Las Vegas Sands in the United
States. With super-casinos costing between US$100 million and US$2
billion, you can bet the payout's good for the casino builder. While
he declines to reveal his salary, he hints that he cashes in more
chips than a normal architect, 'like a heart surgeon makes more than
a general practitioner'.
He insists that it's not about the money though, but the chance to
create awe-inspiring architecture. 'The Mirage, the MGM in Las Vegas,
they're all must-see pieces of architecture,' says Mr Steelman, who
was in town to attend the Asian Casinos Expo 2004 last week. 'And
when a designer gets to build a must-see piece of architecture, that's
fantastic.'
While he concedes that many of his peers do not find casino-building
to be prestigious, he has nonetheless found mainstream recognition.
His company has won the contract to build the Nevada State Museum
next year.
'We were asked to design a doughnut shop once,' the portly and genial
man tells Life! in between sips of Diet Coke at Raffles Hotel last
Tuesday. 'The guy who owns it tells me it's because we know how to
get a person in the door, and keep him there,' he says. 'It's really
all about creating the right exhibit, about making money, about attracting
people. This can apply to a casino or a museum.'
Born in Atlantic City, New Jersey - one of the casino capitals in
the world - to an architect father and housewife mother, it was inevitable
that Mr Steelman would go into casino design. He studied architecture
in South Carolina's Clemson University, and later learnt the ropes
on casino building from top casino entrepreneur and real estate tycoon
Steve Wynn after designing his first casino in 1978. Mr Steelman went
on to conceptualise hotels, resorts and casinos for big names such
as the Mirage, Caesar's Palace and Harrah's.
Starting up his firm in 1987, he has since developed 80 casinos and
related entertainment projects throughout the world. His family, he
says, is proud of what he does. 'My daughter wants to study architecture,'
he says. 'And my son tells me 'You're a lot cooler than I think you
are,' when he found out I designed a casino for the World Wrestling
Federation (WWF).'
Non-gambling types who think casinos are dodgy establishments should
see his casinos. Like many other uber-casinos in Las Vegas, they are
mega-entertainment complexes complete with hotel suites, spas, boutiques,
restaurants, concert halls and sporting facilities.
'In Asia, casinos have typically been for gamblers,' he says. 'But
in the United States, the whole family goes to the casino for great
food and entertainment. 'Casino corporations are so large they attract
the biggest of everything there. You have heavyweight boxing championships,
golf matches, Madonna concerts and musicals like Mamma Mia.'
However, to attract young cosmopolitan urbanites, he says that the
future of casino design lies in 'sleek and modern casino cities',
defining them as bright, open spaces that are full of facilities.
The Sands in Macau, for instance, boasts feng shui-inspired open areas,
with game tables that come with 'Steelman Batwings' - futuristic lighting
structures at gaming tables that are close to the guests and yet do
not impede their views of the spaces around them.
'In the past, casinos such as Caesar's Palace and Circus Circus followed
themes. They have things like big Sphinxes,' he says, referring to
the Luxor and its Egyptian theme. 'But theming's dead. Young people
don't want to be in some faux replica of something else.'
Another challenge for architects is designing casinos such that they
become more appealing to women. 'Ninety per cent of the decisions
of going to casinos are made by women in America,' he says. 'We are
not in control anymore.'
Nonetheless, making the casino as inviting as possible so that the
punter will stay longer should be a designer's key motivation. 'Casinos
want winners, believe it or not,' he says. 'If you make the clients
lose all their money, they'll never come back.' He adds: 'The house
only truly wins by extending its opening hours, making you stay longer
and ensuring that you have a good time.'
When told that one of the stumbling blocks of having a casino in Singapore
is its perceived negative social impact, Mr Steelman begs to differ.
'Casino gambling is very upright and moral. Casinos support charity,
are good neighbours, pay taxes, employ people and provide tremendous
amount of services for the public,' he maintains. 'They don't wish
to offend anyone. If your husband or wife calls and says 'don't let
my spouse in,' the doors will stay closed.' |
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