Vegas Magazine - Niche Media - There is a place beyond the crowds, beyond the ropes, where dreams are realized and success is celebrated. You are invited.
Issue link: https://www.ifoldsflip.com/i/101712
Lacing the air with fragrance has long been a strategy for appealing to casino visitors, but it's within the past few years that the process of coming up with that perfect bouquet started to involve CSI-like analysis. Casinos are more than willing to take the extra effort: Research shows that odors have an enormous impact on gambling habits. In a study conducted by Dr. Alan Hirsch, the director of the Smell & Taste Treatment and Research Foundation, spending at Vegas slot machines odorized with a fruity, floral mixture saw a whopping 45 percent increase over ones without a sweet scent. "The odor might have given people a more optimistic perception of being successful," he says. "Or it could have made them more relaxed and less anxious." That study was completed back in 1995, four years after the gaming industry's leading scent marketer and provider, Brandaroma and its US division, AromaSys, was founded. "Back when we started, the idea of bringing scent into a resort sounded crazy," says Neal Harris, president of the LA-based company. "But we figured out that with the right aroma, you can neutralize smoke and any unpleasant odors to create a fresh, clean experience that invites people to spend more time and relax." Since then, the technology and testing methods have grown into a remarkably concise endeavor. "It took us six months to develop the fragrance we're currently using," says Kim Cooper, assistant director of destination marketing for Venetian and Palazzo, who conducted their redolent research between February and August 2010. "Our previous one VEGASMAGAZINE.COM 75 074-077_V_Feat_Scents3_Win13.indd 75 1/2/13 2:54 PM