Situation

A group of real estate investors had an opportunity to retrofit the Valley Forge Convention Center to become the first category 3 casino in Pennsylvania. They needed to design an exciting and functional casino within the existing structure with minimum impact to the current hotel, restaurant, and convention operations.

Approach

WhiteSand worked with architects, designers, and owners to understand the concept and vision of what Valley Forge Casino Resort wanted to create in this existing space. The casino would need to be confined to the existing structure and placed in the largest convention meeting space of approximately 50,000 square feet. Amenities and support operations were placed into appropriate locations off the casino floor but still within the structure.

WhiteSand utilized its extensive operational experience to create a casino design that was functional, efficient, and exciting for patrons. We researched the regional customer segments to determine the type of experience that would be most attractive to the market. WhiteSand worked with the designer and architect to develop an attractive design that incorporated stunning elements that also placed support functions in efficient locations. WhiteSand created a casino floor design that felt larger than it was by clever placement of slot machines, table games, and high limit areas.

Results

The casino floor at Valley Forge is one of the most attractive on the entire east coast. It has a very classy feel and portrays a larger experience than the actual space. Customers continue to rave about the design in surveys and social media. Casino revenues, the ultimate test of any casino design, continue to increase where the competition is flat or declining.