Parisian Macao highlights the evolution of Sands China into the unquestioned leader in Macau. Whatever the market share numbers might say in a particular month, everyone in Macau is chasing Sands, largely thanks to founder Sheldon Adelson’s recognition of the potential of Cotai. Until Adelson came along, Cotai was rare unwanted acreage in a place where land is arguably the most precious commodity. Less well recognized have been lessons Sands China has learned in the process of building integrated resorts in Las Vegas, Macau and Singapore that have borne fruit at Parisian, opened October 12 as Macau’s gaming revenue grew for a second month after 26 straight monthly decline.
When Sheldon Adelson, chairman and CEO of Sands China and its parent company Las Vegas Sands, first saw the 2.2 square mile (5.8 square kilometer) landfill linking Macau’s outer islands of Taipa and Coloane, “I thought we were being exiled.” The area was still mostly under water and desolate, with a history of unrealized plans, including a new satellite city and a semiconductor assembly center. After opening Sands Macao in the established Macau peninsula casino zone in May 2004 to jumpstart competition as the government wanted – and cash flow as it needed – the company has focused on Cotai.
Sheldon Adelson and Sands China learned that instead of supersizing a Las Vegas resort, as it did with Venetian Macao, it’s better to build a half-scale replica of a global landmark. (Photo credit: Anthony Kwan/Bloomberg)
When Las Vegas Sands got its Macau subconcession, it had built precisely one integrated resort in its corporate history, Venetian in Las Vegas, which it supersized in Cotai as Venetian Macao. Since then, it’s opened Palazzo on the Vegas Strip, Sands Bethlehem in Pennsylvania, Marina Bay Sands in Singapore and Sands Cotai Central in Macau. That experience, plus understanding Macau’s evolution as a destination, has helped make Parisian better than its predecessors in key ways.
Grand entrance: Parisian’s main lobby, with its reproduction of the Fontaine des Mers under a rotunda, is more impressive than its Venetian counterpart, albeit less of a gilt trip. The fountain dwarfs that golden ribbon globe in Venetian. Less obviously, Parisian’s registration, concierge and bell desks have all been moved into a separate area – modeled after a Versailles drawing room – making the lobby feel more like a grand plaza and a much more attractive setting for photos on social media, a key part of marketing the property to China.
Not too big: Getting anywhere in Venetian Macao seems to take 20 minutes, begging the question of whether an integrated resort is really integrated if parts of it feel too far to reach or too hard to find. Parisian has as many rooms as Venetian plus dozens of retail outlets, a theater, plus a casino with 310 tables and more than 1,000 gaming positions, yet is far easier to navigate. Customers spend less time seeking and more time enjoying (and spending). And, for those who who feel compelled to range, within a couple of months, Parisian will be connected by foot bridge to Venetian and the rest of Sands’ Cotai properties, with that many more spending options. Clustering is a beautiful thing.
Easy living: Venetian guestrooms may seem special, but they’re also challenging, with that step down to the sitting area and massively oversized bathroom,plus the journey to and from them. Parisian rooms have been denigrated as standard, but they’re completely adequate and totally familiar. Bonus points for ample electrical outlets, a desk where you can work and see the TV, plus Paris retro street map wallpaper. Except for those multiple-line cordless phones, there’s nothing that requires a guest to think. Guests might try a Venetian room once, but they’re more likely to come back to Parisian rooms, including the family option with bunk beds.
Priced right: You can book a room at Parisian for less than HK$1,000 (US$128), get a bite to eat in several places for under HK$100 and play a real game of baccarat – squeeze the cards and curse your fate like a high roller – for a HK$200 bet. It wasn’t that long ago you’d be hard pressed to find that kind of action in Cotai for 200 Euros. Sands China believes Macau’s transition to a mass market tourism and leisure destination is real, not a temporary hiccup. No matter what the times bring, who doesn’t like a good deal?
Casino workaround: Visit Venetian on a Sunday and you’ll see a long line at the elevator in the shopping mall. It’s the only way for people with kids to access the parking lot, since every other route passes through the casino that bars anyone under 18. At Parisian (and Sands Cotai Central), it’s possible to explore the entire property easily without entering the casino. It’s a small but crucial step to broadening Macau’s beyond gambling and making more tourists feel more welcome.
Signature icon: Parisian has an instantly recognizable centerpiece, its half-scale Eiffel Tower. For many, images of Venice are far less ingrained. The tower creates a buzz, and seeing it is a real reason to visit Macau. For HK$168 on weekdays HK$188 weekends, you can ascend the tower, though it’s best viewed from a distance. Parisian could use a café/museum/observation deck to look at the tower rather than look from it. Let’s see if Sands China is still learning.