Playing to win
Melville Vogel, general manager of Sibaya Casino & Entertainment Kingdom, part of Sun International Group, shares his passion for perfection with Jayne Flannery.
The management team of Sibaya Casino & Entertainment Kingdom takes it as a great compliment when first-time visitors are left speechless by what they see before them. The awe-inspiring architecture of the Sibaya complex is set against an idyllic Indian Ocean background; and at the heart of the complex lies a state-of-the-art gaming fantasia designed to break new ground in the casino industry. It is supported by two hotelsÔÇöthe five-star Royal Sibaya Hotel and the three-star Sibaya LodgeÔÇöalong with magnificent conference facilities and a carefully crafted range of signature activities and events, each of which is at the forefront of its particular segment of the leisure market.
Not everyone comes to gamble, says general manager Melville Vogel of the 250,000-plus visitors who pass through the Sibaya Kingdom each month. ÔÇ£That is obviously our core activity, but Sibaya is a multi-faceted leisure experience. For example, we also offer a wonderful dining experience at Aqua, our signature restaurant, which is headed by an award-winning chef and offers fantastic value for money. Consumers are price conscious and we aim to offer an exceptional proposition to those who love fine dining. Most days of the year we offer fresh oysters at cost price plus value-added-tax, and we sell French champagne on the same basis,ÔÇØ he says.┬á
Then there is the thatched Izulu Theatre, the largest thatch structure in the world, which has a capacity of approximately 600 and hosts world class productions such as the internationally acclaimed African Footprint, which was the theatreÔÇÖs first production. For those who love nightlife, the triple-volume Krakatoa Nightclub is also part of SibayaÔÇöif you can get in, that is! Vogel finds it gratifying that five years after opening, hundreds of guests are still prepared to queue each weekend after Krakatoa was rated by the Sunday Times as one of the finest clubs in the country.
Lady Luck has played a minimal part in establishing SibayaÔÇÖs reputation and success. Vogel explains that the greater Durban area is a highly competitive environment with most competitors being closer to big urban conglomerations and within more immediate reach than Sibaya, which has an out-of-town perception.
ÔÇ£From the outset, our position compelled us to seek out a unique position in the casino marketplace. Unlike other casinos, which have a fondness for portraying other parts of the world and often feature, for example, Italian or tropical themes, Sibaya was clear from the start that it wanted to be an African venue. The look and feel of our architecture and d├®cor is pure Africa and I believe we are the first African casino to make this statement. Our gaming revenues are all essentially derived from the domestic market and I believe we have succeeded in creating an emotional tie with our visitors,ÔÇØ he declares.
The marketing drive is aimed primarily at the most discerning gamblers who understand and appreciate the very special environment that has been created at Sibaya. ÔÇ£We also seek out the social gambler, who perhaps has a little less knowledge and experience, but who aspires to learn and become better. What both types of customer have in common is a preference for state-of-the-art gaming technology offered within a pristine environment,ÔÇØ he adds.
When the complex opened in 2004, it was beyond doubt the most technologically advanced casino in South Africa. In terms of the range and sophistication of the product and systems it featured, Sibaya also broke new ground on the wider African continent and beyond. Vogel is determined that the casino must never lose this cutting edge in the international arena. ÔÇ£We have an ambitious capital replacement programme in place to ensure that we retain our competitive edge. For example, we replace 15 to 20 per cent of our slot machines on an annual basis. We are constantly on the lookout for new gaming concepts and new products,ÔÇØ he explains.┬á┬á┬á┬á
The equipment and facilities are supported by some 1,500 staff, and Vogel sees their knowledge and expertise as fundamental in achieving the highest quality visitor experience. There is a dedicated training and staff development department and all employees, irrespective of their position, have a clear personal plan in place. ÔÇ£We are the only casino in South Africa that has worked in partnership with the Government on an accredited certification process. This represents the first official gaming training course for the industry and will be rolled out across South Africa. These initially below-the-line initiatives might be unseen and invisible to the outside world, but they have an enormous impact on how we are perceived by our visitors,ÔÇØ he comments. Overall, he says, the entire industry will benefit from the lesson learnt.
Sibaya also has a dedicated surveillance department. ÔÇ£It is very easy when you have such a high volume of people coming through the door to lose touch with the detail,ÔÇØ he explains, going on to mention that at Sibaya, approximately 100 different audits are regularly implemented on every aspect of the business, ranging from governance and gaming compliance down to the condition of the soft furnishings. Vogel stresses that health and safety audits are given a particular priority. ÔÇ£Wherever there are large numbers of people, accidents are inevitable but it is our responsibility to limit the number of such occurrences to an absolute minimum. Above all, people come to enjoy themselves and any injury is one injury too many.ÔÇØ
Vogel is a great admirer of President ObamaÔÇÖs can-do attitude. ÔÇ£We are always striving to be better,ÔÇØ he asserts. ÔÇ£Whether it is an issue that relates to service, product or governance, we aim to manage this business in the most professional manner possible. We might not always get it right, but we have a passion to make a difference in the lives of our visitors and staff alike.ÔÇØ
VogelÔÇÖs passion for achieving perfection is vindicated by SibayaÔÇÖs trading figures. ÔÇ£The last 18 months have been a very uncomfortable time economically and for the casino industry at large. We are exceptionally proud of how we have still managed to grow our turnover against this backdrop,ÔÇØ he concludes.
