Feel the thrill
On the eve of the 23rd anniversary of Morula Casino & Hotel, marketing manager Sandise Sibanda shares the secret of the resortÔÇÖs success with Jayne Flannery.
Morula Casino & Hotel is one of the oldest and best known gaming venues in South Africa, with a heritage that stretches back over more than 20 years. The resort, situated about 40 kilometres north-west of Pretoria in Mabopane, is gearing up for a big celebration in 2010 to commemorate 23 years at the forefront of the industry.
Marketing manager Sandise Sibanda explains that while maturity has brought continued success, it has also brought new challenges. ÔÇ£The turn of the century saw the advent of competition in the form of new casinos that were granted licenses to operate in the country for the first time. This significantly changed the competitive landscape for Morula and meant that we could no longer take our competitive position for granted,ÔÇØ he comments.┬á
Prior to this shift in the legislative environment, Morula had reigned supreme as the casino of choice, with a unique and powerful position in South AfricaÔÇÖs gaming history. It was the best recognised and busiest casino in the region for many years.
ÔÇ£This changed overnight with the onset of direct competition from newer and bigger casinos chasing the same customers,ÔÇØ continues Sibanda. ÔÇ£Initially, customers were distracted by the novelty of these new casinos and our stature in the industry was somewhat diminished. However, in the last few years, we have seen many customers who were temporarily distracted by newer casinos returning to Morula.ÔÇØ
Morula, he explains, has some very special competitive advantages that set it apart. Firstly, it is in a pristine natural environment overlooking the beautiful Nooitgedacht Dam. Secondly, this prime location is close to several major urban conurbations and within easy driving distance from Pretoria. This makes the complex ideally located to attract wealthy city workers and business people travelling and staying in the region.
Sibanda believes that the secret of MorulaÔÇÖs second wave of success is its ability to cultivate a unique and distinct ambience that is simply unmatchable. ÔÇ£The Morula experience is just unlike anything else available. There is simply nothing else that can match it,ÔÇØ he says.
Just over three years ago, Morula underwent major refurbishment in a drive to retain its competitive position in the marketplace. The entire property received a major facelift and the style of the casino is now based on African architecture with luxurious modern interiors. A refreshed gaming floor, entertainment venues and hotel rooms also coincided with the shift towards smart coin-free gaming using smart cards. The entire project cost just over R90 million and propelled Morula back to its former glory and ensured that it was once again a formidable competitor in the region.
Sibanda is at pains to point out that while the casino lies at MorulaÔÇÖs heart, the resort has also grown and evolved to be about far more than simply gaming. ÔÇ£Naturally, Morula caters mainly to the needs of those who want the thrill of gambling and winning. But some visitors come just to enjoy our facilities and soak up the atmosphere, as well as to participate in a lot of niche activities that we host here. We are very good at designing packages to meet special needs and interests here,ÔÇØ he states.
As well as 73 luxuriously appointed rooms, including a presidential suite, there is also one of PretoriaÔÇÖs best restaurants, the Calabash, a health spa and ground-breaking entertainment venues. Hosting conferences and banquets are specialties. However, Sibanda believes that outstanding facilities are just one aspect of what makes Morula special. ÔÇ£You can find most of our facilities elsewhere in other casinos, but the setting and experience will not be the same. After so many years in the industry, we really know how to look after our customers and make them feel special. Long experience has taught us this lesson.
ÔÇ£We pride ourselves on offering excellent service that is always warm and friendly, but never intrusive. For example, many of our regular customers tell us they feel that Morula is like their home away from home, but is also a place where they can forget their daily worries and cares and concentrate on the fun and thrill of being here,ÔÇØ he says.
An ambience like this requires very careful cultivation; therefore, staff recruitment and training are fundamental to making the Morula experience work. ÔÇ£We believe that our employees are our biggest asset. It is they who set the Morula experience apart from the experience that is on offer at other casino properties. We strongly believe that there is always room for improvement in all that we do and we keep striving towards that perfection,ÔÇØ Sibanda says.
In October last year, the resortÔÇÖs hard work paid off when Morula was voted the top entertainment destination in the Tshwane region by 3,696 leaders and achievers from regional businesses and government. This accolade earned Morula the PMR Diamond Arrow award, which recognised the resort as the most nominated and highest rated destination in the entertainment category.
Looking to the future, Sibanda believes that Morula should continue to focus on what it does best. ÔÇ£We must focus on those things that we do best as an organisation, which is to provide people with a fantastic, unforgettable experience. To achieve this, we need to be able to embrace new developments that offer new opportunities for customer satisfaction, whether that involves technology, processes or people. We want people to know that there is always something new and cutting-edge to be found at Morula,ÔÇØ he says.┬á
Sibanda believes that the expansion possibilities for Morula are endless. ÔÇ£For example, we want to add more amenities to the resort, in particular a new fast food option. In todayÔÇÖs world, people want speed and convenience, so a sit-down dining experience is not what is always wanted, despite the fact that we have an excellent restaurant.ÔÇØ
Most importantly, though, the complex must stick to the Morula ethos of striving for continuous improvement. ÔÇ£We must carry on doing what we are doing now, but always strive to do it better,ÔÇØ he concludes.
