RESORT PALACE AND CASINOLAS VEGAS, NEVADA

Clark Ingram – Graham Gow – Aleesia Isom – Christna Izquierdo – Jena Colletti

3915 Las Vegas Boulevard SouthLas Vegas, NV 89119

All About Zen“Zen” is a school of Buddhism which is practiced in many Asian cultures, most prominently among the Chinese and Japanese. It emphasizes the attainment of enlightenment through practices such as meditation. As such, it de-emphasizes theoretical knowledge in favor of experiential realization.

The Zen Palace Resort and Casino is also a derivative and celebration of both Chinese and Japanese cultures. It offers a high level of experiential consumption with both utilitarian and hedonic benefits.

The Zen Image : Zen’s image is one of indulgence and luxury. Our visitors and guests and travelers from all over the world see us as a destination for relaxation, fun, and pampering in a lavish escape from reality into a luxurious Asian-themed fantasy world.

“Zen”formation and DataCompany Name: Zen Resort Palace and Casino

Type of Business: Resort and Casino (Hospitality)

Business Location: The far south end of the Las Vegas Strip, adjacent to The Tropicana and across the street from Luxor and Mandalay Bay

Hotel Size: 38 floors with 3,244 guest rooms and suites

Casino Size: 122,000 sq. ft. of gaming space

# of Employees: 7,400

Target Market: 1) Wealthy travelers with expendable income and an appreciation for high-end services and fine goods.

2) Asian-Americans and visitors from the countries of the Far East who would appreciate the familiarity of our atmosphere, lodging, and dining.

Friends of ZenBecause we pride ourselves on conducting business with a friendly smile and an acute attention to customer service, we like to think of everyone who impacts our business on a daily basis, from our employees to our guests (and yes, even our competition), as our friends. Here are some of the driving forces which make Zen the total guest experience that it is:

Employees: Over 7,000 people are employed at Zen, working in the hotel,casino, restaurants, shopping mall, spa, night club, theater, and othervarious attractions.

Customers: Our customer base is made up of two different factions, thosestaying in our hotel and those who are simply outside visitors who come in toenjoy our fine dining, shopping, and entertainment. The vast majority of ourrevenue generated comes from, but is not limited to, the upper class or high-endincome visitors to Las Vegas (those who make more than $250,000).

Suppliers: We have literally hundreds of suppliers, from the companies likeSony and Ralph Lauren who provide our room furnishings, to the companieslike Prada and Gucci who supply our shopping mall with products, to themany various companies who supply the fresh ingredients for the food in ourrestaurants and the imported plant and animal life for our authentic Asian-themedenvironment.

The Zen Mission Our mission is to maintain a superior standard of excellence and

deliver a combination of top-quality entertainment, luxurious facilities and accommodations, and exceptional customer service in order to increase shareholder value and to sustain employee

and customer relationships.

Marketing Objectives1. Increase Brand Awareness among previous and potential future visitors to Las Vegas by

15% over the first year of business

2. Achieve 5% return business rate by the beginning of the second year of business (high level of Brand Loyalty).

3. Position the Zen brand among the elite tourist destinations and vacation spots in Las Vegas in the mind of the consumer by the end of the first year of business.

1) Increase Brand Awareness among previous and potential future visitors to Las Vegas by 15%

over the first year of business

Advertising and Reservations

Zen Resort Palace and Casino Web Site

Travel Websites

Advertising

Television Spots and Commercials

Ads in Magazines

Sir Rush Roller Coaster

“Sirrush” - The dragon which, according to Chinese

mythology, is a symbol of good luck.

Speed of 47.8 mph

2 minutes and 10 seconds

Inversions: 3

Height: 63.25 ft

Length: 2,694 ft

2) Achieve 5% return business rate by the beginning of the second year of business (high

level of Brand Loyalty).

Customer ServiceAt Zen, we place a high level of importance on customer service and attention to

detail. Our guiding philosophy in dealing with guests to Zen is: “The answer is yes, what is the question?” We aspire to create a lasting impression and positive

experience for every person who walks through our doors. It is our policy that all of our employees, including those working in the restaurants, shopping mall, night clubs, and throughout the various locations on our property go above and beyond to satisfy

the needs of our guests. We recognize that our guests are not only potential returning customers but word-of-mouth advertisers for our business once they leave.

Maintaining such a high level of customer service and guest satisfaction is absolutely essential to building a strong sense of Brand Loyalty among our valued customers.

Customer Rewards and Loyalty Programs

•Players Club Card-Acts as an all-in-one frequent gambler’s card-Casino visitors earn credits towards free lodging and dining-Special Promotions

ZEN

PLAYERS CLUB

•First Time Hotel Guest-Complimentary Slot Machine Credit ($20)-Complimentary Shopping Mall Credit ($10)

•Frequent Hotel Guests -Two complimentary tickets to The Grand Theater-A complimentary massage for two

3) Position the Zen brand among the elite tourist destinations and vacation spots in Las

Vegas in the mind of the consumer by the end of the first year of business.

CompetitorsVenetian Bellagio

Caesars Palace Paris

Venetian: Grand Canal Shoppes, Madame Tussauds Wax Museum

Caesars Palace: The Colosseum, Garden of the Gods Pool Oasis, Forum Shoppes

Bellagio: “O” Cirque Du Soleil, Fountains of Bellagio

Paris: Eiffel Tower replica, Wedding Services

Competitor Analysis (Them)

The Zen Hotel (Us)- 3,244 Guest Rooms and Suites

- Two separate wings, each with a unique theme and atmosphere

- Guests may request a specific room location (Chinese wing or Japanese wing)

-Check-in: 3 pm

-Check-out: 12 pm

-Standard room amenities include: Air conditioning, remote-controlled satellite high-definition tv, wireless internet access, electronic door locks, in-room safe, telephone, hair dryer and ironing board, alarm clock, mini bar, jacuzzi garden tub, coffee bar

- 24-hour room service and concierge service available

- Hotel features a fitness center, expansive conference center, movie theater, indoor driving range, gymnasium, business center, 3 resort pools, 3 restaurants, day care center, full-service spa, luxury shopping mall, roller coaster, 2 night clubs, 2 wedding chapels, state-of-the-art theater and auditorium, and 122,000 sq. foot casino and sports book.

Chinese-Themed Wing

The rooms in the Chinese-themed wing have a brighter and more energetic feel, with the use of vivid colors such as reds and oranges. The dark wood theme present here is used throughout Zen.

Japanese-Themed WingDark woods and organic fabrics such as bamboo are used throughout the Japanese wing. Soft lighting is provided by traditional white lanterns. Earth tones such as greens, browns, beiges and whites are found on the walls and fabrics.

Serenity Spa

Sample List of Services Aromatherapy Body Wrap …….. $120

Heated Stone Massage …….. $90/hrDeluxe Rejuvenation Facial …….. $155

Ginger Sake Spa Pedicure …….. $60Samurai Massage …….. $95/hrCouples Massage …….. $140

Serenity Spa offers guests a lush escape from the busy Las Vegas Strip into peace and tranquility.

Restaurants

ShoppingOur lavish shopping mall entices affluent consumers both young and old. It contains high-fashion clothing and jewelry stores with decadent décor. The bridges, pathways, plant life, and koi ponds which make up the interior of the create the experience of being in an actual Japanese garden for the consumer. The shopping mall also increases traffic to the casino, and there will be profits from renting out the different stores. High-fashion is highly hedonic and is an item of symbolic consumption.

98 Stores, including:Gucci * Abercrombie&Fitch * Juicy Couture * Urban Outfitters * Tiffany * Prada *Louis

Vuitton * Ralph Lauren * Burberry * Armani *Chanel *Belenky Brothers

Dance Clubs

-18,000 Square feet-2 levels-All white floor upstairs and Black floor downstairs-Lounge upstairs, dancing downstairs-$800,000 Revenue expected every year for the first 2-4 years

Tsunami-9,000 Square feet-Bar with rentable karaoke rooms(1 bowl of hookah included, bottle service offered for 400% mark-up over retail value)-A sizeable dance floor-$700,000 revenue expected every year for the first 2-4 years

Other Nightlife-Various bars located throughout the property

Harmony

Wedding ServicesThe two wedding chapels at Zen accommodate both spontaneous and planned weddings. As

part of Zen’s wedding services, both a bridal gown and jewelry store are located on the premises. A wedding planner is also on-hand to help with any arrangements necessary. Profits

are made off of ceremony and dress sales.

2 Chapels:-Modern Japanese

-Traditional

The Grand Theater

- Amphitheater/Auditorium- State-of-the art sound system

- Capacity: 2,200 seats

Performing Nightly

Sting & The Police

Shanghai Acrobatic Troupe

Additional Hotel Features

Indoor Driving Range Day Care Center Movie Theater

Business Center Conference Center Gymnasium

The Zen Casino and Sportsbook- 122,000 sq. ft. of gaming space

- Downtown Tokyo theme

- Games available include Blackjack, Craps, Roulette, Keno, Pai Gow Poker, Let it Ride, Baccarrat, Slot Machines, Video Poker, Texas Hold’Em

- High-stakes Poker Room

- Full-service Sportsbook with 42 big-screen tv’s receiving satellite coverage of sporting events from around the world

Statistics

Visitor Spending (2008) $42,800,000,000

Occupancy Rate (2009) 81.50%

Gross Gambling Revenue (2009) $8,833,901,613

Over 39.2 million people visit Las Vegas every year

Legal Issues

•The Nevada Gaming Commission and Control Board•Gaming Workers Permits•Liquor License•Spa employees licensed and certified to treat guests•Food Regulation Laws will be followed •Daily inspection of the rollercoaster•All employees will be professional, trained, and certified for their position in order to provide a safe, healthy, entertaining environment.

Reference Sourceshttp://www.imediaconnection.com/content/5440.imc

http://sincitytravel.blogspot.com/2010/02/vegas-nightclubs-rule-according-to.html

http://www.entrepreneur.com/benchmark/details11.html