A Casino and Hotel aimed at high brow tourists? It could work, says SJM

Written on June 19, 2006 by admin

June 20, 2006 | MacauBusiness | After many profitable years spent chasing casino dollars from Chinese gamblers, Stanley Ho's Sociedade de Jogos de Macau (SJM) is turning its sights on luring in European visitors attracted to Macau by its culture.

To try and make it work, SJM is building a casino as near as it can to the historic centre of the city without actually incurring the wrath of UNESCO, the United Nations body that last year added the old town to its list of World Heritage sites. The scheme, on the edge of the Inner Harbour, a slightly run down part of the city, is to be called Ponte 16.

To create the right offer, SJM is teaming up with the French hotel group Accor, to build a five star property under the Sofitel brand, which has instant recognition in the European market. The hotel and its accompanying casino will look a lot more genteel and sober than their flashy neon cousins in down town Macau and Cotai. How many European culture hounds will come to Macau to see Senado Square and the ruins of the Cathedral of St Paul, then be willing to spend the evening in a casino remains to be seen.