Looking for Better Odds
As he talked with BusinessWest for this issue’s focus on travel and tourism, Chris Kelley was lamenting a huge opportunity lost.
He was talking, of course, about March Madness, the college basketball tournaments that grab and hold the nation’s attention for two weeks. Even more specifically, Kelley, president and chief operating officer of MGM Springfield, was referring to the gambling and related activity that goes with that madness — everything that can’t happen at his facility because Massachusetts has yet to legalize sports gambling while most all the states surround it have.
“It’s the largest sports event, bar none, around the country, and to be now literally surrounded by states that offer that experience — most poignantly, in the case of MGM Springfield, Connecticut — is just an extraordinary challenge for the city, for our workforce, for our guests, and for the property,” he explained, adding that, while he continues to have conversations with state legislators about passing a sports-betting bill, when it comes to March Madness, he can only wait until next year.
Fortunately, though, that is not the case with most other aspects of his multi-faceted business.
Indeed, there are plenty of positive developments at the casino complex on Main Street that are creating an optimistic outlook for 2022 as the tourism sector and the region in general look to put COVID in their collective rear view.
For starters, there was the Massachusetts Building Trades Council’s annual convention, staged a few weeks ago at MGM. This was the first large-scale gathering of its kind at the resort casino since before the COVID, said Kelley, adding that there are a number of other events on the calendar as businesses, trade groups and associations, and other entities return to in-person events.
“We hadn’t had an event like that in two years, where we had people engaging with our convention and ballroom areas, staying in the hotel, eating in our restaurants … it was a very positive thing for the property to see us come back to life.”
Such events are a big step in the return to normalcy and, of course, comprise a huge revenue stream for the casino operation.
“We hadn’t had an event like that in two years, where we had people engaging with our convention and ballroom areas, staying in the hotel, eating in our restaurants … it was a very positive thing for the property to see us come back to life,” he explained.
Meanwhile, on the entertainment side of the ledger, there are similar steps toward normalcy, or what was seen prior to the pandemic, said Kelley, noting there are a number of shows slated at the casino, the MassMutual Center, and Symphony Hall, featuring performers such as Jay Leno, Chelsea Handler, John Mulaney, Brit Floyd, and many others.
“Entertainment is coming back in a much bigger way in 2022 than we saw the past few years,” said Kelley, adding that, in addition to those events at the larger venues, MGM Springfield is bringing back its popular Free Music Friday in the casino’s plaza, something that was started last summer.
“It was an opportunity to say ‘thank you’ to folks and give the community a reason to come back together, but it was such a success that we’re going to bring it back again. And, obviously, the price is right,” he said, adding that program provides an opportunity to showcase local talent.
Overall, the past two years have been a difficult, often frustrating time for all those in casino industry, which had to pivot and adjust to new ways of doing business during the pandemic, said Kelley, adding that it was also a learning experience, one that is yielding dividends and will continue to do so as MGM eases back to something approaching normal.
“It’s been a roller-coaster ride in every sense of the word,” he said in summing up the past 24 months. “Our ability to adjust quickly and be agile in the way that we operate, as well as our ability to provide an environment for health and safety that our guests felt comfortable engaging with — those were all unique challenges relative to a business that is not accustomed to closing and had never really experienced the types of changes that COVID required, whether it was six-foot-high pieces of plexiglass or the inability to serve drinks on the floor, or a face-mask policy.
“But all of that being said, I think we’ve come out of this a stronger operation than we were when we went into it,” he went on. “Just look at technology … we’re now able to offer everything from digital menus to digital check-in, our guests’ ability to interact with us through technology has increased exponentially, and that’s just one example of what I mean by coming out of this stronger. We’ve become a much more agile team now, and that’s to the benefit of the guest experience.”
As for sports betting, Kelley said the conversations are ongoing, and he’s optimistic that something can get done — hopefully before March Madness 2023. In anticipation of such a measure, the casino has added new amenities, including a large viewing area, a sports lounge on the floor of the casino, and a VIP viewing area in TAP Sports Bar.
“We’re ready to move forward the minute we see a green light on this issue,” he said, adding that he’s hoping, and expecting, that the light will change soon.
— George O’Brien