Abstract
ABSTRACT In recent years, there has been an explosion of “experiential design” in casinos, driven in part by research suggesting that curating gambling sensescapes can lure patrons to spend more time – and money – inside the casino. Building on the promise of existing casino ethnographies, this paper argues that a sensory ethnographic approach to the study of gambling environments can offer valuable insight into the experiential design and mood management of the casino. We use sensory ethnography to explore the ambiance of the Montreal Casino, particularly during the casino’s “Vegas Nights” promotion. How does the casino feel (and how does it touch back)? What rhythms flow through its neon labyrinth? What does “getting a real taste of Vegas,” well … taste like? Moreover, we position this ambiance at the center of the casino’s “push-and-pull” approach to problem gambling – where this government-affiliated sensory extravaganza must toe a tenuous line between attraction and responsibilisation. In addition, we examine how the ambiance of the casino is co-produced by patrons and employees. Ultimately, we argue that the casino floor is unlike a sensory research laboratory – for here, sensations mix and mingle, and it takes a sensory ethnographer to quite literally “make sense” of the casino ambiance and its impact on visitor experience.
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