Report-Proposal for Caesars

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Proposal of Development of [Wave] in Sanya, Hainan Province, CHINA

-Selecting Location Analysis for Caesars Entertainment Cooperation

Claire Xianya Yang 2011-3-30

Outline of Content

THE GOAL SECTION ONE: Why Sanya?
I. Sanya—“The Oriental Hawaii” Close to Enormous Potential Market Favorable Government Policies

P03 P05 05 06 07 P08 P10 P11 11 12 P13 13 16

II.
III.

SECTION TWO: SWOT Analysis SECTION THREE: Target Customer Analysis SECTION FOUR: Marketing Strategies I. II. Introduction of Integrated Resort Model Special Marketing Teams

SECTION FIVE: Property Overview
I. II. Featured Tangible Products New Programs that Further Caesars Code of Commitment

SECTION SIX: Potential Impact on the Community and Environment I. II. III. IV. Economy Impact Social Issues Community Life Environment

P19 19 19 20 20



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THE GOAL
I choose to build the next Caesars Palace Resort by the name of “Wave” in the Sanya Tropical Beach in Sanya City, Hainan Province, China. [Wave] would be the first casino resort in Hainan province, the landmark in the “Golden Tropical Beach”. [Wave] aims not only to bring the guests the high profile gaming experience, but also to offer the guests rich non-gaming offerings, through various entertainment and leisure service. At last, [Wave] aims to support and contribute to the sustainability of the environment, the local community, especially the minority villages.

The Hainan Island. Sanya city is the circled area
(Source: www.Googlemap.com)



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Sanya City. The tropical beach strip is the highlighted area. (Source: www.Googlemap.com)



4


SECTION ONE: Why Sanya?

Instead
of
saying
I
chose
this
location
for
Caesars
Entertainment,
I
would
say
 the
turning
point
of
Chinese
society
chooses
Caesars
to
take
the
spotlight
in
 China.
With
the
policy
to
legalize
gambling
industry
to
put
into
effect
very
soon,
 the
tropical
island
at
the
very
tip
south
of
China
is
now
rising
up
as
an
ideal
 place
 for
 gambling
 investment,
 while
 the
 regional
 competition
 keeps
 heating
 up
in
Macau
and
Singapore. Therefore,
it
is
the
time
for
Caesars
to
make
its first appearance in China as the iconic gaming entertainment brand. We will sweep the Chinese customer off their feet by the authentic Vegas gambling experience and great service, and here comes the name [Wave].

I.

Sanya- “The Oriental Hawaii”

Sanya Tropical Beach is a scenic area renowned both at home and abroad, totaling 212 km. It consists of Yalong Bay, Haitang Bay, "the End of the Earth", Luobi Cave and other scenic spots, with a coastline stretching nearly 100 km from east to west. Because the average temperature of the coldest month is 21℃, it has thus become an international tourist resort. The well-known scenic spots include "The End of the Earth", "Luhuitou Park", Dadonghai Beach and Yalong Bay, where the beautiful sand beach, green coconut trees, blue sea and fresh air attract thousands of visitors.



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Sanya Tropical Beach is situated in the coastal area of Sanya city, which is one tier-one city of Hainan Provnice. It is located along 18 degree north of the equator with a 209 km long coastline and enjoys a balmy tropical oceanic climate with an average annual temperature at 25.4 ℃, and it is also widely known around the world as the “THE ORIENTAL HAWAII"

II.

Close to Enormous Potential Markets

Situated at the southernmost tip of China, Hainan overlooks Guangdong across the Qiongzhou Strait to the north, Vietnam across the Beibu Bay to the west. Its neighbors in the South China Sea include the Philippines, Brunei and Malaysia. Sanya. Sanya, at the south tip of Hainan, is even close to Macau, Taiwan, Hong Kong and Singapore. The potential customer markets are large.

(Source: www.Googlemap.com)



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III.

The Favorable Government Policies for Tourism Development
1. Newly Released Policy of “International Travel Destination” by January 07, 2010. What is more...
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