Claudia Steinke presented on her research studying the elements and impacts of casino design. She began with an introduction that outlined her background and interests in areas like health care management, organization theory, and architecture. She then discussed her research framework that uses Donabedian's structure-process-outcome model to evaluate casino design elements and their impacts. Some key findings from her literature review included evidence that color schemes, lighting, music, layout, size and crowding can influence gambling behaviors and intentions. She emphasized the need for further research and a theoretical framework to guide responsible gambling venue design.

1. Elements & Impacts of Casino Design
BCLC - New Horizons in Responsible Gambling Conference
Claudia Steinke RN, MSc, PhD
Faculties of Management and Health Sciences
University of Lethbridge
January 29, 2014
claudia.steinke@uleth.ca

2. Insight
Framework
Research (Elements & Impact)
3 Take aways

3.  Agenda
 Introduction
 Background
 The Challenge
 Evidence Based Design
 Framework
 The Research Study
 Implications for Practice
 Future Research

4. A bit about me

5. A bit about me

7. INTERESTS AND SPECIALIZATION
• Health Care
– Health Care Management (Shortell et al., 2007)
• Organization Theory
– Organization Design (Galbraith, 1987)
– Organizational Culture (Pettigrew, 1979; Morgan, 1986)
– Organizational Climate (Joyce & Slocum, 1982 Schneider & Reichers, 1983)
• Service Management
– Service Climate (Schneider et al., 1998, 2000)
– The Service Profit Chain (Heskett et al., 1994, 1997)
• Architecture
– Physical Design (Hatch, 1997, Ulrich et al., 2004)
– Hospital Design (Berry et al., 2004, Ulrich et al., 2004)
– Gambling Venue Design (Finlay etT. Al., 2006, 2007)

8. An Empirical Study of Emergency Rooms
Service Design in the
Presentation to the committee
Claudia Steinke
PhD Candidate (BUS and PADM)
ER

9. The Service Profit Chain
Links in the Service Profit Chain: Operating
Strategy and Service Delivery System
Heskett et al. (1997)
An integrative framework for understanding how an organization’s operational investments
translate into service operations, which are, in turn related to customer
perceptions and behaviours, and how these translate into profits.

10. The Service Outcome Chain
Links in the Service Outcome Chain
Structure
Process
Outcome

11. Study One
Results:

12. Study Three
Results:

13. The
ER

14. The
ER

15. Research Knowledge

16.  A Catalyst for Change
Through research, education, advocacy and
technical assistance, The Center for Health
Design supports healthcare and design
professionals all over the world in their quest to
improve the quality of healthcare through
evidence-based building design.
Concord,
California
Center for health design

18. What Research?
 Evidence-based design
 Data-driven operational planning
 Planning and design of new or replacement facilities
 Comprehensive pre and post-project evaluation services
 Innovative solutions to existing challenges
Knowledge initiatives

19. More Specifically?
 Assessing building performance
 Impact of buildings on people
 Understanding the process for decision-making re: buildings
 Understanding the impact of the built environment in creating
experiences
 Understanding the influence of the built environment on outcomes
Knowledge initiatives

20. Applying the knowledge: Evidence-based Design

21. Building performance evaluation

22. Definitions
•
Financial performance: Timely and accurate financial data is a priority however a
sole emphasis on financial leads to an unbalanced situation with regard to the other
performance dimensions.
•
Physical performance: This performance dimension refers to the design and
mechanized performance of buildings. Measures based on this perspective allow managers
to know how well their building is performing based on a set of standards such as LEED.
•
Functional performance: This performance dimension includes assessing building
performance based on ‘fitness for purpose’ and focuses on providing a desired working
environment for staff congruent with organizational culture and workplace standards. Poor
performance in this dimension is thus a leading indicator of future decline.
•
Service performance: This performance dimension provides information on the
quality perception of end users (clients) in terms of the building and support for services it
provides. There is an increasing realization of the importance of client focus and
satisfaction. Poor performance in dimension is thus a leading indicator of future decline.

23. Research Contribution
• There remains a gap between the
existing research and implementation
into facility design.
• Research tailored to strategic and
balanced building performance is
needed.

27. Healing Design
Developing Architectural Design
Standards for Cancer Care
Phase I: Visioning Workshop

28. “Healing is the physical, mental and spiritual process of
recovery, repair and renewal that increases order, coherence
and holism in the individual, group and environment … A true
Healing Environment should have a very real and positive
impact on patient’s health and well-being.”
Salvador Ibarra
Definition of a Healing Environment
What: A Healing Environment is: a physical setting, an organizational culture, and a system that supports
patients and families through the stresses imposed by illness, hospitalization, medical visits, the process of
healing, and sometimes bereavement.
Why: The goal of a Healing Environment is to engage patients in the conscious process of self-healing and
spiritual growth.
How: Spaces are designed to be nurturing and therapeutic and most importantly to reduce stress.

29. The Experiential Environment
The move from the service level to the experiential level where patient’s expectations
exceed both the medical model and service levels of care.
Source: Huelat, B. (2007). Healing Environments: What’s the Proof? Arlington, VA: Peecapress.

30. “Healing is the physical, mental and spiritual process of
recovery, repair and renewal that increases order, coherence
and holism in the individual, group and environment … A true
Healing Environment should have a very real and positive
impact on patient’s health and well-being.”
Salvador Ibarra
Definition of a Healing Environment
What: A Healing Environment is: a physical setting, an organizational culture, and a system that supports
patients and families through the stresses imposed by illness, hospitalization, medical visits, the process of
healing, and sometimes bereavement.
Why: The goal of a Healing Environment is to engage patients in the conscious process of self-healing and
spiritual growth.
How: Spaces are designed to be nurturing and therapeutic and most importantly to reduce stress.

31. Responsible Gaming
•Is a concept that gaming and gambling operators, software suppliers and
associated service providers needs to uphold to ensure their offerings uphold the
highest standard to ensure a fair and safe gaming experiences that protects
players from adverse consequences of gaming and gambling.
•The majority of gambling and gaming codes now require operators to ensure
land-based and online gambling services are offered in a responsible manner.
•Responsible gaming covers the areas of protecting vulnerable customers, the
prevention of underage gambling, protection against fraudulent and criminal
behaviour, ensuring information privacy, ensuring prompt and accurate customer
payment, delivering a fair gaming experience, upholding ethical and responsible
marketing, commitment to customer satisfaction and ensuring a secure, safe and
reliable operating environment (land based and virtual).
http://en.wikipedia.org/wiki/Responsible_Gaming
Defining - Responsible gambling

32. http://www.gaming.gov.bc.ca/responsible-gambling/docs/stds-responsible-gambling.pdf
Defining - Responsible gambling

33. Casino design: framework for thinking

34. Underlying Theoretical Framework
Donabedian’s SPO Model
for Evaluating Quality
Structure: Conditions under which service is provided (e.g. organizational design, structure,
support).
Process: Activities done for the clients, including both the technical and interpersonal aspects of
care.
Outcomes: Refers to the client’s health status, and emphasis on the client experiences and
satisfaction.
Source: Explorations in Quality Assessment and Monitoring. Vol.1: The definition of quality and
approaches to its assessment. Ann Arbor, MI: Health Administration Press.

35. Wynn’s hotels are famous for having
brought a luxurious, five-star approach to
Vegas. But their real achievement may
be psychological: they have remade the
architecture of gaming itself. The
received wisdom of modern casino
design was codified by a former
gambling addict named Bill Friedman in
his book “Designing Casinos to
Dominate the Competition.” — The New
Yorker
http://www.youtube.com/watch?v=gL5gGe2b8CM
http://friedmandesign.com/book_contents.html
THE RE-DESIGN OF LAS VEGAS

36. •
•
•
•
•
•
What is true is that we provide an escape from the humdrum of every
day. Our customers enjoy , if not yearn for, for the entertainment
experience we all design, build and operate – and shall do so in the
future. [35, 2009]
Gamers continue to look for experiential relief and value. [35, 2009]
Design and architecture is exactly the key. The look and feel – the
vibe. [18; 2010]
The intention of all areas is to escape the everyday world and enjoy a
beautiful resort setting.
Create an opportunity for a different experience.
Our economic responsibility is to make money for our shareholders
and for our employees. Our social responsibility is to provide a
greater array of cultural, educational, residential and well-being
opportunities for our community. [23; 2010]
The Role of casino design

37. Objective
•
To explore the literature to find out what research has been done that
assesses the elements and impacts of gambling venue design.
•
Importance:
• Billions are spent on casinos each year.
• Billions of dollars are spent on gambling each year.
• Government legislation; guidelines for design.
Question:
• What and where is the evidence that supports gambling venue
design? How is design measured?
• How do we promote responsible gambling venue design?
•
Review of the literature

38. • Phase 1
– Searched five main
gambling-specific
databases
• Australian Gaming
Council’s eLibrary
• Gambling Research
Australia’s Gambling
Research Database
• AGRI DSPACE Repository
@ the University of Calgary
• Gambling Research
Database
• Problem Gambling Library
(New Zealand)
• Phase 2
– Searched traditional
databases
•
•
•
•
•
•
•
•
•
•
•
•
•
ABI/INFORM Global
Academic Search Complete
Business Source Premier
Cochrane Database of
Systematic Reviews
DARE (EBM Reviews)
Emerald Insight
Google Scholar
Medline
Proquest
PsycINFO
Science Direct
Sociological Abstracts
Web of Science.
METHODOLOGY

39. Categorization

40. findings

41. Friedman’s Gaming Design
http://juliacarcamo.files.wordpress.com/2012/06/img_00
73.jpg

42. Kranes’ Playground Design
http://bloximages.chicago2.vip.townnews.com/pressofatlanticcity.com/content/tncms/assets/v3/editori
l/c/58/c58111c9-fa88-5a48-8ac8-b8bfea8f95f0/4f690d4a4f98d.image.jpg

43. • Ambience / Atmosphere
– Floor layout and theme are significant aspects of
casino atmospherics for customers. Casino
atmosphere might have a narrower construct
that casino operators believe. (Mayer & Johnson, 2003).
– Theme, floor layout, employee uniforms, ceiling
heights, noise level (Johnson, Mayer & Champaner, 2004).
Findings: ambience

44. • Colour
– High information, varied colour schemes reduced at-risk gambling intentions
(Finlay et al. 2010).
• No cost to restoration or pleasure
• Only for gaming design
• The color orange has a greater impact on feelings of arousal than green
(Dijstra, Pieterse, Pruyn, 2008).
• Red has been found to increase arousal, heat rate, blood pressure
• The color green/yellow has the lowest number of positive responses
because it is associated with vomit and elicited feelings of sickness and
disgust (Kaya & Epps, 2004).
• The color green is positive for eliciting emotions such as relaxation and
comfort because it reminds people of nature; stress reducing effects (Kaya
& Epps, 2004).
Findings: color

45. • Layout
– Location of slot machines affects performance.
• Increased performance
– Core slot sections
» High traffic volume, accessibility, visibility and bordering
table games (Lucas et al., 2004)
– Bordering major aisle (Lucas et al., 2004; Lucas & Dunn, 2005)
– End-unit slot machines (Lucas et al., 2004; Lucas & Dunn, 2005)
– Program/themes increased performance levels (Lucas et al.,
2004; Lucas & Dunn, 2005)
– Under 45-foot ceilings vs 12-foot ceilings (Lucas et al., 2004)
Findings: LAYOUT

46. • Lighting
– Flashing lights increased irresponsible gambling
intentions (Finlay et al., 2007).
• Increased disordered gambling (Peller et al., 2008).
• Static lighting less harmful (Finlay et al., 2010).
– Red Light
• Red light with fast tempo music produced faster
betting speed (Spenwyn et al., 2010).
• Gambled more money, more often, and selected
riskier odds than those exposed to blue light (Stark et al.,
1982).
Findings: LIGHTING

47. • Music
– Increased at-risk gambling intentions in playground design and
decreased for gaming design (Marmurek et al., 2007).
– Faster betting speed under high tempo music (Dixon et al., 2007;
Spenwyn et al., 2010).
• Less time to contemplate stopping. Larger profit for casino.
– Predicted that gambling environments without music limit arousal,
focus on losses and lower concentration levels (Griffiths & Parke, 2005).
– Sedative music exposed to gamblers result in longer gambling
times compared to stimulative music (Leamen, 2008).
– Supermarket Setting (Milliman, 1982).
• Fast tempo music increased average gross sales.
• Slow tempo music slowed in-store traffic
– Music influences estimates of waiting time depending on
familiarity and tasks given (Bailey & Areni, 2006).
Findings: music

48. • Venue Size
– Crowded casino increased irresponsible
gambling intentions (Finlay et al., 2007).
• Sparsely crowded casinos result in higher levels of
irresponsible gambling intentions for females (Finlay et al.,
2010).
Findings: SIZE & CROWDING

49. • Temperature
– Complex cognitive tasks impaired in hot
conditions (Gaoua et al., 2012).
Findings: temperature

50. • Wayfinding and Signage
- Clear signs are important to know how to find
betting opportunities and facilities (Cockrill et al., 2008).
- Many signs and brochures are provided to
encourage responsible gambling but there is no
research on the effectiveness of such signs (Hing &
Dickerson, 2002).
Findings: wayfinding

51. • Some research assesses the design elements of
gambling venues.
– Some evidence how these design elements impact people
and organizations.
• Gambling behaviour
• Gambler well-being
• Casino Profits?
• Illustrates need for further research,
• Need for theory / underlying philosophy for Responsible
Gambling Venue Design.
implications

52.  Research and knowledge are key to intelligent design …
understanding trends and acquiring evidence is crucial to
what we do.
 We have to move beyond opinions and preferences to
integrating evidence.
 We need to be dedicated to researching and evaluating
design innovations in industry and integrating evidence
within the design process.
Integrating evidence into casino design

53.  Thank you for your time.