Both Derek Stevens and KT Lim needed an architectural partner to realize their transformative and unprecedented ambitions. Both knew that for success, that partner must be steeped in Las Vegas, understand gaming customer psychology, and have the ingenuity to create something that was of multi-generational standing. Both parties called Paul Steelman.
Steelman himself is no doubt a visionary, but by his own admission, his role as an architect on these projects is to be the conduit of the developer, schooled as part of that seminal Mirage team in translating and iterating dreams to form.
Steelman observes, “I have always believed that the best casino developers are the ones who explore and expand the business in ways that normal people do not see. They are the ones who embrace competition and design to be number one in the market. We love the idea exploration. You can see new and unique trendsetting ideas that we are creating based on the owner’s desire to succeed. It is not hard to create luxury, it is hard to create success.
Although he will always downplay his contribution, Steelman’s impact is more than a designer or architect in the traditional sense. His firm is the repository of decades of accumulated knowledge, which was applied in problem-solving and strategy implementation. Just as Michelangelo and Rothko are both artists who created pieces to enhance rooms, in every other aspect they are incomparable.
Steelman’s architecture is stylistically distinct, giving a sense of space, light, warmth and is engaging to customers. The exteriors are visually interpretive of the essence of the developer statement and the interiors are designed not just for function, but are emotionally elevating, comforting and set the stage for the customer journey that is to lie ahead.
Over his decades of work, Steelman has built a platform with over 120 design rules for resorts, including some that are counterintuitive to traditional thinking. Some of the most prominent are listed:
- Stretch the food court by length and the neighboring slots will win more than $100 per day than the floor average.
- Make the garage brighter, taller and add security cameras; 75 percent of all decision making is based upon transportation.
- Make an Asian casino brighter. (Making Macau’s Starworld brighter increased their GGR by 35 percent in the mass casino floor.)
- Remember, no matter where you are in the world everyone loves and wants some Vegas.
- Great architecture might be decided in 50 years, but casino architecture is judged in 5 minutes… look left… look right… do you like this place?
- Architects are usually old or dead when their buildings are torn down. I was 44 when the Desert Inn was torn down.
- Remember the building is not famous for its gambling; it needs another hook.
- The exterior architecture might get you to visit once, but the interior design and excitement keeps you coming back.
- In Vegas, the operators wanted a controlled entry sequence (Wynn, Bellagio and Mirage have two porte-cocheres). Galaxy has thirteen. In Asia you need to put the gambler close in his car as they don’t want to walk.
- Never put a mirror in the casino. (Stupak did not follow) Once you look into the mirror you are no longer James Bond!
- Design for several emotions… wow in the lobby… empowerment in the casino… comfort in the restaurants.
“The processes employed during the development phases are highly idiosyncratic to the project and the developer. Some, like Sands Macau, take weeks, others take months and some, like Circa and Resorts World, take years. However, the fundamental rules are sacrosanct.”
