Pier Nine Brighton

Amy Culora, Head of Marketing, Grosvenor Casinos chats to Peter White

Grosvenor Casino Brighton has been reinvented by the Rank Organisation as a bigger, better Pier Nine Casino. Not many people would think of Doctor Who as a gambler but the old casino was “a bit of a Tardis,” in the words of Rank marketing chief Amy Culora. Part of that reworking of Casino Brighton was to rebrand it as Pier Nine Casino, cashing in on Brighton’s historical cachet as a seaside resort. Rank poured $6.8 million into the makeover, one that resulted in a two-casino facility with 24-hour bars, among other amenities, which include private cinemas and karaoke lounges.

Not missing a step, Pier Nine remained open throughout the conversion process. In conversation with Publisher Peter White, Culora explained the rationale behind the name change, what customers want and how being started in the casino industry in Stoke was the best thing that could have happened to her.

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