Welcome to the third issue of RD&E, the only publication focused on exploring every aspect of retail, dining and entertainment operations and opportunities in the gaming space. It has been a year since our last issue... and what a year it has been! As I sit in my office in Las Vegas, I look out my window and watch the many cranes extended along the skyline of the Strip. Some are active, most are not!

A metaphor for what has become the "new normal" in gaming jurisdictions around the world as developers and operators retool their businesses to meet this new market landscape we are facing. Every corner of our business has been affected, and for the first time in recent memory we have come to the bitter realization that gaming is not recession-proof.

The days of extravagant spending and unlimited discretionary budgets have quickly been replaced with the new buzzword for today's consumer: value. Regardless of the demographic, geographic or psychographic, customers today want to know that they are getting the best value proposition for every penny they spend. And casino operators are responding.

Ironically, for some, the pendulum has swung back to a distant past where every buffet, show and souvenir is being comped in order to drive foot traffic wherever possible. However, the savvy casino operator understands that as much as RD&E components are critical to the complete gaming experience, purely discounting and giving these products away is not an effective strategy to overcome the obstacles we are facing in the short term.

Instead, RD&E executives are finding new and better ways to both manage their businesses and partner with the casino to synergize potential and profitability. Economic environments such as this, no matter how painful and demanding, also create unique opportunities for innovation, experimentation and creativity which often results in the "raising of the bar" for new products, services and amenities.

With this unprecedented reality in mind, this issue of RD&E is completely dedicated to exploring how operators are reacting to the many challenges confronting them and discussing the best practices they are implementing to survive. As much as I would like to dabble in long-term trends and philosophize on where the industry is moving, it is far more practical in this issue to get our arms around what you can do now to improve your respective businesses.

What is truly amazing is that as our editorial staff reached out to various operators across the RD&E spectrum, there was of course a measured air of concern and conservatism; but more often than not, there was a sense of exhilaration and energy these executives shared with us regarding the things they were doing and their ability to change the paradigms in their environments. When times are good we all do well. In times like these, the truly strong come out even stronger and better positioned for new opportunity in the long term.

Our third installment of RD&E has great insights, strategies and immediate takeaways for every reader to explore and implement. And our writers are extraordinary:

• Pamela Joy Ring, retail veteranextraordinaire, provides our cover story this issue on the fundamentals of retail.
  
• Caitlin McGarry had theunfortunate assignment of being paraded through some of the most exquisite spas in the world.
  
• David Rittvo joined the team this year on behalf of Innovation Group's new F&B division to explore the dining space.
• Roy Student and Carolan Pepin explain what it takes for operators to better track and reward their non-gaming customers.
  
• Award-wining sports reporter Dave Bontempo has crafted an enlightening piece on the drawing power of the sporting event.
• Marjorie Preston has delved into the design world to better understand how to evaluate your spaces and best maximize CAPEX budgets.

Once again I need to recognize and thank Roger Gros, publisher of Global Gaming Business, for supporting the written voice in this space. He and his team, including David Coheen (sales director) and Sarah Nichols (art director) and their respective support staff, are determined to bring timely, relevant and useful content to their readers every day in each of the GGB family of publications.

And my sincere appreciation goes out to everyone who sponsors and reads RD&E. Even though these are very new and strange times, the collective energy, enthusiasm and hard work of those in our industry will allow us to prevail and enjoy better days ahead. I look forward to that future and dedicate this issue to each and every one of you who will get us there!

By Mark Birtha

Mark Birtha has been in the Las Vegas gaming market for more than 15 years and is currently vice president development Las Vegas for Marriott International Lodging Development. Birtha is also project manager for the 4,000-room JW Marriott Las Vegas Hotel Casino Convention Center property currently in development. Prior to joining Marriott, Birtha was VP development and operations for the W Las Vegas Hotel Casino and Residences. Prior to the W, he was an executive with the Venetian for six years where he managed casino marketing and served in management positions including corporate development/Macau and conference management. He opened the Bellagio Hotel in 1998 as director of beverage and started his career at the Mirage in food and beverage operations.

He can be reached at 702-496-1116 or markbirtha@msn.com.