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Newcastle is the model for successful gaming venture, Peter McCusker -
25th June 2009
(Credit: The Journal)

The boss of one of the country’s biggest casino and leisure chains says its future national growth will be driven from its North East base.

Aspers, the gaming, entertainment and leisure venue in the Gate centre in Newcastle, saw its revenues increase by 50% in the past year as 500,000 people passed through its doors.

Its London-based founder Damian Aspinall yesterday visited the venue he launched in the city three years ago and spoke proudly of its achievements.

“People were sceptical at first that Aspers would work, but we have become the prime provincial gaming brand in the UK. We have created a really strong brand which we are immensely proud of,” he said.

“I had never been to Newcastle before we decided to come here, but it is the perfect location. There is no other city in the UK quite like it. It’s a fun-loving city. It’s unique.”

The fun-loving North Easterners have helped drive the growth of the Aspers brand and it now has venues in Swansea and Northampton, as well as planning permission for a fourth on the “English Riviera” at Bournemouth.

Aspers was created by Mr Aspinall – the former partner of one-time Byker Grove star Donna Air and who is currently said to be dating supermodel Elle MacPherson – and James Packer, the son of maverick Australian broadcaster Kerry Packer. It has been positioned as a multi-entertainment venue and as well as gaming it provides restaurants, bars and live music.

While Mr Aspinall runs his Aspinall Group from London, including Aspers, the Aspinall casino in Mayfair, his property empire and the two wildlife parks left by his father, Aspers senior management are all at the Gate.

In April last year Aspers removed membership requirements and last December it started opening round the clock. Its 500,000 customer figure last year was a rise of 40% on the previous year. On a busy Saturday it can attract 3,000 people, with up to 600 customers at it busiest point, with the average spend being £25.

Mr Aspinall said: “We have helped dispel the myth about gaming venues. They are no longer viewed as smoke-filled, seedy gambling dens.

“One-third of our customers are women, compared to just 2% in the UK’s other casinos. There are a lot of fun things going on and many people who come do not gamble. No one had done it before and no one believed it could work.”

Mr Aspinall outlined why he had chosen the North East to try out the concept. “There were three things we were looking for: a major city, a vibrant city and the right location. Newcastle fitted the bill perfectly and we found the right location at the price.”

Aspers group chief operations officer Richard Noble, based at the Gate, said: “We have become a destination venue and we provide a range of first-class entertainment.” Aspers will not open any more venues until it has visibility out of the recession, but its senior management team at Newcastle will be key players in its development.

Aspers was the nickname of Damian’s father, the late John Aspinall, who founded the UK’s first gaming club in 1962.

One-third of our customers are women, compared to just 2% in the UK’s other casinos.

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