ABSTRACT
The expansion of the integrated resort (IR) concept and its portfolio of events and entertainment have in the past few decades meant that it is increasingly a contender for destination introduction and beyond Asia. The event portfolio offering across gaming and non-gaming departments within each IR is substantial and continuous. Casinos and the substantial gaming revenues generated are core to the success of Asia's IRs. The IR becomes a significant hub of economic activity and event hosting across gaming and non-gaming facilities. As a mega-complex of events, entertainment and leisure, a combination of gaming and non-gaming events and entertainment is cornerstone to IR marketing efforts and audience interaction. The event industry essentially plays a support role and marketing function to Asian IRs and the importance of casino revenue creation. As a consequence, there could be limited regeneration on local sports, cultural and music events as this is essentially not a part of IR event strategy.
