Sydney’s Star Casino has been the target of some criticism lately, from visitors, the press and even from its own managers. The new Star City managing director Sid Vaikunta reportedly has dubbed the casino an "RSL club on steroids" but it now seems that owners Tabcorp are to make a concerted effort to change the Star City image. Over the last decade attendance at the casino has fallen by 30% and the property’s reputation as an undesirable location to visit has grown.

By the end of next year Tabcorp hopes the A$640 million it is spending on a revamp and expansion will start to pay dividends. High on the agenda is relocating the entrance to the harbor side of the property, a far more pleasing aspect than the present face of the casino. A new 5-star hotel, a prospective name change some time next year and a 4000-seat international events centre are intended to turn a not very popular casino into an attractive and customer-friendly entertainment venue.

Surveillance at the casino has become a priority and 1200 cameras are deployed around the property. Another 600 will be fitted as part of the casino update as the cameras have already proved indispensible in helping to apprehend cheats, fraudsters and rowdy troublemakers. Last year the number of people banned for disorderly conduct almost doubled and many first-time visitors have chosen not to return to Star City after encountering aggressive behavior from other customers.

It will not be an easy task for Tabcorp to rebrand Sydney’s only casino. In a recent poll over 86% of respondents said that Star City was an embarrassment to the city. One casino analyst has described the venue as a ‘dimly lit den of decay’. New restaurants and harbor views will be a step towards the required new image. However, comments by some casino visitors show that accessibility, parking prices, staff attitudes and even dress code need to be considered before Star City hopes to emulate the standards of Crown Casino in Melbourne. (E-04.12.09)

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