The New Gaming Paradigm I Gensler Summer Internship Project

LAS VEGAS The New Gaming Paradigm Summer Intern Project I August 8, 2018

2018 Intern Project |

CONTEXT Gensler’s Las Vegas office summer internship program offers an opportunity for the summer interns to be involved in an interdisciplinary forum of architectural and cultural discourse within the unique context of Las Vegas, Nevada. Immersed in a collaborative environment of research and exploration, interns will be afforded the opportunity to engage first-hand the relevant topics which have contributed to and continue to shape the condition of contemporary architecture in Las Vegas as well as further the research developments within the Las Vegas office. As a collaboration between the three interns, their buddies and the program leaders, the internship project will consist of two assignments that will involve research and site observations that will be assembled into a final presentation. The topic to be explored this summer is that of the New Gaming Paradigm (Gaming for the Millennial Generation and Beyond).

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CONTENTS 01

UNDERSTANDING THE MILLENNIAL OPPORTUNITY AND BEYOND

02 03

MILLENNIAL GAMING OPPORTUNITY

NEW GAMING ENVIRONMENTS

>>

Who Are Millennials?

Their Ideal Environment

>>

>>

4 5-6

Insight on Attracting Millennials

7

Case Studies

8

Millennial Gaming Opportunity

9

High-Tech Innovation

10

Traditional, Online, Video Gambling

11

Millennial Preference

12

Exploring Gaming Environments

14

Map of New Gaming Environments

15

Rio, The Wall

16-18

MGM, Level UP

19-21

Luxor, E-sports

22-24

Map of Gamblit Installations

25

Planet Hollywood

26

Paris and MGM

27

LINQ and Caesar’s Palace

28

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WHO ARE MILLENNIALS? T

he Millennials, also known as the “social generation,” are born between 1977 and 2000, ages 18-34. According to Millennial Marketing, “they make up about 25% of the U.S. population and are known to be the largest spending group by 2017. This is estimated to be over a trillion dollars in direct buying power and a huge influence on older generations.”

Millennials are content creators and users due to their experiences in using technology. They value brands and products that enhance their lives and serve a purpose, which intrigues and entertains them. For millennials, new technology must serve a purpose in order to be considered cool.

“

“

USEFUL IS THE NEW COOL.

Citation: http://www.millennialmarketing.com/who-are-millennials/

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THEIR IDEAL ENVIRONMENT They want to make a DIFFERENCE. They want to MATTER.

“M

illennials want to be and feel significant in their professional and personal lives. They are the generation that is well aware of key issues and problems with our society and want to make a difference through philanthropy and social participation. They are active participants, not watchers. They are “coming to the forefront and leading social change movements.”

50%

would be willing to make a purchase from a company if their purchase supports a cause.

33% demonstrate something good money is going towards.

“73%

of millennials are likely to change their plans to visit a retailer or restaurant if they are away from home and receive an ad on their mobile device for a local deal or discount in the area (Adroit Digital).”

THEY WANT TO INFLUENCE/CO-CREATE EXPERIENCES.

“ 77%

Citation: http://www.sustainablebrands.com/news_and_views/organizational_change/dr_john_izzo/what_matters_most_millennials_millennials_want_mat

OF MILLENNIALS PREFER TO SPEND MORE MONEY ON A COOL EXPERIENCE OVER A COOL PRODUCT.” 2018 Intern Project |

5

46%

2.5x

POST ORIGINAL

MORE LIKELY

PHOTOS OR VIDEOS

TO BE AN EARLY

ONLINE THAT THEY

ADOPTER OF

THEMSELVES HAVE

TECHNOLOGY THAN

CREATED

69%

OTHER GENERATIONS

56%

OF

REPORT THEY ARE

MILLENNIALS

USUALLY EITHER

SAY THEY

ONE OF THE VERY

CRAVE

FIRST TO TRY NEW

ADVENTURE

TECHNOLOGY

Citation: http://www.millennialmarketing.com/who-are-millennials/

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INSIG HT ON AT T R AC T I N G M I L L E N N IAL S >>

Citation: https://www.ama.org/resources/Pages/redesigning-las-vegas-attracting-millennial-segment.aspx

Redesigning the space will enhance the millennial experience. They are attracted to physical spaces that spawns energy and vibrancy. For example, Casinos should be more open, easy-to-navigate, and communal to the public. “Experimenting with zones, lounges, and other quarantined areas will achieve millennials’ core values of social interaction, collaboration, authenticity, and technological exceptionalism.”

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CASE STUDIES DAVE AND BUSTERS

>>

“Dave and Busters provides games that are multi-player, interactive and even collaborative. Food options tend to skew toward things guests are likely to share. Customer service is more laid back and casual. And yes, there is free Wi-Fi. Overall, this environment could act as a blueprint for a casino, or at least casino zone, aimed at millennials.”

TOP GOLF

>>

“Top Golf is a modern, fun take on the driving range experience. Aimed squarely at millennials, Top Golf is part nightclub, part restaurant, part lounge hangout, part recreational center and part driving range.

There is a lively, upbeat energy fueled by colliding conversations, laughter, the clanking of golf clubs smacking golf balls and spirited music throughout an open environment that is very easy to navigate and see through.”

Citation: https://www.insightsassociation.org/article/your-casino-optimized-millennials

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MILLENNIAL GAMING OPPORTUNITY “T

heir objective is to seek out a specific type of experience which has already been vetted and validated via social proof with their online network of friends, family, and trustworthy strangers” (Coppola, 2015). Generations raised on video games and smart phones don’t have the same interest in plopping themselves in front of screens when they’re out on the town. In Las Vegas, the percentage of visitors who gamble is down, while the share going to nightclubs and other attractions is up. They are a group of consumers set on making a difference in the world around them.”

“ Citation: www.ama.org/resources/Pages/redesigning-las-vegas-attracting-millennial-segment.aspx

SEEK VALUE-FOR-MONEY

“

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HIGH-TECH INNOVATION Millennials believe they have FULL CONTROL of the game’s outcome.

“D

8.5% of a millennial’s

budget is spent on gambling.

54% of millennials prefer to play slots with a group.

>>

igital technologies will help to create the multi-dimensional experience the younger generation craves. Hence, the very essence of how people gamble must evolve. Games must change to promote a multi-player, skill-based, interactive, and even collaborative experience, where the individual is an active participant and can influence the outcome of the game.

Making vast use of new technologies available, casinos can craft an immersive experience where millennials feel to be the fulcrum.”

“Skill-based games aren’t about bringing in millennials.

They’re about bringing in gamers. To accomplish this, casinos must produce different content to appeal to different tastes.”

FEATURES THAT GAMBLIT OFFERS “Gamblit and its more modern, but less familiar product, targeting the nextgen casino customer. Each gaming terminal offers a unique, multi-player, multigame machine with access to:

Touch Screens

USB Ports

Purse Hooks

Cup Holders

Citation: Citation:

www.cintas.com/ready/the-workplace-today/attracting-millennials-to-casinos-goes-beyond-gambling/

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TRADITIONAL GAMBLING

ONLINE GAMBLING

Millennials are less enthusiastic about current casino games and are turned off by the ‘get lost’ layout of the traditional gaming floor. There is less resistance to table games, such as Blackjack or Poker because of a more inherently social experience and the skill-set, as well romanticized

by Hollywood. Slots are widely viewed by younger consumers as being antisocial, nonintuitive and generally boring.

“While millennials are not averse to gambling, they seem to be less inclined to head to casinos as their first port of call, instead preferring sports betting.

This is down to the skill and challenge element of sports betting, a factor reflected in the growing popularity of video games within the millennial demographic. Cross-sells from sports books into online casinos may be one of the most effective ways to engage these crowds.”

Citation: casino.partycasino.com/en/blog/casinos-move-towards-skill-based-games/ www.onlinepokerreport.com/25361/slot-machine-skill-based-gaming/ www.usnews.com/news/business/articles/2017-11-25/las-vegas-looks-outside-the-casinos-to-draw-in-millennials

VIDEO GAMBLING “We look to the video arcade and pick their top games, hit mobile games, make a gaming version of them are a thing right now. The point of failure in games is if a game is house-backed, it’s not letting you provide an opportunity for growth — to develop skills and get it right the next time.

Skill-based games are not about “hooking people in, they are more about entertainment.”

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MILLENNIAL PREFERENCE Top three preferred activities for millennials all involve food and drinks.

M

illennials represent a growing stream of revenues if we widen out to consider the entire gaming experience of food and beverage, travel spending, shopping, spending on accommodation, nightclubs and more, things look much brighter on the millennial front.

Millennials actually spend more money than nonmillennials on “other gaming experience” costs such as hotel accommodations, nightclubs and transportation.

36% of the budget of a millennial will be spent on hotels.

70% millennial will go for bar and lounges as primary source of entertainment.

“ 77%

of millennials will increase spending on dining.”

They put more value and money on other aspects of gaming experience, giving higher importance to food and drinks than non-millennials.”

79% of millennials prefer:

+ + + Citation: Citation: http://gothamist.com/2016/09/14/millennials_dont_gamble.php http://stockiexchange.com/millennial-gambling-problem/

Shows Clubs Restaurants

+ + +

Entertainment Concerts Lavish Hotels

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WHAT WE DID RESEARCH

+

EXPLORATION

+

IMPLEMENTATION

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03

EXPLORING GAMING ENVIRONMENTS “M

illennials want to be part of defining the experiences they consume. They are not passive consumers; they are explicitly active participants. This desire to influence an outcome within a highly social and interactive environment is in direct conflict with the traditional layout of casinos, designed as they are around gaming’s most significant historical money-maker; slot machines.

Millennials are not ethically opposed to the concept of gambling, but they also are not enthusiastic about most current casino games and are turned off by the layout of the traditional gaming floor. They are not looking to “get lost” within a gaming environment; their objective is to seek out a specific type of experience which has already been vetted and validated via social proof within their online network of friends, family and trustworthy strangers.”

Citation https://www.insightsassociation.org/article/your-casino-optimized-millennials Citation https://www.insightsassociation.org/article/your-casino-optimized-millennials

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N

NEWLY INSTALLED GAMING ENVIRONMENTS

The LINQ Hotel & Casino GAMBLIT VR ADVENTURE

Caesar’s Palace GAMBLIT

Paris Las Vegas GAMBLIT

Planet Hollywood Resort & Casino GAMBLIT RUNNING RICH

Rio Hotel and Casino THE WALL

MGM Grand Luxor Hotel & Casino

LEVEL UP VIRTUAL REALITY

ESPORTS ARENA

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RIO ALL-SUITE HOTEL AND CASINO Rio is one the most traditional, vibrant casinos that host a variety of events, specifically large poker tournaments - such as the World Series of Poker tournament. Having a competitive atmosphere of 117,330 sq ft of space offers Rio to expand and take gambling onto the next level - through video gaming!

NEW ADDITIONS

+

The Wall Gaming Lounge

Citation: en.wikipedia.org/wiki/Rio_All_Suite_Hotel_and_Casino

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THE WALL “W

hether a casual gamer or seasoned eSports pro, The Wall immerses guests in gamer culture from the first moment with game-inspired wall art. Mobile food ordering and a self-serve beverage wall featuring energy and sports drinks keep gamers fueled, while cash tournaments and daily challenges make things interesting for spectators and competitors alike. People compete in these real money tournaments for custom, collectible patches and merchandise prizes in the latest and most popular games.�

FEATURES: FACTS

All Day Entrance Fee in 2018 + $40Opened Gaming Consoles of $3,000.

Located at the Rio Hotel + High-Tech Gaming Stations and Social Lounges 24,000 sq ft + Video NEW ADDITIONS:

HOURS OF OPERATION Self - Pouring Drink Machine

+

Thursday - Sunday 4 PM - 2 AM

MINIMUM BET / ENTRY FREE

+

$40 All Day Pass

+

No Cover Fee

The Wall Gaming Lounge A social and fun space where everyone has a chance to win competitively through skill-based gaming.

Citation https://www.caesars.com/rio-las-vegas/things-to-do/the-wall-gaming-lounge#.W2hhSuSWw-I

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VENUE DESCRIPTION EXPERIENCE From parking to entering The Wall, our site visit showed a lack of way-finding because of the maze-like layout of Rio. One of the first observations we’ve encountered was that The Wall was renovated from a former Hibachi restaurant, replacing the teppanyaki tables as the gaming stations. As we entered the Wall, there were interesting features that seemed to be appropriate for gamers, such as a self-serve drinking machine - with options of Coffee, Red Bull, Gatorade and other energy drinks. Neon lights and graffiti walls are surely suitable for a place for millennials and gamers, although the zoning seemed to be out of place.

Technology

+ +

$3000 Alienware Aurora R7 PCs powered by GeForce GTX 1080 GPU

Attire

+

Flat Screen TVs

Design Features

Type of F+B

+ +

Mobile Food Ordering Self-Serve Drink Machine

+ +

Citation: Citation

High Bar Seating Low Lounge Seating Approx. 24 / 32 Gaming Seats

Graffiti Walls Neon Lights

Gamers

Seating

+ + +

Casual

+ +

Millennials Teenagers

https://www.caesars.com/rio-las-vegas/things-to-do/the-wall-gaming-lounge#.W2hhSuSWw-I https://www.caesars.com/rio-las-vegas/things-to-do/the-wall-gaming-lounge#.W2hhSuSWw-I

Social Lounge The intent was to encourage socialization throughout the space. However, it felt as if it was out of place and did not flow very well with the gaming stations. Since this is a gaming atmosphere, what will the gamers utilize this space for? Should technology be incorporated as well?

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MGM RESORTS INTERNATIONAL MGM Grand Resort Hotel and Casino has over 170,000 square feet of casino gambling space with 3,000 slot machines, about 200 table games, race and sportsbook, poker and 3 unique hotels to fit any entertainment lifestyle. The combined complex creates one of the largest hotels in the world. The monorail going to the Las Vegas Convention center begins here.

NEW ADDITIONS

+

Level Up

Citation: www.mgmgrand.com/en.html?icid=GMB_Hotel_MGMLV#/

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LEVEL UP “C

hanging the way Las Vegas views lounge entertainment, LEVEL UP presents a new era in interactive, skill-based fun. This 12,000 square-foot adult playground features pay-to-play offerings in a social atmosphere, designed to not only attract the next generation of players, but existing players seeking innovation. It offers an extensive selection of traditional activities including pool, football and ping pong, among others, all while putting an intensive twist on the latest in peer-to-peer experiences.”

FACTS

+

Opened in 2016

+

Located at MGM Grand

+

12,000 sq ft

MINIMUM BET / ENTRY FEE

+

$2 Minimum Bet

+

No Entrance Fee

HOURS OF OPERATION

+

24 Hours

Citation Citation: www.mgmgrand.com/en/nightlife/level-up.html

https://www.mgmgrand.com/en/nightlife/level-up.html https://www.mgmgrand.com/en/entertainment/virtual-reality.html

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VENUE DESCRIPTION EXPERIENCE During our site visit for Level Up, we were drawn to the vibrancy of the space. It had a modern vibe that attracted millennials, including main design features such as graffiti and decorative light fixtures. However, it is a lot smaller to what’s advertised. People were more drawn to the games that encouraged socialization and challenges. We saw people enjoying their time while playing Jenga or shooting hoops. The Gamblit machines were not as popular because we believe it can be boring for a generation who plays similar games on their phone for free. When gambling on the Gamblit machines, it was challenging to actually win money.

Gaming

+ + +

Arcade Games, Pool Tables, Bowling, Jenga

Attire

+

Gamblit Virtual Reality - $50 for 30 Min.

Design Features

Type of F+B

+

Cocktail Service, Bar

+ +

High Bar Seating Low Lounge Seating Approx. 100 Seats

POPULAR TIMES:

Citation https://www.mgmgrand.com/en/nightlife/level-up.html https://www.mgmgrand.com/en/entertainment/virtual-reality.html

Graffiti Walls Decorative Lights

People

Seating

+ + +

Casual

+ + +

Approx. 15 Millennials Few 30+

Virtual Reality “Powered by Zero Latency,” VR will immerse up to eight players in an interactive digital universe, allowing them to physically navigate considerable distances through the 2,000-square-foot arena while collaborating with other players in heart-racing challenges.

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LUXOR HOTEL AND CASINO A 30-story pyramid that is conceptually designed to represent a vibrant Egypt-themed hotel and casino. The Luxor is another example of a traditional casino that is exploring new innovative gaming areas for visitors. Instead of just having traditional slot machines and table games, Luxor offers arena amenities where visitors can participate in playing video games.

NEW ADDITIONS

+

E-Sports Arena

Citation: en.wikipedia.org/wiki/Luxor_Las_Vegas

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E-SPORTS ARENA “A

llied E-sports and E-sports Arena join forces with Luxor to bring the ultimate competition gaming and entertainment experience to the Strip - E-sports Arena Las Vegas. This flagship venue features a state-of-the-art gaming and broadcast center that will thrill both amateur and professional gamers looking for world class competition or high tech nightlife.�

FACTS

+

Max Capacity: Main Arena- 784, 2nd Floor- 337

+

E-sports Exhibition Show Matches

+

30,000 SQ FT, Multi-Level Arena

+

Broadcast Center and Production Studio

FEES

+

$10 / H, $40 All Day Pass

+

$25 / Half Day Pass, $99 Weekend Warrior

HOURS OF OPERATION

Citation: www.luxor.com/en/entertainment/esports-arena-las-vegas.html Citation www.esportsarenavegas.com/ https://www.esportsarenavegas.com/

+

Sunday - Thursday 11 AM - 11 PM

+

Friday - Saturday 11 AM - 12 AM 2018 Intern Project |

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VENUE DESCRIPTION EXPERIENCE The purpose of our site visit was to experience and analyze the E-sports arena at Luxor as millennials. We were drawn to the vibrancy and gaming environment of the space. It had a clear layout and easy direction. The Gaming Stations seemed comfortable, spacious and well-designed for the gamers. Families bringing children to play together was distinctive. However, it is a lot smaller to what’s advertised. The main gaming arena has a possibility to be a multi-purpose space. When there are major live events on the stage, people interact with each other. When gamers come to the area to play competitively, it becomes less of a social atmosphere. Also, we did not find the narrow, compressed space, and ceiling height comfortable.

Technology

+ +

+ +

$3000 Alienware Aurora R7 PCs powered by GeForce GTX 1080 GPU

VIP Services

+ +

Flat Screen TVs

3 VIP Lounges $150 Per Day

Type of F+B

Design Features

Gamer-Inspired Menu by Jose Andres

+

2 Front Bars, Vintage Video Game Cocktail Bar

+

Seating

+ + +

Luxury VIP Lounges

High Bar Seating Telescopic Seating Approx. 35-40 Gaming Seats

Citation Field Research by Jennifer Wong_E-sports Arena Las Vegas https://www.luxor.com/en/entertainment/esports-arena-las-vegas.html

50-Foot LED Video Wall

Neon Lights

People

+ + +

Approx. 45 Mostly 12-22 A Few 30+

LAN Space This multilevel arena is designed to host every form of competitive gaming, from daily play to high-stakes eSports tournaments. During our site visit, half of the arena was filled with gamers, ranging from teenagers to adults.

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The LINQ + 2 Gamblit Model G + 2 Gamblit Tristations

Caesar’s Palace + 2 Gamblit Model G + 2 Gamblit Tristations

Paris Las Vegas + 2 Gamblit Model G + 2 Gamblit Tristations

Planet Hollywood + 2 Gamblit Model G + 2 Gamblit Tristations + 3 Running Rich Gamblit Gaming Locations Visited Not Visited

MGM Grand + 2 Gamblit Model G + 3 Gamblit Tristations 2018 Intern Project |

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PLANET HOLLYWOOD RESORT AND CASINO EXPERIENCE During our visit to Planet Hollywood, we found the Gamblit gaming machines are well-positioned, across the popular restaurant, Gordon Ramsay Burger.

Also, these machines were well advertised through a LED box screen, which helped to locate these gaming machines from a distance. One of the new addition among them is the Running-Rich Racing gaming machines, which stood out well. Gamblit machines were occupied, but not for more than a couple of minutes per player. Overall the layout was clean, but it might have worked better if the machines were located a bit more centrally rather than in a corner.

ABOUT RUNNING RICH

+ + +

Skill-Based Car Racing Game Minimum Bet of $5 Multi-Player (Friends are able to race each other)

REVIEW

“We do not know if you want to play this or not, it is $5 minimum per race.”

Although, the expensive minimum bet of $5 and the high difficulty level made this game less popular among people. Third place winner only receives half of what you bet originally, so is it really worth it? It was not the game we would keep playing since it is quite hard for players get used to it and it is too expensive for players to “get skilled.”

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PARIS HOTEL AND CASINO

>>

EXPERIENCE The Gamblit gaming machines were placed on the right hand side after entering the Paris from the strip. In a space that is not so crowded, it was easy to find the TriStation and there were quite the amount of people playing. One thing to note is that the Model G was surrounded by other taller gaming machines, so they will not be the first machines you will find when you want to game. This problem also applies to other casinos.

MGM RESORTS INTERNATIONAL EXPERIENCE The purpose of our site visit was to experience and analyze the Gamblit machines at MGM. The whole layout of the MGM gaming area is vibrant, spacious and easily accessible. The Gamblit machines have enough room for three players to sit together for a game, which is more enjoyable and encouraged us to play in a group for a good amount of time. These gaming machines are essentially designed to enjoy the game, but not to make a lot of money. We started with $20, and after winning for 10 minutes, we were at $19.94.

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>>

THE LINQ HOTEL AND CASINO

>>

EXPERIENCE It was a great experience during our visit at the LINQ, even though there were some areas that were under construction. It has a clear layout of the slots and table games. Besides the Gamblit machines, there are also table games at a themed bar which encourages people to gamble and socialize in an energetic atmosphere. The Gamblit machines are located not far from the entrance, but they would not draw much attention if people are walking from a different direction.

CAESARS PALACE HOTEL AND CASINO EXPERIENCE From the parking lot to the casino level, you will eventually pass the Gamblit machines. We like how they place the machines in the gaming level. Some other casinos place the machines at the intersection to increase their exposure and promote the type of new gaming era. Sometimes it gets a bit challenging to find the Gamblit machines when they were mixed into the slots area, especially the Model G station. Caesar’s Palace has a specific gaming area just for Gamblit machines and it is at an intersection where people will always see them. One observation was that Gamblit is seeking to gain more exposure by adding signage to the Model G so it has the same exposure as TriStation.

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>>

JASON HUANG

KATIE GUILLEN

NAJIA YASMEEN

PROFESSIONAL INTERN Architecture, SCIARC

PROFESSIONAL INTERN Interior Design, Virginia Tech

PROFESSIONAL INTERN Architecture, University of Nevada Las Vegas

I remember the first week of my internship like it was yesterday. I have learned so much that week because I had a huge role in the design process. We all had to work overtime to meet the deadline for the Mandalay Bay Monorail project. It’s okay though, I was diligently working at my desk watching the CAPS win the Stanley Cup!!!

It was a great experience to work with these talented interns and the brilliant employees. I had fun learning experience while working on the intern project. After all, not many companies ask their interns to go gamble.

Also, I lost hundreds on gambling.

“

“

I’m from a small town in Taiwan, but now dreaming big in Las Vegas. During the internship, I like the fact that everyone’s voice can be heard no matter how big/small the position. The skills that I’ve learned will definitely helped with my future projects.

Yeah, I can go home now and get married in 3 days!

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