The French Riviera, also known as the Côte d’Azur, evokes images of stunning blue skies above crystal clear waters, sun-kissed yellow sand beaches, and picturesque green hills and mountains. It has inspired renowned artists like Picasso, Matisse, and Renoir and boasts architectural masterpieces such as Eileen Gray and Jean Badovici’s Villa E-1027, all bursting with vibrant colors.
Menton is a charming town in the Alpes-Maritimes Département, near Nice and situated roughly three miles from the French-Italian border and Monaco. With a population of just over 30,000, Menton was under Italian rule until 1860, when the Treaty of Turin ceded the County of Nice to France as compensation for French aid in Italy’s war against Austria. As part of this treaty, Napoleon III paid four million francs to the prince of Monaco, who in turn relinquished Monaco’s rights in 1861.
Located in the town center, Casino Barrière Menton was established in 1934 and is just a two-lane road away from the beach, known as Plage du Casino. The casino serves as a multi-leisure entertainment pavilion and is an ideal choice for those seeking a beautiful seafront work setting or a casino close to the beach.
Barrière Menton is known for showcasing cultural events both within and beyond its premises. Recently, the casino hosted a retrospective exhibition on municipal casinos in Menton, offering visitors a chance to learn about the history and architecture of these iconic structures from 1861 through 1948. Beyond their reputation as venues for gaming and entertainment for affluent foreign patrons, casinos also reflect the societal changes and lifestyle evolution of their time. During the European Heritage Days, visitors are invited to explore the journey Menton undertook to build its casino.
Created to Entertain
Barrière Menton is a contemporary property that boasts a diverse range of entertainment and leisure options. Situated on the Cote d’Azur’s idyllic beachfront, this property is perfect for those seeking a rejuvenating and restful getaway. Visitors can enjoy a plethora of entertainment activities, including several festivals and concerts, some of which feature Les Solistes de Monte-Carlo in the property’s theater. With a regularly updated entertainment schedule, Barrière Menton offers an exciting destination for travelers who enjoy discovering new places and experiences.
The ‘Summer Party’ season runs from July 1 to August 31. During this period, there are live DJs every day, plus tapas and pizzas. There are two grand festivals where the beachside road is closed to allow people to enjoy the casino’s beachfront
location: Latin Addict was held in July 2022 and the Soirée Provok Party in August – that’s a party organised in collaboration with the municipality. 2022 saw a visitor record for the Provok Party, creating a welcome financial boost to the area’s economy.
Outside to Inside
Offering breathtaking views of the Baie du Soleil and the Mediterranean, Le Colombale restaurant is situated on the terrace of a European casino and boasts one of the best sea views of any restaurant in the area. Featuring a combination of indoor and outdoor seating, the decor is modern and the cuisine is inspired by Italian and Mediterranean flavors.
The menu changes with the seasons and features locally sourced ingredients such as the Menton lemon, which is renowned for its sweet taste compared to other types of lemons found in the region. Meanwhile, Le Café des Sports is a cafe bar that serves food until 3 a.m. and offers a lively atmosphere for watching sports events on the big screen. The circular bar is the perfect spot for fans to socialize and place their bets with the Barrière Bet product.
Innovation
Geoffrey D’Hier and his team at Barrière Menton are continuously seeking inventive ways to keep their customers engaged and entertained. They have recently introduced a new progressive table game and an interactive contactless terminal that utilizes artificial intelligence (AI) technology, enabling customers to interact with the screen without physical contact.
This innovative product provides several benefits, including reducing wait times during peak periods, thus minimizing customer frustration. Guests can now access restaurant menus, book a table, learn about games, discover playing tips, and view Barrière Menton’s entertainment schedule, all without any physical contact.
The Gaming
European casinos are typically located in urban settings, and Casino Barrière Menton is no different. This presents a unique set of challenges for operators who aim to provide a diverse range of entertainment and leisure options within a limited amount of space, similar to the operation and management of a cruise ship or European leisure resort.One particular challenge for casino operators is offering age-restricted gambling products in the same location as non-age-restricted products such as food.
Barrière Menton’s public floor space spans approximately 3,000 square meters and includes two F&B outlets, a central bar, a theater, a reception/entrance area, over 160 slots, six live tables, 49 electronic roulette terminals, and an event space called Salon Barrière.
Due to their urban locations and primarily local customer base, European casino operators take their responsibility to their communities seriously. This explains why European casinos are so expertly managed, given the regulatory constraints of offering age-restricted and non-age-restricted products within limited spaces. Additionally, European casinos have a substantial number of floor staff, enabling operators to provide a product that meets the needs of their local customers and laws and is sustainable in the long run. After all, “casinò” is an Italian word, and the world’s oldest existing casino is located in Venice.
The Team
Barrière Menton has a diverse team of 75 employees hailing from various countries, including Italy, owing to its close proximity. The team comprises Geoffrey D’Hier, the General Manager (Directeur Général), Laurence Botcazou, the Marketing Director, Frédéric Caserio, a member of the executive committee, and Patrick Bigot, a Security Officer.
D’Hier’s guiding principle is:
“I consider it a privilege to manage this property and collaborate with the wonderful team of people working here. Every day, we have the opportunity to provide our guests with a range of entertainment and leisure products in this magnificent location.
As Steve Jobs once said, ‘Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do.’ I truly love what I do and I am grateful to work with such a fantastic team.”
As the local tourist organization highlights in its promotional materials, “Le Vrai Pays des Merveilles est bien réel” (The Real Land of Wonders is indeed real).
