Hippodrome Casino’s Simon Thomas sets ambitious goals for the London jewel. By Peter White
The Hippodrome, a building globally recognized, stands proudly at the corner of Leicester Square, in the heart of London’s West End — the city’s entertainment centre. As one of London’s most iconic theaters, it has hosted an array of ground-breaking shows and diversions over the last century. Since its opening in 1900, the Hippodrome has always pushed the boundaries, showcasing the bold, the new and the extraordinary. In 2024, now as the Hippodrome Casino, that spirit of innovation and entertainment remains unchanged.
How did your Hippodrome story begin?
It all started nearly 20 years ago when my late father and I 'discovered' the Hippodrome. At that time, it had fallen on hard times, but we immediately recognized its potential as the perfect venue for a new kind of British casino with the imminent regulatory changes. Our vision was simple: To create a venue that combined fun, entertainment, world-class food and drink, and treated responsible gamblers as adults. If everything came together as planned, Britain could finally have a casino that wasn’t just about gaming but offered a fully immersive entertainment experience.
It’s no exaggeration to say our ambition has captured global attention and we can modestly claim to have sparked renewed interest in British casinos. Today, one in 10 casino visits across the UK are to the Hippodrome and, in London, that number jumps to one in three. Since opening, our 850 staff have welcomed nearly 18 million visitors from 112 different countries, and we’ve earned a cabinet full of awards along the way. But through it all, we never lose sight of how fortunate we are to be part of the Hippodrome’s storied history and how warmly the West End community has embraced us.
What led you into gaming and ultimately to the Hippodrome?
My background in gaming and entertainment is well-known – I’m the seventh generation of a family empire deeply rooted in fairgrounds, arcades, and gaming, stretching back decades. However, like many ambitious young men, I didn’t immediately follow in my father Jimmy’s footsteps. After earning a degree in electronic engineering from Bristol, I initially pursued a career in finance. I knew I’d eventually take on some of my father’s bingo businesses, but I wanted to build my own expertise in business management and financial operations first. And I’m glad I did – it sharpened my skills in finance and risk management, which proved invaluable as I took on more-entrepreneurial ventures.
Image: Simon Thomas Executive Chairman, Hippodrome Casino
My father had a gaming company with arcades, bingo halls and a global gaming-machine production arm. Jimmy was a visionary and a passionate inventor. He sold it in 1987 and gave me the nucleus of a business which I took over in 1989. Bingo was deregulated in 1990 and I was able to grow the company into one of the UK’s largest independent bingo companies. One of my key experiences was opening a massive bingo venue in Cricklewood, which provided the perfect training ground for running large-scale entertainment and gaming venues.
In 2006, we sold Thomas Enterprises to Hermes Venture Capital, anticipating the impact of the impending smoking ban on bingo businesses and the impact of the 2005 Gaming act. That sale marked a turning point for me – I could have taken a break or pursued new opportunities. The introduction of the Gaming Act, however was favorable to the casino industry, deregulating it in the same time that bingo was deregulated in 1990 and moving into my field of experience. This led to an early morning meeting at the Hippodrome in Leicester Square – a down-on-its-luck theater but one with immense potential. With a casino license, I saw an opportunity to create a game-changing venue for the British market. After six years of planning, negotiating and a complex renovation, we opened the doors of the Hippodrome Casino on July 13, 2012 – a new chapter for this iconic building.
You now have a three-floor outdoor terrace with gaming, dining, and drinking – coining the phrase "upwards and onwards"!
From the moment we opened, we were always looking to expand our gaming and entertainment areas. However, going down wasn’t an option – we’re quite possibly above an ancient river and directly on top of one of the busiest Tube stations in London’s West End. So, we went upwards! During the Covid-19 lockdown, we completed the construction of a rooftop terrace, offering stunning views over Soho and Chinatown. And we’re not stopping there. We’re planning an extension across the main roof to accommodate an 80-seat restaurant and a further, 120-seat terrace, with the ultimate goal of reaching the building’s iconic cupola. The dream is to transform that into a restaurant – an ambitious vision but ambition has always driven us.
Tell us about the recent changes to the main gaming floor.
For years, I had been contemplating the removal of the large central bar on the main gaming floor. Last year, we finally made the move, freeing up space to add more gaming tables, which has been incredibly well-received by both our guests and staff.
This bold decision transformed the environment, creating a more dynamic and open space for our visitors. The additional tables have reduced wait times, broadened the range of games and led to an overall more enjoyable experience for our customers. It has also allowed our staff to monitor and manage the tables more effectively, boosting both table occupancy and revenue. In short, it’s been a triple win – better service, happier guests and higher revenue.
The Gambling Regulation Review is on everyone’s radar. What are your thoughts?
Historically, the Labour Party has led regulatory efforts in the gambling sector. All sides involved in the current review aim to ensure that any new measures are evidence-based and balanced. The objective is to protect vulnerable individuals while allowing responsible adults to gamble without unnecessary interference. And have fun.
The casino industry, including the Hippodrome, is eager to innovate and fully embrace the digital age. Modest regulatory changes could enable us to deliver new and exciting experiences in physical venues, allowing us to better compete with online casinos. These proposals have garnered cross-party support, and we’re confident that the new government will recognize the opportunities for growth and modernization within the sector.
The Gambling Review White Paper proposes expanding slot machines and the option of a sports book. Is this welcome at the Hippodrome?
Absolutely! These changes would benefit not just the Hippodrome but the entire casino industry. At the moment, we often have customers queuing for machines simply because we don’t have enough of them. If the proposed changes are approved, we would be able to innovate, invest in new equipment, and offer more exciting experiences for our guests Equally the customers in our sports bar, Lola’s, are always asking why we don’t offer betting and it will be a pleasure to satisfy their demands.
You’ve been involved with the local community. Can you tell us about that?
Being a good neighbor is at the heart of our philosophy – both for the business and for me personally. The West End community is close-knit and while it’s globally famous, it operates like a local high street. We talk, support one another and work together. It truly feels like a family.
We are proud to be active members of several key organizations that play a crucial role in supporting the business and residential communities. We offer our facilities for more than 100 meetings a year, free of charge, to groups such as the Heart of London Business Alliance (HOLBA), Westminster Council, the Soho Business Alliance, the MET Police, UK Hospitality and several charities.
I also chair the Westminster MET Police Independent Advisory Group and sit on the board of HOLBA, our area’s BID. My communications director, Ian Haworth, is a London ambassador for the Night Time Industries Association and serves as a trustee for the Chinese Community Centre. Our engagement extends to local initiatives like the introduction of the private security group My Local Bobby, and the licensing of buskers and pedicabs in the area—transformative efforts that are destined to strengthen, and improve the West End community.
What is your player demographic like? Do you appeal to a wide audience?
The Hippodrome boasts one of the most diverse demographics in the UK casino industry. Thanks to our prime location in London’s West End – on Europe’s busiest pedestrian thoroughfare and adjacent to the largest Chinese community outside of mainland China – we attract visitors from all walks of life.
Our focus on exceptional customer service is a big part of our appeal and our offerings cater to everyone, from seasoned gamblers to casual visitors seeking entertainment. Hosting "Magic Mike Live" for 10 performances a week has also helped us confound traditional casino demographics, adding another layer to our audience mix.
The London Casino & Gaming Show will have a new exhibition at ExCel from 14th to 16th January 2025. This new addition to the gaming industry is termed as a specialized ‘boutique show’ for the casino and betting industries.
Is it important for the UK casino industry to retain a showcase casino industry event in London?
We welcome any forum where members of the casino community can talk, debate, innovate and celebrate. The LCGS is another opportunity to see new equipment and developments, and importantly, share ideas, which can only be a good thing.
Will delegates and exhibitors attending the London Casino & Gaming Show gain a welcome from the UK’s leading leisure entertainment and casino venue.
Attendees at the show will get a 20 percent discount at the restaurants Heliot Steak House and Chop Chop at the Hippodrome. Just come with your exhibition badge.
In addition to the many events being hosted on any given day of the week at the Hippodrome, this famous landmark building also hosts events and conferences. From 18th to 20th November, the casino industry will be in attendance at the first Global Games & Game Protection conference,
hosted by Richard Marcus.
Is the conference sector one area you are keen to build on, and how excited are you at the prospect of welcoming UK and European casino operators to the Hippodrome this November?
It is actually Richard’s 2nd conference with us! He did a smaller one-day seminar on casino game protection in 2019 that was very popular and drew attendees from many UK and European casinos and this is a development from that. Richard has also done three major GTGC/GGPC events in Las Vegas, so I'm sure his event here will be a hit and we look forward to welcoming the attendees. And yes to the wider question. Events and conferences are popular at the Hippodrome. This is an area we are developing further as we do fabulous events, and we love the way they introduce people to the wonders of the Hippodrome.
What are your biggest accomplishments in 15 years of Project Hippodrome?
Project Hippodrome has been my life for nearly 20 years, from the first moment I saw the building. It’s also intertwined with ‘Project Simon Thomas.’ My biggest accomplishments? Watching my three children graduate and find careers they’re passionate about, celebrating 30 years of marriage to my beautiful wife Fiona, and realizing that I’m the happiest I’ve ever been. To top it all, I get to lead one of the most exciting entertainment projects in London. Life couldn’t be better.
*** This exclusive feature interview was originally published in September 2024 edition of Casino Life Magazine Issue 169 ***
