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Although accommodations were set aside for owners who wanted
to use their time, Tropicana Entertainment operated the property for the
past five years as a resort casino, which is the company’s core busi-
ness. The Las Vegas–based, publicly traded firm employs more than
7,000, and owns or operates seven U.S. casino resorts that comprise
5,526 rooms, 8,075 slot positions, and 277 table games.
What the company needed was a partner with expertise in the time-
share and leisure industries and a sterling reputation. “The partnership
with Interval was really the key,” says Richard Roy, general manager of
Tropicana Aruba Resort & Casino. “We first locked in the contract, and
then we were up and running in November 2015.”
“Tropicana Aruba has been a great addition to Interval’s exchange
offerings,” notes David Gilbert, president of Interval International. “With
the company’s reputation in the gaming sector and a location that is
extremely popular with Interval members, Tropicana Aruba is off to a
promising start. We look forward to playing a part in its success.”
A Gut Renovation
The company has spent US$5 million on a down-to-the-studs reno-
vation of 74 units at Tropicana Aruba, and is planning for additional
renovations of timeshare units in the coming years.
“Everything has been completely replaced, from the air-conditioning
ducts and the plumbing to the furniture, flooring, and paint,” Roy says.
New furnishings convey a balmy tropical vibe. Appliances in the large
kitchens were upgraded to stainless steel, and glass cooktops, quartz
countertops, and mosaic backsplashes have been added. In the bath-
rooms, the mosaic tile theme is repeated, and new, modern glass
shower enclosures open up the spaces. Even the dark railings on the
exterior have been repainted a lighter color.
The units themselves range in size from 700 to 1,356 square feet
(65 to 126 square meters); each has a private patio or balcony.
Owners and visitors enjoy two swimming pools, one of which has a
water slide. “We have the only water slide on the island,” Roy says.
“Families love that.” There are also a swim-up bar, restaurant and
lounge, jetted hot tubs, tennis courts, a day spa, bar and food service in
the casino, a fitness center, and live entertainment.
Eagle Beach, considered one of the most
beautiful in the Caribbean and a regular on top-
beaches lists, is a short walk from the property. Its
powdery white sands stretch for about a mile, and
it is a favorite among scuba divers, who routinely
enjoy up to 75 feet (23 meters) of visibility through
the crystalline waters.
A Lucky Advantage
Tropicana Aruba’s target buyer lives in the U.S. or
Canada; many are visitors at other Tropicana
Entertainment casino resorts. In that respect, the
company is fortunate to have a built-in benefit
and lead generator: the Tropicana Advantage
Players Club.
The loyalty program rewards guests by
assigning points for gaming activity and other
spending at Tropicana Entertainment resorts, each of which has its own
club. (Tropicana Atlantic City alone has 5 million Tropicana Advantage
Players Club members, Roy says.) Points are interchangeable, how-
ever, and can be spent for various perks, including stays at Tropicana
Aruba. There are five tiers, with rewards increasing as members
progress through the levels.
“There are different types of competitions, including tournaments,
slots, and table games, to win a timeshare week,” Roy says. “It’s a very
successful program. You can win a three-day free vacation in Aruba. All
of our hotels are running specials now for Tropicana Aruba.”
For those who are not regular visitors to Tropicana Entertainment
venues, “Mini-vacs are our biggest tool right now,” Roy says. The com-
pany also advertises in newspapers and magazines, by text message,
through social media, and by direct mail. “We have our own databases
and are considering buying other databases, as well,” Roy says.
The resort’s geographic proximity to South America and a rising
middle class there have created a consumer base that is ripe for the
Tropicana Aruba product, Roy says. “We’ve had great success in South
America, particularly in Brazil, Colombia, and Argentina.”
Selling on Merits
Roy believes the property, the destination, and the ownership structure
will close the deal for many who tour the resort.
With 1.07 million stay-over visitors, Aruba made history in 2014, the
Aruba Tourism Authority reported last year. The previous record, nearly
980,000 visitors, was set in 2013. Arrivals in 2014 increased by 9.5 per-
cent, which included a 3.7-percent increase in visitors from the U.S., a
26.8-percent increase in South American tourists, and a 4.1-percent
increase in visitors from Europe.
Timeshare sales are another reflection of the island’s popularity.
“In Aruba, there is limited inventory for sales,” Roy says. “We are only
selling the renovated units, and we have quite a bit of inventory,”
about four or five years’ worth, he estimates. “We are selling fixed
weeks and fixed units, which is hard to find here. The inventory is
depleted and most of what’s available is on points programs. That
vast inventory will drive business.”
Not only has partnership with Interval
eased the way into the shared ownership
arena, but it has made some of the industry’s
most effective technology available to the staff.
“We are using the Interval Sales Tool Kit,” Roy
says. “It has been a great tool for us.” The mul-
tifaceted tool kit features many components,
but it has been the Interval Exchange Tracker
that has captivated prospective owners the
most, Roy says.
“A kiosk in our sales office runs the Tracker
continuously, so that prospects can see
exchanges into and out of our property,” he
explains. “It has been great for our sales
process.”
Developer:
Tropicana Entertainment Inc.
Headquarters:
Las Vegas, Nevada
Product:
Fixed week, fixed unit, deeded
in perpetuity
Units:
319 one-bedroom, 30 two-
bedroom, 13 three-bedroom
Prices:
US$14,500 to US$60,000 for
penthouse suites
Website:
troparuba.com
Social media:
Tropicana Aruba
Resort & Casino
fast
facts
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