The thrill of the lights, the sound of clinking slots and the euphoric smell of money. These are just some of the reasons why people love casinos. It’s no wonder that a casino’s atmosphere can be intoxicating – even for the non-gamblers who just visit for the show.

A reworking of Goodfellas for the 1990s, Casino reunited director Martin Scorsese with star Robert De Niro to continue their collaboration on an organized crime epic, but this time with a more positive spin on the business side of Vegas. The film is still set in Sin City, but it’s a civic portrait scribbled with neon and rigged wheels, and the story is of Ace Rothstein (De Niro)’s rise from the rough blur of wise-guy street life to the antiseptic halls of big business.

Casinos are carefully designed to influence the behavior of visitors. This is why they waft scented oils in their ventilation systems to make guests comfortable, and use a variety of tactics like slot machines that “reward” players for near-misses that keep them playing. They also create intimate spaces that feel cozy to encourage long play.

Casinos also offer other attractions to draw group business, like luxury hotels, event venues, spa and health clubs, and gourmet restaurants. Marketing strategies should focus on promoting these assets and encouraging event planners to research options. Using tools like Cvent’s Competitive Ads, which display your casino on search results pages when event planners are looking at competitors in similar locations, can help you capture more group business.