Chapter 133: The Flamingo Casino is Closed
---
The Rocky Mountain Mineral Water Plant was finally completed, and Manager Adams invited Hardy to inspect it. Hardy, accompanied by Andy and others, traveled to New Mexico.
At the foot of the Rocky Mountains stood the massive mineral water plant. Adams gave a detailed tour:
"Mr. Hardy, this is the raw water tank, used to store raw water and remove large sand particles and other sediments."
"Next is the multimedia filter, which utilizes several filtration devices to eliminate silt, rust, colloidal substances, and suspended solids larger than 20 microns from the raw water."
"This is an activated carbon filter, and over here is the ultraviolet sterilizer..."
The plant produces two types of mineral water: ordinary drinking water, which can be consumed directly, and sparkling water with added carbon dioxide, intended for beverages and alcoholic drinks.
Currently, mineral water bottles are made of glass. Plastic technology is still developing, with plastic bottles not appearing until the 1970s. Glass bottles preserve water well but are challenging to transport and recycle.
In the meeting room, everyone sipped the mineral water and chatted.
"This water is refreshing and delicious. It really tastes like wild iceberg spring water. By the way, can we add any substances to it?" Andy inquired.
Hardy chuckled. "Actually, this is more of a marketing gimmick than a significant difference."
"Boss, what do you think is an appropriate price for the water?" Adams asked, as this was the main topic of discussion.
Mineral water on the market generally costs 5 to 10 cents per bottle, roughly the price of a Coke or a beer. The factory cost for Rocky Mountain mineral water is about 2 cents per bottle due to the expensive glass bottles and transportation costs, which add up to around 3 cents for delivery to West Coast cities like Los Angeles and San Francisco. To East Coast cities like New York, the cost could be about 6 cents.
"How much do you think we should charge?" Hardy asked.
Andy pondered, "I think 10 cents is reasonable."
"Eight cents."
"Seven cents."
"10 cents."
None of the suggestions exceeded 10 cents.
Hardy shook his head. "Coca-Cola sells for 5 cents a bottle, and beer is 10 cents. How many people are going to pay as much for water as they would for a Coke or a beer?"
Everyone realized that many people today view water as a basic necessity rather than a luxury. To quench their thirst, they would prefer a free fountain.
"This is why mineral water brands haven't performed well. They market it as a basic drink," Hardy explained.
The team was taken aback.
"Boss, isn't mineral water just for drinking?"
Hardy shook his head. "Our Rocky Mountain mineral water isn't just a drink; it's a luxury item."
"Consuming Rocky Mountain mineral water will beautify your skin, improve your health, and connect you with the freshness of nature. Don't think of it as merely quenching your thirst."
"Our sales volume won't match Coca-Cola's, so we need to position ourselves differently. They focus on volume, while we should target the high-end market."
---
A few days later, the new issue of Playboy was released.
The fourth issue of "Playboy" was highly anticipated. Playboy magazine had gained significant popularity, becoming a renowned high-end publication. The third issue had sold 200,000 copies.
The latest issue featured advertisements from Estee Lauder, Barbie dolls, and MEBO TV, among others. It also highlighted Rocky Mountain Mineral Water.
The issue opened with stunning photographs of the snowy Rocky Mountains, showcasing their majesty and purity.
"The Rocky Mountains, the roof of the Americas, are covered in snow and ice year-round, untouched by pollution. The pure ice water from melting glaciers undergoes thousands of years of natural filtration and mineralization."
"Rocky Mountain mineral water, after 18 layers of filtration and ultraviolet sterilization, is crystal clear and clean. The taste is smooth and sweet. The elegant cylindrical bottle design is reminiscent of a slender beauty."
"Men who drink Rocky Mountain mineral water daily will feel more energetic, healthier, and younger."
"For women, Rocky Mountain mineral water is the best skincare. It can remove makeup without harming the skin and replenish essential minerals, improving skin flexibility and youthfulness."
"Rocky Mountain sparkling water enhances the flavor of beverages and adds beauty."
"Drinking Rocky Mountain mineral water isn't just about quenching thirst; it's about health, beauty, the future, and nature's deepest love."
Simultaneously, the mineral water company ran similar advertisements in major U.S. newspapers, portraying the water as a luxury rather than a mere commodity.
Despite not yet being on the market, Rocky Mountain mineral water had created a strong impression of being a high-end product. The advertising strategy paid off, with more than 50,000 bottles sold in the first week alone.
If sales continue at this rate, the annual revenue for the mineral water company could reach 1.5 million dollars, with a profit of around one million dollars due to low production costs.
Another successful venture added to Hardy's growing list of achievements. The positive impact extended to Walsh Mining, as the rise in Rocky Mountain's success boosted the company's stock price. Walsh Mining, which held a 20% share in the mineral water company, began to shed its reputation as a junk stock.
---
That day, Hardy received a call from Heidi Lama, informing him that the script for "Human and Ghosts Are Coming" was ready for review. Hardy, with some free time, visited Heidi's studio.
The studio had transformed into Heidi's private residence. Heidi, casually dressed, handed Hardy a stack of scripts.
After reading through them, Hardy noted several deviations from the original drama. Some parts were inferior, while others exceeded expectations.
"Heidi, I think we need to enhance the pottery scene to allow more emotional connection between the leads," Hardy suggested.
Heidi, having experimented with pottery equipment, showed Hardy the setup. She had even made a few semi-finished pieces.
"I found making pottery quite interesting, but I still didn't capture the desired feeling," Heidi said.
Hardy, contemplating, sat behind Heidi, gently guiding her hands as they worked together with the clay. An intimate connection blossomed between them.
Suddenly, Heidi felt Hardy's kiss on her neck.
"Do you feel it now?"
"Yes."
---
The next day, Hardy took Heidi to HD Pictures and met with Director Nolan.
"Here is the script for a fantasy urban romantic drama. I'd like you to review it," Hardy said.
Nolan, immediately taken with the story, responded eagerly, "Mr. Hardy, may I direct this film?"
"That's exactly what I had in mind," Hardy replied.
"I'm considering Heidi Ramah for the lead role. I'll find a suitable actor for the other part. We plan to shoot in color with a budget of around 1.5 million dollars, and the film will be produced entirely by HD Pictures. Are you confident?" Hardy asked.
"Absolutely, Mr. Hardy. I'll make sure it's a success," Nolan said, excited.
---
In March, Hardy received a report from his intelligence team.
"Boss, you asked us to monitor Mr. Siegel's situation. There's been an issue in Las Vegas," Henry reported.
"What's the situation?"
"Yesterday, the Flamingo Casino announced its temporary closure. It had been losing money, with a deficit of over 1.2 million dollars in the past three months. Siegel couldn't keep it afloat, so he decided to close it temporarily."
Hardy sighed. The Flamingo Casino had faced numerous setbacks since its opening: heavy rain on the opening day, power outages, and system failures. Despite Siegel's efforts to attract customers with promotions and discounts, the casino's high operating costs and low returns led to its closure. Siegel hoped to raise more funds, complete the planned construction, and reopen with renewed prospects.
---