Black Fire Aims To Advance Customer Experience With Intel Partnership


Black Fire Innovation’s research and technology centre has announced a partnership with Intel as a core partner in computing as it aims to advance customer experience in hospitality.

Black Fire, a technology centre of 43,000 square feet, was developed by the University of Nevada, Las Vegas and Caesars Entertainment earlier this year to drive innovation through gaming, entertainment and hospitality.

Intel is to provide software and computing resources to develop data-rich user experiences of the next decade, while at the Black Fire facility providing students and collaborators study and internship opportunities.

“Intel has focused on delivering engaging experiences for generations, therefore a collaboration between Caesars Entertainment and UNLV was the perfect opportunity to create more immersive, responsive and intuitive guest experiences,” stated Joe Jensen, vice president and general manager of Intel’s retail, banking, hospitality and education division.

“Intel’s commitment will provide the opportunity for industry partners to develop, integrate, and deploy guest enhancing solutions to accelerate innovation in the hospitality segment.”

Black Fire’s key research focus is the use of emerging technologies to strengthen customer experience through blockchain, data science, robotic automation, and artificial intelligence.

The space will provide incentives for entrepreneurs, academics, and partners involved to explore how innovation changes the way companies manage hospitality to cater to changing customer tastes.

“With a proven track record of continually advancing the future of technology, Intel will elevate Black Fire Innovation while also advancing its expertise in IOT, visual analytics, and bleeding-edge computing capabilities,” explained John Celona, vice president of business innovation and technology strategy for Caesars Entertainment.

“Not only will they work alongside industry leaders and train the workforce of the future, Intel will play an integral role in improving the travel and hospitality customer experience.”

Intel will reside in the co-working space of the building, where its “experts” will tutor and advise student interns and collaborators on the creation of training courses that will bring industry-driven technology to the classroom.

“This collaboration will push the boundaries of hospitality innovation and is exactly what we envisioned for Black Fire Innovation,” added Zach Miles, UNLV associate vice president for economic development and president of the UNLV Research Foundation.

“Intel’s technical expertise onsite will accelerate research and development activities for our teams and partners, and it will prepare our students for integration into future-focused hospitality roles.”