Nothing signifies intent like a punchy press statement, and that is just what Wynn Resorts CEO Craig Billings’ recent comments delivered. When questioned about what the company’s acquisition of Crown London signified, he was unsentimental in his answer. We might like to think that Wynn Resorts was delighted to acquire an iconic part of London’s hedonistic gambling scene, for the nostalgia and kudos, but it is all part of a bigger plan.
Billings said, “This acquisition of an iconic asset offers us a presence in a global gateway city and will create a conduit for Wynn guests to visit our resorts, particularly Wynn Al Marjan Island, which is slated to open in the first quarter of 2027 in Ras Al Khaimah in the United Arab Emirates.”
Aiming for the biggest hitters
He added that the London location is a strategic move to build a customer base ahead of the Al Marjan launch. “It caters to a very high-end customer, and it doesn’t take many of those to ultimately earn a return on that business.”
Crown London was formerly known as Aspinalls, which, in its heyday, hosted show business and British royalty, with regular guests including Princess Margaret, Richard Burton, and Shirley MacLaine. If that was not glamorous enough, imagine walking in and finding James Bond at the tables – or at least the seven-time 007 actor, Roger Moore, who played the role between 1973 and 1985. While his Bond character might have been found in a Macau casino in The Man With The Golden Gun, the actor was reportedly a regular at the popular London venue. It originally operated as the White Elephant Club until it was converted for gambling by the gaming entrepreneur John Aspinall in the 1960s.
Will Aspinall’s name be consigned to history?
While the prestigious private members’ club in Curzon Street, Mayfair, had been acquired by Crown Resorts in 2011, it had retained its founder’s name and remained known as Crown London Aspinalls. However, now that Wynn Resorts has completed its acquisition, following approval from the UK Gaming Commission, the venue will now be known as Wynn Mayfair. This is a significant move for Wynn, as it strengthens the group’s presence in Europe and serves as a bridge to its expansion in the Middle East. Whether the name persists in common parlance remains to be seen. For now, the club appears to be part of something much larger.
Everyone is looking east
In November 2022, the club’s previous owner, Crown Resorts, was acquired by Blackstone, a US Private Equity fund, as part of a $9 billion deal. Under the new owners, Crown Resorts streamlined its gambling and leisure portfolio and said it would be
steering Crown Resorts towards growth in the Australian and Asian markets. It appears that while London and the UK are central to the success of the casino industry, businesses are looking eastwards for new markets.
A key part of the plan
However, there is no talk of Wynn resting on its laurels or abandoning the exclusive club it has acquired. The newly named Wynn Mayfair, located at 27–28 Curzon Street in London, is located in two historic townhouses. It is one of London’s most exclusive private gaming and dining clubs, continuing to attract the rich and famous through its doors. In a world where the rich are getting richer, luxury businesses are the place to be, particularly for brick-and-mortar venues. Not only does Wynn Mayfair feature 20 gaming tables across its main floor, rooftop terrace, and six private salons, but it also boasts a sparkling history and a vision for the future.
There are the simply named “The Bar” and “The Dining Room”, which are now open to the public as well as to members. These upmarket spaces offer cocktails, fine wines, and a menu of classic British dishes. The venue’s website promises a menu from executive chef Nicola Ducceschi for lunch or dinner that blends ‘classic favourites with imaginative flair’ and diverse dishes to please every member and guest. Interestingly, there is no indication of prices. As everyone knows, if you need to ask the price, you probably cannot afford it, so this elegant dining space might be a magical experience, but it will be beyond the reach of most of us. As if all that were not enough, Wynn Mayfair boasts a rooftop terrace offering further gaming, outdoor drinks, and dining.
Entertainment for everyone and every pocket
While we might all aspire to the swankiest locations and casino tables, many people are far more comfortable playing their casino games from the comfort of their own home. While elites may have millions to gamble, fortunately, online casinos offer everyone a chance to play regardless of the size of the stake. Online, there is a venue to suit every pocket and style of gaming. Casino.co.uk has rated and ranked the virtual venues to help everyone find the perfect place for their style of play. Unlike the Wynn Mayfair, our own homes might not be furnished with antiques, collectables and artworks by notable painters, but we can all dream.
Is London really just an extension of the UAE?
What is interesting to note about the deal is that Billings sees the London property as an extension of the Al Maran casino floor. In an interview with Inside Asian Gaming, he said,
“We have many, many customers that we are already talking to and encountering in that region who spend a significant amount of time in the UK.”
He also claimed that after Wynn Al Marjan opens, 95% of the world’s population will be within an eight-hour flight of a Wynn property. The acquisition of the London venue is a significant part of the group’s plan for gambling’ world domination’.
We are fairly certain that many Londoners would baulk at the idea of London being an extension of a luxury resort; only time will tell how things pan out for the club. It is, after all, just one small part of our multifaceted city, where demand for property seems to know no limits.
