Regulatory Approval Pending for Mayfair’s Exclusive Casino
Wynn Resorts has unveiled plans to acquire Crown London, a distinguished members-only casino located in Mayfair, one of London’s most prestigious districts. The acquisition, still awaiting regulatory approval, is set to be completed in the second half of 2025. Until the transaction closes, the casino will retain its current branding under the Crown London name.
Crown London: A Jewel in Mayfair’s Luxury Crown
Nestled in two historic townhouses on Curzon Street, Crown London has been a landmark in high-end gaming since its establishment. Boasting 20 gaming tables within opulent private salons, along with a refined restaurant and lounge, the venue has long catered to an elite clientele from London and beyond.
Known initially as Aspinall’s Club, the casino was acquired by Crown Resorts in 2011 and renamed Crown London. As part of the acquisition, Wynn Resorts plans to restore the casino’s original name, Aspinall’s, once the deal is finalized.
Strategic Move to Connect Elite Clientele with UAE Development
While some may see this acquisition as a foray into Europe, Wynn Resorts CEO Craig Billings clarified that the move aligns with a broader strategy to bridge the company’s existing and upcoming luxury properties. “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,” Billings said.
Set to open in early 2027, Wynn Al Marjan Island in the United Arab Emirates will feature a 225,000-square-foot gaming space, ultra-luxury accommodations, and world-class amenities. The $5.1 billion project aims to attract affluent global travelers, with Crown London serving as a key feeder market.
Crown Resorts Refocuses on Core Australian Assets
The sale of Crown London marks a pivotal step in Crown Resorts’ ongoing effort to streamline its portfolio and concentrate on its Australian operations. Crown CEO David Tsai noted, “The sale of Crown London aligns with our strategy to invest in our Australian assets and customer offering to deliver sustainable growth for the business in our core market.”
Amid regulatory challenges and economic pressures, Crown Resorts reported a loss of AU$164.8 million (US$111 million) for the financial year ending June 2024. As part of its restructuring, the company has divested international holdings, including its 20% stake in the Nobu restaurant chain.
A Strategic Addition to Wynn’s Global Portfolio
For Wynn Resorts, the acquisition of Crown London is more than a geographic expansion; it represents a strategic investment in connecting with the world’s wealthiest individuals. Research by Wynn indicates that London places the company within reach of 30% of the globe’s ultra-high-net-worth population.
Crown London’s intimate, members-only environment aligns seamlessly with Wynn’s luxury branding, promising a natural synergy between the Mayfair property and the UAE resort. This acquisition also extends Wynn’s influence beyond its established markets in Las Vegas, Macau, and Boston.
Looking Ahead: A Smooth Transition and a Bright Future
As the deal progresses, Wynn Resorts plans to collaborate with Crown Resorts to ensure a seamless transition for Crown London’s operations. The casino will continue its current offerings under the Crown London name until the acquisition is complete.
For Wynn Resorts, this move marks a significant milestone in its mission to redefine global luxury, while Crown Resorts strengthens its focus on core Australian assets. Together, these changes signal a new chapter for two major players in the gaming and hospitality industries.
