Wynn Resorts has announced its intention to acquire Crown London, a high-end, members-only casino located in the upscale Mayfair district of London. This acquisition is still subject to the approval of regulatory authorities, with the transaction expected to be finalized in the second half of 2025. Once completed, the casino will continue to operate under the Crown London name until the sale officially closes.

Crown London: a historical asset in the heart of Mayfair:

Crown London, housed in two historic townhouses at 27-28 Curzon Street, has long been a notable fixture in the world of luxury casinos. Since its establishment, the casino has attracted an elite clientele from both the local community and around the world. It features 20 gaming tables set within sophisticated, intimate salons, alongside a restaurant and lounge that cater to those looking for an exclusive, high-end experience. This prestigious venue has been operating as Crown London since its acquisition by Crown Resorts in 2011.

According to AFR, Crown London, formerly known as Aspinall’s Club, will revert to its original name, Aspinall’s, once the acquisition by Wynn Resorts is finalized.

The move by Wynn Resorts into the London market is not an effort to expand further into Europe, but rather a strategic play to connect its high-end clientele with Wynn’s future resort developments. The primary focus for Wynn is to establish a bridge between Crown London and the upcoming Wynn Al Marjan Island resort in the UAE.

Wynn Resorts sees Crown London as a key piece in its plans for a new development, Wynn Al Marjan Island, which is set to open in early 2027 in Ras Al Khaimah, United Arab Emirates. The $5.1 billion resort, which will include a 225,000-square-foot gaming area, luxury retail spaces, high-end restaurants, and expansive meeting and convention facilities, is being built as a major attraction for affluent travelers.

As Business Wire reports, Wynn Resorts CEO Craig Billings stated, “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.” The UAE resort will feature a vast range of luxury accommodations, including suites, villas, and townhouses, and it will also be the first casino in the region, marking a significant expansion for Wynn in the Middle East.

For Wynn, London offers a prime location that places the company within proximity to 30% of the world’s wealthiest individuals, as the company’s research indicates. The London casino’s intimate and exclusive atmosphere is a natural fit for Wynn’s branding, which is synonymous with luxury, offering the potential to draw in the same elite clientele that will frequent Wynn Al Marjan Island.

Crown Resorts shifts focus to Australian operations:

The sale of Crown London is part of Crown Resorts’ broader strategy to focus on its core assets in Australia. The company has been shifting away from international holdings in recent years, with the sale of Crown London marking the latest move in this direction. Crown CEO David Tsai explained, “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.”

Crown Resorts has faced regulatory challenges and economic pressures in its domestic markets, contributing to a significant loss of AU$164.8 million (US$111 million) for the year ending June 30, 2024. The company has been restructuring its business to concentrate on its properties in Melbourne, Sydney, and Perth. This restructuring includes the sale of non-core assets like Crown London and the divestment of its 20% stake in the global Nobu restaurant chain.

While Crown London was once part of a wider international expansion strategy, the casino no longer fits within Crown’s plans for the future. The deal with Wynn Resorts follows Crown’s efforts to streamline its operations and refocus on its domestic market, which remains its priority despite ongoing difficulties in Australia’s casino industry.

For Wynn Resorts, the acquisition of Crown London represents a valuable addition to its global portfolio. The casino’s location in Mayfair provides Wynn with a foothold in one of the world’s most prestigious cities, an essential step as the company prepares for the launch of Wynn Al Marjan Island in 2027. The deal will also give Wynn the opportunity to market its luxury offerings to the UK’s wealthy elite, reinforcing the company’s commitment to delivering unparalleled experiences for high-net-worth individuals.

As reported by Las Vegas Review-Journal, the purchase of Crown London will also extend Wynn’s reach beyond its well-established operations in Las Vegas, Macau, and Boston. As Wynn continues to diversify its luxury resort offerings globally, Crown London will play an important role in driving the company’s brand presence in Europe and facilitating connections with Wynn’s future UAE property.

Once the acquisition is finalized, Wynn plans to work closely with Crown Resorts to ensure a smooth transition and continued success for the London casino. For the time being, Crown London will maintain its name and operations until the regulatory approvals come through, marking the beginning of an exciting new chapter for both companies.