Set like a jewel in the center of downtown Melbourne, the Crown Entertainment Complex & Casino recently introduced a glittering new gaming space, the West End Casino at Crown.
   
A year-long, multimillion-dollar redevelopment brought sleek contemporary style to the addition, made possible when owner-operator Crown Ltd. won the right to add new gaming space to its enterprise.
   
The redevelopment was designed to appeal to a smart, affluent urban crowd that wants more from their visits than gambling. Along with a new gaming area, the do-over added public and retail spaces, a new restaurant and bar, three new terraces, and new and renovated restrooms, among other improvements—all brought to vivid life with streamlined silhouettes and dazzling architectural features.
   
“The scope of work was to create a new grand-scale entry feature, bold gaming floor, and ‘see and be seen’ bar-lounge with a patio that overlooks the Yarra River,” said Ken Kulas, principal of Cleo Design of Las Vegas.
   
A new premium gaming room includes two party suites, new cage and casino support areas, and a living room-style bar-lounge with a space for live entertainment.  
   
Owner-operator Crown Limited “wanted to change the perception of the Crown brand, and make it a place to visit during not only the weekend but also the week,” said Cleo Design principal Ann Fleming. “The wish was to bring a Las Vegas-type gaming environment, with a bolder and livelier color palette, more dynamic design details and new gaming offerings.”
  
Kulas and Fleming worked to change the Australian idea of gaming “to include a more social environment. They want the affluent 30-year-old to 60-year-old patron to come to the casino for good food and entertainment with gaming integrated.”

Owner: Crown Limited
Architect: HBO+EMTB, Australia
Interior Designer: Cleo Design
Contractor: Baulderstone
Total Investment: $50 million-plus

By Marjorie Preston

Marjorie Preston is a contributing editor of Global Gaming Business magazine and managing editor of Casino Connection Atlantic City.