Crown Melbourne Transformation Plan
message from the crown melbourne ceo
I am delighted to share that we are well over halfway through our planned three-year Melbourne Transformation Plan (MTP). Since our last update in August 2025, we have continued to focus on strengthening our capabilities across key business areas to lay a strong foundation for our future growth plans.
At the heart of our strategy and ambition to become Australia’s ultimate entertainment destination, is our clear commitment to ensuring:
- that Crown Melbourne is the safest place to gamble in Victoria;
- that we continue to learn from past lessons to create a culture and operating framework that models industry-leading standards; and
- that we continue to learn from past lessons to create a culture and operating framework that models industry-leading standards; and
Over the past six (6) months, we have implemented initiatives which have reshaped the way that we operate internally and reimagined the way in which our Guests experience our property and engage with our many services. We have:
- implemented ‘mandatory carded play’ technology across all Electronic Table Games (eTGs), ensuring that we continue to create a safer gaming experience and environment for our guests
- collaborated with Mindway AI (Mindway) to implement industry-leading technology which leverages predictive analytics and other measures to further provide our Crown PlaySafe team with a tool to support our carded guests;
- introduced a variety of ‘lifestyle’ oriented benefits into our Crown Rewards
Membership Program (Program), aimed at creating a more balanced and holistic Program. In the year ahead, we look forward to introducing further offerings within this segment; and
- rolled out Service Excellence training to our team members across the Melbourne
property to ensure they remain well-equipped to deliver exceptional experiences for our guests.
Kicking off in January 2026, we will also be launching multiple pop-up food & beverage and entertainment experiences, including our red velvet cabaret, piano and jazz bar, Pipers Playhouse Crown, padel court, bar and outdoor dining experience at the Crown Racquet Club and our Japanese vinyl and yakitori bar, Otoya, amongst other unique activations across the property.
These investments, and more (as highlighted on the following pages), are critical in bringing our ambition to become Australia’s ultimate entertainment destination to life.
As we look ahead at the coming calendar year, we appreciate that we need to ensure that we sustain the momentum that we have built across the MTP. With the support of the Crown Melbourne Board and leadership across the Crown Melbourne property, I am excited to share with you our road ahead.
Yours sincerely,
Ed Domingo
Chief Executive Officer
Crown Melbourne Limited