Crown Melbourne Transformation Plan
message from the crown melbourne ceo
Following on from our first Public Status Report provided earlier this year, Crown Melbourne Limited (Crown Melbourne) is pleased to be providing a further update on our transformation progress taking place across our Melbourne property. This report has been developed to make sure that we keep the community informed on the many reforms taking place across Crown Melbourne.
My name is Ed Domingo, and I recently joined Crown Melbourne as its Chief Executive Officer. Having been in the role for only a short period, I am truly struck by the level of positive transformation already delivered throughout the Crown Melbourne property in the lead up to, and as part of, the Melbourne Transformation Plan (MTP). As a result, I am excited and energized to be leading the changes which lie ahead.
This Public Status Report (PSR) marks our second update on Crown Melbourne’s transformation progress, following our initial PSR published in February 2025. In that update, the Crown Melbourne Board identified the successful execution of the MTP as the organisation’s most important strategic priority. We introduced a set of Strategic Commitments, which are to:
- ensure Crown Melbourne is the safest place to gamble in Victoria;
- learn from past lessons to create a culture and operating framework that ensures we model industry-leading standards; and
- equip our team members with the proper support to ensure compliance and harm minimisation for our guests.
We also outlined that we have established a dedicated MTP Program Office committed to the delivery of the MTP, an that we continue to work openly with the Victorian Gambling and Casino Control Commission (VGCCC) on the implementation progress of our various MTP initiatives.
In the period since our last update, Crown Melbourne has continued to focus on implementing and rolling out key changes which support our Strategic Commitments. While a number of these changes are happening behind the scenes, some that you may have seen or experienced include:
- the expansion of our Crown Member Rewards Program, with a greater focus on non-gaming (lifestyle) benefits,
- our Investment in translate PlaySafe materials in a variety of languages to ensure continued support across our diverse community; and
- collaboration with key community partners to further expand the wellbeing support available to our guests.
Our transformation journey is far from complete, and like all businesses, we continue to learn from our missteps to help inform our path forward. We are excited about the industry-leading changes for Australian Gaming that we are investing in and rolling out across the coming months and year(s). This includes investing in technology as a means of helping our guests and the expansion of Mandatory Carded Play to our Electronic Table Games later this year.
Beyond the capability uplift supporting our Strategic Commitments, we are also heavily investigating in our Melbourne property, to ensure that it continues to attract and offer joyful, elevated experiences for our guests. We recently introduced a range of new premier dining offerings and communicated changes to our property, including the refurbishment and expansion of The Palms into a world-class 1,200-seat theatre, and we are excited by our plans still to come.
The Crown Melbourne Board and leadership team firmly believe that the successful execution of the MTP is critical to our long-term objectives. Through strategic investments, our ambition is to ensure that Crown remains a premier destination for both Victorians and guests from interstate and overseas.
I look forward to keeping you up to date on our continued transformation progress over the coming months ahead.
Yours Sincerely
ED DOMINGO
Chief Executive Officer
Crown Melbourne Limited