Crown Melbourne Transformation Plan
MESSAGE FROM THE CROWN MELBOURNE CEO
Crown Melbourne Limited (Crown Melbourne) is pleased to provide a further update on the transformation progress underway across our Melbourne property as part of the Melbourne Transformation Plan (MTP). This report marks our fourth Public Status Report and reflects a significant milestone in our transformation journey. With approximately six months remaining in our three-year program, our focus has evolved from implementing change to ensuring that our many reforms are firmly embedded, sustainable, and delivering meaningful outcomes for our guests, our people, and the broader community.
I am pleased to share that we are now approaching the final phase of our three-year Melbourne Transformation Plan (MTP). Since our last update, we have continued our momentum, with a strong focus on embedding our many transformation initiatives and ensuring that our progress achieved to date provides a sustainable foundation for Crown Melbourne’s future.
Our strategy remains anchored to our three Strategic Commitments:
- 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 invest in and equip our team members with the proper support to ensure compliance and harm minimisation for our guests.
Amongst other areas of focus, over the past six months:
- we have continued to work on exciting changes to our Crown Rewards Program, with plans to further improve non-gaming (lifestyle) elements of the program. The rollout of our refreshed program is scheduled for completion this October.
- we have made enhancements to our complaints management processes to improve accessibility and responsiveness for our guests; and
- we also completed our annual culture and engagement survey, Your Voice, providing valuable insights into our progress and the extent to which changes are being sustained across our organisation.
As we look ahead, we are excited to be progressing a landmark $200 million investment to revitalise our Crown Melbourne precinct. This program will enhance our food and beverage, entertainment and broader guest experience offerings—representing the most significant upgrade to the Southbank property in nearly 30 years. As part of this effort, we are partnering with world-class dining operators, including the forthcoming Victor Churchill venue and Mott 32 and will be bringing changes to the Southbank Riverwalk. With openings scheduled from mid-2026, these developments will create a more connected and vibrant precinct, reinforcing our ambition to be Australia’s leading entertainment destination.
Maintaining our momentum and building out our enduring capabilities remains front of mind. While we are proud of the progress achieved, we recognise that sustaining trust with our community and regulators requires ongoing focus, transparency and accountability.
With the continued support of the Crown Melbourne Board and our team members, I am confident in our ability to deliver lasting change and position Crown Melbourne for long-term success.
I look forward to keeping you informed of our continued progress.
Yours sincerely,
Ed Domingo
Chief Executive Officer
Crown Melbourne Limited