Crown Melbourne chief executive Mike Volkert reveals upgrade plans as resort celebrates its 30th birthday
It’s hosted countless A-list stars, Brownlow red carpets and even a famous topless streaker—now new Crown Melbourne boss has revealed what’s next for the city landmark.
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New transport connections with our famous sport and arts precincts, and light and fire “shows” along the Yarra River, are part of Crown Melbourne’s next evolution.
On the eve of Crown’s birthday bash to celebrate 30 years in Melbourne, which includes weekly cash giveaways and prizes, chief executive Mike Volkert said the resort’s long-planned refresh would open the venue to the city’s famous Yarra walkways and other parts of the CBD and Southbank to “create a more energetic, enticing venue right off that riverfront”.
In an exclusive interview with the Saturday Herald Sun, Mr Volkert revealed that planning and funding had been secured to update the venue’s fire “brigades” that shoot flames into the sky, wrapping them in LED lighting and using synchronised music to animate the public space.
The new shows would be linked to a refresh of venues along the water, starting with the opening of the Henley bar this year, which will encourage “energy to spill out, instead of being locked in”.
Mr Volkert said new local transport such as water taxis should be explored in Melbourne, along with local connectivity between the MCG, Rod Laver, and the arts precinct.
“I think as we think about city planning or the future I think the next phase of what we need to think about is really connectivity. We’re creating all these great assets, but how do we link them?”
A new era for Crown
For the past two years, Crown has transformed every part of its casino under new owners, US private equity giant Blackstone.
Prior to the change of ownership a royal commission found Crown had allowed illegal activity such as money laundering to fester; triggering an independent overseer of operations.
This year, the state’s gambling regulator said recent reforms by Crown Melbourne meant it was once again suitable to run a casino, and could keep its licence.
Mr Volkert said he was proud of what the team had accomplished, describing it as “like trying to rebuild a plane while it’s flying”, but said there was more to do.
Crown is now conducting a trial with an international company that uses Artificial Intelligence to predict problem gambling so experts can step in early “a very respectful and caring way”.
“We’re doing that in a way that no one else in the world is doing, it is a world leading program,” he said.
“You can be fun and safe, you can do both things.”
Thirty years of fun
When Crown Casino opened its doors in 1994 it was on the north side of the Yarra, at the World Trade Centre.
Founder Lloyd Williams shifted it to Southbank in 1997, where guests were startled by actor Rachel Griffiths running through in protest — topless.
It went on to host A-list stars from Elton John to Tom Cruise and more recently, Taylor Swift’s billion dollar tour.
Mr Volkert said Melbourne perfectly stitched together sports, arts, and entertainment and that during events season “this place is just bonkers”.
“I think Crown helps all of that, each piece of that, to be a little bit more successful,” he said.
It is also the largest single site employer in the state, with about 10,500 staff.
More than 80 workers have been there for the three decades, and Mr Volkert said some now have children working at Crown Melbourne.
Get the party started
Crown’s 30th birthday celebration begins on Saturday, June 29, with free performances featuring dancers, aerialists and live music at the Atrium, starting at 6pm.
Guests and visitors will have the chance to win prizes throughout July and August, with $30,000 given away each Thursday to anyone who spends $30 in a single transaction at bars, restaurants, hotels or retailers.
Room upgrades, gifts and complimentary meals will be provided to some lucky hotel guests as part of the party.
Mr Volkert said the resort wanted to open itself to the city and celebrate the important place it has held in Melbourne for three decades.
“It’s basically opening the doors to the city and saying just come on in, we’re giving away big prizes, come enjoy.
“We are just trying to make it fun as possible; a big ‘give back to the city’.”
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Originally published as Crown Melbourne chief executive Mike Volkert reveals upgrade plans as resort celebrates its 30th birthday
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