Crown Ltd revealed in its annual report and in a letter to shareholders that it is rebranding as Crown Resorts Ltd.
Crown Ltd, Melbourne, Australia, will ask shareholders to approve the name change at its October 30 annual meeting, saying that the new name reflects the company’s focus on resort entertainment in addition to gaming.
“The Crown board has resolved, subject to shareholder approval, that the company change its name from Crown Limited to Crown Resorts Limited. The change of the company name is timely, given the large investment Crown has made in its tourism infrastructure over the last few years and its expanding domestic and international investments,” James Packer, Crown’s chairman, wrote in the company’s 2013 annual report.
Crown operates a casino in London, two casino-resorts in Australia as well as the 200-room Altira Macau and City of Dreams Macau via its Melco Crown Entertainment joint venture with Melco International Development, Hong Kong.