Melco names former Genting exec to lead Phl operations

MANILA, Philippines - Macau-based casino giant Melco Crown Entertainment Ltd. has appointed a former executive of Genting Malaysia Berhad to lead its Philippine operations.

The newly-hired industry expert will drive the profitability and customer acquisition for the $1.3-billion Belle Grande Manila Bay resort and casino complex, Melco Crown said.

Melco Crown said it appointed industry veteran Dato’ Kevin Sim as the chief operating officer of its subsidiary, locally-listed Melco Crown (Philippines) Resorts Corp.

“Dato’ Sim will oversee the operations of the company’s integrated resort development in Entertainment City, Manila,” said the company.

“Dato’ Sim served as the executive vice-president of Genting Highlands Resort. He was in charge of all aspects of operations including the casino, hotels and various other operating divisions.

“As the only operator in Manila with exposure to Macau, we have a unique and significant competitive advantage as it relates to access to potential Chinese and broader Asian customers via our extensive database,” said Melco Crown co-chairman and CEO Lawrence Ho.

“Dato’ Sim’s experience and passion in driving success through business intelligence and customer relationship management will be instrumental in customer acquisition and profitability management,” Ho said.

Dato’ Sim was also instrumental in starting the Business Intelligence Unit where data mining is used extensively to drive various Customer Relationship Management initiatives of Genting.

“I am confident that Dato’ Sim’s extensive experience and familiarization with the Asian gaming market, including his vast experience in data-based strategy and analytics, will be an integral part of the success of our project in Manila,” Ho said.

The $1.3-billion, 920-room Belle Grande Manila Bay casino and resort complex of SM Group’s upscale leisure developer and gaming unit Belle Corp. and Macau casino giant Melco Crown will start operations in June or July next year.

Belle and Melco Crown, will be the second casino operator in the Entertainment City, next to the $1.2-billion Solaire Resort and Casino of port magnate Enrique Razon that opened in March.

The government is grooming the Philippine Amusement and Gaming Corp.’s (Pagcor) 120-hectare Entertainment City along Manila Bay as a competitor of Las Vegas, Singapore and Macau gaming hubs.

Belle Grande Manila Bay will be Melco Crown’s first casino outside Macau where it operates the City of Dreams and Altira Macau casinos. The company is developing its third casino, Studio City, which is slated for opening in 2015.

The project is the first gaming venture of the Sy family, whose flagship company SM Investments Corp. is involved in five core businesses — retail merchandising, mall operations, property, banking and hotel and leisure.