Caesars Entertainment Corporation is looking to ride the luxury wave. Caesars has announced the creation of a new unit to develop branded luxury hotels, restaurants and other lifestyle amenities in resort destinations around the world. The new unit will be called Caesars Global Life and pursue non-gaming hotel developments using the Caesars luxury brand and other brands owned by the company. Most of the developments will revolve around licensing, franchising and management agreements.
Word is the primary objective of this new unit is to expand the company's presence overseas, especially in Asia and Latin America, where Caesars is widely recognized for its luxury brand. As part of the initiative, Caesars in March announced a partnership with world-renowned restaurateur Nobu Matsuhisa to develop a Nobu hotel and restaurant at Caesars Palace in Las Vegas.
In addition, the Global Life unit is expected to expand beyond the Caesars' brand to include the development of boutiques and lifestyle brands on Caesars Entertainment-owned real estate in Las Vegas and Atlantic City. Caesars recently announced that it is opening four new restaurant concepts which will include Bill's Bar & Burger, Dos Caminos, Atlantic Grill, and a casual restaurant featuring celebrity chef Sam DeMarco.
Alexander Mirza will ead the new unit and oversee hotel, restaurant, bar, and nightlife development for the company, as well as international hotel management and licensing. Mirza was formerly a partner in Accenture's Travel practice, SVP of Corporate Development at Hilton and VP of Strategic Planning at Starwood Hotels and Resorts.