ltira Macau was previously known as Crown Macau. The Crown brand will reemerge at the Company's City of Dreams, which is scheduled to open in early June of this year.
Altira is a new, company-owned and inspired gaming and entertainment brand that will strengthen the Company's existing portfolio of globally recognized and respected brands in the gaming and hospitality sectors. The re-branding to Altira Macau is the final step in the strategic repositioning of the property that began in August of 2007.
In the company's portfolio of differentiated gaming and entertainment offerings, Altira focuses on Asian rolling chip customers and provides a unique and dedicated gaming environment to this discriminating group of individuals. The Altira brand reflects this commitment to provide Asian rolling chip customers with purpose built gaming facilities and personalized service tailored to meet the needs of these players in Macau's dynamic and increasingly segmented gaming market.
Lawrence Ho, the Company's Co-Chairman and CEO, stated: "We are excited to add Altira to our stable of brands and hope to leverage this brand throughout Asia, as attractive opportunities arise. In our portfolio approach to development, Altira Macau provides a unique and distinctly Asian-oriented proposition to the dedicated rolling chip customer in Macau.''
Referencing the company's flagship City of Dreams development, Ho further commented, "City of Dreams, our integrated urban entertainment resort, remains on track to open in early June. City of Dreams will focus primarily on the emerging premium mass and overnight stay guest, and I am confident that it will raise the bar in Macau for this segment of the market. With its market segment focus, as well as world class restaurants and retail, City of Dreams will be an excellent representation of the standards of luxury and service for which the Crown brand is famous.''