Wynn Resorts

1. Introduction

Six luxury casinos, twelve hotels, numerous shops; generating more than 250.000

workplaces (Spiegel, 2013, own translation) for a country with a current unemployment

rate of 25,1%. (Statista, May 2014, own translation) Those have been the plans of the

US Tycoon and founder of the Las Vegas Sands Sheldon Adelson for his project of a

“Euro Vegas” located near Madrid in Spain. But all this has been cancelled due to the

chance for cheaper investments in Asian countries. Was it a mistake and might this be

a great opportunity for one of their biggest competitors the Wynn Las Vegas, LTD.?

The following paper should comment the question if Wynn Las Vegas, LTD. should

expand to Europe, essentially by analyzing supporting and opposing arguments of

entering the Spanish target market.

After a short overview about the company´s history a complete internal and external

analysis is transferred to a SWOT analysis, which will then demonstrate reasons for

the need of a further development. Thereupon Europe will be evaluated as a promising

target market, before the conclusion is summing up everything to a whole.

2. Wynn Resorts, LTD. from the past until today

Wynn Resorts, LTD. was founded in 2002 by its current Chairman of the Board and

CEO Steve Wynn. Over the last seven years they became a strikingly emerging

company in the area of the casino and luxury resort industry.

After they opened in 2005 the “Wynn Las Vegas” they settled up the “Encore Las

Vegas” three years later, originally planned as an expansion of the “Wynn Las Vegas“

they raised it as a complete separate entity due to the huge success of its operations.

(Wynn, 2009, p.16), (Wynn, 2012, p. 14)

Furthermore they expanded their business in 2007 to Asia, the “Wynn Macau” located

on the Chinese peninsula Macau grew to their effective profit generating entity.

Approximately 70% of the company’s revenues are generated there.

Expanded in 2010 again with the “Encore Macau” -...