Caesars Entertainment Corp. in brand development effort

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With an eye toward expanding its non-gaming activities worldwide, Caesars Entertainment Corp. has tapped one of CEO Gary Loveman’s top assistants to head newly-created Caesars Global Life and Caesars Hospitality Ventures.

Alexander Mirza will leave his post as vice president and executive associate to Loveman to become head of the company’s new ventures that will look toward developing non-gaming luxury hotels, restaurants and other activities in destination resorts around the world.

In a statement issued Monday, Caesars Entertainment said most of the new developments will revolve around licensing, franchising and management agreements.

“Our brands and reputation are our most substantial assets overseas,” said Loveman in the statement. “This plan will allow us to leverage them into growth opportunities in hospitality and gaming.”

The newly-established Global Life unit is expected to expand the Caesars brand into hotels, restaurants and boutiques, especially in Asia and Latin America.

Mirza joined Caesars Entertainment after spending years with Hilton Hotels Corp. and Starwood Hotels & Resorts.

During the past year, MGM Resorts International expanded its hospitality division to take advantage of growth around the world while Steve Wynn recently became a citizen of Monaco to work with that monarchy’s efforts toward expanding its hospitality divisions worldwide.

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