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Planet Hollywood goes global, expanding casino brand

Oct 28, 2008 4:02 PM

Staff & Wire Reports |

Planet Hollywood International last week announced the formation of a new company, Planet Hollywood Worldwide Resorts, with Richard P. Brown as its president and chief executive officer.

Planet Hollywood Worldwide Resorts will concentrate on expanding the brand in the casino resort industry, both domestically and internationally.

Planet Hollywood, famous for its string of celebrity endorsed restaurants, entered the casino business four years ago with the purchase of Planet Hollywood Resort & Casino in Las Vegas, formerly the Aladdin.

"With the success of our Las Vegas resort, the time is right to move forward with plans for rapid expansion of our brand," said Robert Earl, chairman of Planet Hollywood International. "Having Rich as the leader of Planet Hollywood Worldwide Resorts allows us to start our newest undertaking with a proven industry executive."

 Earl said that Brown would be responsible for the development and expansion of the Planet Hollywood brand through various hospitality avenues, including casinos, hotels, timeshare and entertainment complexes.

 He added that the new company’s strategy includes licensing, acquisitions and management of casino/entertainment properties.

"I am thrilled to be a part of this experience as we build the Planet Hollywood brand worldwide," Brown said. "Joining the Planet Hollywood team provides me the opportunity to take a great brand and leverage what we have been able to achieve in Las Vegas and other markets."

Brown brings a broad range of gaming experience to his new position. Most recently he held the position of president and chief executive officer of American Casino and Entertainment, which operated resort casinos in Las Vegas, Laughlin and Atlantic City before they were sold for more than $1.4 billion.

Prior to American Casino and Entertainment, Brown held executive positions with Harrah’s Entertainment, Hilton Gaming and the New York Racing Association.