Hong Kong-based casino and hospitality company Melco Resorts & Entertainment has taken some notes from its Las Vegas counterparts on how to diversify its offering beyond gambling and has introduced Asia’s first series of residency shows.
In Las Vegas terms, a residency is when a popular musical artist signs a contract to regularly perform scheduled shows at a particular venue over a period of time. The concept is particularly popular in that city and some of the world’s most renowned performers have had residencies at Vegas venues over the years.
With its newly unveiled three-year residency show project and investment, Melco is set to introduce the concept for the very first time in Asia. The company currently operates City of Dreams, Studio City, Altira Macau, and Mocha Clubs in Macau, and City of Dreams Manila in the Philippines.
Melco said that its project aims to highlight its “commitment to diversification in Macau through world-class entertainment.” The world capital of gambling has long been urged to reduce its dependence on high-limit gambling and introduce more non-gaming entertainment options. And it has clearly begun making strides in that direction as travel restrictions are loosened and visitors are flocking back.
Exclusive Residencies Featuring Top Local Artists
Melco said that it has tapped local A-list performers Aaron Kwok, Joey Yung, and Leon Lai as part of its three-year residency project. The three artists will perform a total of 90 shows at the company’s Studio City property starting 2021 through 2024.
Each of the three artists’ shows will be available exclusively at Studio City, a property Melco built to offer premium non-gambling experiences in addition to its casino services.
The company said that further locally renowned musicians and artists will join its residency lineup in the next 12 months. Details of Melco’s future collaborations will be revealed in due course, the integrated resort operator said on Tuesday.
Melco President Evan Winkler said that they are thrilled to bring to Macau “such an amazing lineup of stars” and that the region’s biggest names will be coming to the city to “deliver a show experience that will be totally unique.”
Aaron Kwok, who performed at the grand opening of the Studio City Event Centre back in 2015, said that it is his pleasure to once again collaborate with Studio City. He went on that Macau’s first residency show will be truly innovative and striking and teased a “brand new multi-intelligent stage with a rundown of classic songs” to be part of his show.
Joey Yung and Leon Lai added that it is “a great honor to be a part of this wonderful lineup” and that they are looking forward to “being joined by audiences from throughout the region” for Asia’s first residency show project.
In separate news from late last month, Melco confirmed that it would expand its City of Dreams brand beyond Asia in mid-2022 when its City of Dreams Mediterranean resort is set to open doors in Limassol, Cyprus.
Source: Melco announces Asia’s first ever residency show project with superstar headliners Aaron Kwok, Joey Yung and Leon Lai, Globe Newswire, June 8, 2021