Grosvenor Casinos has completed a £15 million transformation of its flagship West London venue, The Victoria. Known as “The Vic” and famed for its poker legacy, the Edgware Road casino now boasts upgraded gaming floors, a redesigned restaurant, an extended gaming terrace, and a refreshed exterior. The refurbishment, Grosvenor’s largest-ever single-site investment, comes ahead of Gambling Act reforms that will allow The Vic to double its gaming machines to 80 and introduce sports betting for the first time.
G3 interviewed Mark Harper, Grosvenor Casino MD, and Peter Turpin, GM at The Vic about the relaunch, which marks a new chapter for the 60-year-old venue, blending modern design with its iconic status on London’s gaming scene.
What is the strategic vision driving Grosvenor Casinos’ decision to invest £15 million in transforming The Victoria, particularly as the casino approaches its 60th anniversary?
The strategic vision behind our investment is to modernise and elevate the player experience while celebrating The Victoria’s rich history. This is our biggest investment in a single site and is all about making the casino a destination for first-class gaming. By enhancing the venue, we aim to attract both our loyal players and a new generation of gamers from across the UK, as well as our valued international players. This transformation is a testament to our commitment to offering state-of-the-art gaming experiences and solidifying The Victoria’s status as an iconic institution in the world of gaming.
Can you walk us through the key elements of the renovation, what new features or enhancements can guests expect from the revamped venue?
With a £15 million investment our refurbishment covers all aspects of the venue from the iconic Poker room to the air conditioning units but most of all is has been designed to enhance the player experience. Players can expect a striking new façade and entrance, a redesigned first-floor layout with more slot machines, and an extended gaming terrace with a fully retractable roof. The venue also features an all-new outdoor bar concept, The Terrace, premium finishes throughout customer-facing areas, advanced AV and media screens, and a completely redesigned restaurant offering a new menu of Middle Eastern and Arabic cuisine.
How does this investment reflect Grosvenor’s broader strategy for the UK casino sector in the coming years?
We have been on a continuous investment journey across our UK casinos over the past few years, all aimed at creating a more premium gaming experience which is fun, exciting and entertaining for our customers. We are experts in the product that we deliver, but it’s important that our venues match up to our high level of service.
Investment into The Victoria is unique because it is our flagship casino in London and is a legendary casino amongst players from all over the world. It was important to create a modern and premium environment that best represented the brand and our ambition to create the best casino in the capital. By continuously investing in our casinos, we aim to stay at the forefront of the UK gaming sector, attract a wider player audience, and ensure that all our venues offer an enjoyable atmosphere for everyone.
In what ways does transforming a flagship property like The Victoria position Grosvenor Casinos to better compete in the evolving entertainment and leisure market?
First and foremost, our casinos are designed for players to enjoy a premium gaming experience. Offering the highest quality gaming experience is part of our DNA and something we are most proud of.
Integrating premium dining experiences and sports viewing across our casinos enhances this overall player experience, which is central to our brand strategy and helps us compete in the evolving entertainment and leisure market. The Victoria, for example, has been a constant on the London gaming scene for six decades. The new features, such as the extended gaming terrace, outdoor bar, and premium dining options, create a vibrant and engaging atmosphere that enhances the player experience to better compete in the evolving leisure market.
How is Grosvenor responding to the expectations of younger, urban players, what trends or insights are driving the design, technology, and service updates at The Victoria?
It is a good question. There is no doubt that the consumer is becoming ever more demanding and is increasingly looking for more elevated experiences. Our new restaurant, external gaming terrace and outside bar provides some of those experiences over and above the gaming products that we offer. At the same time our sports viewing areas are second to none with the very latest HD technology and, of course, as we increase our slots offering, we are expanding our supplier base and introducing the very latest game packs and technology from around the world providing a gaming experience like no other in London.
The Victoria is also renowned for its Poker scene which appeals to all demographics. We primarily attract these audiences not because of technical innovations but because we have the most experienced dealers, a wide range of games – both cash and tournament as well as options that fit all sizes of budgets. We recently held the London leg of our GUKPT tournament at The Victoria which was a chance to show off the new look Poker room to some of our players. It attracted players from all over the UK as well as Europe and the feedback has been immensely positive. As recently as the start of August, we held the largest Poker event outside of Las Vegas, Goliath 2025, in our casino in Coventry. Again, players travelled from all over the world as well as internationally to join our winner Paul Worsley, who took home a huge £300k. The quality of these events, the service provided and, of course, the prize pools are key drivers.
As we continue to grow our Poker offering, we do though inevitably look to see how technology can provide a simpler, more effortless experience for our players. This year at Goliath our players were, for the first time, able to buy in and re-buy through our Grosvenor Poker Live app and this capability will soon be available at The Victoria and our other casinos across the UK.
Could you discuss the cultural and historical significance of The Victoria within London’s entertainment landscape, and why it was important to preserve or highlight that legacy during the redesign?
The Victoria is the only casino in London to have remained in its original location for 60 years, making it a true staple of the capital’s skyline. Preserving this legacy during the redesign was crucial because The Victoria is such an iconic venue. It has always been, and continues to be, a beloved destination for players, both domestically and internationally.
When we embarked on this redesign journey, we wanted to honour the rich history and cultural significance of The Victoria while also ensuring it evolves to meet the needs of today’s players. We believe we’ve struck the right balance, blending the charm of the past with modern enhancements to create a truly exceptional experience. This approach maintains the reputation and kudos of playing at The Vic, making sure it remains a cherished venue and a leading casino for gamers. We’re now excited to shape the next chapter for The Vic and make the next stage in casino history.
How will the venue’s new look and offerings influence customer engagement and loyalty, do you anticipate a measurable impact on footfall or spend?
Of course, we have ambitious commercial targets for an investment of this size which we will be measuring against on a weekly basis. Every aspect of the venue is now state-of-the-art. The new look and facilities, such as the extended gaming terrace, outdoor bar, and premium dining options, are designed to create a vibrant atmosphere. We believe these upgrades will enhance customer engagement and loyalty, attracting players from across the UK and internationally.
Our customers are like family across all our venues, including at The Victoria. Our dedicated teams know many players personally and keep in touch, while also warmly welcoming new players. This transformation makes the Grosvenor Casinos’ gaming experience special, and we are confident it will positively impact footfall and spend.
What operational or business challenges do you foresee in executing the largest single casino investment in Grosvenor’s history, and how are you managing those?
Of course – we have to be realistic – and the largest ever investment in a single site in our history offered a daunting challenge when this project began. As with any long-standing London establishment, we encountered unexpected challenges along our journey. There were several instances where we stumbled across unforeseen issues, so we made sure to build a contingency into the project to cover those unexpected costs and problem solving!
Despite these operational challenges, we are incredibly proud of the final outcome. With a £15 million investment, there has been a wide-scale transformation, from state-of-the-art air conditioning units to upgraded gaming tables. You name it. Our goal is to enhance the customer experience around the clock, and we’ve achieved that through careful planning and execution. It has been a challenging journey, but the results speak for themselves. The extensive upgrades and improvements ensure that The Victoria remains a top destination for players, providing an exceptional experience 24/7.
How does this investment align with Grosvenor Casinos’ commitment to responsible gaming and regulatory compliance in the UK?
Safer gambling underpins everything we do and is a cornerstone of how we operate. In essence, we believe that the skillsets of our colleagues allied with the safety checks and balances that we have in our venues can combine to give customers an enjoyable, safe experience with us at all times. Our proactive approach to team and management training, along with our policies and procedures, not only align with but exceed industry standards.
This commitment to responsible gambling is not limited to just The Victoria, but is upheld across all of our casinos. We are dedicated to ensuring that players can enjoy their time with us in the most enjoyable and responsible manner possible.
Looking ahead to the 60th anniversary and beyond, what are your goals for The Victoria in terms of positioning, performance, and long-term brand equity?
The Victoria has always been an iconic casino, and this investment reinforces the strong reputation rooted in the venue. Whether it’s Poker or general table gaming, we aim for The Victoria to continue attracting both new and loyal customers from around the world and domestically.
Our goal is to reimagine what a flagship venue can be, doubling down on our commitment to elevate the player experience while also honouring the legacy of one of the world’s most respected casinos. By enhancing The Victoria, we are not only positioning it as a premier destination for gaming but also ensuring its long-term brand equity and performance remain strong. We look forward to seeing The Victoria continue to thrive, bringing together a diverse audience and setting new standards in the gaming industry.
The post ‘The Vic’ Back in the Spotlight appeared first on G3 Newswire.
Grosvenor Casinos has completed a £15 million transformation of its flagship West London venue, The Victoria. Known as “The Vic” and famed for its poker legacy, the Edgware Road casino now boasts upgraded gaming floors, a redesigned restaurant, an extended gaming terrace, and a refreshed exterior. The refurbishment, Grosvenor’s largest-ever single-site investment, comes ahead of…
The post ‘The Vic’ Back in the Spotlight appeared first on G3 Newswire.