Public consultation on the future of the former Crockfords Casino

30 Curzon Street, W1J 7TN

Continuing the legacy of a historic Mayfair property

Continuing the Legacy of 30 Curzon Street

30 Curzon Street has a longstanding history as a private members’ club and casino, most recently as Crockfords, which operated on-site from 1983 until its closure in October 2023 following a decline in visitors, exacerbated by the global pandemic and increased international competition.

Last year, on behalf of Genting UK, we introduced proposals for a change of use at 30 Curzon Street, seeking to bring the building back into productive use as a prestigious private members’ club. As part of this, we carried out a first round of consultation, where we heard from local residents and stakeholders. A key theme from this feedback was a desire to better understand the future operator and how the building would be used.

We have taken this feedback on board and are now pleased to present updated proposals, including the introduction of a proposed operator, The Alter Ego Group. The building would be brought back into use as an exclusive but understated private members’ club, focused on dining, culture and social spaces, building on its long-standing history while moving away from a gaming-led use.

Before submitting our planning application to Westminster City Council, we are continuing to engage with the local community to gather feedback on the proposals. On this website, you can view our plans and find out how to share your views.

The Site

30 Curzon Street is located in the West End ward of the City of Westminster and falls within the Central Activities Zone (CAZ).

This vibrant area features a mix of residential and commercial properties, including well-known private members’ clubs such as 5 Hertford Street, the Lansdowne Club, and Little House. The surrounding neighbourhood is recognised for its historic character and dynamic social scene.

30 Curzon Street holds significant architectural and historical value with a longstanding history of private members and casino uses, having most recently been occupied as Crockfords private members’ casino, which had been operating on the premises since 1983. Crockfords ceased operations at the site in October 2023 following a decline in visitors compounded by the impacts of the global pandemic and competition from the wider global market for high end casinos.

The building has been marketed by Genting UK for various alternative uses, including residential and office space, but its Grade I listing makes these options unsuitable. Following this process, Genting UK is now working with The Alter Ego Group to bring forward proposals for a private members’ club that reflects the building’s history and constraints. The building’s historic features, particularly the magnificent principal rooms on the ground and first floors, significantly restrict the potential for such uses. Given these limitations, the proposed private members’ club is the most fitting and appropriate solution, as it aligns closely with the building’s previous use as a members’ casino.

The proposed use as a private members’ club ensures that the building remains in active and sustainable use while ensuring sensitivity to the heritage, with no external alterations to the site. Whilst we are excited about the opportunity, we also recognise the presence of residential neighbours and will take necessary steps to preserve their amenity.

This proposal is designed to respect the site’s heritage while contributing to the local economy. It prioritises the conservation of the structure, ensuring its longevity and continued use. Additionally, the club’s operations will complement Westminster’s 2019s night-time economy, promoting a well-regulated and responsible leisure venue. Our proposals aim to maintain a balance between heritage conservation and economic sustainability.

The Operator

Genting UK has a long presence at the site and has sought to identify a responsible operator that can bring 30 Curzon Street back into use while remaining sensitive to neighbouring properties.

Genting UK is now working with The Alter Ego Group, who will operate the proposed private members’ club. The group brings experience in hospitality, design and the restoration of historic buildings, with a focus on creating high-quality, well-managed venues. This is reflected in their existing operation, Saint Jacques in St James’s, which is centred around the French concept of la joie de vivre and combines high-quality dining, thoughtful design and a carefully curated customer experience.

Their approach for 30 Curzon Street is to deliver a discreet and carefully run members’ club, centred on dining, social spaces and cultural activity, and designed to reflect the character and history of the building.

OUR PROPOSALS

Securing the long-term future of 30 Curzon Street

Bringing a vacant Grade I listed building back into use and securing its long-term future

Preserving and enhancing the building’s heritage and architectural significance

Delivering a carefully managed, membership-only operation that respects neighbouring residential amenity

Maintaining the grand interiors while modernising them for contemporary needs

Providing a high-quality, dining-led private members’ club that reflects the character of the building and surrounding area

Enhancing Westminster’s leisure and hospitality offering, supporting the local economy

Heritage Led Approach

The proposed conversion of 30 Curzon Street will be designed to preserve the architectural work of this 18th-century townhouse. The proposals include the full restoration of key historic interiors, including the Robert Adam rooms such as the circular room and vaulted drawing room, ensuring their character and detailing are carefully preserved.

Any internal adaptations will be minimal, ensuring the building’s Grade I listed status is fully respected. The exterior will not be altered and will be maintained in accordance with the Mayfair Conservation Area guidelines, ensuring that the transformation does not impact the historic streetscape. New elements, including upgraded building services, will be carefully integrated to support modern use while remaining discreet and in keeping with the building’s character.

Sensitivity to Neighbours

The proposals include a clear operational approach to ensure the building is managed responsibly and in a way that respects its residential surroundings. The club will operate on a membership-only basis, creating a more controlled and lower-impact environment.

A detailed management and noise strategy will be in place, including controls on terrace use and measures to minimise disturbance. Any extended hours would operate under strict management and acoustic controls, with ongoing engagement to ensure local concerns are taken into account.

Genting UK has a long-standing presence at the site and appreciates the character of the surrounding area and will ensure that any future occupiers complement the local environment and respect neighbouring residential amenity.

Economic and Social Benefits to the Local Area

The club will create new employment opportunities, supporting local businesses and suppliers in Westminster, in a central location within the Central Activities Zone (CAZ). The investment in the site ensures that this historically significant building remains in active use, preserving its long-term viability. Additionally, the proposed club will contribute to the vibrancy of the West End, reinforcing its status as a premier leisure and hospitality destination. By maintaining a high-quality and well-regulated operation, this proposal aligns with the strategic goals of Westminster City Council to support the local economy while respecting the character of the area.

Indicative Plans

Genting UK has a long presence in the site and is committed to selecting a responsible future operator that will bring 30 Curzon Street back to use while remaining sensitive to neighbouring properties.

Have your Say

You can learn more about the proposals by attending our public exhibition. Members of the project team will be available throughout the events to explain the proposals and answer the questions.