The passing last month of Sheldon Adelson, Las Vegas Sands’ and Sands China’s founder, chairman and CEO, provides an opportunity to reflect on his company’s impact on the development of Macau and to examine Adelson’s personal values, which have shaped both the company’s business strategy and its relationship with the local community.
On Feb 8, the Macau SAR is set to see the first-phase opening of The Londoner Macao, Sands China’s British-themed reimaging of its Sands Cotai Central integrated resort. After bringing Venice and Paris to Macau, the company’s unveiling of The Londoner Macao represents the latest fulfillment of Adelson’s vision for the integrated resorts on the Cotai Strip.
As a pioneer, entrepreneur, visionary and philanthropist, Adelson’s commitment to the SAR and the local community helped transform Macau into what it is today.
For over a decade, Sands China has dynamically invested in bringing global landmarks to the city, providing a unique experience for local residents and tourists – totaling more than USD14 billion of investment in Macau to date.
And despite the economic crisis brought forth by the Covid-19 pandemic, Sands China has provided reassurance and affirmed its continued reinvestment in non-gaming development in the SAR, in line with not just Adelson’s vision, but also the Macau government’s vision of developing a world center of tourism and leisure.
Adelson’s contributions to Macau’s tourism industry are well known. But for him, it was never just about gaming. Rather, he decided to begin his Macau venture by bringing the first Las Vegas-style casino and entertainment complex to the city in 2004 with the Sands Macao. He then chose to follow that unparalleled success not with another property on the peninsula, but instead took the gutsy move of choosing the undeveloped land on Cotai for introducing Macau to his game-changing integrated resort concept with The Venetian Macao in 2007. The iconic property became an instantly recognizable landmark in Macau, and set the stage for the further development of the Cotai Strip by Sands China and Macau’s other concessionaires – bringing millions of tourists to the region.
This particular approach of using the integrated resort model has reshaped the city’s gaming and tourism industries, including by bringing in international standards of customer service and operations across the spectrum of the integrated resort business pillars: accommodation; retail; meetings, incentives, conferences, and exhibitions (MICE); entertainment; dining; and gaming.
The integrated resort model has likewise had a tremendous economic and human resources impact in Macau, creating a diverse range of employment opportunities with new types of jobs in industries new to Macau, such as MICE and entertainment – which has in turn developed the pool of local professional talent and attracted millions of tourists each year to a diverse business and leisure destination.
Philanthropy as a core principle
Adelson’s vision for Cotai was not limited to the growth of economy and industry. Rather, he brought his spirit of philanthropy with him to the SAR, setting an example for corporate social responsibility.
For instance, Sands China was the first gaming operator to form a volunteer team in 2009, now known as the Sands Cares Ambassadors, totaling over 3,300 team members at present.
The platform serves the local community by organizing and supporting activities and initiatives which help create a better Macau.
The integrated resort operator was also the first to support the Peng On Tung Tele-Assistance program 12 years ago, aiming to engage with the local community and the elderly in particular. The company has so far donated a total of MOP2.3 million to the program, benefiting nearly 9,700 live-alone elderly to date.
Sands China has often expressed the sentiment that the company’s growth and success should go hand-in-hand with that of the wider community’s.
That mission finds expression through the company’s charitable giving and community engagement program, Sands Cares, which is rooted in Adelson’s spirit of philanthropy and focuses on four key areas: community problem solving and collaboration, financial giving, in-kind donations, and team member volunteerism.
Sands China’s relationship with Fuhong Society of Macau is one example of how Adelson’s philanthropic aims have helped boost the quality of life for some of society’s vulnerable groups.
“We’ve never failed to sense the dedication and hard work contributed by Mr. Sheldon Adelson,” the association expressed. “We fully appreciate the fact that his inspiring leadership and pursuit of excellence have created a company with an enviable reputation for production quality both here and abroad.”
Isabel da Silva, director of Development of Orbis Macau, also expressed the organization’s gratitude, noting that “Following in Mr. and Mrs. Adelson philanthropic footsteps, we have always been most grateful for the generous support extended to the sight-saving programs and vision of Orbis by Sands China Group, allowing for us to carry on our long-term mission to fight avoidable blindness and helping the many visually impaired people around the world.”
The Association of Parents of the People with Intellectual Disabilities of Macau also shared the sentiment, remarking, “He touched the lives of others in great ways, especially people with intellectual disabilities as well as their families. He has left behind many fond memories among all of us.”
Adelson also ensured his firm was having an impact on educational institutions.
In 2018, the Adelson Family Foundation presented the University of Saint Joseph with a donation of more than USD1.9 million (approximately MOP15.4 million) to assist with recovery efforts following Typhoon Hato and subsequent storms that caused major damage to the new campus.
Recalling the much-needed assistance, rector of the University of Saint Joseph, Reverend Professor Stephen Morgan remarked, “At this university, we will never forget the way in which the Adelson Family Foundation came to our rescue after Typhoon Hato destroyed so much of our new campus in August 2017.”
“As it is, our campus was able to open and be inaugurated with minimum delay. Today the Ilha Verde Campus stands, in part, as witness to Mr. Adelson’s benevolence. For us, his memory will always be a blessing,” he added.
Team members come first
Notwithstanding the challenges brought about by the current pandemic, Sands China’s commitment to Macau has remained unwavering throughout this difficult period – something that Adelson was firm about.
Amid the economic and business crisis, the late founder was adamant that the company should do all that it can to support team members, their families, and the Macau community at large.
And next week, the company is paying a discretionary allowance to more than 26,000 eligible full-time team members, as it has done many times prior, providing them with up to an additional month’s salary in gratitude for their dedication and contributions in 2020 – benefitting 99% of Sands China’s total employment.
So as Macau prepares to greet the Year of the Ox, Cotai’s integrated resorts are getting ready to bring new attractions to the city, with The Londoner Macao the first on the horizon. And with Macau set to welcome tourists with more non-gaming offerings, the city looks ahead with optimism for post-pandemic recovery.
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