An Exclusive Interview with Lara Hafez, Marketing Director at Casino du Liban<\/p>\n\n\n\n
Leading with Legacy: The Vision Behind Casino du Liban’s Enduring Success<\/strong> You have built an impressive career in Lebanon’s entertainment and hospitality industry. Can you share with us the journey that led you to your role as Marketing Director at Casino du Liban?<\/strong><\/p>\n\n\n\n My journey with Casino du Liban began in 1996, shortly before its reopening, after completing my B.A. degree in Economics at Saint Joseph University and later pursuing an MBA at the American University of Beirut.<\/p>\n\n\n\n At that time, there was no fully established Marketing Department within the Casino, as most marketing activities were still handled by London Clubs, the international operator managing the reopening phase.<\/p>\n\n\n\n I had the privilege of witnessing the rebirth of this national landmark from the inside, at a time when Casino du Liban was reclaiming its place as one of Lebanon’s most prestigious entertainment destinations. In 2000, I took over the reins of the Marketing Department, and from that moment on, my mission was not only to promote a venue, but to protect, strengthen, and evolve a legacy.<\/p>\n\n\n\n Over the years, my role expanded across entertainment, events, dining, banqueting, brand image, communication, and strategic positioning. It has been a journey built on passion, resilience, creativity, and a deep belief in what Casino du Liban represents for Lebanon.<\/p>\n\n\n\n Casino du Liban is one of Lebanon’s most iconic entertainment destinations. How do you continue to strengthen its brand identity while preserving its prestigious heritage?<\/strong><\/p>\n\n\n\n Casino du Liban is not a brand that can be treated like any other. It carries history, emotion, elegance, and collective memory. Strengthening its identity therefore requires a delicate balance between preserving its prestigious heritage and adapting it to the expectations of today’s audiences.<\/p>\n\n\n\n Our approach is to protect the essence of the Casino: its elegance, its cultural value, its sense of occasion, and its exceptional location overlooking the Bay of Jounieh. At the same time, we constantly work on refreshing the guest experience, enhancing our communication, and creating events that speak to different generations.<\/p>\n\n\n\n The idea is not to change the soul of Casino du Liban, but to allow it to live beautifully in the present and remain relevant for the future.<\/p>\n\n\n\n What are the key marketing strategies that have helped position Casino du Liban as a leading destination for entertainment, culture, and lifestyle experiences?<\/strong><\/p>\n\n\n\n Our strategy has always been based on positioning Casino du Liban as more than a gaming destination. It is a complete lifestyle and entertainment experience, combining shows, concerts, gastronomy, private events, media events, and cultural initiatives.<\/p>\n\n\n\n We focus on several key elements: strong programming, strategic partnerships, consistent brand image, media visibility, digital communication, and the creation of memorable experiences.<\/p>\n\n\n\n Every event hosted at Casino du Liban must contribute to reinforcing its image as a non-stop event generator and a place of glamour and prestige.<\/p>\n\n\n\n In a country like Lebanon, where culture and hospitality are part of our identity, we also believe that marketing should not be purely commercial. It should tell a story, create attachment, and remind people why certain places remain iconic across generations.<\/p>\n\n\n\n Throughout your professional journey, which milestones or achievements have been the most meaningful to you?<\/strong><\/p>\n\n\n\n Throughout my journey, I have been fortunate to create many remarkable projects and successful events that left a real mark on Casino du Liban’s history and positioning.<\/p>\n\n\n\n In 2017, we were very proud to enter the Guinness World Records with the largest roulette wheel in the world, which was hung from our dome ceiling in the lobby during the Christmas festive season. This achievement went beyond the record itself, strengthening Casino du Liban’s position as a landmark entertainment destination in Lebanon and giving it worldwide exposure on an international scale.<\/p>\n\n\n\n Among the milestones I also remember with great pride is the Christmas Village we organized in 2018, through which we transformed Casino du Liban into a true family destination. It was a very meaningful initiative because it opened the doors of the Casino to a wider public and created a warm, festive, and intergenerational experience.<\/p>\n\n\n\n The World Cup events also hold a very special place in my memory\u2014in 2018, 2022, and now again with our latest edition. These events allowed us to bring people together around sport, emotion, national passion, and collective joy, while positioning Casino du Liban as a unique destination for large-scale live experiences.<\/p>\n\n\n\n Going back to 2009, the Lebanese Poker Championship was another major milestone, especially as it received international exposure and was covered by CNN, placing Casino du Liban on a wider global map.<\/p>\n\n\n\n I would also like to highlight the many culinary festivals and cultural events we organized in collaboration with different embassies, including, but not limited to, the Spanish, Cuban, and Greek embassies. These events celebrated not only cuisine, but also culture, music, diplomacy, and the art of bringing people together around a refined experience.<\/p>\n\n\n\n Award ceremonies and media events have also been an important part of this journey, from major artistic and cultural tributes to celebrations honoring the success of Mayyas, Lebanese drama, and many other unforgettable moments.<\/p>\n\n\n\n Each of these projects had its own identity, but they all shared one common purpose: to keep Casino du Liban alive as a destination of entertainment, culture, elegance, and emotion. In Lebanon, continuity itself is an achievement, but creating memorable moments along the way is what gives that continuity its soul.<\/p>\n\n\n\n As a female leader in the industry, what values and principles have guided your approach to leadership and decision-making?<\/strong><\/p>\n\n\n\n I believe leadership is first about responsibility. It is not about imposing authority, but about creating direction, protecting standards, and taking decisions with clarity and courage.<\/p>\n\n\n\n As a woman in this industry, I have always believed in consistency, credibility, intuition, and hard work. I try to lead with both firmness and empathy because, in a creative and service-oriented environment, people need structure, but they also need motivation and trust.<\/p>\n\n\n\n My principles are simple: remain professional, stay loyal to the institution, respect people, never compromise on quality, and always keep the bigger picture in mind. Leadership, for me, is not only about making decisions; it is also about carrying the consequences of those decisions with grace.<\/p>\n\n\n\n Casino du Liban regularly participates in major cultural and media events. How important are these initiatives in promoting the destination and supporting Lebanon’s entertainment sector?<\/strong><\/p>\n\n\n\n These initiatives are extremely important. Casino du Liban has always played a major role in Lebanon’s cultural and entertainment scene, and its participation in media, artistic, culinary, and cultural events helps reinforce this role.<\/p>\n\n\n\n Supporting such initiatives is not only about visibility. It is also about contributing to the ecosystem of artists, producers, media professionals, chefs, musicians, and creators who continue to keep Lebanon alive culturally. Every event, every festival, every award ceremony, and every cultural gathering becomes a way of saying that Lebanon still has talent, energy, and creativity to offer.<\/p>\n\n\n\n For Casino du Liban, being present in these initiatives is part of its responsibility as a landmark destination and as a platform that has always celebrated entertainment in its most refined forms.<\/p>\n\n\n\n How do you see the future of hospitality and entertainment evolving in Lebanon, and what role do innovation and creativity play in this transformation?<\/strong><\/p>\n\n\n\n The future of hospitality and entertainment in Lebanon will depend on our ability to reinvent without losing our identity. Lebanon has always had a natural talent for hospitality, celebration, gastronomy, music, and nightlife. These are part of who we are. But today, audiences are changing, expectations are higher, and competition is wider.<\/p>\n\n\n\n Innovation is therefore essential, not only in technology, but also in concepts, guest experience, programming, communication, and service. Creativity allows us to transform challenges into opportunities and create experiences that people remember.<\/p>\n\n\n\n Lebanon’s strength has always been its ability to create beauty even in difficult times. The future will belong to those who can combine authenticity with innovation, emotion with professionalism, and heritage with modernity.<\/p>\n\n\n\n What qualities do you believe are essential for building a successful marketing team and creating impactful campaigns?<\/strong><\/p>\n\n\n\n A successful marketing team needs creativity, discipline, agility, and a strong sense of brand identity. Creativity alone is not enough. It must be supported by organization, strategy, follow-up, and the ability to execute under pressure.<\/p>\n\n\n\n In hospitality and entertainment, a team must also understand emotions. We are not only selling a service; we are creating expectations, memories, and experiences. This requires attention to detail, good communication, teamwork, and the ability to react quickly.<\/p>\n\n\n\n For me, the best campaigns are those that remain true to the brand while touching people in a simple and memorable way.<\/p>\n\n\n\n What upcoming projects, experiences, or initiatives can guests look forward to at Casino du Liban?<\/strong><\/p>\n\n\n\n Casino du Liban is constantly focused on refreshing the guest experience through entertainment, events, dining, and the overall customer journey. Our objective is to continue developing the Casino as a complete destination, where guests can enjoy not only gaming, but also concerts, cultural events, fine dining, celebrations, and memorable evenings.<\/p>\n\n\n\n We are working on enriching our entertainment calendar, enhancing our communication platforms, developing new experiences across our venues, and continuing to host events that reflect the prestige and diversity of Casino du Liban.<\/p>\n\n\n\n The ambition is clear: to preserve the legacy while creating new reasons for people to return, rediscover, and reconnect with this iconic destination.<\/p>\n\n\n\n Looking back on your career, what message would you like to share with young professionals aspiring to succeed in marketing, hospitality, and entertainment?<\/strong><\/p>\n\n\n\n My message to young professionals is to be patient, curious, and committed.<\/p>\n\n\n\n Success in marketing, hospitality, and entertainment does not happen overnight. It is built through experience, observation, mistakes, discipline, and passion.<\/p>\n\n\n\n They should learn the history of the brands they work for, understand the people they are speaking to, and never underestimate the importance of details. In our industry, details create emotion, and emotion creates loyalty.<\/p>\n\n\n\n I would also tell them not to be afraid of challenges. In Lebanon, we often learn to build with limited resources and difficult circumstances. But this also teaches resilience, creativity, and strength. If they remain serious, humble, and passionate, they can create a meaningful path for themselves.<\/p>\n","protected":false},"excerpt":{"rendered":" An Exclusive Interview with Lara Hafez, Marketing Director at Casino du Liban Leading with Legacy: The Vision Behind Casino du Liban’s Enduring Success You have built an impressive career in Lebanon’s entertainment and hospitality industry. Can you share with us the journey that led you to your role as Marketing Director at Casino du Liban? My journey with Casino du Liban began in 1996, shortly before its reopening, after completing my B.A. degree in Economics at Saint Joseph University and […]<\/p>\n","protected":false},"author":8,"featured_media":2983,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[85,86],"tags":[],"class_list":["post-2980","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pdf-magazines","category-special-interview"],"yoast_head":"\n
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