Graceland Hotel & Casino

What Graceland Hotel & Casino does

Graceland Hotel & Casino is an integrated gaming, hotel, and leisure resort located at 1 eMbalenhle Road in Secunda, Mpumalanga, South Africa, operated by Peermont (Pty) Ltd as one property within the Peermont Global group's 11-property Southern African portfolio. The resort holds the distinction of being South Africa's first officially licensed casino (established 1994) and operates 24 hours a day, 365 days a year. Its physical footprint comprises a 98-room Peermont Walmont hotel (62 Classic rooms, 31 Deluxe rooms, 3 Junior Suites, 1 Presidential Suite, 1 Universal Accessible room), an 18-hole Gary Player-designed championship inland links golf course with clubhouse and pro shop, the Rootz Boutique Spa, five food and beverage outlets (Madison's Bistro, Blue Bayou, Augusta Club Lounge, Palm Terrace Snack Bar, and Moo Bar), and over 1,650 square meters of conference and event venue space anchored by the 1,200m² Graceland Arena and the 333m² Liberty Hall. Family entertainment is provided through the Jordan's Jam monitored children's play area.

Name

Graceland Hotel & Casino

Legal name

Peermont (Pty) Ltd

Website

https://graceland.co.za

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Graceland Hotel & Casino is an integrated gaming, lodging, golf, and conference resort in Secunda, Mpumalanga, South Africa, operated by Peermont (Pty) Ltd. It serves leisure travelers, corporate clients, government entities, golf enthusiasts, casino patrons, and wedding couples through its 98-room hotel, casino, Gary Player-designed golf course, spa, dining venues, and event spaces.

Ownership category

akta.pro rank

Product category

Integrated Resort & Casino Hospitality

NAICS

Casino Hotels (721120), Gambling Industries (7132)

SIC

Hotels & Motels (7011), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Integrated Casino Resorts (THAGAJAA)

akta.pro secondary industries

Destination Casino Hotels (THAGAJAC), Convention & Events Casino Hotels (THAGAJAK)

Keywords

• Integrated resort hospitality
• Casino gaming operations
• Hotel accommodation services
• Conference and event venues
• Championship golf course

Headquarters

HQ city

Secunda

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Casino Gaming: Primary revenue from casino floor operations including slot machines and table games. South Africa's first officially licensed casino generating income from gaming activities with house edge and promotional FreePlay structure.
2. Hotel Accommodation: Room revenue from 98 rooms and suites at Peermont Walmont Hotel including Classic King, Classic Twin, Deluxe King, Junior Suite, Presidential Suite, and Universal Accessible rooms. Includes room service from 06h00 to 24h00.
3. Golf Course Operations: Green fees, membership fees, pro shop merchandise sales, and golf lessons. Gary Player designed 18-hole inland links course with clubhouse and Augusta Lounge.
4. Spa Services: Rootz Boutique Spa offering massages, reflexology, facials, manicures, pedicures, and beauty therapies using organic products.
5. Food & Beverage: Multiple dining venues including Madison's Bistro (casual dining, wood-fired pizzas, burgers), Blue Bayou (fine dining, Creole/Cajun cuisine), Augusta Club Lounge, Palm Terrace Snack Bar, and Moo Bar (cocktails, sports viewing).
6. Conference & Events: Venue hire and packages for corporate meetings, conferences, weddings, and events across Graceland Arena (1200m²), Liberty Hall (333m²), and multiple smaller meeting rooms.
7. Loyalty Program Revenue: Winners Circle membership drives customer retention and increased spending across all revenue streams through tiered rewards (Black, Sapphire, Gold, Silver cards).

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Graceland Hotel & Casino operates an integrated resort in Secunda, South Africa, combining casino gaming, hotel accommodation (98 rooms and suites), a Gary Player-designed golf course, boutique spa, multiple restaurants and bars, and dedicated conference and event venues. The property generates revenue from gaming floor activities, room nights, golf green fees and memberships, spa treatments, food and beverage sales, and venue hire for weddings, corporate events, and conferences. The Winners Circle loyalty program links gaming, hotel, and dining rewards across the Peermont group.

Product overview

Graceland Hotel & Casino is a resort complex in Secunda, Mpumalanga, South Africa, comprising multiple integrated products and services. The core offerings include: South Africa's first officially licensed casino with gaming promotions; the Peermont Walmont Hotel (3-star, 98 rooms/suites); an 18-hole Gary Player-designed championship golf course (Country Club); Rootz Boutique Spa; and diverse dining venues (Madison's Bistro, Blue Bayou, Augusta Club Lounge, Palm Terrace Snack Bar, Moo Bar). The resort also features extensive conference and event venues including Graceland Arena (1200m²), Liberty Hall (333m²), Carolina Room (38m²), Georgia Room (33m²), and Virginia Boardroom (46m²). Family entertainment is provided through Jordan's Jam children's area. The Winners Circle loyalty program ties together gaming, hotel, and dining rewards. Conference packages, wedding services, and government rates provide business and special occasion offerings.

Differentiator

Problem solved

Functional benefit

Brands

• Walmont: The 3-star (some sources refer to as 4-star premium) hotel brand within the Peermont group, offering refined elegance and personalized service. At Graceland, the Peermont Walmont Hotel offers 98 rooms and suites.
• Winners Circle
• Rootz Boutique Spa
• Madison's Bistro
• Blue Bayou
• Moo Bar
• Jordan's Jam
• Augusta Club Lounge
• Heavenly Sweet Treats

Products and services

• Casino South Africa's first officially licensed casino offering secure cashless gaming with table games and slot machines, complemented by gaming promotions and the Winners Circle loyalty program. Targets adult gaming patrons seeking casino entertainment.
• Peermont Walmont Hotel 3-star hotel with 98 rooms and suites (62 Classic, 31 Deluxe, 3 Junior suites, 1 Presidential suite, 1 Universal Accessible room) featuring Victorian-American themed decor with panoramic views of the golf course or pool terrace. Room service available 06h00-24h00. Serves leisure travelers, business travelers, and corporate clients.
• Graceland Country Club Golf Course 18-hole Gary Player-designed inland links championship golf course with Pro Shop, Augusta Club Lounge, and Palm Terrace Snack Bar. Targets golf enthusiasts and members through tiered Winners Circle golf memberships (Black, Sapphire, Gold).
• Rootz Boutique Spa Boutique spa offering pampering treatments including reflexology, massages, facials, manicures, pedicures, and beauty therapies using organic products. Located within the Peermont Walmont Hotel and serves hotel guests and day visitors.
• Graceland Arena Multi-purpose 1200m² venue accommodating up to 1,200 individuals for boxing matches, musical performances, and special events with audio, lighting, video, and staging equipment. Targets event organizers and corporate clients.
• Liberty Hall Conference venue with 333m² convention room divisible into two 170m² sections, featuring perimeter hanging bar, dimmable lighting, and microphone input points. Capacity: 350 cinema, 200 banquet served. Targets corporate conferences and events.
• Carolina Room Intimate 38m² conference and event space accommodating up to 50 guests with flexible seating arrangements including classroom, boardroom, U-shape, and banquet configurations. Targets small corporate meetings and events.
• Georgia Room Intimate 33m² venue ideal for buffet or cocktail gatherings, seating up to 20 guests in various configurations. Targets small receptions and cocktail events.
• Virginia Boardroom Executive-style 46m² breakaway room suitable for think-tanks, brainstorming sessions, and strategic planning with seating up to 30 guests. Targets corporate board meetings and executive retreats.
• Madison's Bistro Casual dining restaurant with New York loft-style ambiance offering hearty breakfasts, wood-fired pizzas, gourmet burgers, and grilled specialties. Open Mon-Thu 11h00-22h00, Fri-Sat 11h00-23h00. Serves hotel guests and walk-in diners.
• Blue Bayou Restaurant Fine dining restaurant blending Creole, Cajun, and international cuisine with elegant interior and outdoor terrace. Offers daily breakfast from 06h30-11h00. Targets hotel guests and diners seeking upscale Creole/Cajun cuisine.
• Augusta Club Lounge Sophisticated golf course lounge overlooking the course, offering curated wines, craft cocktails, and classic beverages. Open Sun-Thu 07h00-17h00, Fri-Sat 07h00-20h00. Targets golfers and country club patrons.
• Palm Terrace Snack Bar Casual self-service snack bar overlooking pool and golf course, offering light meals and refreshments for golfers. Open 07h00-22h00. Targets golfers and pool patrons.
• Moo Bar Cow-themed sports bar with crafted cocktails, snacks, live entertainment, and sports viewing on large screens. Open Fri-Sat 16h00-02h00, Sun 14h00-21h00. No under 18s. Targets adult guests and sports viewing patrons.
• Jordan's Jam Children's Play Area Monitored children's playground with arcade games and activities. Pricing varies by Winners Circle membership level: Black Card complimentary (up to 3 children), Sapphire R20/child, Other Members R40/child, Non-members R60/child. Located within the casino area. Targets families and leisure guests.
• Winners Circle Loyalty Program Cross-property gaming loyalty program offering rewards, discounts on hotel stays and dining, and exclusive invitations to gaming promotions. Features mobile app for managing rewards, viewing promotions, and booking hotel stays. Tiered membership (Black, Sapphire, Gold, Silver) with progressive benefits.
• Conference Packages Meeting and conference packages including venue hire, arrival tea/coffee with baked treats, mid-morning or afternoon break with snacks, lunch with soft drink, mints, and water. Half-day from R520 per delegate; full-day from R570 per delegate. Plus government rates from R300/R340 per delegate for B-BBEE Level 1 certified entities. Targets corporate and government clients.
• Wedding Packages Customizable wedding packages including venue setup, catering, accommodation, entertainment options, and wedding coordination. Three tiers based on guest count: Package 1 from R365 per person (200+ guests), Package 2 from R395 per person (150-199 guests), Package 3 from R425 per person (200+ guests). Targets engaged couples and wedding planners.

Quantifiable outcome

• B-BBEE Level 1 certification with 135% procurement recognition level
• +1 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Peermont ResortscoreOthersParent company operating multiple casino-hotel-resort properties across Southern Africa. Graceland is one of 11 Peermont properties including Emperors Palace (Johannesburg), Grand Palm (Botswana), Frontier Inn (Bethlehem), Khoroni (Thohoyandou), Mondior (Gaborone), Rio (Klerksdorp), Thaba Moshate (Burgersfort), Umfolozi (Empangeni), and others.

Scale indicators7 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Emperors Palace: Peermont's flagship Gauteng casino resort offering hotel, casino, conference, dining, and entertainment under one roof. Sister property within the same Peermont group with near-identical product mix and Winners Circle integration.
• Montecasino: Large Gauteng-based integrated casino resort with hotel, casino, theatres, restaurants, and bird gardens. Directly comparable as a multi-venue South African casino resort competing for the same leisure and conference segments.
• Carnival City: Brakpan-based casino resort offering casino, hotel, entertainment, and dining. Comparable as a multi-venue South African casino property serving similar budget-conscious leisure and gaming segments.
• Grand Palm Hotel & Casino: Peermont sister property in Gaborone, Botswana offering integrated casino, hotel, conference, and entertainment. Direct comparable as a Peermont-operated mid-sized integrated resort in Southern Africa with shared loyalty and operational model.
• Sun City Resort: South Africa's flagship integrated casino resort in North West Province, combining casino, multiple hotels, golf courses, waterpark, and conference facilities. Most directly comparable as a destination-scale casino resort serving the South African domestic leisure and conference market.
• Silverstar Casino: Tsogo Sun-operated casino resort in Muldersdrift offering casino, hotel, conference, and entertainment facilities. Comparable mid-sized integrated casino resort competing in the South African domestic market.
• Gold Reef City: Johannesburg-based integrated casino resort with theme park, hotel, casino, and conference facilities. Comparable South African integrated resort with overlapping customer base of families, leisure, and corporate clients.
• Rio Hotel, Casino & Convention Resort: Peermont-operated casino resort in Klerksdorp offering hotel, casino, conference, and dining. Direct comparable as another Peermont group integrated resort with shared Winners Circle platform and similar mid-market positioning.

Regional players

• Boardwalk Casino & Entertainment World: Port Elizabeth-based integrated casino resort operated by Sun International, combining casino, hotel, conference, and beachfront entertainment. Comparable product mix but serves a different regional South African market from Graceland's Mpumalanga base.
• Sibaya Casino & Entertainment Kingdom: KwaZulu-Natal coastal casino resort offering gaming, hotel, dining, and conference facilities. Comparable mid-sized integrated resort operating in a different South African province without direct Mpumalanga overlap.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/rootzboutiquespasecunda
• LinkedInlinkedin.com/company/graceland-hotel-&-casino

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Graceland Hotel & Casino