There are 75 entrants in the Masters section, one-third of whom are Grandmasters. Top seed is England's Michael Adams. And there's an £18,000 prize fund!
The chess is taking place alongside a poker tournament and to kick things off, US WGM Jennifer Shahade played three chess games and three poker games simultaneously. You can view an excellent edited video of the Simul.
This is the main website for the tournament.
EDIT: Alan won today! He now plays a 2528 GM/WGM from India in Round 3; he should be on the live boards (Board 15), starting at 1.30 pm Monday.