Gaming loyalty programmes brought under one umbrella
Park Place casino customers will now be able to earn points as they play in one casino and then spend them in another.
Park Place Entertainment Corporation (which owns, manages or has an interest in 28 global gaming properties under the brand names Bally's, Caesars, Flamingo, Grand Casinos and Hilton) is to unify all its casino player loyalty clubs under a single, new, umbrella programme: Park Place Connection.
Keep it in the family The company hopes that that the new card will encourage Park Place guests who visit other establishments during their stay in Las Vegas to visit another Park Place property. The programme offers points in proportion to the amounts wagered while playing slot machines. Players then receive cash rebates. The spend/points ratio is set by each resort. The card, when inserted into a slot machine, identifies the customer and adds points as he or she plays.
Benefits Based on their play, members can receive complimentary hotel, dining and showroom privileges, special rates and event invitations. The programme combines The Caesars Emperors Club, the Bally's MVP Club, the Flamingo Players Club, the Hilton Barron's Club and the Club Paris programmes. The current roll-out is phase one. Later in 2002 cross-property complimentaries will be added to existing resort-specific players club rewards. Park Place will also seek regulatory approval to extend the programme to resorts in its other US resort cities.