Casino Loyalty Program Idea

Most casinos have some sort of loyalty program/slot card where players can earn points from their gambling action. The basic premise is that the more you gamble, the more points you earn, the more free stuff the casino gives you in the form of comps.

However, for a lot of people who go to Las Vegas, their gambling budget is only a small part of what they actually spend on their trip. Think about the young, hip nightclub crowd who will spend thousands of dollars for table service, or foodies who will only eat at the nicest and most expensive resturants, or people who mainly like to shop or see shows. I have friends who don't gamble a lot, but spend tens of thousands of dollars in Las Vegas on expensive suites, food, wine and shows.

My idea would be to create a casino loyalty program where you can earn points on whatever you spend within their properties. From hotel rooms, to resturants, to shows, to gift shops, to casino owned nightclubs, to bars, and of course gambling. Points could be redemed the same way gambling comps are currently, at the end of your stay for discounted room rates, food, etc.

The advantage for a large company like the MGM or Ceasars/Harrah's is that you are attempting to capture every aspect of spending while a visitor is in Las Vegas. A highrolling nightclub junkie may decide to only spend their money at MGM nightclubs if they are getting a free room thrown in at the end of their stay. Points would add up quickly and allow the patron to feel like they are getting a "deal" even if they only are spending a few hundred dollars gambling, but a few thousand for their trip as a whole.

I would think that a casino who advertises this type of loyalty program could do very will with the initial announcement. "Earn Points on Everything at the MGM!"

Thoughts and or suggestions?

Doesn't CET Total Rewards already do this for entertainment purchases? I do not know what that includes, maybe only show tickets, maybe food, beverage and gift shops as well...

edit: yup, found it: https://harrahs.custhelp.com/app/answers/detail/a_id/923/

I think there's also a TR credit card. I assume it works like an airline-affiliated card.

Quote: Nareed

I think there's also a TR credit card. I assume it works like an airline-affiliated card.

There sure is. 1% back in Reward Credits, keeps your points active if used once every six months and 2500 Reward Credits after first purchase as a welcome bonus. Not bad, I guess, but only if you pay it off every month (like all rewards CCs...or CCs in general).

Yes, you get Harrah's points for any purchase in the casino. My Harrah's review explains the percentages and stuff.

Cosmopolitans program is like this, and I believe I've read that others are headed this way. There is a brief article on Cosmo's program here and it states points are earned for:

Quote:

Identity Points reside in a member’s personal account and are based on the amount of dollars either spent or wagered.

Identity Points can be earned by members as follows:

· 10 points for every $1 spent on room or suite accommodations

· 10 points for every $4 of other resort spending (e.g., restaurants, spa, selected retail)

· 10 points for every $15 wagered on reel/video reel slot

· 10 points for every $50 wagered on video poker

· 10 points for every $100 wagered on table games (approximate – varies by game type)

· Identity members who book their hotel stay through a third-party partner or online travel agency will receive a flat amount of 1,000 points per night of accommodations, in addition to points earned on their other expenditures.

Identity points may be used for room upgrades.

Great idea as more casinos are going towards that route. Wizard expained it perfectly.

For me, it makes sense to play to win, not for comps. The comps are an added bonus and love the free dinners, shows, rooms, etc to Im rewarded with. But that should all be added value to your play for you. Ive seen people over the years that feel they have to put hours in on a table just to get a darn meal. They would spend extra time and lose hundreds of dollars just to get a 35 dollar comp ticket... and feel good about it. Genious on the part of the casinos. Why not take your winnings and buy your own meal if you have to is how I look at it. You save in the long run.

Quote: Wizard

Yes, you get Harrah's points for any purchase in the casino. My Harrah's review explains the percentages and stuff.

I was about to ask, then found it. It's towards the end of the Harrah's hotel review.

I like the idea of getting credit for all spending, but wonder if the relatively small margins on non-gaming activities will make the "bonus" appear trivial. You only want to see a show once, or eat in a restaurant, "to try it". I don't see the folks who spend large amounts for the newest and shiniest, going back to the places they've already seen and done, just for "points".

I'm not sure the margins are so small. What's the margin on a $200 massage or round of golf?