New loyalty
cards attract local
high-rollers
December 1
Everyone knows that
local high-rollers
at well-known Las Vegas
casinos expect top-notch
treatment. High-rollers
or high-profile players
require such perks as
show tickets, free
suites, and much more to
keep them loyal.
Station Casinos Inc. and
Harrah's Entertainment
Inc., are two companies
known for hard-hitting
marketing programs.
However, their perks
don't include high
quality luxuries. In
recent times, the two
have improved their
programs by adding
high-level gambling loyalty cards
that recognize gamblers
for special treatment
and perks. To qualify
for these cards, players in
both companies' programs
are gambling thousands
of dollars each year
based amounts area slot
machines usually pay
and keep.
To stand-out from other
promotional programs,
the cards were launched
without much publicity
and only to specified
customers.The programs
are just one more
sign of the rapidly
increasing high-limit audience in
Las Vegas.
This new type of benefit
card is being launched
by the two companies
with high hopes to keep
high quality gamblers
on-hand in their
casinos. Locals will no
doubt get bored easily
if not treated well.
Earlier this year,
Station Casinos created a fifth level
in the company's
well-known Boarding Pass loyalty
card program. The card,
which is called the
Chairman, has already
enticed just under 200
players who are now able
to get
the kind of perks that
are not usually set
aside for their local
gamblers. Such players
can get free limo service
to and from any Station
casino, seating in
VIP areas
of movie theaters and
top-noch tickets to live
events at any Station
property.
Holders of the
Chairman card are
required accrue a
minimum of $750,000 in
points every three
months to keep their
membership current.
Players that are
plugging away on
higher-limit slots at $5
and up can accumulate
points at a rapid pace.
