Harrah’s set to absorb slot clubs

Aug 2, 2005 3:14 AM


Now that Harrah’s acquisition of Caesars Entertainment is complete, changes should be forthcoming at a somewhat faster clip.

So far, there has been an elimination of some casino personnel in Caesars casinos (Caesars Palace, Bally’s, Paris and Flamingo), as well as the turnover of some middle management, mostly through attrition.

At the consumer level, players won’t begin seeing any major changes in their slot club/rewards programs until next year.

According to casino marketers who asked not to be named, Caesars’ Connection Card will be phased out by the beginning of 2006.

Until then, the Caesars and Harrah’s Total Rewards slot club programs, as well as Horseshoe’s Winner Circle, will remain essentially separate, with no crossover in benefits.

"Both rewards programs (Caesars and Harrah’s) are separate, but we plan to have a combined rewards program in 2006," a Harrah’s casino marketing coordinator said. She added, however, that within the next few months players will be offered ways to use comps that "cut across" some of Harrah’s, Horseshoe and Caesars casinos.

"This will take place at one Caesars casino at a time, starting in Las Vegas," she said. "Next year, we’ll introduce Total Rewards and all of its great benefits to Caesars players.

"Then, you’ll need only one card to play at any Harrah’s, Horseshoe or Caesars casino nationwide."

With one card, players will be able to combine all of their earned credits on one card.

In the meantime, players are advised to continue to use their cards and accumulate rewards. Casino reps also said that special promotions and coupons will continue to be sent to club members.

However, offers and coupons may be redeemed only at the casinos indicated directly on the coupon — once again, there won’t be any crossover, at least for awhile, casino marketers said.

Harrah’s casino officials said the wait for the changeover will be worth it.

"Next year, Total Rewards will offer the most comprehensive and exciting rewards and benefit options in the casino industry," a marketing manager said. "We’re looking to incorporate all the best components into one convenient program."