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Harrah's expands casino players' rewards

Sep 30, 2008 7:02 PM

By David Stratton |

In a move expected to expand spending by its customer base, Harrah’s Entertainment, Inc. last week announced it was offering members of its Total Rewards program points or credits for their entertainment expenditures. Ordinarily, players club members earn credits with their casino play. Under the new program, they can earn credits from non-gaming expenditures including guest rooms, dining, live shows and entertainment, golf, spas and retail outlets. For every dollar members spend on most non-gaming purchases at Harrah’s properties, members will earn one Reward Credit. Those points can then be redeemed for entertainment expenditures at participating resorts. Total Rewards, introduced in 2000, was the casino industry’s first national, multi-brand loyalty program. The newly expanded program allows the 40 million-plus Total Rewards customers to accumulate Rewards Credits and Tier Credits for most entertainment expenditures. “This is an exciting and important enhancement to Total Rewards,” said David Norton, chief marketing officer, Harrah’s Entertainment. “It’s a natural evolution that incorporates our growing number of entertainment offerings and appeals to gamers and non-gamers alike. Now more people in more places can enjoy the benefits of earning and redeeming Rewards Credits.” The new program will also give Harrah’s more customer data to tinker with: Where and what do you eat? What do you buy? Do you enjoy magic, concerts or just a tall cocktail? Long known for building an extensive customer data base, Harrah’s will have even more tracking information to keep players coming through the doors. Most of the 40 Harrah’s-operated casinos around the country will introduce the Total Rewards Entertainment Package with a themed promotion beginning in early October. Customers who join Total Rewards at any time during a participating casino’s promotional period will receive a game piece that may contain an embedded code to win a visit to one of Harrah’s destination resorts. Among the available prizes are tickets to see Cher or Bette Midler at Caesars Palace in Las Vegas, a trip to a London Clubs International casino in the United Kingdom, a Mardi Gras experience in New Orleans or an alpine getaway in Lake Tahoe. All Total Rewards members can obtain game pieces on select promotional dates at participating casinos; each member is eligible for one game piece on each promotional date that they visit a participating casino. No purchase or play is necessary to enter the promotion. Total Rewards will continue to recognize its Gold, Platinum, Diamond or Seven Stars members, and current members now have more ways to earn credits to advance them to the next tier. Harrah’s operates resorts primarily under the Harrah’s, Caesars and Horseshoe brand names; Harrah’s also owns the London Clubs International family of casinos and the World Series of Poker.