Park Place launches new player rewards program

Jan 8, 2002 8:15 AM

Park Place Entertainment (PPE) has thrown its pin-striped hat into the player rewards arena by forming a company-wide players’ club called Park Place Connection.

The new program will debut on Elvis’ birthday ”” Jan. 8 ”” with cash-back bonuses at the company’s five Las Vegas casino-resorts: Caesars Palace, Bally’s, Flamingo, Paris and Las Vegas Hilton.

“In our case, bigger is definitely better for our customers,” said PPE Chief Operating Officer Wallace Barr. “With Park Place Connection, we’re giving our customers yet another reason to experience all of our resorts and to become personally acquainted with the remarkable range of benefits and incentives that can only come from a large, diverse resort enterprise.”

Barr added that the Connection program will especially benefit customers who frequent the Park Place properties that dominate the “four corners” at Flamingo Road and The Strip.

“We also boast a constant flow of convention customers through the Las Vegas Hilton,” Barr said. “The new Park Place Connection card will encourage our guests who decide to visit other resorts during their stay in Las Vegas to choose from another Park Place property.”

The Park Place rewards program is similar to frequent flyer programs in that customers earn points in proportion to their play. Based on the points earned while playing slots, members are eligible for cash rebates.

The amount of coin-in required to earn a point is determined by each resort. In addition to cash back, players also receive free hotel, dining and showroom privileges, special rates, discounts and event invitations from the hotel-casinos, based on their play.

Park Place Connection members can insert their cards into slot machines at any of the Las Vegas casinos. The machines’ card readers recognize the customer and award points for his play, and automatically links the points earned at any of the Park Place resorts in Las Vegas. Combining points enables players to earn rewards faster by combining their play from several properties.

Players can sign up for the new Park Place Connection card at any of the Park Place casinos. The new rewards program replaces the Caesars Emperors Club, the Bally’s MVP Club, Flamingo Players Club, the Hilton Barron’s Club and the Club Paris programs.

“Our research shows significant cross-property patronage at our Las Vegas resorts,” Barr said. “We want to make it easier for the player to realize all the benefits of playing at Park Place properties.”

Barr said the Park Place Connection program is the latest in a series of services designed to offer added convenience for its customers. Others include cross charging privileges, which enable hotel guests to sign and charge meals, beverages and merchandise at any of the properties to their host hotel account. The company also offers hotel guest registration at McCarran Airport for all five of its Las Vegas properties.

Jan. 8 marks the launch date for Park Place Connection in Las Vegas, resorts in other U.S. cities will be added to the program in 2002.