Tag: Players ClubsView All Tags
On the surface, casinos are houses of entertainment. Whether we're gambling, dining or seeing a show, there is fun to be had. Behind the scenes is a different story. Casinos are big businesses run by number crunchers. Every square inch of a casino and hotel in Vegas must be accounted for. In fact, every person that walks through the doors has to be accounted for.
Counting beans isn't fun for most of us, but it's interesting to see how, as customers, we're valued. While perusing the UNLV Gaming library, we found the math behind how casino bean counters derive the value of a gambler and how they attribute that value to players clubs. This isn't for the lighthearted so buckle up, we're in for an information roller coaster!
M Life / Hyatt Hotels / Hyatt Gold Passport / Loyalty Programs / Players Clubs / MGM Resorts / → All Tags
MLife is going worldwide thanks to a new partnership with Hyatt Hotels' Gold Passport loyalty program. Members of Gold Passport will be able to earn and redeem points at twelve of MGM Resorts' participating Las Vegas resorts while M life members can earn Tier Credits at more than 450 Hyatt Hotels and Resorts worldwide.
Bill Hornbuckle, president and chief marketing officer, MGM Resorts International, said, “The new alliance with Hyatt provides M life members with access and added benefits to destinations around the world while exposing our world-class Las Vegas resorts and M life loyalty program to even more savvy travelers. Whether choosing Las Vegas or another part of the world, members’ experiences will be enhanced through this relationship.”
The partnership goes into effect June 20 and reservations can be made on both the Hyatt Hotels website and Mlife.com. Tellingly, Circus Circus is not one of the participating resorts. We also don't know what will happen when THEhotel turns into a Delano next year. (Delano being a part of Morgans Hotel Group.) But, for now, the following properties are game:
On July 1, the Plaza will debut a new players club called Royal Rewards. The main difference between the current players club and the coming one will be that rewards will be different based on tiers like many other players clubs. Royal Rewards will offer new members instant tier matching from any other Las Vegas casino players club and promises to reward players with the fastest tier advancement and more free slot play.
Depending on your status level, you can get things like free room upgrades (view, junior suite, adult suite), dining discounts or VIP parking for those that drive to The Plaza. You can see a full list below.
The players club war reaches new heights today as members of MGM Resorts' M Life program discover they're now free to
move about the country rack up airline points.
M Life is partnering with Southwest Airlines' Rapid Rewards program to offer members of both a new way to work towards free flights. And, how they're earned may be something you're doing, anyway -- staying at an MGM Resort when in Vegas. To launch the new endeavour, anyone who books a reservation at an MGM property between now and June 30 will earn 1,200 Rapid Rewards points. Outside of that window, members will earn 600 Rapid Rewards with each qualifying stay. Here's the fine print:
Ultimate Poker / UFC / Poker / Station Casinos / Boarding Pass / Players Clubs / Online Poker / → All Tags
Online poker comes back to life in Nevada this week with the launch of Ultimate Poker. Even though online poker in the United States is only legal in Nevada this is still a big deal. It's been a long time since Black Friday essentially shut down online poker in America and Ultimate Poker is the first step back towards legal online poker.
Ultimate Poker is owned by Station Casinos who also own the UFC. The UFC will be a Ultimate Poker's exclusive online gaming (gambling?) partner so expect to see the name often when you watch the fights. Even though Ultimate Poker is connected with Station Casinos you won't receive any Boarding Pass players club points for playing. You will still see some promotions available just for Boarding Pass members, though.
Wouldn't you know it the day after we say to expect changes coming to your favorite players clubs, we begin hearing rumors about changes to one of the largest players clubs in Las Vegas. Our eyes spy the possibility of a shake up at the top of the MLife club.
Noir is the top tier of the MLife players club so, in theory, these changes would effect the players that supply MGM Resorts with the bulk of their gaming income. It's difficult for this writer to believe that anything negative will happen to the very top 0.2% of gamblers at MGM Resorts properties. It's more likely that this will be the beginning of a restructuring to the players club that would make sure those players are taken care of while trying to get more to step up their play to achieve a higher status.
The Pareto Principle states that, for many common occurrences, 80% of the effects from many events come from 20% of the population. In business that's often reflected by the 80/20 rule where 80% of business comes from 20% of clients. In casinos, the 80/20 rule is closer to the 90/10 rule and the separation is even greater when it comes to players clubs.
Players clubs are generally made up of three tiers of player -- small, medium and large. At the end of the day, casinos really do want to reward their largest players and offer awesome perks to their top 10% of players. In reality, only 0.2% of gamblers are in the highest tier of a players club while 95% of players are at the entry level.
Caesars Entertainment has casinos throughout the country and visitors in each city want different things. When this east coast gambler used to visit the Atlantic City Diamond Lounges there were buffet spreads laid out because many of the visitors were mostly day trippers and wanted meals. That's not the case as much in Las Vegas so the Diamond Lounges here are different. Diamond Lounges are more of a pitstop for Vegas vacationers then a dining destination like the Atlantic City visitor.
Diamond Lounges are open to all Diamond or Seven Stars level players at all eight Caesars properties in Las Vegas for no charge (besides whatever you spend gambling to gain access). There are no buffets in Las Vegas' Diamond Lounges, but there are chips and dips available throughout the day. There's a hot dish offered around dinner time that's usually fried chicken wings or some other fried finger food.
Every players club changes. That's evolution. Total Rewards changes for Caesars properties were announced earlier this year, but didn't take place until April 1 which is the new year for Total Rewards. It now takes more points to jump status levels (Gold to Platinum to Diamond to Seven Stars), but there are bonus points that are supposed to help you along. While other players clubs coldly remove perks without giving the appearance of adding anything at least Total Rewards is giving the impression that they're giving more with their increases.
It now takes 15,000 tier credits to reach Diamond level, but there are tiers within Diamond status that never existed before (kind of like the hotel-within-a-hotel concept at Caesars Palace with Nobu Hotel). Diamond level is the second highest tier status and it takes 10x the points (150,000) to reach Seven Stars (the top tier). The three levels are simply broken down by aspiration level:
Total Rewards will soon launch a new credit card from Comenity Bank. The current Total Rewards credit card from Bank of America is closing on March 31.
The new Total Rewards card offers a lot of perks for signing up. The most important may be for those of you who only get to Las Vegas once a year. The credit card activity is as good as spending money in a Caesars Entertainment casino. Spending at least $1 on the credit card at least every six months will keep your account active and you won't lose any points earned due to inactivity.
Gambling / The Cosmopolitan / Identity / Players Clubs / Marriott / Hard Rock / Loyalty Rewards / → All Tags
The Cosmopolitan is like no other casino in the world. They're an independently owned casino and, unlike many of the Vegas Strip casinos, they don't have partner gaming properties in or out of Las Vegas. Well, that's about to change in a very strange way. The Cosmo and Hard Rock Hotel Casino in Biloxi have announced a partnership for gamblers.
Cosmopolitan already has an agreement with Marriott, but it is specifically for the hotel portion of the property. This team-up with Biloxi's Hard Rock is strictly for gamblers. While the press release says this union is "formalized" there is no information about it on either website. There's also no mention on Cosmopolitan's Identity players club or anywhere on the resort's website. And, it's not on the Hard Rock Biloxi website, either. (Warning: Autoplay is set to YES when you visit.)
Players Clubs / Comps / Gambling / → All Tags
We don't gamble for comps, but it's nice to know how they work. Watching others receive better comps for less play led us to do a little snooping on how comps and players club points are calculated. Every casino has different policies, but they all rate the games in pretty much the same manner. It almost makes sense.
With total bankroll being the same, machines come before tables when racking up those players club points. Why? Because you can cycle through money quicker. You may have less money at risk with any hand dealt in video poker or spin on a slot machine, but in the time it may take for one roll at the craps table, you may have 10 spins on a slot or hands dealt in video poker. Similarly, you may have three games played on a machine for each hand of blackjack. That $20 put into the video poker machine may turn into $25 played before there's a point established on the craps table.