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Casinos Deal New CRM Program

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Posted January 3, 2002 By Robyn Greenspan     Feedback

Park Place Entertainment Corporation hopes to hit the jackpot with Park Place Connection — a loyalty program that links and aggregates points from all five of its Las Vegas casinos.

Casinos have used loyalty programs to reward their best customers long before CRM became a business standard. Park Place Entertainment Corporation, a worldwide gaming company with 28 properties, takes the rewards program a step further by unifying its entire casino player loyalty clubs under a single umbrella program called Park Place Connection. The new program will debut Jan. 8, 2002 with cash-back bonuses at the company's five Las Vegas destination resorts: Caesars Palace, Bally's, Flamingo, Paris, and the Las Vegas Hilton.

Guests sign up at the Las Vegas Park Place casino of their choice and receive a Park Place Connection loyalty card. The player inserts the card into slot machines at any of the company's Las Vegas casinos — Caesars Emperors Club, the Bally's MVP Club, the Flamingo Players Club, the Hilton Barron's Club and the Club Paris — and the card reader will instantly recognize the customer and award points for play. Points from any of the other four Las Vegas Park Place casinos are linked and aggregated so players earn rewards, such as cash rebates, complimentary hotel, dining and showroom privileges, special rates, discounts and event invitations, quickly.

"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. In our case, bigger is definitely better for our customers," said Park Place chief operating officer Wallace R. Barr.

Park Place Connection represents the company's latest effort to offer added convenience to customers of all of its Las Vegas casino resorts. Park Place currently offers cross charging privileges, enabling Las Vegas 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 International Airport for all five of its Las Vegas properties.

"We want our guests to enjoy their resort experience and let us do the accounting," said Barr. "Our research shows significant cross-property patronage among our Las Vegas resorts. We want to make it easier for the player to realize all the benefits of playing at Park Place properties by linking their rewards."

The January launch marks Phase I of the Park Place Connection rollout. Later in 2002, Park Place will seek regulatory approval to extend the Park Place Connection program to resorts in its other U.S. resort cities. Park Place Entertainment owns, manages or has an interest in 28 gaming properties around the world that operate under the Bally's, Caesars, Flamingo, Grand Casinos and Hilton brand names with a total of approximately 2 million square feet of gaming space, more than 28,000 hotel rooms and approximately 60,000 employees.

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