This year 2020 was challenging for casino operators, especially in tourist hubs like Las Vegas. Dealing with coronavirus has shifted a lot of plans while the businesses reevaluate the effectiveness of their actions.
Game inventory, new dining options, and more touchless actions on site will make the casino experience different in the future.
Another change many casino guests should notice? Shifts in casino rewards programs. Since being forced to close properties earlier this year, casino operators assessed their marketing efforts.
This year casino operators have been looking for opportunities to streamline expenses. Spending fewer marketing dollars on less profitable players seems to be in the cards for all casinos and their respective loyalty programs moving forward.
Rewarding the most profitable customers isn’t exactly new. When Boyd Gaming introduced its new B Connected Rewards club in 2018, the company made it more difficult for entry-level players to earn points and tier benefits.
The lowest of low rollers may not be the most profitable customers for a casino. On a business level, it often makes sense to reward players who contribute the most to the bottom line.
In the short-term, just about everyone will notice some kind of discount or deal for visiting a casino. In the future, when the economy returns to some kind of normalcy, players may begin noticing fewer rewards.
Wynn Resorts, The Venetian and other Las Vegas casinos are already updating their loyalty programs as they look to the future.
Wynn Rewards in Las Vegas
Wynn Las Vegas just launched its new loyalty program in late December. Wynn Rewards replaced the Red Card program in Las Vegas. While this is new for Sin City, the program actually launched at Encore Boston Harbor earlier this year.
Unlike the previous loyalty program, Wynn Rewards includes three member tiers: Red, Platinum, and Black. The Red tier is the entry-level of Wynn Rewards.
Without spending a penny at the Wynn or Encore, members will receive discounts on hotel accommodations, invitations to events and promotions along with the ability to earn slot points for FREECREDIT to use for free slot play.
Wynn Las Vegas’ Red Card benefits were often confusing to players. That version of the loyalty club wasn’t transparent. Unlike other loyalty clubs, all players had to check with a host to see if their play qualified for discounts or other rewards.
The new Wynn Rewards program appears to offer more transparency by showing points and tier status to players without the added step of inquiring with a host.
Wynn Rewards loyalty card benefits
Here are some other important new Wynn Rewards benefits:
- Three tiers: Red is for all players, Platinum is for players who spend a certain amount of money and Black is for high rollers.
- FREECREDIT and Comp Dollars are available for all players to use at Wynn Las Vegas and Encore Boston Harbor.
- Platinum and Black members have priority access points and customer service for both casinos.
- Platinum and Black tiers feature a 20% and 30% bonus on slot points earned for FREECREDIT, respectively.
- The platinum and Black tiers offer annual spa credits, dining credits and complimentary Wynn Master Classes for two guests.
- If available upon check-in, all Black tier members receive a room upgrade to Tower Suites.
The changes to Wynn Las Vegas’ rewards program are drastic. Instead of rewards and benefits being entirely hidden, they’re now available for most to see.
Players with a host will still want to check for and discounts, but the majority of guests don’t use a host and will be able to see rewards online. The changes make Wynn Rewards a casino loyalty program that’s similar to all others in Las Vegas.
The Venetian adds tiers to Grazie loyalty club
The Venetian recently updated its Grazie rewards program. The biggest change is the addition of two new tier levels. The Venetian’s Grazie now has four tiers instead of two:
- Grazie Member: 0-999 points
- Premier Grazie: 1,000-9,999 points
- Elite Grazie: 10,000-39,999 points
- Paiza Gold: 40,000 points or more
One of the better benefits for Grazie members remains. Points are redeemable at different dollar amounts for each tier level. For example, 1 point = $0.01 for Grazie Members while 1 point = $0.025 for Paiza Gold cardholders. The more a player spends, the quicker they’re rewarded.
Players can earn tier points by spending four different ways:
- Slot machines: Four (4) tier points are earned for every $1 of theoretical win
- Hotel rooms: Three (3) tier points are earned for every $1 paid at checkout for suites, resort fees, and upgrades
- Table games: Two (2) tier points are earned for every $1 of theoretical win
- Resort spend: One (1) tier point is earned for every $1 charged to the room for dining, entertainment, spa and retail purchases and paid for at checkout.
Similar to other Las Vegas casino loyalty clubs, the top two tiers offer vastly improved benefits than the entry levels. Priority service and amenity discounts are greater when players reach the Grazie Elite and Paiza Gold levels.
New Las Vegas casino loyalty clubs in 2021
Resorts World Las Vegas and Virgin Hotels Las Vegas are both scheduled to open sometime in 2021. Resorts World hasn’t revealed details on its casino loyalty program for the Vegas property, but it will likely be similar to the one featured at the brand’s other hotels.
There are, however, details on Virgin’s casino loyalty club. The casino at Virgin will be operated by Mohegan Sun. The Las Vegas outlet for the casino operator will use the Momentum Rewards program. While other Mohegan Sun properties use Momentum, the Las Vegas casino will have its own benefits and rewards structure.
The Caesars merger with Eldorado Resorts was approved by federal officials over the summer. It will take about a year for all of the systems to be connected. In the meantime, the company is currently linking various Eldorado Resorts loyalty clubs with Caesars Rewards.
There should be a reimagined Caesars Rewards next summer. Players may notice some changes to the Caesars loyalty club prior to an official unveiling of an updated program.