Competition Leads to Royal Rewards Loyalty Program at Plaza Hotel and Casino

Todd DeRemer, Vice President of Casino Operations for the Plaza Hotel and Casino in Las Vegas, told Loyalty 360 that competition played a major role in the hotel’s decision to launch its new Players Club program – Royal Rewards – on July 1.

“The casino market is highly competitive, and we took a look at what our neighbors both Downtown and on the Strip were doing, and then we decided we wanted to build something even better,” DeRemer said. “In recent months, we have seen several casinos revamp their loyalty programs. With our completed $35 million renovation at the Plaza and the new additions we have made at the Las Vegas Club, we continue to look for opportunities to introduce new customers to our casinos and grow our position in the market place. We also wanted to bridge our products for the customer, giving them more gaming options and bringing the casinos together as one.”

Royal Rewards will offer new members instant tier matching from any other Las Vegas Players Club and reward all players with the industry's fastest tier advancement and more free slot play than ever before. Every new member receives a free entry into the Royal Reels $1,000 Daily Slot Tournament. Additional entries can be earned for just 100 points each.

What’s more, Royal Rewards will continue to offer downtown's only loss reimbursement program by paying back up to $100 in first-day slot losses.

DeRemer said the loyalty program’s success will be measured through its customers.

“Not just from the number of new customers who sign up for the program, but also having those customers take full advantage of the new benefits and their perceived value of the program as well as having existing customers playing more with us based upon the increased rewards being offered,” DeRemer explained.

DeRemer said the challenge in the Las Vegas hotel and casino business is “always to stay with the pack or ahead.”

And with Royal Rewards, “we will push ahead of our downtown competitive market and align our program to something typically seen only at Strip hotels. We wanted to give our customers more, and this is a great vehicle to do that.”

DeRemer views loyalty and engagement as a two-way street.

“Offer the best program with real, attainable benefits that creates a gaming experience where people want to go and we both win,” he said. “It’s mutual loyalty and engagement. We want our customers to truly feel appreciated, have tremendous opportunities to earn all of the perks that come with gaming, and have a lively and entertaining casino that people enjoy and want to go to regularly. When they are here, they’ll continue to discover all of the new elements that we have completed and find out about the things still to come. This isn’t the Plaza or Las Vegas Club that people once knew, and our goal is to have people rediscover our casinos and keep coming back.”        

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