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Harrah's 'Total Rewards' Club Endorsed by Big Brother

By Chuckmonster on Monday, 29th November 2004 9:27pm
  » filed under Las Vegas  comments: 0


Maribel Pena, a Harrah's dispatcher aboard its East Chicago casino, sat in a small room furnished with metal desks and boxes of Mardi Gras beads. From this control booth, she electronically monitored every slot machine upstairs.

If a gambler uses a ''Total Rewards'' frequent-gambler card, the slot machine begins to record his every move. The job can keep as many as four dispatchers busy.

In one effort rolled out first in East Chicago this fall, Harrah's has been dispatching ''luck ambassadors'' to give nominal gifts to big losers -- people who are losing more than expected as tracked by the boat's central computer system and Harrah's loyalty cards. Harrah's has learned that gamblers are more likely to play longer and make a return trip if they receive a small goody.

Richard Pearlman recently lost about $100 at video poker. As he was licking his wounds, Brenda Freeman Winfield, a Harrah's luck ambassador, sidled up to his Deuces Wild machine. Pearlman told her he was feeling ''terrible.''

[ Dueces Wild has lousy odds Richie... - Ed ]



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