Comps for the Big Spender? It's About Time.
Who's more valuable to a resort: a video poker player or a best man? Based on conventional comp systems, the modest VP player is more valuable to the hotel, easily quantified by freebies and offers sent their way.
But what about the best friend of the groom to be? You know, the guy that booked one suite and several other rooms at the Palms for a weekend of utter debauchery for the groom and eight of his friends? They hit Nove Italiano, rack up a hefty bill, and are quick to leave because they've got reservations at Moon upstairs. At the club, the bouncer keeps doing them "favors" by inviting thirsty young ladies to their table. They go through three $450 bottles of Grey Goose with relative ease and are talked into another by the exceptionally "talented" waitress.
So where's Mr. Maloof's love for this guy? He easily dropped more than double the entire bankroll of the VP player in one weekend. The VP player gets a couple meals comped off while the best man stares shocked at his final bill only to be short a few hundy, collectively stiffed by the groomsmen. Rewards? Squat.
These are extreme - but certainly not unheard of - examples I'm using here. It's no secret that the casino is no longer the number one revenue generator at the mid and higher-level establishments. So why is it that only the gamblers get the rewards?
The future is looking brighter. For some time now, Harrah's Total Rewards has been compensating patrons based on entertainment as well as casino spend. Having not stayed at a Harrah's property in years, I'm not exactly sure what "entertainment" spend is. Can I hit the Forum Shops, buy a Vuitton briefcase, some Ferragamo shoes, and expect to Barack it like it's hot?
Venetian/Palazzo's Club Grazie has also gotten into the game, offering a seemingly generous five points for every $1 charged to the room for Grazie Level players and much more for Gold and higher.
ARIA Opening Price Watch : $199/nt
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