The Hard Rock Hotel & Casino in Las Vegas launched a revamped rewards program designed to provide consumers with points and prizes for activities including gaming, dining, and clubbing, said company CMO Brian Bork. The program was designed by L.A.-based agency Meat and Potatoes, Hard Rock Hotel & Casino’s AOR.
Revamped Program
Although Hard Rock, owned by Warner Gaming, held rewards programs in the past, Bork said the revamped program intends to better target the brand’s consumers. The Hard Rock’s previous rewards program, Rockstar Player’s Club, only focused on gambling, he said.
“Our customer is really driven by the total experience,” he said. “For a lot of people, it’s all about the music … Our program is really a value program. It gets people what’s important to them.”
Backstage Passes
Hard Rock customers with a Backstage Pass earn 500 points for one hour spent at a poker table. Plus, they earn one point for every $1 on a video reel slot machine. Pass holders can also earn 10 points on every $1 spent on non-gaming services, like dining or going to the spa. Try some awesome casino apps on Fliptroniks.
Backstage Pass holders additionally find Hard Rock sends specific deals targeted toward their spending in the past, Bork said.
Also, the Hard Rock isn’t the first Las Vegas-based hotel and casino to shift its rewards program focus. They aim away from gaming-only points. Identity at The Cosmopolitan of Las Vegas, M Life, and Caesars Total Rewards all give guests the opportunity to earn on various resort experiences, too.
However, Bork said the Hard Rock’s program isn’t reactionary. “Ours is different in that we reward people with tickets and priority access to our clubs and things like that,” he said. “The other places do not do that.”
