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Casino operator overhauls player club program

Tuesday, April 4, 2000 | 10:59 a.m.

Harrah's Entertainment Inc. of Las Vegas announced the launch of "Total Rewards," an expansion of the company's successful "Total Gold" customer rewards program.

The program adds two new levels to the program "Total Platinum" and "Total Diamond." After casino players accumulate a set amount of credits on their card, they qualify for the new levels, which include a series of exclusive customer perks.

After 3,000 credits are earned in a year, the customer qualifies for Platinum, which includes such benefits as preferred restaurant seating and priority hotel check-in. The Diamond level begins at 10,000 credits, and includes access to VIP-only lounges, free room upgrades and exclusive invitations to special events and tournaments.

The cards can be used at any Harrah's property in the country, including the Rio in Las Vegas. When placed in a machine, a customer will be able to see how many credits have been accumulated.

Harrah's launched its Total Gold program in 1997. Last year, the company paid out $250 million in cash and comps through its customer card programs.

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