Marketing alliance with timeshare operator expanded

Friday, Nov. 10, 2000 | 11:24 a.m.

Harrah's Entertainment Inc. of Las Vegas announced the expansion of a marketing alliance with Fairfield Communities Inc. of Orlando, the nation's largest developer of timeshare units.

As part of the expansion, a 12,000-square-foot sales center will be opened at Harrah's Las Vegas and a "reception center" at the Rio. The center will market Fairfield Grand Desert, a 416-unit timeshare complex that will open in Las Vegas in July 2001. Sales centers will also be opened at Harrah's properties in Laughlin and Reno by January 2001.

Fairfield currently operates sales kiosks at Harrah's Las Vegas and the Rio.

The companies also announced plans for cross-marketing. Members of Harrah's "Total Rewards" slot club program will be eligible to receive offers for Fairfield travel packages, while Fairfield owners will be able to exchange "vacation ownership points" for stays at some Harrah's properties. The companies also plan to create travel packages featuring flights on National Airlines, which is 48 percent-owned by Harrah's.

Fairfield manages 33 timeshare and whole ownership resort properties in 12 states and the Bahamas. The company has signed an agreement to be acquired by New York-based Cendant Corp. for $635 million, though Fairfield may spin off its timeshare development business before that merger occurs. The deal is expected to close by early 2001.