Mandalay out with multi-casino slot card

David Strow

Friday, Nov. 9, 2001 | 11:09 a.m.

Mandalay Resort Group became the second casino operator to introduce a multi-property slot club card for its Las Vegas Strip-area casinos this week, when it introduced its "One Club" card at its casinos in Las Vegas and Laughlin.

The new card is replacing individual slot cards at Mandalay Bay, Luxor, Excalibur, Monte Carlo and Circus Circus on the Strip, as well as the Colorado Belle and Edgewater in Laughlin. By June, all Mandalay properties across the country will be using the card, said John Marz, senior vice president of marketing for Mandalay.

"We know, especially when people come to a market that has multiple properties, that they visit multiple properties," Marz said. "We believe, by giving them the opportunity to visit multiple properties and still accumulate comp dollars in one place, we'll get a larger share of that wallet."

Outside of Southern Nevada, Mandalay owns and operates casinos in Reno, Tunica, Miss., Elgin, Ill., and Detroit.

With the card, players at Mandalay casinos accumulate points toward their comp account at any company-owned property. The points can then be redeeemed immediately at any Mandalay-owned property.

Though it's the first time such a card has been rolled out on the Strip, Mandalay isn't the first company to offer such a program.

Harrah's Entertainment Inc. has linked together its 25 casinos nationwide for more than a year with its "Total Rewards" card. Harrah's owns the Harrah's and Rio resorts on and near the Strip. Station Casinos Inc. does the same thing at five of its locals'-oriented properties with the "Boarding Pass."

The other two major Strip operators -- Park Place Entertainment Corp. and MGM MIRAGE -- aren't going to let Mandalay get too much of a jump.

Park Place spokeswoman Debbie Munch said the company's five Las Vegas casinos (Caesars Palace, Bally's Las Vegas, Paris Las Vegas, Flamingo Las Vegas and the Las Vegas Hilton) will have a unified card in "the coming weeks."

"We will begin the program in Las Vegas and unfold it in stages to our other U.S. markets in the weeks and months to follow," Munch said.

MGM MIRAGE officials couldn't be reached for comment, but have said several times that they will begin rolling out the new card soon.