Company expanding loyalty club program

Thursday, April 24, 2003 | 9:58 a.m.

Park Place Entertainment Corp. expects to introduce a second phase of its slot player loyalty club card, Connection Card, that will reward customers with a bank of "Connection Comps" that can be used like cash to pay for hotel rooms, dining, shows and other services. Las Vegas customers will earn complimentary rewards based on non-gambling activity -- such as charges for hotel rooms, meals, special services and retail items -- in addition to casino activity.

"Connection Comps" can be spent in any of Park Place's five Las Vegas resorts.

In the coming months, Park Place expects to introduce card rewards to resorts in New Jersey, Mississippi, Indiana and Louisiana pending regulatory approvals.

Previously, cash and complimentary rewards were redeemable only at the property where they were earned. The move coincides with efforts by other major resorts to develop loyalty cards that can rack up points for play across multiple casinos.

"The multi-property complimentary program has an even greater potential to build customer loyalty," Park Place Chief Executive Officer Wally Barr said. "That's why we decided to create a comp program that no one else offers -- one that rewards hotel transactions along with gaming activity."