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18 April 2014
By Howard Stutz
LAS VEGAS -- Golden Gaming, Inc.’s PT’s and Sierra Gold taverns are announcing a marketing agreement today with the Hard Rock Hotel where customers of the Southern Nevada locations can use their loyalty points for deals at the off-Strip hotel-casino.
The partnership is the first of its kind between a traditional tavern operator — which operates a maximum of 15 slot machines per location — and a hotel-casino property.
The 43 taverns are managed by PT’s Entertainment Group, a subsidiary of Golden Gaming.
Under the plan, PT’s and Sierra Gold customers can use their loyalty points earned through the Golden Rewards system for different amenities at the Hard Rock, including the Reliquary Water Sanctuary Spa & Salon, Fú Asian Kitchen, 35 Steaks + Martinis, and Culinary Dropout.
The arrangement also gives the Hard Rock a new customer base from the Las Vegas locals market.
“We feel the program works both ways,” Hard Rock Chief Operating Officer Jody Lake said,
“A lot of locals visit our property for shows and other reasons. This program provides customers more values and increases their reasons to come to our property on a more frequent basis.”
Over the past few years, Las Vegas hotel-casino companies have partnered with casinos in regional markets to share player loyalty programs.
Recently, several casino operators, including MGM Resorts International, have reached customer loyalty deals with airlines, nationally known nongaming hotel operators, and nightlife businesses to grow their customer base.
The Hard Rock is privately held by Brookfield Real Estate and is managed by a subsidiary of Warner Gaming.
The rock ’n’ roll-themed property completed a $750 million expansion in 2010, and the hotel has nearly 1,500 rooms and suites within three towers.
“We can see how this program allows us to cross-promote between both companies,” Lake said.
The agreement offers the PT’s and Sierra taverns opportunities to host Golden Rewards player events throughout the year at Hard Rock venues, including the Paradise Beach Pool, concerts at The Joint and Vinyl, and invitations to quarterly slot tournaments.
The marketing agreement is confined to the 39 PT’s and the four Sierra Golds in Southern Nevada.
Golden Gaming has other tavern businesses in Northern Nevada and operates the state’s largest slot machine route operation with more than 8,000 games in 700 locations, including bars, taverns, restaurants and supermarkets.
The company also operates three casinos in Pahrump.
Golden Gaming Vice President of Marketing Ross Gdovin said the program might be expanded beyond PT’s and Sierra Gold, depending upon its success.
He said that the agreement came about after customers expressed interest in additional rewards opportunities beyond what the taverns could offer.
“We never had anything formal in place, but we would find outlets where customers could spend their rewards,” Gdovin said.
“This is a more structured program and gives our customers an opportunity to earn exciting benefits, like spa and dining credits, at the Hard Rock.”
Gdovin said that the company will look for opportunities to expand the program.
The Hard Rock was a familiar property to Golden Gaming; the company managed the casino from 2006 to 2007.
“We kept in touch with the Hard Rock guys and saw this as a great opportunity for our customers,” Gdovin said.
Blake Sartini heads privately held Golden Gaming.
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