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Harrah's Dominates 'Best of Gaming' Awards

Harrah's Total Rewards, the only nationwide player-card program, won the ``Best Slot Club'' category in every jurisdiction where the company operates a casino -- ``a truly phenomenal achievement,'' CASINO PLAYER said.

Casino customers from across America awarded Harrah's-brand hotel-casinos in Nevada ``Best Of ... '' designations in 66 categories, while the company's Rio in Las Vegas garnered another 19 honors. Harrah's topped the ``Best Service'' categories in the Las Vegas, Reno, Lake Tahoe and Laughlin markets.

Harrah's Atlantic City received 30 ``Best Of ... '' honors, including ``Best Service,'' while the company's riverboat casinos won more awards than any other riverboat operator, including ``Best Service,'' ``Best Dealers'' and ``Best Hosts.''

``No casino company has garnered as many awards, in as many categories -- in fact, so clearly dominates certain categories and regions -- as Harrah's does,'' CASINO PLAYER Editor-in-Chief Adam Fine wrote in the magazine's July issue.

``But what is it about this company that makes it such a consistent, long-term winner? They have slot machines, blackjack tables, restaurants and rooms, just like everyone else. What does Harrah's have that the others don't?

``I think it's the people,'' Fine wrote. ``Making guests feel wanted and special is something Harrah's manages to accomplish better than any other gaming company.''

``Great service starts with great employees,'' said Phil Satre, Harrah's Entertainment's Chairman and Chief Executive Officer. ``This recognition of their efforts is a tremendous achievement by the most talented and dedicated employees in the gaming industry.''

Providing great service not only encourages loyalty among customers, but also results in financial incentives for Harrah's Entertainment's employees, Satre said. The company paid nearly $7.7 million in bonuses in the past 15 months to non-management employees at properties that reached targeted customer-satisfaction goals.

``The 40,000 members of the Harrah's, Rio and Showboat families are committed to providing the best service we can to our customers and to making each guest feel welcome and special,'' Satre said. ``This recognition from the sophisticated casino-entertainment enthusiasts who read CASINO PLAYER is a tribute to the quality of our employees' efforts.''

Gary Loveman, Harrah's Entertainment's Chief Operating Officer, said, ``The company's focus on service and our Total Rewards program are the key factors driving same-store sales growth.

``Our guests know the high levels of quality and service they can expect when they visit our properties,'' Loveman said. ``And the comp and cash-back features of our Total Rewards loyalty program reinforce their appreciation of the value they get from consolidating their play with us.''

Later this year, Harrah's Entertainment's Rio and Showboat casinos will be fully integrated into Total Rewards, offering customers the only multi-brand, nationwide loyalty program in gaming.

CASINO PLAYER noted that ``it takes a solid commitment from management, a creative human resources department, and employees who understand and are equally committed to providing an excellent experience for the customer.''

``When it works,'' the magazine said, ``it's a beautiful thing. And nowhere does it seem to work better than at Harrah's, which never fails to win most of the service awards in our annual survey.

``Harrah's service levels clearly stand out. This clearly illustrates just how committed Harrah's Corporate is to providing excellent service to guests at every one of their properties. The results speak for themselves,'' CASINO PLAYER said.

Founded more than 60 years ago, Harrah's Entertainment, Inc. is the most recognized and respected name in the casino entertainment industry, operating 21 casinos in 17 markets in the United States under the Harrah's, Showboat, Rio and Players brand names. With a combined database of more than 19 million players, Harrah's is focused on building loyalty and value with its targeted customers through a unique combination of great service, excellent products, unsurpassed distribution, operational excellence and technology leadership.

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