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Park Place Sets New Standard for Customer Rewards

The new phase will allow guests to earn complimentary hotel, restaurant, entertainment and retail privileges, initially at Park Place's five Las Vegas casino resorts. The program currently offers cash-back slot bonuses redeemable at the company's Las Vegas properties.

In coming months, Park Place plans to bring Connection Card rewards to its casino resorts in New Jersey, Mississippi, Indiana and Louisiana, pending regulatory approval.

Under the new program, the Connection Card will reward customers with a bank of "Connection Comps" that can be used like cash to pay for hotel accommodations, dining, shows and other resort services. Las Vegas guests will earn complimentary rewards based on their hotel folio -- including charges for hotel rooms, meals, special services and retail items -- as well as slot machine play and table game activity. Offering guests complimentary bonuses based on their hotel guest folio is a customer benefit unmatched by Park Place competitors.

"Connection Comps" can be spent in any of the five Park Place resorts in Las Vegas. For example, if a guest earns $20 in "Connection Comps" at Bally's Las Vegas and $10 at the Flamingo Las Vegas, the customer may use all or part of the $30 to pay for dinner at a Caesars Palace restaurant. Or, the customer may choose to save the $30 in Connection Comps to use during a future visit anytime within the following year.

"Our guests responded very enthusiastically to multi-resort cash-back bonuses, when we introduced those last year in Las Vegas," said Park Place President and Chief Executive Officer Wallace R. Barr. "We tripled cross-property casino play in Las Vegas after we introduced the program.

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

Often compared to airline frequent flyer programs, the Park Place Connection Card offers cash-back bonuses and complimentary services to reward customer loyalty. In previous years, the cash and complimentary rewards were redeemable only at the property where they were earned. In 2002, Park Place expanded its cash-back bonus program so that Las Vegas visitors could receive their cash at any Park Place Las Vegas resort. Phase II of the program expands the complimentary rewards from a single home property to "Connection Comps" that can be spent at any of the five Park Place Las Vegas resorts.

"This is all about choice, variety and convenience," said Barr. "Guests who want to use their 'Connection Comps' for a steak dinner in Las Vegas will have the choice of five steak restaurants instead of one; their entertainment options will increase by more than a factor of five," said Barr. "As we introduce the program to our other markets, players quickly will see that a large enterprise like Park Place has more to offer, with more resorts in popular vacation destinations and property clusters that afford a wider choice of attractions."

Players will accumulate "Connection Comps" when they insert their Connection Card while playing slot machines or present the card when playing table games in the casino. Hotel guests who are Connection Card members will receive additional "Connection Comps" based on their hotel cash folio (including room, food and beverage, excluding gratuities). The new comps will be added to guests' comp banks after they check out.

Connection Card members can easily verify their balances by inserting their membership cards into any slot machine or by inquiring at the Connection Card Center located in each resort.

Membership in the Park Place Connection Card program is free and available to those aged 21 or older with proper photo identification. Guests may enroll when checking into a participating Park Place hotel, on the web at www.parkplace.com, or at the Park Place Connection Card center in each casino, where they will find more information about the program. Some program rules may vary; see complete information at any Park Place Connection Card center.

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