March 23, 2012

Hard Rock Hotel & Casino launches revamped rewards program

The Hard Rock Hotel & Casino in Las Vegas launched a revamped rewards program designed to provide consumers with points and prizes for activities including gaming, dining and clubbing, said company CMO Brian Bork. The program was designed by L.A.-based agency Meat and Potatoes, Hard Rock Hotel & Casino's AOR.

Although the Hard Rock, which is owned by Warner Gaming, has had rewards programs in the past, Bork said the revamped program is intended to better target the brand's consumer. The Hard Rock's previous rewards program, Rockstar Player's Club, only focused on gambling, he said.

“Our customer is really driven by the total experience,” he said. “For a lot of people, it's all about the music … Our program is really a value program. It gets people what's important to them.”

Hard Rock customers with a Backstage Pass earn 500 points for one hour spent at a poker table and one point for every $1 on a video reel slot machine. Pass holders can also earn 10 points on every $1 spent on non-gaming services, like dining or going to the spa.

Backstage Pass holders will get specific deals targeted toward how they've spent in the pas, Bork said.

The Hard Rock isn't the first Las Vegas-based hotel and casino to shift its rewards program focus away from gaming-only points. Identity at The Cosmopolitan of Las Vegas, M Life and Caesars Total Rewards all give guests the opportunity to earn on various resort experiences, too.

However, Bork said the Hard Rock's program isn't reactionary. “Ours is different in that we reward people with tickets and priority access to our clubs and things like that,” he said. “The other places do not do that.”