Comments on: Can Total Rewards save Atlantic City?

By: Is Ceasars Atlantic City "Swinging" for a New Target Market? | Loyalty Truth Blog

Tue, 16 Feb 2010 04:27:38 +0000

[...] in Case Study, Communications on Feb.15, 2010 Just a few months ago, on these very Loyalty Truth pages, I gave kudos to Caesars Atlantic City and its Total Rewards loyalty [...]

By: Tom Rapsas

Tom Rapsas — Thu, 10 Dec 2009 23:23:35 +0000

Sorry for the delayed response, I think you nailed it regarding the strategy of Harrah’s aiming for the lower-playing customers. It’s about their last, best shot. My personal take on why the Borgota succeeds is that it is simply a nicer property, with a more attractive casino, better restaurants…and frankly, a better looking crowd. As a casino marketing guy pointed out to me, there is a lot of competition for the gambling dollar these days, with new casinos popping up in PA and Delaware, along with competition in NY and Conn. To get people to take the drive to Atlantic City, the casinos have to offer a better customer experience than what they can get closer to home. It’s here where a lot of people think the AC casinos, outside of the Borgota, come up short.

By: Ron Stack

Ron Stack — Tue, 01 Dec 2009 18:04:10 +0000

It’s been awhile, but the Borgata communicated with me avidly, if not effectively, for some time after I joined their program. I have enjoyed my stays there but I am clearly not the customer they are looking for and I do not blame them from pruning me from their list.

Harrah’s approach seems targeted toward a larger number of lower-play customers (vis-a-vis the Borgata), which may turn out to be a good strategy in today’s environment. The multiple property feature is especially attractive as properties move from table games to slots – it’s sometimes easier to change casinos than wait for a table to open up.

The Borgata may be the only property in AC where the “aim high and wait it out” strategy has a prayer, but it does seem to be working for them. Any thoughts as to why?

By: uberVU - social comments

uberVU - social comments — Tue, 24 Nov 2009 03:29:53 +0000

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Mon, 23 Nov 2009 15:17:14 +0000

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