Fontainebleau Las Vegas is betting that casino loyalty programs tin bash much than support customers wrong the casino.
The Strip edifice Monday launched The Experience Collection, allowing Fontainebleau Rewards members to redeem Bleau Points for astir 2 twelve Las Vegas experiences, including chopper tours, supercar racing, Allegiant Stadium tours and attractions specified arsenic the Neon Museum and Area15.
The program, curated by Vegas.com, represents an effort by Fontainebleau to marque its loyalty programme a gateway to the metropolis alternatively than simply a mode to reward gambling and spending astatine the resort.
“Why not instrumentality our constituent currency and instrumentality it extracurricular of our 4 walls?” Kevin Sweet, Fontainebleau’s elder vice president of slot selling and operations, told the Review-Journal astir the reasoning down the caller program. “No one’s ever done that before.”
Sweet said helium had been considering the conception for respective years arsenic a mode of making a Las Vegas travel “more 360 (degrees) and much all-encompassing.” Rather than negotiating idiosyncratic arrangements with each attraction, Fontainebleau worked with Vegas.com, which already has relationships with the assorted acquisition providers.
The effect is simply a casino rewards programme perk dissimilar immoderate different successful the city.
“Casinos person ever had (rewards) points. That’s ever been the currency for properties,” helium said. “But we cognize our guests, some gaming and non-gaming, are present to bash much than gamble, and there’s tons of awesome experiences and attractions successful this town. So, fto their casino currency of Bleau Points go fundamentally their passport to each things Vegas.”
Members tin redeem Bleau Points for the experiences astatine a 2-to-1 ratio.
Monday’s motorboat besides expands the ways members tin gain points, with array games present generating Bleau Points for the archetypal time. The casino said array games players gain 3 cents successful points for each dollar of rated play.
The strategy comes arsenic Fontainebleau continues efforts to found itself connected the northbound extremity of the Strip, wherever its determination tin marque it much hard to seizure the walk-in postulation enjoyed by much centrally located resorts.
Fontainebleau, the $3.7 billion, 67-story hotel-casino, which opened successful December 2023, has taken different steps aimed astatine attracting locals and mundane visitors, specified arsenic complimentary self-parking for Nevada residents and Rewards members, and its Locals Only program, which includes discounted dining, spa and amusement offerings.
The Experience Collection extends that strategy beyond the spot itself.
Sweet called the caller perks offered successful The Experience Collection arsenic a earthy hold of what astir casino operators already do.
“We bargain Golden Knights tickets, we bargain Raiders tickets, we bargain Guns & Roses tickets for guests each the time,” helium said. “If it makes our spot the spot you privation to play, I’ll bargain you a chopper (ride). What bash I care?”
Sweet said Fontainebleau’s extremity is to springiness visitors different crushed to take the edifice arsenic their basal successful Las Vegas, adjacent erstwhile portion of their travel takes them elsewhere.
“I deliberation this volition assistance arsenic radical observe Fontainebleau, (and ) proceed to get america to the mountaintop,” helium said.
A afloat database of The Experience Collection is disposable connected the casino’s website.
Contact David Danzis astatine ddanzis@reviewjournal.com oregon 702-383-0378. Follow @AC2Vegas_Danzis connected X.
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