Caesars Entertainment includes event clients in Total Rewards program

Caesars Entertainment Corporation has announced the launch of Total Rewards Meetings & Events, the first reward and loyalty program targeted specifically to meeting and event clients.

The Total Rewards Meetings & Events program will allow event planners to earn Total Rewards credits for the money they spend and business they bring to Caesars Entertainment properties across North America.

“This program is to primarily benefit the designated decision maker,” said Patrick Espinoza, director of sales for Caesars’ Midwest region. “We want to increase the loyalty of our clients and give them the incentives they deserve.”

Caesars’ Total Rewards is the first loyalty program in the gaming industry to provide benefits to both gamers and non-gamers through the same points system. However, because of the combined policies, certain gaming regulations had to be put in place.

“All points have to be distributed to an individual,” said Courtney Fitzgerald, public relations specialist for Caesars Entertainment. “Whoever signs the contract is going to get to determine who and how many people benefit from the points earned.”

For example, if an event planner hired by a large company decides they would like to use the Total Rewards Meetings & Events program to facilitate a $100,000 meeting at any Caesars property, that one event planner is going to accumulate points from the money spent on the event.

“The points have a goods value, so they have to go to an individual,” said Fitzgerald. “The contract signer can say, ‘I’m going to keep all of the points to myself’ or, ‘I’m going to go ahead and distribute the points.’”

The process of earning Total Rewards credits is fairly straightforward. For every dollar spent on the master account, one Reward Credit is earned. There is no limit on the number of Rewards Credits that can be acquired.

“The points that you earn can then be redeemed for things that you would like to purchase,” said Fitzgerald. “We have an online catalog, or you can use your points to purchase a show ticket or your dinner, or use them at the spa or on golf.”

These Reward points can even be used toward booking a future meeting.

“There is no dollar limit on the amount you can spend on a meeting, so you can book a $1,000 dollar meeting or a $20,000 meeting,” said Espinoza. “However, there is a maximum of 25 percent of an event bill that can be paid for with the credits.”

So if the previously mentioned planner decides to use a Caesars property for one company’s meeting, they will earn points based on the money spent. However, the next time a planner chooses a Caesars’ property, they can use those same points to benefit and discount the cost of another company’s meeting, which creates a loyalty system for the event planner.

Another factor of the Total Rewards program is the larger Tier Credits. These points are earned simultaneously, but at a slower rate of one Tier Credit for every $5 spent at a Caesars Entertainment property.

For example, if the event planner spends $100,000 putting together a meeting, they will receive 100,000 Rewards Credits for spending, and 20,000 Tier Credits for other benefits.

These tiers are then categorized by amount: The number of Tier Credits you collect determines what level benefits you can receive. The Tier Credits are categorized based on level. “Gold” status is granted immediately at sign up. Earning “Platinum” status means collecting 4,000 Tier Credits and “Diamond” status is 11,000 Tier Credits.

Unlike the Reward Credits, these tier points do not have a monetary value and are not spendable.

“With each tier level, you get benefits that you don’t have to pay for,” said Fitzgerald. “So, once you reach the diamond level, for example, we have a separate lounge on property, or we have lines with shorter waiting. You get invited to separate special events or promotions on property based on what status you earn.”

As for the expiration of credits, if the account remains inactive for up to six months, the cardholder loses all benefits. However, any credits a planner might accumulate are good forever as long as the account is active. To keep an account active, the cardholder just has to swipe the card at any Caesars Entertainment property across the U.S.

“This is a nationwide Caesars Entertainment program,” said Fitzgerald. “It’s not just here in Las Vegas, it is all over northern America.”