Each day in Las Vegas tens of thousands people spend oodles of money on nongaming activities. Knowing this, Harrah’s Entertainment has recently come up with a new revenue enhancing idea- expanding their rewards programs to nongamblers.
Customers signed up on the programs can now earn a reward point for every dollar spent in stores and restaurants at Harrah’s casinos. Although the largest chunk of overall casino revenue is generated by gambling, that amount is falling as other segments, including rooms and drinks, is growing at warp speed.
Vegas Backstage Access (VBA) 