Golden Gaming, Hard Rock Cut Marketing Deal

Following the lead of major casino companies, Golden Gaming has entered a marketing partnership with the Hard Rock in Las Vegas. Now customers of Golden’s 49 Southern Nevada taverns can use their rewards points at the rock-and-roll themed casino-hotel.

Forty-three PT’s and Sierra Gold taverns in Southern Nevada, run by Golden Gaming, have announced a marketing agreement with the Hard Rock Hotel in Las Vegas. Now tavern customers can use their loyalty points at the off-Strip casino.

It’s another example of gaming companies joining forces to share patrons and hopefully grow their customer base. But it’s the first partnership between a tavern operator—which operates a maximum of 15 slot machines per location—and a hotel-casino, reported the Las Vegas Review-Journal.

“We feel the program works both ways,” Hard Rock Chief Operating Officer Jody Lake said. “A lot of locals visit our property for shows and other reasons. This program provides customers more values and increases their reasons to come to our property on a more frequent basis.”

Golden Gaming has other taverns in Northern Nevada, but they are not included in the deal. The company also operates the state’s largest slot machine route operation, and operates three casinos in Pahrump, reported the Review-Journal.

“This is a more structured program and gives our customers an opportunity to earn exciting benefits, like spa and dining credits, at the Hard Rock,” said Golden Gaming Vice President of Marketing Ross Gdovin.

In recent years, a number of Las Vegas hotel-casino companies have partnered with casinos in regional markets to share player loyalty programs. MGM Resorts International has launched customer loyalty deals with airlines, nationally known nongaming hotel operators and nightlife businesses to grow their customer base.

The Hard Rock and Golden Gaming are not strangers; Golden managed the casino from 2006 to 2007. “We kept in touch with the Hard Rock guys and saw this as a great opportunity for our customers,” Gdovin said. Blake Sartini is head of the privately held Golden Gaming.