The Bally’s Corporation and the owners of the Palms Casino Resort have announced a strategic partnership that will allow Bally Rewards members to earn and redeem points in Las Vegas.
As of April 2, Bally’s no longer has a casino in Las Vegas after shuttering the Tropicana. The Rat Pack-era hotel and casino is scheduled for demolition next month.
To give its loyalty members an option for a Sin City getaway, Bally’s revealed today that its Bally Bucks can be used at the Palms, the off-Strip casino resort that the San Manuel Band of Mission Indians acquired in 2021 from Red Rock Resorts for $650 million. The California Native American tribe owns and operates one of the nation’s largest and most successful tribal casinos in the Yaamava’ Resort & Casino at San Manuel in Highland about 60 minutes east of downtown Los Angeles.
“We are thrilled to join forces with Palms in Las Vegas for this exciting venture. Our goal is to provide our Bally Rewards members with unparalleled rewards and experiences, and this partnership with the Palms is a significant step toward achieving that,” said Bally’s Chief Marketing Officer and SVP of Gaming Mike Donovan.
Bally’s Corporation operates 16 brick-and-mortar casinos in the U.S. The Rhode Island-based company recently began construction on its largest project to date in Chicago where it’s investing $2 billion to realize an integrated resort casino in the nation’s third most populated city.
Cross-Marketing Partnership
Bally’s runs casinos in 10 states where Bally Rewards players earn Bally Bucks while gambling on slot machines, table games, and betting on sports. The multi-tiered card program has four status levels — Pro, Star, Superstar, and Legend.
For the higher tiers, players regularly receive comps based on their rewards preferences. Bally’s allows rewards members to redeem their points for free slot and table game play and free stays at three designated properties — Bally’s Atlantic City, Hard Rock Hotel & Casino Biloxi in Mississippi, and Bally’s Lake Tahoe in Nevada. Palms becomes the fourth designated destination where travel comps can be used.
Together, Bally’s and Palms aim to enhance the gaming experience for their guests through tier matching, tournament invitations, and annual trips,” the Bally’s website reads.
“We’re pleased to welcome Bally Rewards members to Palms Casino Resort and provide an exciting Las Vegas experience,” added Greg Shulman, Palms’ vice president of casino marketing. “Partnering with Bally’s Corporation allows us to explore new opportunities and introduce Palms hospitality to Bally’s members.”
Palms Story
Palms was built by the Maloof family and opened in November 2001. The 703-room resort went into financial ruin amid the Great Recession and was sold to two private equity firms.
Red Rock Resorts, which owns Station Casinos, purchased the property in 2016 for $312.5 million. The company controlled by billionaires Frank and Lorenzo Fertitta poured $620 million into property upgrades in an effort to return the Palms’ relevance and lure people off the Strip. It was a bet that ultimately failed.
San Manuel’s acquisition of the casino marked the first time in Las Vegas history that a Native American tribe had full ownership of a casino resort.
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