The Hard Rock Hotel is owned by Brookfield Asset Management, a Canadian company, and managed by Warner Gaming. Each company, however, operates 10 Strip resorts and hotel-casinos in regional and international markets. “So we didn’t want to mislead our guests.”īefore joining Hard Rock, Bork had experience with Caesars Entertainment Corp.’s Total Rewards program and the M Life program operated by MGM Resorts International. “We do have meet-and-greets with our performers, but not all musical artists participate,” Bork said. But the rewards are a little bit different than those offered by hotel-casino companies with multiple properties.īased on points earned, Hard Rock guests can score complimentary concert tickets to shows in The Joint, free passes and priority access to the property’s Rehab Pool Party, priority entry into the Vanity nightclub along with complimentary bottle service, and exclusive access to the hotel’s spa.Īs far as an actual “backstage pass” to a concert, Hard Rock Chief Marketing Officer Brian Bork said the reward was a possibility, depending on the act. The new system lets Hard Rock customers earn points for every dollar spent - gaming and nongaming - at the 1,500-room off-Strip hotel-casino.

The Hard Rock Hotel launched a rewards program this week with a name that describes what its music-loving customers most covet: a Backstage Pass.

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