Yesterday Harrah’s moved one step closer to acquiring Planet Hollywood. The Nevada Gaming Commission will meet on February 18 to give final approval. If (once) approved Harrah’s would assume control of Planet Hollywood on February 19 at noon.
This will create some consolidation with Harrah’s cutting about 5% of the Planet Hollywood workforce. Harrah’s will also induce the property with $30 million in cash. However, one of the most important things Harrah’s brings to Planet Hollywood is their customer database from all of their properties in Las Vegas and across the US.
It will use direct mail, group sales and try to attract leisure visitors.
Sure this seems unexciting if you’re a marketing geek, but direct mail seems to be what helps Harrah’s and Total Rewards stand out. Total Rewards is the hub of all Harrah’s marketing. I have a stack of postcards for upcoming trips to Atlantic City and Las Vegas.
As I plan my next trip to Las Vegas this will influence where I stay. Say what you will about Harrah’s and Total Rewards, but they’re fairly consistent sending offers to stay at their properties. The same can’t be said for all casinos. I’m still waiting on an acknowledgement of existance from Wynn & Encore from my December stay. I’m told I should see my offers soon.
I haven’t stayed at Planet Hollywood in a couple years and am considering it for my next trip with or without comps. However, comp or discounted rooms could absolutely turn my attention away from some of the newer, shinier casinos. We’ll revisit this in 2 weeks.