by Cheryl-Anne Sturken | April 29, 2011

Caesars’ Michael MassariIt's hard to sit on a good scoop, and I've sat on this one for weeks. Finally, I can say that come Monday, May 2, Caesars Entertainment will announce the launch of Total Rewards Meetings & Events, a fully integrated meeting and gaming rewards program across all 50 of its properties in the U.S. and Canada. And you read it here first. "For years, our company has been known for having one of the best, if not the best, customer rewards program," says Michael Massari, vice president, meeting sales and operations, for Caesars. "So, we see this as an exciting extension from the gaming to the meetings customer."

Unlike other meeting rewards programs, Caesars has no restrictions on when meetings have to be booked and executed, no requirements on group size or minimum dollar spend, and no limit on how many points can be earned or when they have to be redeemed by. "When we were developing this program, we had some robust conversations about why are we doing this and what do we ultimately want to achieve," says Massari, who adds that the defining objective ended up being to encourage planners to consolidate their meeting spend with Caesars, which hosts about 6,000 meetings a year. "When we saw it that way, all the restriction just melted away, and we think the absence of restrictions is what drives loyalty."

Here's how it works. For every dollar spent and charged to the group's master account -- that includes A/V, restaurant, décor, spa certificates, golf  -- planners earn one point. Every 100 points earned is worth $1, which can be applied to future business at any Caesars properties within North America. Points also can be redeemed for just about anything Caesars Entertainment offers, including hotel stays, dining, entertainment and golfing merchandise. What's more, planners can opt to split points between multiple designated recipients, which makes for some pretty exciting gift options for attendees. The program comes with one caveat, and compared to others, it's hardly a restriction. When redeeming, points can represent no more than 25 percent of the total master bill. Downright generous, I say.

"We are the only gaming company to offer the same rewards to both our meeting planners and our gaming guests," says Massari. "That's because in our eyes, our planners are just as important as the gamers."