ATLANTIC CITY, N.J. -- Resorts Casino Hotel is quick to draw on the contacts and resources of its new managers, the Mohegan Indian tribe.
Resorts has begun a new joint marketing program in which its gamblers and those two other Mohegan-owned casinos in Connecticut and Pennsylvania can use rewards points at any of the three destinations.
Mohegan Gaming Advisors, a subsidiary of the Mohegan Tribal Gaming Authority, recently won state approval to run the day-to-day affairs of Resorts following the death earlier this year of Resorts co-owner Dennis Gomes.
The company will now let gamblers use their credits at Resorts, as well as Mohegan Sun in Connecticut and Mohegan Sun at Pocono Downs in Pennsylvania.
"With both our properties in Connecticut and Pennsylvania, our approach has always been focused on the guest experience and ensuring that each time a guest experiences one of our exciting destinations, they leave wanting to come back and do it all over again," said Mitchell Etess, CEO of the Mohegan Tribal Gaming Authority. "With the addition of Resorts, we are now able to expand and augment our unique offerings to include an iconic beachfront destination. It's our hope that guests will really take advantage of this new platform to try one of our properties that they might have not considered in the past."
Such cross-marketing programs are common in the casino industry, linking casinos within a market or in different states. For example, Caesars Entertainment has a rewards program in which points are usable at all four of its Atlantic City casinos _ Caesars, Harrah's, Bally's and the Showboat _ as well as at casinos Caesars Entertainment owns in other states.
But the cross-marketing plan is seen as a crucial step in helping Resorts rebound from years of declining revenue and lost market share. Gomes and New York real estate investor Morris Bailey took over Resorts in Dec. 2010, days before it was on the verge of having to close because it was out of money.
Resorts currently ranks 8th out of Atlantic City's 12 casinos so far this year, with $92.7 million in revenue.
Wayne Parry can be reached at http://twitter.com/WayneParryAC