Treasure Island Hotel & Casino (TI) has rolled out its new loyalty program, the Treasury Players Club, aiming to surpass competitors on the Las Vegas Strip with enticing rewards for players.
According to the casino, the new program offers "the most rewarding and best point value on The Strip," with members earning points faster than any other rival. Points accumulate after every $1.50 wagered on slots and $4.50 on video poker, making it easier for players to rack up rewards.
But it isn’t just about point accumulation. Members of the Treasury Players Club can enjoy complimentary or discounted room rates—without the hassle of optional resort fees—along with free shows, dining options, and invitations to exclusive members-only events, promotions, giveaways, and tournaments.
To celebrate the new program, TI is giving away commemorative silver coins to both new and existing members. Those who earn 2,500 points through slot play or log two hours of rated table play following their membership sign-up will receive a limited-edition gold coin, creating extra incentive to engage with the casino.
Don Grissom, the Director of Player Development & Casino Marketing at Treasure Island, expressed excitement about the launch: "After continued hard work from our dedicated team members, we are thrilled to finally unveils our new casino loyalty program, the Treasury Players Club. We are grateful for our loyal casino customers, and we look forward to providing an exemplary experience through the new program." This reflects the casino's commitment to enhancing customer engagement by recognizing their patronage.
Existing loyalty club members will be transitioned seamlessly, with all currently earned points and rewards carrying over. They can turn in their old cards for new ones at the Treasury Players Club desk. It’s important to note, prospective members need to be at least 21 years old to join.
While many casinos offer varying forms of loyalty rewards, the trend reveals the growing significance of unique giveaways. Amanda Belarmino, associate professor at UNLV’s William F. Harrah College of Hospitality, notes, "These giveaways typically occur as appreciation for customers or during periods of low demand." This strategy not only rewards patrons but also attracts new customers to the property.
The types of gifts can differ by casino. For example, Station Casinos runs “gift days” where top-tier members of their Boarding Pass program can receive everything from Golden Knights-themed blankets to practical travel bags and headphones. Such gifts are often shaped by surveys with guests to determine what customers most value, which speaks to the innovative strategies casinos adopt to maintain loyalty among players.
Belarmino highlighted the different approaches taken by local versus Strip casinos. Local establishments may opt for more everyday items like sports jerseys or household goods. Meanwhile, Strip hotels often choose gifts easy for out-of-town visitors to take home. "Local casinos tend to lean toward logoed items and regional themed gifts," she explained. "Those on the Strip may pick items easier to carry on flights."
These unique offerings complement traditional loyalty incentives like room comps and meals, presenting something distinctively special for players. The incentive to play regular slots or card games broadens when players can get exclusive gifts or experiences.
Whether through the launch of new loyalty initiatives like the Treasury Players Club or the strategic use of promotional giveaways, casinos continually adapt their approaches to improve the customer experience, keeping players engaged. It’s this blend of innovation and appreciation for loyalty, embodied by well-thought-out reward systems, which likely keeps customers returning for more.
For more information on the Treasury Players Club and its offerings, potential members can visit the casino's official website or stop by the Treasury Players Club desk. Engagement at TI is positioned to be as rewarding as the games themselves, continuing to redefine the Las Vegas casino experience.
