Gambling

Fontainebleau Las Vegas Gets Its Tier Matching Act Together

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When Fontainebleau opened on Dec. 13, 2023, the casino teased players with loyalty club tier matching, but quickly stopped the program.

Fontainebleau has reversed course again and is offering guests the chance to level up with its “Elevate Your Tier” promotion, through June 2, 2024.

We told you tier matching would be back. You don’t listen.

We are happy to be able to share a story about Fontainebleau that doesn’t feature something bursting into flames.

In case you’re not familiar with tier matching, players will receive a free tier status upgrade at Fontainebleau by presenting a valid loyalty card from another casino’s loyalty program.

Such programs hope to lure gamblers away from competitors, and Fontainebleau opened without a casino customer database, so this is a way of addressing that challenge. Tier matching works, it remains to be seen if it will work for Fontainebleau.

You can see more details about Fontainebleau’s tier upgrade program on the official site.

Fontainebleau is primarily looking to snatch players from Caesars Rewards, Genting Rewards (Resorts World), Grazie Rewards (being rebranded to Venetian Rewards in March 2024), Identity (Cosmopolitan, soon to be MGM Rewards), MGM Rewards, Unity by Hard Rock and Wynn Rewards.

Fontainebleau is also accepting club cards from Golden Nugget, Boyd casinos, Club One (Circa, The D, Golden Gate), Palms, Virgin (Mohegan), Station Casinos and M Resort.

We blew through most of those to find our Legend status at Circa garners Silver at Fontainebleau, which gets us free self-parking. (It’s four hours free, but we always feel rushed.)

Here are all the perks for the various tiers.

Things are perkolating at Fontainebleau! Yes, we are a professional writer.

We visited Fontainebleau last night and hoped to do our tier upgrade, but the loyalty club desk was closed. Sad trombone.

If you haven’t visited Fontainebleau yet, it’s amazing. Yes, the resort has had some drama, both in its executive ranks, and more widely discussed, Nachogate. But it’s great to see Fontainebleau starting to handle some of the basics of player acquisition and development. (Hiring hosts from competing casinos hasn’t really panned out as expected.)

For those who don’t have a loyalty status at a competing casino, and would like to just sign up for Fontainebleau’s loyalty club program, the resort is offering new sign-ups $15 in dining credit and $15 in free slot play.

Don’t laugh, that $15 will get you an excellent burger at Capons. Well worth signing up for Fontainebleau Rewards.

Fontainebleau isn’t out of the woods, but it’s clear disappointing business levels since opening are motivating owners and management to revisit some of their fundamental assumptions (basically, “If you build it, they will come”) about Las Vegas market conditions and the perceived value of the Fontainebleau brand outside of Miami. That’s good for players.

There’s a fair amount of anticipation around Fontainebleau’s pool complex, and we’re hearing rumblings about a possible entertainment announcement bombshell soon. A Miley Cyrus residency, to be exact. Cyrus was rumored to be doing a residency at Sphere, but don’t bet on it. No, we don’t have confirmation of this scoop. Why do you think we buried it at the end of our story?

If Fontainebleau’s new president, Maurice Wooden (former president of Wynn Las Vegas), can get licensed, he’s likely to shake things up further.

Let’s do Fontainebleau! Yes, we’re going to keep repeating this tagline until they steal it. It reminds people how to pronounce Fontainebleau and let’s them know Fontainebleau is a spectacular new option on the Las Vegas Strip. Their snooty tone isn’t really connecting, so it’s time to focus on the fun.

Can we ever just share good news without the snarky editorializing? Do you know this blog at all?



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