An off-frame Casino Hotel rolls out a new player loyalty program as part of the property’s transition to new management.
Virgin Casino-Hotel will launch Cherry Rewards in March, according to a news message. The casino said that the new reward program will be “one of the most transparent and easily understandable”, in Las Vegas, which designates “easier ways to earn points and even up faster.”
Details about Tier Matching and new member registration offers will be announced in the coming weeks. Existing Momentum members will automatically be registered in Cherry Rewards and can collect new cards from March 5, according to the publication.
Mohegan Tribe and Virgin Hotels Las Vegas finished their playing event in 2024 and the property’s two best managers, Cliff Atkinson and Chad Konrad, formed an operational unit, C&C 4455, to adopt daily operations. Nevada Gaming Regulator’s approved C&C 4455 in December, with Atkinson as CEO and Konrad as CFO for the new unit.
“After months of expectation, this milestone marks the last step in the property’s transitional casino operations, which ensures a seamless and exceptional integrated resort experience for its guests,” the release said.
Atkinson, the president of the property, said that the Cherry Rewards program is a “gaming exchange for our casino and the market, and we are so happy to start this new era at Virgin Hotels Las Vegas.”
“We have spent months carefully refine Cherry Rewards to get a unique offer to Las Vegas,” he said.
Under testimonies before state gaming regulators in 2024, Atkinson described a long -term plan for Virgin success that includes an appeal to the locals, the activation of “dead spaces” on the property by getting new entertainment and amenities for guests and the creation of a new customer loyalty program. He said there was an opportunity to return the value to the Las Vegas Casino market.
Virgin recently decided on a month long labor dispute with culinary local 226 and Bartenders Local 165. The Union members at Virgin went on strike in November and only went back to work at the end of January after a new contract was agreed.
Contact David Danzis at ddanzis@ theplayerlounge.com or 702-383-0378. Follow @AC2vegas-danzis.bsky.social or @AC2vegas_danzis on X.
