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US – Mohegan Sun Massachusetts to cut local business into loyalty pot

By - 31 July 2013

Mohegan Sun Massachusetts will launch a novel, new marketing program that will directly benefit local businesses and tourist attractions throughout the region, if it gets the green light to build $1bn resort casino in Palmer Massachusetts.

The Mohegan Sun Massachusetts Player’s Club Card program would enable guests to receive additional discount and redemption opportunities at participating local businesses and destinations in Central and Western Mass. – generating as much as $60m to $70m in rewards points which will be available annually for redemption at participating partners.

While virtually every casino operator has a player’s club card program, rewards are typically only redeemable at the retail, hotel, food and beverage outlets located within the casino. This program would cut participating local businesses in on the exciting action at Mohegan Sun Massachusetts while giving guests new options for redeeming their Player’s Club points.

Mitchell Etess, Chief Executive Officer of the Mohegan Tribal Gaming Authority, explained: “The Mohegan Sun Player’s Club Card program will provide millions of dollars in discounts and rewards every year, and guests will be able to redeem points outside our resort casino to benefit the entire region. Mohegan Sun Massachusetts will be a true regional destination and a true partner with local business. This unique marketing program will enable us to further promote tourism and economic growth throughout Western and Central Mass. and directly drive business into the region.”

Mohegan Sun has a long history of developing valuable partnerships with local businesses and tourist destinations in the regions where it operates. Under this business partnership model, Mohegan Sun Massachusetts guests will be able to use Player’s Club card rewards as a cash equivalent at participating regional establishments to encourage additional patronage. Most any retail business that deals in goods and services is eligible to participate.

Joint promotional opportunities will also be available, such as the inclusion of participating businesses in Mohegan Sun Massachusetts advertising campaigns. This includes direct mail, print and broadcast advertising, and onsite advertising to provide additional marketing and awareness for regional businesses and attractions. Employee discounts will also be available.

“Mohegan Sun Massachusetts is a one-of-a-kind, family-oriented resort with the ideal mix of amenities and entertainment to attract thousands of new visitors from across New England and beyond,” added Mr. Etess.  “We are New England’s premier gaming brand, and this marketing program will enable us to work with our local business partners to generate maximum economic growth and revenue for the Commonwealth.”

The marketing program, which will be subject to review and approval by the Gaming Commission, allows for an unprecedented scope of mutually beneficial awareness since it can be promoted by Mohegan Sun and its partners.

The casino would feature two hotels, a 70,000 sq. ft. adventure-themed water park and 300,000 square feet of first-rate entertainment, dining and fashion retail options.  This one-of-a-kind destination resort will deliver thousands of jobs as well as vendor and other business opportunities to Western and Central Massachusetts.

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