Fontainebleau Las Vegas is betting that casino loyalty programs can do more than keep customers inside the casino.
The Strip resort Monday launched The Experience Collection, allowing Fontainebleau Rewards members to redeem Bleau Points for nearly two dozen Las Vegas experiences, including helicopter tours, supercar racing, Allegiant Stadium tours and attractions such as the Neon Museum and Area15.
The program, curated by Vegas.com, represents an effort by Fontainebleau to make its loyalty program a gateway to the city rather than simply a way to reward gambling and spending at the resort.
“Why not take our point currency and take it outside of our four walls?
