Caesars expands rewards program benefits to New York businesses through Times Square project

February 16, 2023 11:20 AM

Caesars expands rewards program benefits to New York businesses through Times Square project

Photo: SL Green (courtesy)
  • Rege Behe, CDC Gaming Reports
February 16, 2023 11:20 AM
  • Rege Behe, CDC Gaming Reports

Caesars Entertainment is making sure to cover all its bets in its bid for a casino in Times Square.

The gaming operator, in conjunction with developer SL Green, Thursday announced a new Caesars Rewards partnership for New York City merchants as part of its quest for a gaming license in the iconic Manhattan spot. If Caesars Palace Times Square opens, member will be able to convert Reward Credits to gift cards valid across Caesars Rewards Gift Card Network, which includes hotels, restaurants, and retailers in New York.

“Caesars Rewards is the largest and most successful gaming loyalty program in the world, and it is a natural fit to bring it to a city like New York,” said  Caesars Entertainment CEO Tom Reeg in a statement. “We know from experience that investing in cities and neighborhoods benefits everyone involved. By expanding our powerful Rewards program in New York, we can better ensure that our work in Times Square creates good jobs and allows small businesses to grow and thrive.”

Caesars Entertainment announced the bid in October 2022, along with SL Green and Roc Nation, to bring a casino and entertainment complex to Times Square.

Caesars Palace Times Square is a redevelopment project that will renovate a 54-story office building at 515 Broadway, featuring a theater to host The Lion King.

“Our vision is to build a gaming and entertainment destination that fits into the fabric of New York,” said SL Green CEO Marc Holliday. “Guests at Caesars Palace Times Square might game at our tables, but they are going to eat at area restaurants, stay in neighborhood hotels, see Broadway shows and shop at stores in Times Square and across the city, By expanding the Caesars Rewards program in New York City, we can formalize that relationship with local businesses and demonstrate our deep commitment to New York’s economic future.”

As part of its campaign to bring a gaming and entertainment venue to New York, Caesars and SL Green have started to sign merchants in Times Square and the region to the Coalition for a Better Times Square. Merchant involvement is predicated on the procurement of New York State gaming license by Caesars and SL Green.

“We are excited to join this coalition, as this partnership will provide economic opportunity by attracting visitors and therefore future customers for our members in all five boroughs,” said New York State Latino Restaurant Bar & Lounge Association President Jeff Garcia, who also is owner of Mon Amour Coffee and Wine Bar in The Bronx.

Rege Behe is lead contributor to CDC Gaming Reports. He can be reached at rbehe@cdcgaming.com. Please follow @RegeBehe_exPTR on Twitter.