Caesars Entertainment & SL Green expand rewards partnership as part of NYC Casino bid

NYC Times Square
Image: Shutterstock

Caesars Entertainment and SL Green have expanded the Caesars Rewards partnership to the greater New York City area to boost their joint bid for one of three NYC casino licenses. 

The expanded partnership means that, if the bid is accepted and Caesars is to construct a casino on Times Square as proposed, Caesars Rewards members will be able to use their Reward Credits by converting them to gift cards, valid across the Caesars Rewards Gift Card Network.

The card network would feature an array of local businesses including hotels, restaurants, retailers and entertainment, which Caesars and SL Green have been partnering with as part of their bid. Their latest move has been signing up new merchants in Times Square and greater New York to join the Coalition for A Better Times Square.

“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 Tom Reeg, CEO of Caesars Entertainment. “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.”

Under the program, Caesars Rewards members will be able to use Reward credits for gift cards across all participating NYC businesses, part of Caesars’ commitment to inject money into the local economy. 

Caesars and SL Green joined together last October in preparation for the bidding process for one of three NYC casino licenses, which are in high demand after the process commenced in January. 

Currently, the New York Gaming Facility Board has a request for proposals open with several groups making their intentions clear. 

Marc Holliday, CEO of SL Green, added: “Our vision is to build a gaming and entertainment destination that fits into the fabric of New York. 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.”

The Caesars bidding coalition, featuing SL Green and Roc Nation, are aiming to build a casino at 1515 Broadway and create Caesars Palace Times Square. The venue would include 250,000 square feet of gaming and a 950-room hotel. 

Central to its bid is including local businesses to boost the economy, which led to Coalition for a Better Times Square, a collective of Times Square stakeholders, offering its support to the proposals.

“As a small and minority-owned business owner and a New York State Latino Restaurant and Bar Association member, 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 Jeff Garcia, President NYS Latino Restaurant Bar & Lounge Association and owner of Mon Amour Coffee and Wine Bar in The Bronx.