LAS
VEGAS – (January 10, 2011) – Tomorrow, MGM
Resorts International will
launch M
life (www.mlife.com), a
loyalty program
that leverages the combined power of its resorts in Las Vegas,
Mississippi and
Detroit. Benefiting from an unmatched collection of amenities, members
will
enjoy one-of-a-kind experiences exclusive to MGM Resorts, insider
privileges,
personalized rewards and an aspirational tiered
approach with
escalating earning potential. M life is launching as a casino
rewards club;
later this year, it will expand into a full loyalty program recognizing
guest
spend on hotel stays, shopping, dining and more.
Among
many benefits, M life members can earn unique M life moments,
including
selecting The Fountains of Bellagio songs for
a day,
enjoying a cameo role in Cirque du Soleil’s Viva ELVIS at ARIA
Resort & Casino, serving
as a guest
DJ at one of Vegas’ hottest clubs at MGM Grand, becoming
a dolphin
trainer for a day at The Mirage, cooking
lessons
with Bravo’s Top Chef Masters celebrity chef Rick Moonen at Mandalay
Bay,
receiving one-on-one dance lessons with
world-famous Jabbawockeez at Monte Carlo,
and
much more.
In
combination with its world-renowned offerings, M life uses proprietary
analytical technology that better tracks consumer preferences to create
individualized
rewards that are meaningful to members. If someone attends a
Madonna
concert, they may receive an offer to Lady Gaga; a George Strait
concertgoer
may receive an invite to the Country Music Awards at MGM Grand. A
fine-dining connoisseur may receive an offer to a private wine dinner.
A slot
player may receive a FREEPLAY
offer, while a table games player will be offered promotional chips.
“M
life represents a major shift for MGM Resorts in the way we are
engaging our
guests,” said Jim Murren, Chairman and CEO of MGM Resorts. “We’ve
listened to
our customers and designed M life to deliver on their preferences,
leveraging a
caliber of assets no other resort group can offer. In terms of business
impact,
M life will enable us to retain a larger share of existing customer
spend,
activate new customers, increase customer frequency and provide better
return
on investment for promotional expenditure.”
KEY M LIFE
ELEMENTS
- 15
World-Renowned Resort Destinations – M life
members
enjoy privileged access to ARIA, Bellagio, Vdara, MGM Grand, The
Signature at
MGM Grand, Mandalay Bay, THEhotel at Mandalay Bay, The Mirage, Monte
Carlo, New
York-New York, Luxor and Excalibur
in Las Vegas;
Beau Rivage and Gold Strike in Mississippi; and MGM
Grand
Detroit.
- Ease of Use – Part of
M life’s benefit is its real-time ease-of-use. M life offers players
the convenience of a single card for both slots and table games
when playing at any participating MGM Resorts casino
- Tier
Levels – M life has
four member tiers – Sapphire, Pearl, Gold and Platinum. New members
start at the Sapphire tier and can play their way to higher tiers,
earning more rewards at a faster pace.
- Tier
Benefits – Members
will enjoy special hotel offers, pre-sale access to entertainment
tickets, priority reservations, upgrades, VIP services and more, based
on their Tier Level. As guests graduate to the next level, they unlock
even greater rewards. Gold and Platinum members have accelerated point
earning for their play, enabling them to earn benefits even faster.
- Express
Comps™ – Real-time
Express Comps are the fastest and most convenient way for customers to
comp themselves at MGM Resorts’ hotels, restaurants and entertainment
venues. If a guest is playing at a slot machine and gets the urge to
grab a bite to eat or wants to purchase a show ticket, they can take
their card and instantly redeem rewards at participating venues.
Express Comps appear as dollars, making redemption transparent and
simple.
- M life
Moments – Members
can utilize Express Comps™ to take
advantage of these once-in-a-lifetime MGM Resorts’ experiences
(examples in second paragraph).
- Custom
Rewards – M life’s
advanced technology tracks hundreds of variables to determine member
travel patterns, preferences – from hotels, restaurants, concerts,
shows, spas to casino play – and more accurately predicts future
behavior. By doing so, the company can pinpoint a guest’s favorite
hotel, if they’d prefer to see Barbara Streisand or Bon Jovi, if they
love to visit Vegas at a certain time every year, and more, all to
develop personalized rewards.
- POINTPlay® –
POINTPlay gives players more of what they like best – FREEPLAY® at most
slot games. Players can redeem for FREEPLAY® right at
their favorite slot machine.
- Transparency
– Players
easily can view the amount of rewards they’ve earned by visiting mlife.com, kiosks
at select resorts, on slot machines or on the new M life phone
app. The customer has control of his comps and can use them on
demand with Express Comps™.
- mlife.com – This
easy-to-use website helps players manage their accounts in a simple,
accessible manner. With a personalized login, players can view points
and Tier Credits, manage and book personalized offers and promotions,
explore M life moments, and get the latest information on upcoming
shows, events and concerts.
- M life TV
and M life magazine – M
life TV, available on mlife.com, YouTube and on a dedicated in-room
hotel channel, is a behind-the-scenes look at the hottest restaurants,
shows, celebrity events, and more. M life magazine, available
in all MGM Resorts’ hotel rooms, lets guests know about the latest
happenings within the resort group.
Employee
Ambassadors – M life
will be integrated into MGM Resorts’ employee
culture. Formerly a culture of competition among sister
properties, M life
will become the umbrella brand across all properties, incentivizing
guests to
enjoy the diverse experiences at each of its resorts. The company
currently is
undergoing the largest company-wide training initiatives in its
history,
educating its more than 60,000 employees to become experts on M life.
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