Hotel Online  Special Report

 Caesars Entertainment Applies Technology to Improve
Financial Performance, Guest Experience


LAS VEGAS -- Oct. 19, 2004 -- Caesars Entertainment Inc., one of the world's leading gaming companies, today announced the latest milestone in its strategy of incorporating more advanced technology tools into its operations. The company is introducing a new point-of-sale solution at Caesars Palace Las Vegas, called Revelation, which is designed to integrate and streamline 41 different food and beverage operations throughout the renowned casino-hotel resort.

The new system, by InfoGenesis, gives Caesars' management instant access to real-time sales data and comprehensive reporting capabilities. It is scalable, so that Caesars Entertainment can use it to run all of its casinos as a single system.

Revelation is the latest in a series of technology investments by Caesars Entertainment which are intended to bolster the bottom line of its casino resorts by increasing their operating efficiency and improving their guests' experience.

"Caesars Entertainment continues to look for new ways to make sure our guests have a great time at our resorts, and to make sure we're improving our financial performance," said Carol Pride, Chief Information Officer and Vice President of Corporate Information Technology. "Advanced technology, such as Revelation, has helped us make great strides toward both goals in the past few years, and we're continuing to invest in new technology that makes good business sense."

Since January, Caesars has begun using several new advanced technology systems in a variety of locations, not only in restaurants and beverage stands but in hotel reservation operations and casino games themselves. The major initiatives include:

Food and Beverage Operations:

  • In July, the company began using a business intelligence software system from Avero Inc. called Slingshot, to integrate and manage all 55 food and beverage operations at three of its hotel-casinos in Las Vegas: Bally's Las Vegas, Flamingo Las Vegas and Paris Las Vegas. The system converts point-of-sale data about customer menu and bar selections into actionable business intelligence. Slingshot helps improve customer service and server productivity, and also helps manage the cost of food, beverages, labor and promotion more efficiently.
  • Slingshot integrates with the Revelation point-of-sale system at Caesars Palace in Las Vegas to convert sales data into business intelligence numbers to help enhance revenue and lower costs. Revelation allows Caesars to manage 41 separate restaurants and bars as a single food and beverage system, to provide improved guest service and to streamline operations. It provides real-time access to sales data and comprehensive reporting capabilities.
Hotel Reservations:
  • Caesars recently selected an advanced revenue management system, NetWORKS(TM) Hospitality Revenue Optimizer for the Gaming Industry, developed by Manugistics and implemented by The Rainmaker Group, to manage room availability based on forecasted demand and anticipated spending by guests on gaming or other resort amenities. By allocating rooms based on how much customers are willing to pay, or how long they'll stay, or how much they'll spend elsewhere at a resort, the system helps ensure the hotel is getting the most value for its rooms and appropriately recognizes and rewards loyal customers.
Marketing and Promotion:
  • Caesars has been using the E.piphany 6.5 CRM (customer relationship management) solution to develop a wide variety of promotional offers to past or potential guests -- including hotel accommodations, dining, entertainment, golf, shopping, etc. The system tailors its offers to the interests of individual customers, based on previous visits or experience, to provide the best offer for each customer. It also tracks responses to the various offers, and after the guest visits, it looks at the actual activities that the customer took advantage of during their stay, and uses that information to intelligently serve the customer during future interactions. E.piphany CRM is designed to reward the people who enjoy spending time and money at Caesars' resorts.
Table Games:
  • In June, the Flamingo Las Vegas became one of the first casinos to introduce a new automated blackjack system, called MindPlay MP 21, by the Bally Gaming and Systems unit of Alliance Gaming Corp. The system, in use at 12 blackjack tables in the Flamingo, uses sophisticated optical technology to track betting and card play. The system improves the accuracy of player "ratings" and comps, and helps prevent fraud.
  • A similar form of automated table gaming, called TableTouch by IGT, is being tested at Caesars Palace Las Vegas. This system also helps managers identify and rate players, supervise tables and report a variety of results.
These recent initiatives by Caesars Entertainment build on numerous technology accomplishments over the past few years. Caesars has been steadily upgrading its tech infrastructure and revamping its systems to provide for the latest in products and applications that enhance the guest experience, grow its business and improve operating efficiency. For example:
  • In 2002, Caesars was the first hotel-casino company to link all 18 of its U.S. properties with an advanced "ATM" (asynchronous transfer mode) communications network, allowing a wide range of information applications for guests and internal use.
  • In 2003, Caesars was the first to offer a company-wide comp rewards program based on total spending on hotels, dining, shopping, entertainment, as well as gaming, across all of its U.S. properties.
  • In 2003, Caesars launched new Web sites for all its domestic casino resorts, resulting in a 54 percent increase in online room reservations over 2002. In 2004, Caesars' Web sites were ranked highest among gaming-hotel companies in treating online customers with respect.
  • Caesars has led the industry in cashless "ticket-in, ticket-out" technology. At the end of 2003, 60 percent of Caesars' slots in the U.S. used "ticket-in, ticket-out"; by end of 2004, 80 percent will be on the system.
  • Caesars was the first hotel company to announce it would offer airport check-in at Las Vegas' McCarran International Airport.
  • Caesars has developed an extensive database to support a sophisticated CRM system that stays in touch with past guests and reaches out to potential new visitors with promotional offers tailored to their interests.
  • Caesars deployed kiosks throughout its properties to offer guests more convenient ways to check in and redeem comps, as well as to manage labor costs.
"Caesars is committed to using technology intelligently, not just because it's new or 'hot,'" Pride said. "We invest in technology because it pays off and helps us achieve our goal of being the ultimate gaming experience for our guests."

About Caesars Entertainment
Caesars Entertainment is one of the world's leading gaming companies. With $4.5 billion in annual net revenue, 28 properties on four continents, 26,000 hotel rooms, nearly two million square feet of casino space and 52,000 employees, the Caesars portfolio is among the strongest in the industry. Caesars casino resorts operate under the Caesars, Bally's, Flamingo, Grand Casinos, Hilton and Paris brand names. The company has its corporate headquarters in Las Vegas.

In July 2004, the Board of Directors of Caesars Entertainment approved an offer from Harrah's Entertainment to acquire the company for approximately $1.8 billion and 66.3 million shares of Harrah's common stock. The offer must be approved by shareholders of both companies and federal and state regulators before the transaction can close.

Additional information on Caesars Entertainment can be accessed through the company's web site at

NOTE: This press release contains "forward-looking statements" within the meaning of the federal securities law, which are intended to qualify for the safe harbor from liability provided thereunder. All statements which are not historical statements of fact are "forward-looking statements" for purposes of these provisions and are subject to numerous risks and uncertainties that could cause actual results to differ materially from those expressed or implied in the forward-looking statements. Forward-looking statements include estimates regarding the actual extent of damage caused by Hurricane Ivan to Caesars Gulf Coast casinos and the actual time of the casinos reopening. Additional information concerning potential risk factors that could affect the company's future performance are described from time to time in the company's reports filed with the Securities and Exchange Commission, including the company's Annual Report on Form 10-K for the year ended December 31, 2003 and reports on Form 10-Q for the quarters ended March 31, 2004 and June 30,2004. The reports may be viewed free of charge at the following website: The company undertakes no obligation to publicly update any forward-looking statement, whether as a result of new information, future events, or otherwise.

Caesars Entertainment
Also See: John Unwin Named Senior Vice President for Hotel Operations at Caesars Palace; Leaving Post as Chief Operating Officer for Ian Schrager Hotels / May 2004
Harrah's Buying its Rival Caesars For Cash and Stock Deal Valued at $9.44 billion; Combined, Harrah's and Caesars Will Be Largest Casino Operator in the World / July 2004

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