I remember something Bill Boyd, a Poker Hall of Fame member and the legendary poker room manager at the Golden Nugget, told me when I worked as a host for him around 1978. I asked Bill for a comp for two very loyal customers who wanted to have dinner in the restaurant.
Bill said to me it’s better to comp after they eat and do it as a surprise. He said if you comp players up front, they will eat you out of house and home. Bill would walk into the restaurant and pick the check up after they finished eating. He saved the Golden Nugget a fortune.
It is a lesson I have never forgotten.
I have been on both sides of giving and receiving comps. Most of my meals over the past 25 years have been comped, but I have also used them to great advantage when I have hosted games, so I understand there must be a balance between cost controls for casinos and their value as a marketing tool to retain players.
Comps in Las Vegas always had limits to manage the cost. I remember in the old days the Stardust only had a free buffet, but regardless of the form they take, food comps have been the main marketing hook for casinos for sixty years, especially in California.
The cost of free food for top-section poker players has cost the top card rooms in Los Angeles millions of dollars a year. It was not uncommon for players to order up to $50 at a time and eat a few bites only to discard the food and order again an hour later.
I remember the Bicycle Casino would offer free food to Omaha players in smaller limits during certain lunch hours to get the games started. I would sometimes see 9 steaks and just as many shrimp cocktails and desserts ordered at once.
This kind of abuse reached a tipping point where it just was not cost effective to continue this traditional practice. Starting in March, card rooms in Southern California instituted a new policy.
From now on players will earn a certain amount of money per hour based upon their play. Reward cards and tracking systems are becoming the norm, and they are just as valuable to the players as they are to the casinos.
Both recreational players and pros alike need to understand the system and maximize the value they can derive from it. If you want to survive as a professional player, understanding the reward system is vital for you to be a winner.
Whether the rewards are in the form of freeroll tournaments or other special promotions, such as discounted hotel rates, not taking advantage of them is like throwing money away. Utilizing the money returned as perks can be the difference between being a winning or losing player in poker.
Some casinos do an outstanding job with player rewards such as Hollywood Park Casino. Hollywood Park Casino pays up to $6 an hour in some games, and players can use their points for cash and free massages if they wish.
In some card rooms, players get increased points for certain slow periods and certain days. However, nothing beats cash back or rakeback for players trying to earn.
Because the rake makes it difficult, if not impossible, for the game to be profitable for the players, it is imperative that players research the best rakeback deals. The hourly rakeback added to a player’s reward card can be applied to a player’s bankroll and help offset the heavy cost of the rake on a player’s earnings.
Even as we see read about a number of poker rooms closing, we also have many poker room expansions, such as The Gardens building a mega casino in Hawaiian Gardens, California.
In Bell Gardens The Bicycle Casino is adding a brand-new Hotel Casino, and the most ambitious project of all is Hollywood Park Casino’s new billion-dollar entertainment complex and state-of-the-art poker room.
The power is in the players’ hands now as casino marketing departments scramble for players. The rewards will get even better, so learn to use them to your advantage and remember it’s all about the ability to earn.
In my next article, I will cover specific rewards programs and promotions in poker rooms from Los Angeles to Las Vegas.
Robert Turner is a legendary poker player and billiards/casino marketing expert. Robert is most well known for introducing the game of Omaha poker to Nevada in 1982 and to California in 1986. He created Legends of Poker for the Bicycle Casino in 1995 and Live at the Bike, the first live gaming site broadcast on the Internet in 2002.
He has over 30 years experience in casino marketing and player development. Find Robert on Facebook at https://www.facebook.com/thechipburner and on Twitter @thechipburner. He can also be reached at firstname.lastname@example.org for consulting and teaching.