FOR IMMEDIATE RELEASE March 25, 2003
STATION CASINOS ANNOUNCES GROUNDBREAKING LOYALTY CARD ENHANCEMENT
Jumbo Jackpot allows players to 'win without winning'
Las Vegas--Station Casinos, Inc. (NYSE:STN) announced today that it
is launching a groundbreaking enhancement to its wildly popular Boarding
Pass Card, which has been named "Best Slot Club" in the Las Vegas
Review-Journal's annual readers' poll every year since its
introduction in 1999. The third in a series of Jumbo-branded
products, the Jumbo Jackpot Boarding Pass Bonus offers customers the
opportunity to "win without winning".
Beginning April 1, 2003, customers playing slot machines at the
company's six Station-branded properties in the Las Vegas area with a
Boarding Pass card inserted into the machine are immediately eligible
to win a bonus jackpot of up to $150,000. The Jumbo Jackpot is
guaranteed to hit at each Station property by $150,000, paid
immediately in cash even if the customer does not have a winning
combination on the machine. After hitting at a property, the jackpot
meter at that property will be reset at $25,000.
"We're rewarding our customers for playing with Station. The Jumbo
Jackpot can hit at any time, at any place, regardless of how many
coins are played," said Stephen Cavallaro, Chief Operating Officer of
Station Casinos. In addition, an average of 20 daily Jumbo Jackpot
consolation prizes will be awarded at each of the six Station
properties, totaling over $2 million in free slot play annually.
The Jumbo Jackpot Boarding Pass Bonus is the third and most exciting
offering in the Jumbo brand presented exclusively at Station Casinos.
Jumbo Bingo has awarded 21 jackpots in 21 months averaging $158,000
each, totaling over $9.5 million in jackpots to the company's bingo
players. Jumbo Bingo has been named "Best Bingo" in the Las Vegas
Review Journal's annual "Best of Las Vegas" readers' poll two years
in a row. Jumbo Holdem' Poker, launched in February, has also proven
successful, with the jackpot meter starting at $100,000 and hitting
March 1 with a jackpot of $106,744.
Enhancing the Jumbo Brand
To kick off the groundbreaking program, each of Stations' Boarding
Pass cardholders will be receiving newly designed Boarding Pass cards
bearing the Jumbo Jackpot logo. "This is not just another casino
promotion," said Cavallaro. "The Jumbo Jackpot Boarding Pass Bonus
will change the face of locals gaming, and represents a long-term
commitment by Station Casinos. With Jumbo Jackpot, the company has a
competitive edge that cannot easily be duplicated by our
competitors."
Station Casinos partnered with Acres Gaming in an exclusive licensing
agreement to implement the technology necessary to launch the
progressive bonus. "Station is the leader in bonusing technology in
our markets. It has taken years to perfect the technology, yet the
rewards to our customers will be evident with Jumbo Jackpot," said
Lorenzo Fertitta, President of Station Casinos.
"Never before has a loyalty card been used to house a progressive
bonusing system. Even in other industries where loyalty cards are
commonplace, there is nothing like the Jumbo Jackpot Boarding Pass
Bonus. In the gaming industry, Jumbo Jackpot changes everything.
It's a new way to win," said Fertitta.
"Station Casinos' significant investment in technology is paying off.
The company is using its investment in technology to increase revenue,
enhance customer convenience and create shareholder value. The
company continues to use technology as a business solution, resulting in a
significant competitive edge," he said.
The Evolution of the Boarding Pass Card
Station Casinos has long been a leader in the strategic use of new
technology. Station Casinos' Boarding Pass player rewards program has
been named "Best Slot Club" in the Las Vegas Review-Journal's annual
readers' poll every year since its introduction in 1999.
The company prides itself on determining what guests want and
utilizing state-of-the-art technology to provide it. "You have to
know what will work in your market and with your customers. You can
offer anything in the world, but if your customers don't want it, it
won't work," said Cavallaro. "The Jumbo Jackpot Boarding Pass Bonus
is a natural extension to our commitment to offering our customers the
best possible entertainment experience. We want to make it hard for
our customers to want to play anywhere else but Station by giving
them more."
The Boarding Pass Rewards Program began as individual property cards
at Palace, Boulder, Sunset and Texas Stations. Through
property-to-property networking and re-engineering of slot machines,
Station Casinos was the first local casino operator to offer players
the opportunity to earn and redeem points at any of its properties.
"The One Card was created in response to what our guests had
requested, and was an instant hit," said Cavallaro.
The company also uses technology to provide better service. For
example, Station developed point redemption kiosks that players use
to conveniently redeem points and receive instant "comps" for over 60
restaurants and quick-service food outlets, property gift shops,
concerts, movie theater tickets, the day spa at Green Valley Ranch,
merchandise or hotel rooms.
"We stay ahead of the competition by offering our guests something
they can't get anywhere else," said Cavallaro.
Blazing New Trails
The Jumbo Jackpot Boarding Pass Bonus is the result of the Company's
adaptability to new technology. In October, 2001, the Company
received a patent related to the Boarding Pass customer reward
methodology which awards a personal bonus, specific to each guest and
increasing in amount with the guest's continued play as tracked
across multiple Station properties.
Station recently launched Xtra "Play Cash" (XPC), which is a
groundbreaking bonus feature that lets Boarding Pass members play "on
the house" with free extra credits. Station worked closely with
Acres Gaming to develop the program, a Station exclusive in the locals
gaming market. XPC offers convenience by allowing customers to
automatically redeem free slot credits right at the machine by
inserting their Boarding Pass player card. Players no longer have to
redeem mail-in coupons and there are no lines at the Boarding Pass
Rewards Center; they instantly receive free credits at their favorite
machine by inserting their card and entering a Personal Identification
Number.
Ninety percent of the Company's 20,000 slot and video poker machines
are capable of offering XPC. "By incorporating this unique player
incentive feature into our Boarding Pass program, we are able to
attract new members and strengthen our relationship with our existing
members by rewarding them for their loyalty," said Cavallaro. XPC
has also helped Station substantially reduce promotional expenses thereby
reducing its customer acquisition costs. "The trick is to know what's right for your guests and to be the first to offer it. The new Jumbo Jackpot Boarding Pass Card is our next big step," Cavallaro added.
Since customers know the Jumbo Jackpot is guaranteed to hit by
$150,000, there is powerful incentive for them to consolidate their
play with Station. As the meter rises at each property, traffic
should increase as they anticipate a jackpot hit. Even better,
customers can play any denomination machine accepting the Jumbo
Jackpot Boarding Pass Bonus card, even pennies. The machine doesn't
have to display a winning combination. "Its not the machine that
triggers a Jumbo Jackpot," said Fertitta "The Boarding Pass Card is
the key. It is the player loyalty system that triggers the Jumbo
Jackpot."
Coupled with the comps, XPC, and other benefits the Boarding Pass
offers, the Jumbo Jackpot Boarding Pass Bonus will be a hit with
customers. "With the ability to 'win without winning' why would
locals play anywhere else but at a Station?" said Cavallaro.
Station Casinos, Inc. is the leading provider of gaming and
entertainment to the residents of Las Vegas, Nevada. Station's
properties are regional entertainment destinations and include
various amenities, including numerous restaurants, entertainment venues,
movie theaters, bowling and convention/banquet space, as well as
traditional casino gaming offerings such as video poker, slot machines, table
games, bingo and race and sports wagering. Station owns and operates
Palace Station Hotel & Casino, Boulder Station Hotel & Casino, Santa
Fe Station Hotel & Casino and Wild Wild West Gambling Hall & Hotel in
Las Vegas, Nevada, Texas Station Gambling Hall & Hotel, Fiesta Rancho
Casino Hotel and the Wildfire Casino in North Las Vegas, Nevada, and
Sunset Station Hotel & Casino and Fiesta Henderson Casino Hotel in
Henderson, Nevada. Station also owns a 50 percent interest in both
Barley's Casino & Brewing Company and Green Valley Ranch Station
Casino in Henderson, Nevada.