According to Wynn Resorts’ recent third quarter conference call, CEO Matt Maddox revealed plans in North America to launch a loyalty card tiered program for the first time in its history.
First, Encore Boston Harbor named Brian Gullbrants as the new property president. He has been with the company for over a decade and is now leading the project in Boston. Wynn has been opened for 136 days in Boston and is learning how to become more local by tweaking food and beverage products, to making sure to have a positive customer experience.
“We are going to the first time in our company's history in North America launch a loyalty card tiered program and that will be launching in Boston in the first quarter,” according to Wynn Resorts CEO Matt Maddox. “And I'm sure as all of you that are very familiar with our business know that tier card program is essential in marketing in a regional property.”
Maddox continues, “If you think about it, when we opened our doors in our local database, we had zero customers. Fast forward 136 days, we have 250,000 people in our database, which is significant growth. In order to compete in a high frequency market where people are coming multiple times a month, a robust database is necessary because you need to message to the customers what it is you're doing each week and why they need to come into the property.”
Maddox believes that the company is on the path to growth with the right team in place. He also notes that Wynn began a transition with the company in 2018 reallocating capital to Macau and thinking about Las Vegas differently, saying that what he’s really “excited about is 2020.”