The elite customers represent a small percentage of our database that produces a disproportionate amount of our revenue. “We want everybody who walks through our doors to have a good experience,” Cohen says, “but these are our best customers, and our rewards program has provided a very high retention rate. The cardholders, Cohen says, must re-qualify every three months based on the last six months of play.īesides these periodic “appreciation gifts,” elite players may also have access to a valet, a private entrance and elevator, a private dining area, private club, free concert tickets, and accommodations at one of the MotorCity’s 15th-floor luxury suites. Under a three-tiered card system, MotorCity’s top-tier players are culled from a database and receive Signature, Signature Elite, or Club Metro Card status. ![]() “We have the ability to capture data and come up with a theoretical value of a customer based on such things as how often they visit, the average bet, and the house advantage of the games they play,” says MotorCity Casino COO Rhonda Cohen.
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