International edition
September 18, 2021

The operator’s Total Reward program would reach several million New York-area members

US: Aqueduct adds Harrah's brand to its New York project

(US).- Aqueduct Gaming announced that Harrah's has joined its team. Harrah's will be involved in the development of the multi-faceted plans to bring a world-class, neighborhood-friendly gaming and entertainment destination to Queens.


ith the agreement, Harrah's Total Rewards player loyalty program will be available to customers of the planned Aqueduct casino. Harrah's Total Rewards is the largest casino customer loyalty marketing program in the world and includes several million participants who live within 100 miles of Aqueduct.

"We're very excited to bring Harrah's brand strength to our team for this project," said William Bissett, president of Delaware North Companies Gaming & Entertainment, a leader in the coalition of New York companies comprising Aqueduct Gaming.

Bissett said Aqueduct Gaming estimates that adding the Harrah's brand and Total Rewards program will produce an additional 10 percent in tax revenue for New York State over the previous estimate.

"We're very excited about the prospect of joining forces with Aqueduct Gaming in aligning the gaming industry's premier customer-loyalty program with this storied New York racetrack," said David Norton, Harrah's senior vice president and chief marketing officer.

"We believe our brands will compliment each other in this dynamic market. This will be one of the first of several efforts to extend Total Rewards into areas beyond our traditional casinos in an effort to provide additional value for our millions of customers in areas such as New York City," Norton said.

The agreement is subject to negotiation of definitive terms, Aqueduct Gaming's receipt of a contract from the state to operate a gaming facility at Aqueduct Racetrack and the state's approval of the agreement.

Aqueduct Gaming's vision is to create an outstanding gaming and entertainment destination that achieves the right balance of world-class amenities and captures and promotes a neighborhood and community feel.

Aqueduct Gaming's plans include space for fine-dining restaurants, casual dining and bars, a 2,000-space parking garage, lighting and landscaping to add to the ambience of the community and establishment of comprehensive security and safety measures to ensure a safe and secure facility for guests, employees and the surrounding community.

The master plan is comprehensive and scalable and includes all of the amenities one would expect to find in a premier gaming and entertainment destination. This plan also includes a hotel, additional retail and restaurants, entertainment and other amenities based on community input.

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