as Vegas-based Pinnacle is overhauling its customer loyalty program and marketing this year, Sanfilippo said.
Casino companies are seeking to grow using loyalty programs, fueling alliance talk. Caesars Entertainment, the world’s largest casino company, has led the industry in attracting gamblers to its Strip casinos by tapping customers at its regional U.S. properties via its Total Rewards program.
“We believe that that’s an idea that has merit to it,” Sanfilippo said today on an earnings conference call, without naming the potential Las Vegas ally. “When you think about having alliances that is something that we’ve spent some time with. That idea is an idea worth pursuing.”
Pinnacle reported a fourth-quarter net loss of US$10.1 million, or 16 cents a share, from a loss of US$242 million, or US$4.03, a year ago. Excluding some items, the loss of 1 cent was better than the 8 cents expected by 19 analysts surveyed by Bloomberg. Sales rose 18 % to US$274 million.