MGM Resorts to Launch 'M life' Loyalty Plan
The new program offers unique rewards by recognizing where members choose to gamble, dine, and sleep, plus what concerts, spas and shows they call on.
Under M life, members who play the slots may receive credits, whereas those who prefer table games are likely to receive promotional chips. If a member attends a Madonna concert, they may be sent an offer to come back and see Lady Gaga. The new program will also take into consideration where members prefer to dine, and offer rewards such as a private wine dinner to those with a flare for fine dining.
Another hallmark of the new program is a set of insider privilege rewards, including prizes such as the ability to select the Fountains of Bellagio songs for a day, become a dolphin trainer for a day at The Mirage, take cooking lessons with top chefs or receive one-on-one dance lessons with famous dancers.
M life will launch on Tuesday, January 11 as a casino rewards club and expand into a full loyalty program later this year. It will have four member tiers: Sapphire, Pearl, Gold and Platinum. Members will be able to track points and rewards at resort kiosks, by visiting mlife.com, or by utilizing a new M life phone app.
"M life represents a major shift for MGM Resorts in the way we are engaging our guests," says Jim Murren, Chairman and CEO of MGM Resorts in a press release. "We've listened to our customers and designed M life to deliver on their preferences, leveraging a caliber of assets no other resort group can offer."
The awards program will leverage all the resorts under the MGM umbrella: ARIA, Bellagio, Vdara, MGM Grand, The Signature at MGM Grand, Mandalay Bay, THEhotel at Mandalay Bay, The Mirage, Monte Carlo, New York-New York, Luxor and Excalibur in Las Vegas; Beau Rivage and Gold Strike in Mississippi; and MGM Grand Detroit.
Photo, MGM Resorts International
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