Virgin Hotels Las Vegas to launch new rewards program in March

Virgin Hotels Las Vegas will roll out its new Cherry Rewards loyalty program in March as part of its management transition.

The program promises a simpler and more transparent rewards system, making it easier for players to earn points and level up, as per a press release.

Current Momentum members will be automatically enrolled and can pick up new cards starting March 5. Details on tier matching and new member offers will be announced soon.

The introduction of Cherry Rewards follows a major operational shift for the resort. The Mohegan Tribe and Virgin Hotels Las Vegas ended their gaming partnership in 2024, leading to the formation of C&C 4455, an operating entity created by the property’s top executives, Cliff Atkinson and Chad Konrad. 

Nevada gaming regulators approved C&C 4455 in December, with Atkinson taking on the role of chief executive officer and Konrad serving as chief financial officer.

“After months of anticipation, this milestone marks the final step of the property’s transitioned casino operations, ensuring a seamless and exceptional integrated resort experience for its guests,” the release said.

Atkinson, now CEO, called Cherry Rewards a “game-changer” for the casino. “We’ve spent months meticulously refining Cherry Rewards in order to bring a unique offering to Las Vegas,” he said.

The new loyalty program is part of a broader strategy to attract locals, revitalize underused areas with entertainment and amenities, and enhance customer value.

The announcement also comes after Virgin Hotels Las Vegas settled a labor dispute with Culinary Local 226 and Bartenders Local 165. Workers went on strike in November and returned in late January after securing a new contract.