Bally’s teams up with Palms Casino Resort in Las Vegas for loyalty rewards program

Bally’s Corporation and the owners of the Palms Casino Resort have announced a strategic partnership that would allow Bally Rewards members to earn loyalty points and cash in at the Palms. The development comes after Bally’s permanently closed the Tropicana earlier this year. 

“We are thrilled to join forces with Palms in Las Vegas for this exciting venture,” Mike Donovan, Bally's Chief Marketing Officer and SVP of gaming, said in a statement. “Our goal is to provide our Bally Rewards members with unparalleled rewards and experiences, and this partnership is a significant step towards achieving that.”

As per the two companies, the partnership is initially focused on travel getaways for the Bally Rewards members but could broaden the partnership in the future. They expect to roll out the partnership through tier matching, tournament invitations, and annual trips for members.

“We’re pleased to welcome Bally Rewards members to Palms Casino Resort and provide an exciting Las Vegas experience,” Greg Shulman, Palms’ Vice President of Casino Marketing, said in a statement. “Partnering with Bally’s Corporation allows us to explore new opportunities and introduce Palms hospitality to Bally’s members.”

The partnership gives Bally’s loyal members a connection to the Las Vegas gaming scene in the post-Tropicana era. 

Bally runs casinos in 10 states where Bally Rewards players earn Bally Bucks while gambling on slot machines, table games, and betting on sports. The multi-tiered card program has four status levels including Pro, Star, Superstar, and Legend.

For the higher tiers, players regularly receive comps based on their reward preferences. Bally’s allows rewards members to redeem their points for free slot and table game play and free stays at three designated properties — Bally’s Atlantic City, Hard Rock Hotel & Casino Biloxi in Mississippi, and Bally’s Lake Tahoe in Nevada. Palms becomes the fourth designated destination where travel comps can be used.

Bally’s Corporation operates 16 brick-and-mortar casinos in the US. The Rhode Island-based company recently began construction on its largest project to date in Chicago where it is investing $2 billion to realize an integrated resort casino in the nation’s third most populated city.

Tropicana Las Vegas closed on April 2nd to make way for a Major League Baseball stadium on the corner of Tropicana Avenue and Las Vegas Boulevard by the 2028 season. The ballpark project calls for an adjacent resort casino, which Bally’s is expected to run. The Rat Pack-era hotel and casino is scheduled for a full demolition next month.