The owners of Palms Casino Resort and Bally's Corp have just made their strategic partnership public, and it will allow members of the Bally Rewards program to earn points and redeem them in Palms Las Vegas. This partnership comes after Bally’s will no longer have a partner in Las Vegas after the Tropicana is set to be demolished.

Bally's Corporation has announced a strategic partnership with the Palms Casino Resort, offering the members of Bally Rewards a unique opportunity to earn points and redeem them in Las Vegas. This collaboration marks a significant shift for Bally's, which no longer has a casino presence in the city following the closure of the iconic Tropicana earlier this year.

A new era for Bally Rewards

As of April 2, there has no longer been a casino in Vegas associated with Bally’s after it closed down the historic Tropicana, a Rat Pack-era casino and hotel that had been a staple of the Las Vegas Strip for decades. The Tropicana is slated for demolition next month, leaving Bally's without a direct presence in the city. However, the company has swiftly moved to ensure its loyalty members continue to have access to Sin City's attractions.

The partnership with the Palms Casino Resort, located off the Strip, provides Bally Rewards members with an alternative destination in Las Vegas. Starting immediately, Bally Bucks - the loyalty points earned by Bally's players - can be redeemed at the Palms. This move not only keeps Bally's connected to Las Vegas but also offers its members a fresh experience at one of the city's unique gaming resorts.

"We are thrilled to join forces with Palms in Las Vegas for this exciting venture. Our goal is to provide our Bally Rewards members with unparalleled rewards and experiences, and this partnership with the Palms is a significant step toward achieving that," said Mike Donovan, the Chief Marketing Officer and Senior Vice President of Gaming at Bally's.

Expanding Bally's footprint

Bally's Corporation manages 16 on-site casinos across 10 states in the US, and it is currently undertaking its largest project - a $2 billion integrated resort casino in Chicago. Despite the closure of the Tropicana, Bally's continues to expand, and this partnership with the Palms represents a key element of its growth strategy.

The Palms Casino Resort, now owned by the San Manuel Band of Mission Indians, was acquired from Red Rock Resorts in 2021 to the tune of $650 million. The California-based Native American tribe, known for operating the successful Yaamava' Resort & Casino in California, has brought new life to the Palms, making it an appealing venue for Bally's members.

Cross-marketing synergy

The Bally Rewards program is a multi-tiered system with four levels. Members earn their share of Bally Bucks through slot machine play, table games, and sports betting at Bally's casinos across the country. Higher-tier members enjoy additional perks, including complimentary stays and gaming credits at designated properties.

The Palms Casino Resort now joins Hard Rock Hotel & Casino Biloxi, Bally's Lake Tahoe, and Bally's Atlantic City as a destination where Bally Rewards members can redeem their points. This cross-marketing partnership enhances the gaming experience for guests at both Bally's and the Palms through exclusive annual trips, tier matching, and tournament invitations.

"We're pleased to welcome Bally Rewards members to Palms Casino Resort and provide an exciting Las Vegas experience," said Greg Shulman, the Palms' VP of Casino Marketing. He added that partnering with Bally's Corporation allows the Palms to explore new opportunities and, in turn, introduce Palms hospitality to Bally's members.

The Palms: a storied legacy

The Palms Casino Resort has a rich history in Las Vegas. Originally developed by the Maloofs, the resort launched in November of 2001 and quickly became a popular destination. However, the financial downturn during the Great Recession led to the property's sale to two private equity companies. Red Rock Resorts then acquired the Palms for $312.5 million in 2016 and invested an additional $620 million in upgrades to restore its prominence.

Despite these efforts, the Palms struggled to regain its foothold in the competitive Las Vegas market. The acquisition by the San Manuel Band of Mission Indians marked a historic moment as the first time a Native American tribe took full and complete ownership of a casino resort in Las Vegas.