N A MOVE MIRRORING A SUCCESSFUL EFFORT undertaken in 2005 to combine meeting sales across its eight Las Vegas properties, Caesars Entertainment has undergone a similar reor- ganization nationwide. Merging its meetings businesses into a single department under one leadership team, the new structure brings together 38 U.S. properties and extends many benefits to planners, including the ability to
mix and match properties within a destination under a single contact, contract, and minimum. The plan involved big changes to the com-
pany’s sales force, placing salespeople through- out the country. “We live in a world where e-mail, text, and social media are reducing face-to-face interactions, so meeting with people in person is more valuable than ever,” said Senior Vice Presi- dent Michael Massari. “We decided, rather than put our people where our properties are, that they should live and work in the communi- ties where our custom- ers live and work. Our customers and third- party partners now have a local contact who can understand their needs and pro- vide access to our entire portfolio.” “It seems like a no-brainer, but this
THE A-LIST: The 2,500- room Planet Holly- wood Resort & Casino is just one property in Caesars Entertain- ment’s Las Vegas portfolio, which also includes Caesars Pal- ace, Harrah’s, Bally’s, Paris, Flamingo, Rio, and Imperial Palace.
is different from how others do things,” Massari continued. “Small hotel groups and other gaming companies, for the most part, place their salespeople at their properties. The bigger lodging compa- nies have people in-market, but they are often selling hundreds of properties and serve primarily as aggregators of infor- mation. We’re in the unique position to put our people in-market and allow them to be decision-makers. They don’t need to check with the property on rates or to see what’s available; they make the decisions
pcma convene April 2012 ✱
ROMAN HOLIDAY: Including Caesars Pal- ace, Caesars Entertain- ment’s Las Vegas prop- erties offer a collective one million square feet of meeting space and more than 24,000 total hotel rooms and suites.
so they can respond quickly and better meet a customer’s needs.” Another benefit is the nationwide expansion of the Meeting Dia-
mond program. When planners book any Caesars property, they’re granted Diamond status, affording them perks and privileges, such as access to private Diamond Lounges and guaranteed priority ser- vices. Planners can also take advantage of Total Rewards Meetings & Events. Launched in 2012, the program is a fully integrated extension of the company’s award-winning Total Rewards loyalty program, and allows meeting planners or owners to earn Reward Credits for meet- ings held at any Caesars Entertainment property, and redeem them for future programs or individual rewards. n
For more information: Call (855) MEET-CET or visit www.cet meetings.com.