Issue 191
May 10 - 16, 2004
Volume 4
page 1

This Issue

Gaming News
Harrah's Customer Unlocks Winning Treasure Chest

Harrah's Named No. 1 Casino Brand in Quarterly Customer Satisfaction Survey

Casino kings to make Macau `world's No 1'

Cherokee Nation Plans New Casino

Study shows casinos have a positive effect


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Harrah's Customer Unlocks Winning Treasure Chest

LAS VEGAS -- Point Pleasant, NJ resident Juanita Nawolski triumphed in the intense desert hunt for a treasure chest containing a $1 million prize.

The 65-year-old retiree is one of 100 entrants who competed in the finals of Harrah's Treasure Hunt promotion. Accompanied by a guide, each of the participants randomly selected a treasure map and kicked up some dust in a four-wheel-drive vehicle as they set out to discover concealed riches in the Mojave Desert.

Scouring through the rugged terrain among a series of hidden treasure chests, Nawolski ultimately found the $1 million. Tears came to her eyes as she opened a scroll revealing she had won the grand prize.

"I kept telling my husband, `You never know,'" Nawolski said. "And then I saw a one and all those zeros after it and I couldn't believe it. I just couldn't believe it."

Tuesday's (May 4, 2004) pursuit marked the end of Harrah's Treasure Hunt promotion, which launched this winter at participating properties. This was the second time Harrah's has executed the Treasure Hunt promotion. In 2001, nearly 400,000 casino players from across the country participated in the first Treasure Hunt promotion. Shirley Miller of Las Vegas took home the prize chest worth $1 million.

Contestants obtained entries by playing slot machines or video games and using their Harrah's Total Rewards card at Harrah's nationwide or Rio in Las Vegas, Harveys in Lake Tahoe and Showboat in Atlantic City and also by obtaining free entries, as no play was required to enter the Treasure Hunt promotion.

Nawolski qualified for the hunt at Showboat The Mardi Gras Casino, a Harrah's-operated property.
Each treasure hunter and a guest received an all-expenses-paid trip to Harrah's Las Vegas to participate in the search. When the event was over, each participant had won at least $400.

Harrah's Named No. 1 Casino Brand in Quarterly Customer Satisfaction Survey

LAS VEGAS -- Market Metrix, LLC named Harrah's Entertainment, Inc. the top-ranked casino operator in the measurement firm's first-quarter customer-satisfaction survey of 35,000 American consumers.

Harrah's Web site,, also received the No. 1 ranking in the Hotel Reservations Web site -- Hotel Brand category.

Other companies recognized in the latest Market Metrix Hospitality Index (MMHI) included Jet Blue Airways, Enterprise Rent-A-Car, Le Meridian Hotels and Resorts, Walt Disney World Resorts and The Venetian, which was recognized as the top Upscale Casino. Harrah's has been named to the Index for three of the last five quarters.

"Our repeated top ranking in this survey provides clear evidence that Harrah's 41,000 employees excel in delivering consistently superior service, which builds long-term customer loyalty to the Harrah's brand," said Gary Loveman, President and Chief Executive Officer of Harrah's Entertainment. "In addition, our No. 1 ranking in the Web site category shows we've established a powerful presence in the online hotel reservations business. Booking rooms online is far more cost-effective than traditional methods, and having a customer-friendly Web site will help us move more of our reservation business to"

The MMHI is a quarterly report of customer satisfaction with hotel, airline and car rental companies based on 35,000 in-depth consumer interviews. The Index ranks top hospitality brands by industry and, for hotels, by categories such as luxury, mid-price and economy. It contains 135 hotel brands, 25 airlines and 11 car rental companies.

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