Friday, Jan. 11, 2008 | 1:55 p.m.
Are you a ruby, a sapphire or an emerald?
Boyd Gaming next week will unveil a revamped Club Coast players club with three tiers of rewards. Tiered players clubs, pioneered by Harrah's and
Station Casinos, are all the rage. They generally offer more perks to high-volume gamblers than generic plans as an incentive for players to move
up the ranks and are based on gambling volume rather than losses.
The new Coast club is part of a big technology upgrade at Boyd, which has now merged the club offered at its Coast-branded casinos with other Boyd
properties, including Sam's Town, downtown casinos and non-Nevada casinos.
Previously, players at Coast properties couldn't combine their rewards with other Boyd casinos and vice-versa.
Intricacies aside, this also marks a cultural shift for Boyd, which bought Coast Casinos in 2004 but for years has operated Coast as a separate entity.
Coast founder Michael Gaughan continued to run his enterprise after the merger but exited the company in 2006, which gave Boyd the green light to
begin combining operations more efficiently. The slot club was the last piece of Coast to be combined into the Boyd family.