Courtesy Caesars Entertainment / Erik Kabik
A guest throws a pair of dice at a craps table at the Paris Las Vegas during its reopening Thursday, June 19, 2020.
Published Tuesday, June 23, 2020 | 2 a.m.
Updated Tuesday, June 23, 2020 | 2:33 p.m.
View more of the Sun's opinion section
Protecting others from COVID-19 got a little bit more rewarding this past weekend in Las Vegas, thanks to Caesars Entertainment.
The company, in a brilliant bit of innovation, surprised guests wearing masks by giving them $20 in free play. The giveaways occurred at all five Caesars properties that have reopened — Caesars Palace, Paris Las Vegas, the Flamingo, the Linq and Harrah’s Las Vegas — and were provided to members of the company’s Caesars Rewards points program.
What a fun, creative and responsible way to encourage people to do their part in reducing the spread of the coronavirus. We’d encourage other businesses big and small to follow the leader and think of ways to incentivize patrons to wear masks, whether it’s free play, gift giveaways, discounts or some other form of customer appreciation.
Doing so may seem like a burden amid the economic crisis brought on by the pandemic, but it’s actually terrific for business. With the increased competition for consumer dollars, investments in promotions and advertising are wise.
It’s also to the advantage of businesses to create a safe environment for patrons. Those who feel protected will be more likely to keep coming back.
That’s where masks are invaluable. Health experts agree that wearing face protection is important in fighting the pandemic, as masks provide a barrier that allows respiratory droplets traveling from the wearer — through sneezing, coughing, talking and even breathing — from getting on other people. The virus is transmitted primarily through these droplets, and can be spread even by individuals showing no symptoms of the disease.
State gaming officials already have recognized the importance of masks, requiring them to be worn by casino staff and by individuals at table games. Meanwhile, Gov. Steve Sisolak has sought a ruling from state health experts about whether to require wearing of masks throughout Nevada.
Sisolak should issue the mandate. Nevada’s recovery hinges on how well we can protect workers, visitors and each other from the pathogen. As one of the hardest-hit economies, we simply can’t afford to backslide and hurt our tourism economy with further shutdowns. That’s a real risk, as shown last week with the closure of several Arizona casinos that had been following similar health protocols as those in Nevada.
Unfortunately, though, masks are an all-too-uncommon sight on the Strip and elsewhere in Las Vegas, even though Caesars and other companies are encouraging their use in a variety of ways. At the Bellagio, for example, masks are being dispensed at special stations throughout the property where visitors can also wash their hands and get hand sanitizer.
Against that backdrop, the Caesars gifts were an exceedingly creative move, and one we hope other Strip properties embrace.
Inventive comps like this played a keystone role in building Las Vegas into a premier global travel destination, and they’ll help fuel our recovery too. A Caesars spokesman said the idea for the giveaway came from the company’s marketing and property teams as a way to “reinforce the messages that for health and safety reasons, customers should wear masks while at our properties, as is required for employees and guests at table games at all times except when eating or drinking.” The company indicated the giveaways would continue until or unless there’s a statewide mandate for masks.
Hat’s off to Caesars. And to readers, we’d encourage you to share other examples of businesses rewarding mask wearers. Send the information to Ric Anderson, editorial page editor, at [email protected], or by phone at 702-259-2333.
