CASINO CLUB SPOTLIGHT
By Jeffrey Compton

The Isle of Capri Experience

If your casino-hopping experience is limited to Nevada, Atlantic City, or California, then the name Isle of Capri may not ring a bell. However, for Midwestern and Southern gamblers, the Isle casino brand is right up there with Harrah’s and Grand, and certainly more recognizable than MGM/Mirage or Mandalay.

Started just over ten years ago when the company debuted the first gaming operation (Biloxi) below the Mason Dixon Line, the company now operates eleven Isle of Capri casinos in Colorado, Iowa, Louisiana, Mississippi, and Missouri, as well as the Lady Luck in downtown Nevada. (The company acquired that last property when they merged with Lady Luck Casinos. They eventually converted the company’s Midwestern riverboats into Isle of Capri, but are actively trying to sell the Las Vegas Lady Luck.)

Interestingly enough, the company’s strong Southern (and now Midwestern) roots are a point of pride among many of their customers (as well as taxi drivers, tour guides or anyone else you talk to). Unlike all the other major casino companies, who came to Mississippi and Louisiana after gaming was legalized, the Isle of Capri is "homegrown," and strongly reflects the region’s best traditions and values.

Quality Consistency

Although I have not been to all of their properties, the several Isles of Capri I have visited scream the same phase: "Quality consistency." Every Isle is well designed, clean, and bright and cheery–with very friendly employees. Almost all of them showcase identical Caribbean theming, and feature three identical restaurants: Tradewinds Grill (a coffee shop), Calypso’s Buffet, and Farradday’s Steakhouse Restaurant. You will also find at most Isles well-priced, quality hotel rooms, extensive entertainment facilities and occasional extras, which may include a golf course or a sandy beach.

Some folks may take my remarks to mean "if you’ve seen one Isle of Capri, you’ve seen them all"–and while this may be true to some extent, it’s just as true to say "If you visit any Isle of Capri, your already high expectations will be met, exactly as you expected." Quite frankly, I can think of several individual casinos, all owned by larger companies, that the executives should be ashamed of–and none of these are Isle of Capri properties.

Most Isle floors are dominated by slot machines, both traditional reels and state-of-the-art video reels, although the Isle of Capri in Blackhawk, Colorado, also has one of the looser video poker inventories I have ever seen outside of Nevada. One nice floor feature in several Isle Casinos is the specialized slot areas: based around either a particular game (video poker) or denomination (Penny Paradise). They also have some nicely designed, high-limit areas as well as several types of table games, both new (Wheel of Madness, Deuces Wild Hold ’em Fold ’em) and traditional (blackjack, craps, roulette).

Isle One Club

Isle of Capri embraced electronic player tracking (slot clubs) from day one, which really helped the tracking concept get started on the right Southern foot. At first, all of them handed out identical Island Gold cards (except in the corner, where it said which Isle of Capri casino you were in). Beside the cards, the clubs all offered identical redemption formulas (100 points equals $5 cashback). Dining and hotel complimentaries could be obtained either through the booth (on a discretionary basis), through a host at checkout, or through the company’s strong direct-mail program.

I remember specifically asking at one of the Isle One club booths if the systems were tied together, and while the answer was a polite "no, each casino has a different club," I could tell from the practiced tone that this question was asked quite frequently.

Because of the club’s apparent uniformity, it was not all that much of a leap (at least from the nontechnical end) to combine all the Isle of Capri casino reward system into one megaclub–the Isle One Players club. Now, any point earned at any Isle of Capri (as well as the Rhythm City Players Club; see attached chart) can be redeemed at any of the other 11 casinos. Plus, because your entire play record (including table play) is accessible, you can also receive discretionary food and room complimentaries at any of the properties. (Note: According to several Isle of Capri players members with good play records, you can get meal comps immediately upon your first visit–but it does appear that each casino still gives stronger consideration to play that has happened under their own roof, which is understandable.)

While the redemption formulas for all Isle One properties are the same, there is considerable difference from one casino to another in the point countdown–i.e., the amount of coin-in required to earn a point. At some properties, such as Isle of Capri Natchez it’s simple. Every $10 you play into any machine equals one Isle One point. At others, the countdown varies from one machine to another and is much more complicated. For example, at Isle of Capri Biloxi, $7 in action equals one point in most of the $1 reels, while $11 in action equals one point in most of the quarter reels. In most of the dollar video poker $14 gets one point, while in much of the quarter video poker, $20 coin-in gets one point. (Why the use of the term "most?" It appears that this is one of the few casinos that give fewer points to members playing "participation games" such as Megabucks, Wheel of Fortune or those machines based on popular television shows, than if they played more traditional reel games (which the casino owns) at the same denomination.

While there is frequently no visible countdown on these games (for instance, a meter that starts off at the number of coins required and then decreases by one with every coin you play, until you earn a point, and then resets), anyone really interested in their cashback percentage should play a certain amount of money. I recommend 20 times the maximum play per game–$25 on a quarter, single-line video poker game. Then see how many new points you have earned in that session. Take that number (for example $10), multiply it times 20 ($10 x 20 = 200) and then divide into one (1/200 = .5%). Now you know how much percentage return the Isle One cashback is adding to your particular game.

Isle Miles

Isle of Capri central management did not just combine their clubs and call their work done. They also added the corporate-wide Isle Miles program, an additional across-the-board player reward that the company is justifiably proud of.

Every time any Isle One member earns a point, he also earns five Isle Mile points, which remain in a totally separate account. These points can be used toward gifts and vacation packages at the various Isles of Capri properties, or for cruises through the company’s partnership with Carnival cruise line. While some of the smaller gifts (travel bag, logo shirts) can be picked up at the booth, in most cases the items can be sent directly to your home–or someone else’s, assuming they live in the continental United States.

Here is a sample of the Isle Mile redemption schedule:

Item Points

Small Travel Bag 1,500

Logo Polo Shirt 5,000

Waterford Vase 25,000

Fine Wood Humidor 25,000

Skiing Vacation (2 nights): Blackhawk 50,000

Golf Vacation (2 nights): Bettendorf 50,000

Southern Expressions Vacation (2 nights): Biloxi 50,000

Seiko His and Her Watches 50,000

Indoor Grill 50,000

Lladro Swan Figurine 100,000

Toshiba 13" TV 100,000

Two-for-One Carnival Cruise 175,000

Nottingham Grandfather Clock 350,000

Sealy Recliner 350,000

4-5 Day Carnival Cruise 350,000

Members can check their Isle Miles account (as well as their Isle Gold cashback points) at any booth, or by logging into www.isleofcapricasino.com.

Wait, There’s More

As I said, the term I think of when I visit an Isle of Capri is "quality consistency." This philosophy is also reflected in each casino’s promotion schedule, which at most properties is not only extensive, but also geared toward that casino’s specific geographic market (see chart for sample Mississippi Isle promotions). It’s in this important area that Isle corporate management realized that one promotion, no matter how rich or well publicized, does not fit all, and thus allows the each casino to address their customers the best way they can.

For example, almost every Isle features a "Paradise 50" club offering additional benefits and discounts for players over 50 years of age (benefits vary from property to property). The same can be said for slot tournaments, special events and large promotions. Each property appears to design their own.

Over the years (especially in the sixties) the term "Southern traditions" received a bad name–and while some of those traditions are justifiably long gone, it is good to see that "Southern hospitality" and "Southern courtesy," not to mention an excellent regional cuisine combined with an understanding on how to offer guests a fun time, are hopefully here to stay. And no casino company incorporates those traditions better than Isle of Capri.

Isle of Capri’s Isle One Clubs

Colorado
Isle of Capri, Black Hawk

Iowa
Isle of Capri, Bettendorf
Isle of Capri, Marquette
Rhythm City, Davenport
Louisiana
Isle of Capri, Bossier City
Isle of Capri, Lake Charles

Mississippi
Isle of Capri, Biloxi
Isle of Capri, Lula
Isle of Capri, Natchez
Isle of Capri, Vicksburg
Missouri
Isle of Capri, Boonville
Isle of Capri, Kansas City

Note: Isle of Capri Casino, Inc., also owns the Lady Luck in Las Vegas and the Pompano Park Racetrack in Pompano Beach, Florida. Neither of these properties is included in the Isle One system.

ISLE’S MISSISSIPPI’S PROMOTIONS

Isle Of Capri Casino

Biloxi, MS

New player Benefits

Ongoing promotion

New members joining the IsleOne Club who earn 10 points in one day receive a instant win scratch card. Scratch off to reveal a cash bonus of $5 to $1,000.

Paradise 50 Plus Club

Tuesday & Thursdays

For IsleOne players age 50 or older. Earn 30 points in one gaming day (3:00 a.m.—3:00 p.m.) Tuesdays and Thursdays, and get a complimentary buffet. Also receive a coupon that can be redeemed for double points after the day’s play (up to 200 points), plus a coupon good for a 2-for-1 frozen yogurt treat. Players also receive a coupon good for a 25 percent discount on logo items in the Banana Cabana gift shop.

Tropical Treasures Slot Tournament

Every Monday, Wednesday & Friday, earn 10 points and receive entry into the Tropical Treasures slot tournament. Highest score of the day wins $100, and highest score of the week wins $700. Playing times are 5:00 p.m.—9:00 p.m. on Monday, Wednesday and Friday.

Sunday Explosion of Cash Giveaway

Sundays July 27 and August 31

Up to $8,000 in cash will be given away at three drawings during the Sunday Explosion of Cash Giveaway. The drawings will take place at 4:00, 6:00 and 10:00 p.m. on both July 27 and August 31. Every IsleOne club member receives one free entry every Sunday, just for registering at the Sunday Spectacular Fireworks party located on the Deer Island Pool Deck from 7:00 to 9:00 p.m. Players can earn additional entries through slot and table play. Contestants must be an IsleOne players club member to enter, and must be present to win. Entries must be claimed on the Sunday they are earned (3:00 a.m. to 3:00 p.m.). Entries can be deposited on the day of the drawings. The drawing drum will close 15 minutes prior to each drawing.

$200,000 Caribbean Stud Poker Play-Off

Daily till September 29.

The two highest chip values of the day will win $350 for first place and $150 for second place. Final round on September 29, with the top ten highest chip values winning these great cash prizes:

1st Place $100,000 2nd Place $10,000

3rd Place $5,000 4th Place $4,000

5th Place $3,000 6th Place $2,000

7th Place $1,750 8th Place $1,500

9th Place $1,250 10th Place $1,000.

Must be 21 and an IsleOne players club member to enter. For details, see a table games supervisor.

Sunday Spectacular at Casino Row

Sundays through August 31.

Sunday Spectacular Fireworks party on the Deer Island Pool Deck from 7:00 p.m. to 9:00 p.m. Fireworks start at 9:00 p.m. Every IsleOne players club member receives one free entry every Sunday. Registered IsleOne members have a chance to win fun prizes.

Isle of Capri,

Lula, MS

Paradise 50 Plus Club

Tuesdays, Wednesdays & Thursdays

Present your Paradise 50 Plus coupon at the end of your gaming day and the casino will bonus your account with up to 200 free IsleOne Points. Earn just 30 points on Tuesdays, Wednesdays or Thursdays and redeem your Paradise 50 Plus Club coupon for a complimentary buffet. Earn just 50 points on Tuesday, Wednesdays and Thursdays and redeem your Paradise 50 Plus Club coupon for a complimentary buffet and a complimentary hotel room. Your Paradise 50 Plus Club coupon entitles you to an automatic 25 percent discount in the Banana Cabana Gift Shop.

New player Benefits

Ongoing promotions

New members joining the IsleOne club who earn 10 points in one day receive a instant win scratch card. Scratch off to reveal a cash bonus

of $5 to $1,000.

Sizzlin’ Seniors’ Slot Tournament

Every Thursday.

Registration is in the Caribbean Cove beginning at 10:00 a.m. Tournament begins at noon. Each round will last 5 minutes. Prize Structure: 1st Place, $500; 2nd Place, $200; 3rd Place, $100. Must be 50 years of age and an IsleOne Member.

Mondays are for Ladies!

To participate in this promotion, ladies must have an IsleOne players card. The promotion runs between the hours of 2:00 a.m. Monday to 1:59 a.m. Tuesday. During the hours of 8:00 a.m. Monday to 2:00 a.m. Tuesday, ladies can double their IsleOne points (up to 200 points). Earn 30 points and have a choice of a free buffet or a free night’s stay. Earn 50 points and receive a free night’s stay, a free buffet and a voucher for a free cookie from Tradewinds Marketplace, plus a

25 percent discount off logo items in the Banana Cabana Gift Shop.

Isle of Capri Casino,

Natchez, LA

Paradise 50 Plus Club

Tuesday and Thursday

Double Points on Tuesdays and Thursdays for 50-plus members. Earn 30 points and receive a free buffet. Free entry each Tuesday and Thursday for monthly $500 Drawing. Sign up at the Island Gold Booth each Tuesday and Thursday.

Mondays Are For Ladies!

All ladies who earn 15 points receive a free buffet and an entry into a drawing for a gift certificate valued at $100 .

Isle of Capri Casino

Vicksburg, MS

Free Buffet

Ongoing

Earn 20 points or two hours of rated table play in one gaming day and receive a coupon for a free buffet. Limit two per person, per day. Not valid for Friday, Saturday or Sunday dinner buffets.

Paradise 50 Plus Club

Ongoing

Players club members 50 and over receive double points on Monday—Friday up to 200 points.

Dinner Special

Daily 5:00 p.m. — 7:00 p.m.

Farradday’s restaurant offers a dinner special daily from 5:00 p.m. — 7:00 p.m. at only $14.99 each.

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