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Pinnacle Entertainment re-launches loyalty program

12 Apr 2011

LAS VEGAS, Nevada -- (PRESS RELEASE) -- Pinnacle Entertainment, Inc. today announced it is reshaping casino industry rewards with the re-launch of its mychoice guest loyalty program. The new mychoice offers guests the opportunity to earn annual lease payments on Mercedes-Benz vehicles, cruises on Royal Caribbean International® and stays at Wynn Las Vegas and Encore Resort, two of Las Vegas’ premier resort properties, through an innovative cross-marketing agreement with Wynn Las Vegas, LLC.

“We’re excited to re-launch mychoice and unveil its many new and innovative benefits,” said Pinnacle Entertainment President and Chief Executive Officer Anthony Sanfilippo. “We have partnered with world-class brands to roll out a unique suite of rewards designed to ensure our guests always think of Pinnacle casinos as ‘their place’ to play and be entertained. The new mychoice program will offer guests greater control over both how and where they enjoy their rewards, including stays at two Las Vegas luxury properties that hold more Forbes Five Star awards than any other casino resort in the world.”

The new mychoice features an enhanced multi-tier structure that provides guests with greater flexibility in how they use their rewards, clearly communicates the valuable benefits available to every program member and gives Pinnacle’s most loyal guests a place in the Owner’s Club.

As members of the Owner’s Club, Pinnacle’s most loyal guests will be able to apply for membership in the Owner’s Club Stock Program. Accepted guests will receive an award of 100 shares of Pinnacle common stock.

Guests who achieve Owner’s Club status will also receive an annual multi-night package at Wynn Las Vegas or Encore, a multi-night cruise to the Bahamas or the Caribbean through a new strategic relationship with Royal Caribbean International, and annual lease payments on either a Mercedes-Benz E350 sedan or ML350 SUV.

“Pinnacle Entertainment shares our commitment to exceptional quality and exceeding customer expectations,” said Marc Stone, National Account Manager for Mercedes-Benz USA LLC. “Just as Pinnacle has raised the bar on the casino entertainment experience, Mercedes-Benz continues to raise the bar by creating the world's most outstanding vehicles.”

All mychoice members earn tier points based on the games they play, the duration they play and the average bet they make. To maximize the program’s value and flexibility, casino play earns more than points toward a specific tier; it also earns members mycash rewards, which can be used for the benefits that guests enjoy most – slot play, dining, shopping, hotel stays, cash back or a combination thereof.

In addition to the aforementioned rewards, the new mychoice program will feature a multitude of other enhancements, including guaranteed monthly mycash multipliers, invitations to private VIP events, priority restaurant seating, VIP lounge access, personal casino hosting, preferred hotel booking and check-in and VIP seating for many high-demand entertainment events. A full description of the program is available at www.pinnaclemychoice.com.
 
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