Acquisitions & Hotel Openings

Harrah's Completes Casino Magic Biloxi Buy

LAS VEGAS, NV, November 10, 2006. -Harrah's Entertainment, Inc. (NYSE:HET) said today its previously announced transactions with Pinnacle Entertainment, Inc. (NYSE:PNK) -- the acquisition of the remaining assets of Casino Magic Biloxi by affiliates of Harrah's, and the sale of two Harrah's subsidiaries that own businesses in Lake Charles, La. -- have closed. In addition to the Casino Magic assets, Harrah's received a payment of approximately $25 million from Pinnacle in the transactions.

"It has been a privilege to be a part of the Lake Charles community for the last six years, and we wish the community every success as they work to continue the growth of their gaming and tourism industry," said Anthony Sanfilippo, president of Harrah's Central Division. "We look forward to the future in Biloxi, where this acquisition gives us additional flexibility in pursuing future development along the Mississippi Gulf Coast."

Harrah's Entertainment, Inc. is the world's largest provider of branded casino entertainment through operating subsidiaries. Since its beginning in Reno, Nevada nearly 70 years ago, Harrah's has grown through development of new properties, expansions and acquisitions. Harrah's Entertainment is focused on building loyalty and value with its customers through a unique combination of great service, excellent products, unsurpassed distribution, operational excellence and technology leadership.

Coming Up In The June Online Hotel Business Review


Feature Focus
Hotel Sales & Marketing: The Shift to Digital is Leading the Way
Hotel Sales & Marketing departments have been dramatically transformed in recent years. Advances in technology have prompted changes in consumer buying habits, and these professionals have had to adapt to keep up. Like so many other facets in the industry, the shift to digital is leading the way. An established online presence provides marketing professionals with more direct interaction with their guests; the capacity to collect more detailed information about them; and an increased ability to share their brand stories. These endeavors can be accomplished through website usage but increasingly, social media is assuming a larger role in the digital mix. Social media has moved marketing into a new era. Hotels that offer a good product, at a good value, and consistently deliver that product and price, will benefit from thousands of people who view positive comments on travel review sites. Online reviews continue to be a popular way for users to determine which companies they can trust. And though online marketing may have changed how professionals connect with and convert customers, they still need to focus on traditional marketing channels as well - ones that are cost-effective; protect price integrity; and which generate the most bookings. Some of the larger chains are employing efforts that feature both a top down (global) and bottom up (local) approach to ensure that new business is generated from the greatest number of sources. These include the use of loyalty programs, monthly e-mail newsletters, brand identity tools, advertising campaigns tailored to specific regions, regional marketing co-op programs, and business-to-business marketing campaigns. The November Hotel Business Review will examine some of these critical issues and explore what some sales and marketing professionals are doing to address them.