Harrah's Case
COMPANY CASE #3
Harrah’s Entertainment: hitting the CRM jackpot
BACKGROUND
BACKGROUND
The company was founded in 1937 with a bingo parlor in Reno, Nevada. Around 1946, the founder opened Harrah’s Club at its present location on North Virginia Street in downtown Reno. Since that moment on there were several purchases of clubs, until 1962 when Harrah’s constructs 400-room hotel tower in Reno, so development and expansion was not very fast before the 70’s.
From 1971 and 1978 the company grows at a high speed beginning with public trading with issue of 450,000 over-the-counter shares, being listed on the American Stock Exchange, becoming the first casino company listed on the NY Stock Exchange and opening a 250-room hotel tower at Lake Tahoe. Sadly, in 1978 the board of directors of Holiday Inns, Inc of Memphis, Tennessee, approved a proposal to build a hotel/casino in the marina area of Atlantic City, New Jersey.
The next year Holiday Inns, Inc. acquired Harrah’s hotel casino company and the Atlantic’s casino opens. In 1981the president of Holiday Inns Michael D. Rose is elected as CEO. Two years later Harrah’s assumed the management of the River Boat Casino Inc, in Las Vegas. In 1985 a new corporate name is approved by the Holiday’s shareholders who ended up being Holiday Corporation. This name wanted to reflect the diversity of the products such as the Harrah’s casinos, Holiday Inn hotels, Embassy suites hotels, and Hampton Inn hotels. The following years were mostly integration between these different companies. In 1992 Harrah’s announced its first riverboat casino project in Joliet, Illinois, which opened the next year. In the same year the conversion of Holiday Casino in Las Vegas to Harrah’s Las Vegas completed which made their name even bigger and more stable at the market.
The 90’s ended up being the expansion decade, Harrah’s opened more casinos and resources and even a Shreveport. This year all of the brands
Harrah’s Entertainment: hitting the CRM jackpot
BACKGROUND
BACKGROUND
The company was founded in 1937 with a bingo parlor in Reno, Nevada. Around 1946, the founder opened Harrah’s Club at its present location on North Virginia Street in downtown Reno. Since that moment on there were several purchases of clubs, until 1962 when Harrah’s constructs 400-room hotel tower in Reno, so development and expansion was not very fast before the 70’s.
From 1971 and 1978 the company grows at a high speed beginning with public trading with issue of 450,000 over-the-counter shares, being listed on the American Stock Exchange, becoming the first casino company listed on the NY Stock Exchange and opening a 250-room hotel tower at Lake Tahoe. Sadly, in 1978 the board of directors of Holiday Inns, Inc of Memphis, Tennessee, approved a proposal to build a hotel/casino in the marina area of Atlantic City, New Jersey.
The next year Holiday Inns, Inc. acquired Harrah’s hotel casino company and the Atlantic’s casino opens. In 1981the president of Holiday Inns Michael D. Rose is elected as CEO. Two years later Harrah’s assumed the management of the River Boat Casino Inc, in Las Vegas. In 1985 a new corporate name is approved by the Holiday’s shareholders who ended up being Holiday Corporation. This name wanted to reflect the diversity of the products such as the Harrah’s casinos, Holiday Inn hotels, Embassy suites hotels, and Hampton Inn hotels. The following years were mostly integration between these different companies. In 1992 Harrah’s announced its first riverboat casino project in Joliet, Illinois, which opened the next year. In the same year the conversion of Holiday Casino in Las Vegas to Harrah’s Las Vegas completed which made their name even bigger and more stable at the market.
The 90’s ended up being the expansion decade, Harrah’s opened more casinos and resources and even a Shreveport. This year all of the brands