VOL 26 | ISSUE 13 | MARCH 31, 2025
Guests at Delaware North’s gaming properties can now unlock more rewards as members of the expanded and enhanced Lucky North® Rewards program, announced on March 27.
The new Lucky North Rewards (formerly Lucky North Club®) features twice-as-long tier-earning and benefit-use periods, expanded on-property and destination benefits and new national and local partnerships for discounted and complimentary experiences. Benefits include eligibility for various gaming offers, hotel stays, gifts, dining, casino amenities and travel packages.
“As Delaware North continues to grow our gaming business, we made it a priority to make our player loyalty program much more robust and competitive to reward our players and entice new ones,” said Nate Holobowski, vice president of marketing for Delaware North’s Gaming division. “In addition to the expanded benefits, our players will enjoy their earned status longer, and in many cases, earn it more easily, enhancing their overall experience.”
The process to refresh the rewards program began in early 2024 and involved an analysis of Delaware North’s current offerings and competitor loyalty programs, gathering input from onsite team members, surveying current rewards members on all aspects of the program and holding focus groups at Southland Casino Hotel in Arkansas and Finger Lakes Gaming & Racetrack in New York to gather guest feedback.
Once the data was collected, the project team built the overall program, while also identifying partnership opportunities, both locally in each market and nationally with well-known brands such as Carnival Cruise Lines and Fontainebleau Las Vegas.
The Lucky North Rewards program refresh required collaboration with many Delaware North teams, with Jill Eden, vice president of loyalty and guest engagement, and Steve Martin, director of loyalty, playing integral roles in the project execution.
“This project was a huge undertaking, and it could not have been done without the assistance and support of so many team members who worked with us throughout the process,” Eden said.
In addition to Eden and Martin, marketing team members and general managers from gaming properties, the Creative Studio, digital marketing, customer insights, analytics and technology teams all supported the project.
“We are so excited to launch Lucky North Rewards and elevate our gaming guests’ experience by offering them a more competitive and rewarding program,” Martin said.
Lucky North Rewards has nearly 2.5 million players with members across Delaware North’s portfolio of casinos and gaming venues. When the new program debuted, all previous Lucky North Club members were automatically changed to active Lucky North Rewards accounts with no changes to point balances or other aspects.
Highlights of the new program include:
- 12-month tier-earning and benefits-use periods – double the previous six-month periods – with tiers at select locations up to 40% easier to earn status.
- Members will now upgrade status as soon as they earn it and enjoy for the remainder of the current year as well as the next full year.
- Lucky North Rewards has partnered with iconic national brands, including Carnival Cruise Line®, Fontainebleau Las Vegas and 1-800-Flowers family of brands, to unlock exclusive benefits and experiences beyond the casinos, with additional partnerships expected to be introduced in the future.
- Players may receive discounts or complimentary rooms at 16 different sister Delaware North locations, including 12 Parks and Resorts and four gaming locations as part of the expanded Lucky North Destinations program.
- Many locations have added benefits, including additional point redemption opportunities, including gas, restaurant and retail gift cards, exclusive birthday and membership anniversary offers, and priority service and jackpot response at machines for select tiers.
- Debuting later this year, active-duty military, veterans and first responders with proper ID can receive a specially designated Lucky North Rewards Hero Program card and immediate elevation to the Emerald tier if not already eligible.