Caesars Entertainment Centralizes Meeting Sales

Caesars Entertainment announced yesterday that it has reorganized all 38 of its United States casinos’ meetings sales businesses into a single department under one leadership team.

The company’s new meetings and events division will sell all 42,000 rooms and 1.5 million square feet of meeting space at all Caesars Entertainment properties throughout the country, including Las Vegas, Atlantic City, Lake Tahoe and the Gulf Coast, among other destinations. 

The move, announced on the opening day of IMEX America in Las Vegas, is similar to the company’s 2005 decision to bring all eight of its Las Vegas properties’ meeting and incentive sales teams under the auspices of the Las Vegas Meetings by Caesars Entertainment (although it was Harrah’s Entertainment at that time). 

Planners and corporate end users will see a number of benefits, says Michael Massari, senior vice president of Caesars Entertainment’s meetings and events division. “This is really about making the process as simple and convenient as possible for our customers.” 

For one thing, the Meeting Diamond and Alternative Venue programs available in Las Vegas properties will be rolled out to all properties. Meeting Diamond provides planners and some of their VIP attendees with the same benefits offered to top gaming customers, including preferential treatment on lines for valets, restaurants, and nightclub and show tickets, access to Diamond Lounges and a special check-in area. Alternative Venues allows planners to book an event at any restaurant or other venue on property and have that count towards the meeting’s food and beverage minimum.

And corporate end-users in destinations where Caesars Entertainment has several properties—Las Vegas, Atlantic City, Lake Tahoe and Tunica, MS—can now mix and match events at venues across all the properties in those destinations on a single contract. 

Another change is that while each property will still have on-site group sales representatives so corporate planners will still have a single contact on-site, the national sales force is being reorganized and will have reps able to negotiate and make contracts based in many more markets than it currently has, such as Chicago. 

The market sales force will be divided into two groups, one for the largest properties in Las Vegas and Atlantic City, and others for the rest of the company’s smaller properties. They will be able to serve as clients’ main points of contact.

“We are confident these changes—particularly the unification of our sales and services teams across our properties—will lead to increased satisfaction and success for our customers,” says Massari, who previously oversaw Las Vegas Meetings by Caesars Entertainment.

Planners will also have the Total Rewards Meetings & Events program, an extension of the company’s award-winning Total Rewards consumer loyalty program that offers planners credit for meetings held at any Caesars Entertainment property. These credits can be redeemed for future programs or for individual rewards.

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