Goodbye, My Borgata Rewards; Hello, M life Rewards!
On Wednesday, June 7, Borgata Hotel Casino & Spa will begin participating in MGM Resorts International’s M life Rewards loyalty program.
As of that date, Borgata Red Label, Black Label and Titanium cards no longer will function in slot and video poker machines, or be accepted at table games or in the Racebook.
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On June 6 computers, databases, and slot and video poker machine will be reprogrammed from My Borgata Rewards to M life Rewards, so customers will not be able to use their My Borgata Rewards cards to earn or redeem any comps or Slot Dollars®.
The biggest advantage to current Borgata players will be the ability to use their existing comp dollars, as well as any Express Comps™ — M life’s equivalent of comp dollars — either earned at Borgata beginning Wednesday, June 7, or from an existing M life account, at the Borgata or any of MGM’s 16 U.S. hotels and casinos. MGM owns properties in Maryland, Michigan, Mississippi and Nevada.
Initially, Borgata’s comp dollars and any existing Express Comps in an M life cardholder’s account, as well as any additional Express Comps earned at Borgata beginning June 7, will be maintained separately.
What won’t change
Like Borgata’s comp dollars, Express Comps will be accepted at a 1:1 ratio for hotel charges and show tickets, at food and beverage outlets, and in the spas and salon. In gift shops, retail establishments and The Marketplace Eatery, they will be accepted at a 2:1 ratio, e.g., $10 in Express Comps will be equal to $5 cash,
Some other MGM properties accept Express Comps at their gift shops and retail outlets on a limited or restricted basis, but most do not.
Discounts based on tier level will continue to be offered at participating retail outlets.
The Amphora Lounge — currently open to Black Label and Titanium cardholders — will be open to Gold, Platinum and Noir cardholders. Eligible cardholders and one guest may visit for $12.50 in Express Comps per person.
These same cardholders and one guest will receive special pricing at the buffet — $10 in Express Comps per person for breakfast, $12.50 for brunch, lunch and dinner, as well as priority lines at the buffet, The Metropolitan, the front desk, and the M life Rewards desk, in addition to other venues.
What will change
Borgata begins its annual evaluation period on the anniversary of the date a player signed up for an entry-level Red Label card and concludes 12 months later. Players must earn 1,000 comp dollars during that time to achieve or maintain Black Label status. Titanium status is by invitation.
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M life has a five-tier program — Sapphire (the entry-level card), Pearl, Gold, Platinum and, by invitation, Noir. Tier status is based on rated play from Oct. 1 to Sept. 30 of the following year.
Upgrading to Pearl requires 25,000 Tier Credits, Gold requires 75,000 and Platinum requires 200,000.
At a minimum, Black Label cardholders who currently are not M life cardholders will be transitioned to M life Gold status; however, past play at Borgata will be recognized, along with any activity on an existing M life Rewards account.
In addition to earning Tier Credits and Express Comps, players also will earn points. Points are earned from playing slots and can be redeemed the same day or banked for future use. Points earned at Borgata can be used at any M life Rewards destination and be redeemed for Slot Dollars at any slot machine, or for Express Comps at the M life Rewards desk. Points may not be redeemed for Slot Dollars at the MGM Grand in Detroit.
Playing at Borgata still can generate Slot Dollars directly. Beginning on a subsequent visit, and valid for 90 days, these Slot Dollars can be activated from any slot machine.
Another unique feature of M life is that two individuals who live at the same address can combine accounts. This is particularly valuable when one person has a lower tier status. For example, if a Gold cardholder and a Platinum cardholder link their accounts, the Gold cardholder is automatically upgraded to Platinum. Since base Tier Credits and Express Comps earned from play are multiplied by 30 percent for Platinum cardholders — 20 percent for Gold — this accelerated earning feature can be very valuable.
And, while both cardholders accumulate Tier Credits, Express Comps and Points individually, those Tier Credits and Express Comps are merged, and either individual can use the pooled Express Comps. Points remain independent to each individual.
Comp dollars earned through Borgata’s current program expire after six months; Express Comps may be subject to forfeiture if a player’s account does not reflect any activity (earning Points or Tier Credits) for a period of six months for Sapphire cardholders or 12 months for Pearl, Gold, Platinum and Noir cardholders.
Also, with the exception of Noir cardholders who may maintain up to $10,000 in their Express Comps account, there is a $5,000 limit for all other cardholders.
Recreational gambler Darryl D. McEwen, a former professional journalist, is president of his own consulting firm that manages several small national and international trade associations, and provides public relations and fundraising services for a number of charitable organizations. Have a comment on this or a question specifically related to an Atlantic City casino, players club or other promotion? Email Darryl at MrACCasino@gmail.com and he’ll try to respond to you personally. Your question — without your name — may appear in a future column.