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Case Study Harrah’s Entertainment: Hitting the Crm Jackpot

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Case Study Harrah’s Entertainment: Hitting the Crm Jackpot
BACGROUND Company History |
Harrah's Timeline 1937: Bill Harrah opens his first bingo parlor in Reno, Nevada.

1946: Bill Harrah opens Harrah's Club at its present location on North Virginia Street in downtown Reno.

1955-56: Harrah's purchases several clubs at Lake Tahoe in Stateline, Nevada, beginning what would become today's Harrah's Lake Tahoe.

1959: Harrah's begins expansion of Lake Tahoe facility, including the world famous South Shore Room.
1962: Harrah's constructs 400-room hotel tower in Reno.

1966: Headliner Room opens at Harrah's Reno.

1971: Harrah's begins public trading with issue of 450,000 over-the-counter shares.

1972: Harrah's is listed on the American Stock Exchange.

1973: Harrah's becomes first Casino Company listed on the New York Stock Exchange.

1973: Harrah's opens a 250-room hotel tower at Lake Tahoe.

1978: Harrah's founder, William F. Harrah, dies.

1978: The board of directors of Holiday Inns, Inc. of Memphis, Tennessee, approves proposal to build and operate a hotel/casino in the marina area of Atlantic City, New Jersey.

February 1980: Holiday Inns, Inc. acquires Harrah's hotel casino company. Holiday Inn at the time has 1,600 hotels and interests in two casinos: a casino under construction in the marina district in Atlantic City, New Jersey, and a 40 percent ownership interest in River Boat Casino, Inc., a casino adjacent to the Holiday Inn hotel on the Las Vegas strip.

November 1980: The under construction marina casino in Atlantic City opens as Harrah's Marina hotel/casino.

April 1981: Michael D. Rose, president of Holiday Inns, Inc. elected chief executive officer.

January 1983: Holiday Inns, Inc. acquires the remaining 60 percent interest in River Boat Casino, Inc. in Las Vegas. Harrah's assumes management of the casino and hotel.

May 1985: Holiday Inns, Inc. shareholders approved a new corporate name, Holiday Corporation. The new umbrella organization reflects the growing diversity
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