News

GMA Assists with Building Cherry Rewards

Virgin Hotels Las Vegas Launches Cherry Rewards Loyalty Program in Partnership with GMA Consulting

Virgin Hotels Las Vegas has officially launched Cherry Rewards, a modernized resort loyalty program developed in partnership with GMA Consulting, as part of its broader initiative to take full control of casino operations and elevate the guest experience across the entire resort.

When the property’s leadership team assumed ownership of its casino operations, GMA Consulting was engaged to lead a complete redesign of the property’s loyalty offering—from program strategy and design to execution and technology integration.

Cherry Rewards is built on three core principles:

• Showcase the full resort experience, highlighting the property’s best-in-class amenities
• Deliver compelling rewards and benefits across all tiers of customer engagement
• Lead with clarity and transparency, ensuring members fully understand the program’s value proposition

To execute this vision, GMA Consulting conducted a detailed competitive review, designed a bespoke loyalty framework, created a high-impact promotional calendar, and collaborated closely with Virgin Hotels Las Vegas leadership and technology partners to ensure a seamless rollout.

“Cherry Rewards is a natural extension of our commitment to reimagining hospitality. In partnership with GMA Consulting, we’ve designed a loyalty program that celebrates our guests, brings clarity to rewards, and elevates every touchpoint across the resort experience—from the casino floor to fine dining.” Cliff Atkinson, President of Virgin Hotels Las Vegas.

The Cherry Rewards program has already shown strong early traction, with guest engagement and enrollment metrics exceeding launch benchmarks. GMA Consulting brings unmatched experience in loyalty strategy. Founding Partner Josh Swissman was one of the original architects of M life Rewards at MGM Resorts International, now known as MGM Rewards, one of the most widely recognized casino loyalty programs in the world. Seth Schorr, another GMA Founding Partner, has led the creation and revitalization of loyalty programs across multiple markets and property types.

While GMA is widely known for its work in feasibility studies, market research, and advanced analytics, the firm’s expertise in casino marketing, branding, and loyalty program development is at the core of its DNA. GMA has built and optimized programs for properties of all sizes, leveraging decades of operational experience and strategic insight.

“Cherry Rewards is a perfect example of how loyalty can enhance the entire guest experience—not just gaming,” said Josh Swissman. “Our goal was to design a program that’s intuitive, aspirational, and aligned with Virgin’s unique brand voice. We’re proud to partner with a forward-thinking property like Virgin Hotels Las Vegas.”

GMA and Virgin Hotels Las Vegas continue to collaborate on performance optimization strategies for Cherry Rewards as the program grows.

About GMA Consulting

GMA Consulting is a modern consulting firm created through the alliance of Global Market Advisors and The Strategy Organization. Founding Partners Matthew Chilton, Steve Gallaway, Seth Schorr, Josh Swissman, Kit Szybala, and Seth Young each have decades of deep-rooted experience in the hospitality, gaming, entertainment, sports, web3, iGaming and sports betting industries. In 2023, the firm also launched its Government Relations, Strategic Communications, and Talent Acquisition business units. The company’s client list spans the majority of public gaming companies, 85 Native American tribes, commercial and investment banks, and government agencies from around the world. For more information on GMA Consulting, please visit www.gmaconsulting.com.

About Virgin Hotels Las Vegas

Virgin Hotels Las Vegas is an integrated resort that delivers a vibrant and lively environment for travelers and locals alike. The off-Strip resort features 1,500 Chambers and suites across three towers, a 60,000-square-foot casino and sportsbook and a five-acre desert pool oasis. The property boasts several dynamic spaces for live music and entertainment, including the 4,600-capacity theater operated by AEG Presents, the intimate 24 Oxford showroom, The Shag Room, a unique and sexy cocktail lounge, and the multi-functional Event Lawn. Touting an exceptional portfolio of 12 food and beverage venues, Virgin Hotels Las Vegas is home to famed restaurants like the legendary Nobu, Michael and David Morton’s ONE Steakhouse, Kassi Beach House and Beach Club experience, Pizza Forte, Lucia Mexican Grill and more. Guests looking to make the most out of their visit can join Cherry Rewards, the property’s expansive rewards program where members can earn and redeem points on almost every dollar spent throughout the resort – from gaming to the resort pool, dining, and retail. Virgin Hotels Las Vegas is part of the Curio Collection by Hilton and has been consecutively awarded the AAA Four Diamond Award since its first year of operation. For more information, visit www.virginhotelslv.com.

Josh Swissman Quoted on The Times (UK)

Vegas gambles on a shift from everyman appeal to high-end haven

When it opened in 1989, The Mirage hotel and casino was extravagant even by Las Vegas standards.
An imitation tropical paradise with an artificial volcano erupting outside the entrance, it ushered in the era of the mega-resort, with fine dining, luxury shopping, wild animals on show and performances from the magicians Siegfried and Roy as well as the world’s biggest musicians.

However, The Mirage closed its doors for the final time this week and will soon be knocked down and ­replaced by another sprawling resort, marking the next step in Sin City’s evolution from everyman getaway to a playground for the rich.

Click Here to read the full article.