By Howard Stutz

LAS VEGAS, Nevada — Casino companies have seen loyal customers remain loyal, even through the worst-ever recession to strike the gaming industry.

Station Casinos, zapped hardest of all the locals casino operators, wanted to do something special for its die-hard, high-end followers.

Company executives realize promotions, marketing and rewards programs need to be targeted toward devoted players as Station Casinos weaves its way through Chapter 11 bankruptcy protection and reorganizes its debt structure.

The company put together a special VIP weekend celebration earlier this month at Red Rock Resort, bringing together 250 high-end customers from every Station Casinos property. It was the first such event in its history.

Players took part in an all-out weekend that included dining trips to several Station Casinos high-end restaurants, spa excursions through the Red Rock Resort spa, golf outings and summer-camp-style classes, such as sushi rolling and pastry making, all taught by the company’s executive chefs.

“Now more than ever it’s important to recognize and reward guest loyalty,” Station Casinos Chief Operating Officer Kevin Kelley said. “We wanted to step out of the box and thank them for their loyalty in a way that our competition just couldn’t.”

The highlight event was a Saturday night dinner featuring actor Mario Lopez, a finalist on the television series “Dancing with the Stars.” Lopez hosted a “Dancing with the Stars-style” competition between several casino hosts.

All 250 customers received a free seven-day cruise. One customer won a $100,000 Mercedes S550. Another 10 players won cash prizes totaling $100,000.

“We had an overwhelmingly positive response from the players that attended this weekend,” Kelley said. “It made them feel valued and that’s how you grow guest loyalty.”

I was there in September and came home with more money then I went with.

I stay at my Sister’s house 2 miles from Aliante, which keeps me from be tempted to gamble when I know I shouldn’t.

And as far as comps go, a positive VP player at Stations currently earns four cents in comps for every hundred dollars he or she puts through the machine, so it would take about $25,000 in play to earn a movie ticket, or breakfast in the coffee shop. I doubt that very many people are “using their comps or points” any more—that’s been pretty much snuffed out by Stations.

And if they’re losing money, it’s because they’ve been too stupid and arrogant to change their marketing strategies to reflect current realities. George Maloof and others proved long ago that it is a profitable strategy to offer positive EV video poker games. Stations USED to understand that.