Organization and management of customer loyalty programs; Administration of a customer loyalty program which provides special guest services, amenities and awards for members; Administration of an incentive award program that allows members to unlock premium rewards for free credits and benefits in hotel and casino related goods, services, and experiences; business organization, operation and supervision of loyalty programs; Consumer loyalty services for commercial, promotional, and/or advertising purposes, namely, administration of a consumer loyalty program to promote and reward loyalty for the use of entertainment services, namely, gaming, bar services, cocktail lounges, restaurants, hotels; Customer loyalty services, namely, providing incentive award programs to promote frequent customer patronage through rewards obtained through loyalty points given to casino and resort hotel patrons.