Building Client Loyalty at The Palm Restaurant, Las Vegas @PalmStkMan

About a month ago, I was in Las Vegas to speak at the PIA Conference.  I love Vegas for many reasons, and when I was in the Design/Build business, we had a client there, so I was able to travel frequently there for work.  One thing I absolutely love about Vegas is the amazing places that you can grab a meal.  Some of the best meals I’ve had in my life were in Vegas.

I love reaching out to friends and clients when I’m traveling – even if its not to see them.  When I knew I was going to be in Vegas, I quickly shot out a text to my great friends Rob and Joy Diaz.  Rob and Joy have been friends in the landscape business for years, and I’ve been lucky enough to work with them on some marketing initiatives over the years as well.  I’ve loved watching their business grow over the years, and watching how committed they are to delivering amazing service and products to their clients.  Their dedication and commitment, bar-none, has invested in their company growing in this weird economy – and growing with the right clientele.  More on their business in an upcoming blog entry.  Stay tuned to hear all about them.

Rob and Joy wanted to grab a meal, and I said, “Let’s enjoy some awesome Vegas cuisine”…  They picked me up at my hotel, and we went to Caesars Palace.  And, ended up at The Palm Restaurant in the Forum Shops there.

Before I go into any more detail:  If you’ve never been to The Palm Restaurant, go.  You can stop reading this post and go and have an incredible experience, trust me.

This restaurant is intuitive.  Our waitress (Anna) knew Rob and Joy from their previous visit.  She even knew that Joy liked sparkling water, and Rob liked tap water.  That was amazing in itself, but The 837 Club is what sealed the deal for me.

Some restaurants have punch cards, or loyalty cards, or programs to help bring clients back over and over.  Some even coupon.  Not The Palm Restaurant.  They deliver real value in their establishments by creating community.  The 837 Club is the way they do it.  For a mere $25 (and you get a $25 gift card for your next visit when you join), you are part of their “family”.  Their website says:

“We often say that The Palm isn’t a chain – it’s a family. This is true for our staff members, our customers, and for the extended family of loyal patrons who participate in The Palm’s 837 Club.”

It’s more than true.  You get special entrees that no one else can order.  There was even a bottle of wine that was on special only for club members.  But that is only the tip of the iceberg for how they build loyalty.  For each $1 you spend, you earn a point.  When you get 15,000 points (yeah, yeah, that is a lot of points, but…), you earn this:

15,000 points – Private party and caricature, which includes:
•    Private party at a Palm restaurant
•    Caricature placement at a Palm restaurant
•    $1,500 gift certificate for food and beverage

Uhm, your own caricature on the WALL of the restaurant.  And, let me tell you, there were hundreds upon hundreds of them.  Famous people, commoners, foodies, couples – you name it, they were everywhere.  And, it was viral.  To see how many people have gotten 15,000 points was amazing.  And the fact they could come into the restaurant and SEE their own caricature is it.  It’s it.  It was awesome.

Oh, I can’t forget.  The food was awesome.  If you know me, you know I’m nearly a food critic.  And, it was a stellar meal, an amazing atmosphere, great service – and even better company.  I’ll not soon forget that meal, The Palm Restaurant, but mostly – the conversation and relationship that we had together in that experience with Rob and Joy.

What do you do to build client loyalty in your business?  Do you have a way your clients feel like “family”?  Does a community feel inspire you at businesses you frequent?

The Palm Restaurant has it figured out.  Do you?