Total Rewards? Got it. Wynn Red Card. Got that one too. M life? Right here in my card case. Throw in independent operations like Mohegan Sun and a few others too. Like many other folks reading this, I have credentials and status with one or more of these programs but no single program reflects my true experience and commitment. Is this important? Absolutely! I know I’m missing out on the perks, comps and benefits a higher level of recognition would deliver. URComped knows this and their value proposition is getting me the comps I truly deserve.

I spoke with the founder of URComped, Craig Shacklett, recently. I was curious about the life experiences that drove him to create URComped and how the company evolved.

TravelZork Speaks With Craig Shacklett

TZ: How did you get started in the gaming industry?

CS: I started out working for Harrah’s in Lake Tahoe as a management trainee focused on database marketing. The gaming industry is well known for their expertise in this area and I was focused on segmenting a large portion of their data so they could tailor offers to their high value customers. That was a great learning experience. I wanted to get closer to the people themselves and be more hands-on so I opted to accept a position as a Host on Carnival Cruise Lines.

Most of the cruises I went on were between nine and twelve days. I knew who the VIP guests were before they boarded and made sure they were well taken care of. But, I also noticed that there were other guests who were at the tables frequently. Some of them wagered as much, or more, than the VIPs, but their play was not fully recognized and rewarded in our systems.  These guests were not gaming newbies. They knew the ins and outs of their games and wagers, but we didn’t recognize them as VIPs. The VIPs got the comps and they didn’t. We just didn’t have visibility into their total level of play. I started to think about this is greater depth and that formed the basis for the creation of URComped.

TZ: How did URComped come into existence?

I met my partner, Cale Sherry, and he put together our initial website. It was a simple one, but it was invaluable in helping us prove that our business concept was sound. In 2014, we formalized things and formed URComped, LLC. We also secured some financial backing through an affiliation with RevTech‘s incubator and accelerator program.

From there we focused on building our partner and VIP communities. It started with good old networking and thousands of phone calls. Our value proposition resonated so before long we had grown to where we are tracking 600 Casinos and 400 loyalty programs to qualify members. We’re directly partnered with 50 casinos and 6 cruise lines and that’s growing every week. There’s a ticker on our website but right now we have:

• 3217 Facilities
• 4620 Casino Offers
• 4450 Trips Requested
• 68495 Reviews Written

recorded in our database and thousands of VIPs that have signed up.

TZ: So, what does it take to become a URComped VIP?

CS: We’ve made it very simple. If you go to the URComped Registration Page , you’ll provide the usual signup information and then tell us about your gaming background and experience, what loyalty programs you belong to and your elite level in each. We use that information to understand the full spectrum of your gaming and match you with the comps and benefits that reflect your true VIP status.

TZ: What if I’m traveling to a city where I haven’t played before or don’t know of a good casino in the area?

CS: Great question! We can definitely help you out there. Before you book anything give us a call. We’ll locate the best option for you based on your game of choice and level of play with the comps and benefits aligned with your true VIP status.

TZ: What if someone is just starting out or doesn’t have VIP/Host status yet?

CS: They should definitely sign up. As you start playing more and visit different casinos, keep your profile up to date and we’ll be sure to track what you’re doing and your level of play. We also have a lot of offers that provide comps and discounts from our casino partners that we can present for your consideration.

Coming Up: An interview with a URComped Client.

Also be sure to check out:
URComped | Your Independent Casino Host | Q&A