Virgin Hotels Las Vegas is introducing a new casino and resort loyalty program, Cherry Rewards, set to launch in March. The program marks the final phase of the property’s transition in casino operations.

Cherry Rewards will allow members to earn and redeem points across various resort amenities, including dining, retail, gaming, and poolside experiences. Members can also access exclusive rates on rooms, cabanas, and advance tickets for concerts and events.

The program replaces the previous Momentum loyalty system, with existing members automatically enrolled. Card pickups for the new program begin on March 5. Virgin Hotels Las Vegas has promised more details on tier matching, new sign-up offers, and promotions in the coming weeks.

To celebrate the launch, the resort is hosting a promotional event from March 20-23, featuring a $50,000 slot tournament. Cherry Rewards members can enter for free, with additional entries available based on play. The top 50 players will win a share of $50,000 in free slot play, with the first-place winner receiving $25,000.

Live entertainment during the launch weekend includes a performance by punk legend Danzig on March 21 and a concert by The All-American Rejects on March 22 at The Theater.