(WEST MEMPHIS, Ark.) – Southland Casino Hotel is excited to announce the launch of its greatly expanded and enhanced player rewards program for players to enjoy.
The new Lucky North® Rewards, formerly Lucky North Club®, features expanded tier-earning and benefit-use periods, on-property and destination benefits and new national and local partnerships for discounted and complementary experiences.
“As Delaware North continues to grow our gaming business, we made it a priority to make our player loyalty program much more robust and competitive to reward our players and entice new ones,” said Nathan Holobowski, vice president of marketing for Delaware North’s gaming division.
Highlights of the new Lucky North® Rewards program at Southland Casino Hotel:
Longer Tier-Earning and Benefits-Use Periods
Lucky North® Rewards features 12-month tier-earning and benefits-use periods – double the previous six-month periods.
The tiers remain the same: Ruby (base level), Emerald, Sapphire, Diamond and Black Diamond, and players will now earn and receive benefits over a full calendar year.
Upgrades to a player’s status will go into effect as soon as they are earned, and benefits can be enjoyed for the remainder of the current year as well as next full year – rather than waiting for the next benefit period to begin.
New Partnerships
Lucky North® Rewards has partnered with iconic national brands and local entities to unlock exclusive benefits and experiences beyond the casino:
Carnival Cruise Line®: Players can receive a complimentary or discounted cruise annually based on tier for unforgettable vacations on land and sea.
Fontainebleau Las Vegas: Players can receive complimentary or preferred room rates for stays at the new casino featuring world-class dining, vibrant entertainment, industry-leading wellness and 3,644 luxury rooms and suites.
1-800-Flowers Family of Brands: Lucky North® Rewards members receive a 20% discount to access leading brands such as Shari’s Berries. Harry & David and The Popcorn Factory.
Throughout 2025, it is expected that additional national partnerships, as well as regional and local partnerships will be introduced.
More Travel Destinations
The highly successful Lucky North® Destinations program has added several more Delaware North-operated travel destinations for players at Delaware North casinos and other gaming venues to experience via complimentary and discounted visits.
Players have access to 16 different destinations, including The Squire at Grand Canyon, a Holiday Inn Resort; Tenaya at Yosemite, Delaware North’s full-service resort just outside Yosemite National Park; Gray Wolf Inn & Suites, Holiday Inn West Yellowstone and Yellowstone Park Hotel, West Yellowstone, Mont.; Southland Casino Hotel; Courtyard Titusville Kennedy Space Center; and discounted single-day admission to Kennedy Space Center Visitor Complex, which Delaware North operates for NASA.
Member Benefits
Through Lucky North® Rewards, players can qualify for various gaming offers, hotel stays, gifts, dining, casino amenities and travel packages – with additional benefits being added throughout 2025 via new local and national partnerships.
Among the benefits Lucky North® Rewards members at Southland Casino Hotel can enjoy are access to casino promotions, discounts at all food outlets of up to 30%, complimentary valet parking and discounted onsite hotel stays. Select tiers have access to priority slot service and jackpot response at their game, hotel VIP check-in and late check-out, priority steakhouse reservation and seating and express service lines, as well as the travel destinations and national partnerships.
Earlier this year, all previous Lucky North Club accounts were automatically changed to active Lucky North® Rewards accounts with no changes to point balances or other aspects.
Hero Program
Debuting later this year, active-duty military, veterans and first responders with proper ID can receive a specially designated Lucky North® Rewards card and immediate elevation to the Emerald tier if not already qualified. Property-specific benefits will also be available.
Additional Casino and Gaming Venues
Lucky North® Rewards has nearly 2.5 million players as members across Delaware North’s gaming portfolio of casinos and gaming venues in addition to Southland Casino Hotel, most of which are both owned and operated by Delaware North:
Wheeling Island Hotel-Casino-Racetrack, Wheeling, W.Va.
Mardi Gras Casino & Resort, Cross Lanes, W.Va., near Charleston, W.Va.
Gate City Casino, Nashua, N.H., 50 minutes from Boston
Hamburg Gaming, Hamburg, N.Y., near Buffalo, N.Y. (operate only)
Finger Lakes Gaming & Racetrack, Farmington, N.Y., near Rochester, N.Y.
Daytona Beach Racing & Card Club, Daytona Beach, Fla.
Orange City Racing & Card Club, Orange City, Fla., near Orlando
About Southland Casino Hotel
Southland Casino Hotel has been a major racing venue for more than 60 years and recently opened its new casino that boasts 2,300 total slot machines, as many as 50 live table games, sports betting, and a new covered parking garage with over 1,400 spaces. Restaurants at Southland include The Kitchens – a unique buffet experience, Ignite Steakhouse, The Fry House, The Grind Coffee Bar, Seasons Cafe and Betly Sports Bar & Grill – while new bars include the Chairman’s Bar, Charred Oak Bourbon Bar and the Ignite Steakhouse Bar.
Southland has long been a pivotal fixture of the West Memphis community, strongly supporting the community with jobs, business stability and economic contributions. It has consistently won awards for its outstanding community service, including millions of dollars donated to neighborhood charities and educational institutions. Southland is owned and operated by Delaware North, a global leader in hospitality and entertainment. SouthlandCasino.com
About Delaware North Gaming
Delaware North is one of the most innovative gaming operators in the United States, specializing in regional venues with slots and video gaming machines, table games, poker rooms, full-service restaurants, retail shops and hotels. We have gaming destinations in New York, New Hampshire, Arizona, Arkansas, Florida, West Virginia, Ohio and Illinois, as well as in Australia. We are also the lead consultant on the Catawba Nation’s $700 million casino resort project in North Carolina. Our interactive division operates mobile sports betting and iGaming in several states, and we also own and operate Ruby Seven Studios, a leading developer of social casino gaming applications.
