Company Press Release: Harrah's Entertainment, Inc.
May 5, 2000
LAS VEGAS, NV -- Harrah's Entertainment, Inc. (NYSE: HET) said its Board of Directors has elected Richard Mirman
to the position of Senior Vice President, Relationship Marketing.
Mirman, 34, joined Harrah's Entertainment in 1998 as Vice President of Relationship Marketing to develop decision-science
tools that would enhance the effectiveness of the Company's direct marketing and customer-relationship management
efforts. Mirman led the team that recently launched Total Rewards, the gaming industry's only multi-branded nationwide
player-card program.
``Total Rewards, formerly known as Total Gold, has been a key factor in our ability to increase customer loyalty,''
said Gary Loveman, Harrah's Entertainment's Chief Operating Officer. ``We fully expect the program will continue
to drive same-store sales growth in the coming years.
``Rich's leadership in helping us build Harrah's Entertainment's world-class marketing capabilities has been tremendous,
and this promotion is a reflection of his value to our Company,'' Loveman said.
In his expanded role, Mirman will be responsible for company-wide relationship marketing efforts including Total
Rewards, direct marketing, loyalty capabilities and revenue management.
Before joining Harrah's, Mirman was a consultant in the financial and health services group for Booz-Allen &
Hamilton, a New York-based marketing consultant firm specializing in customer-relationship marketing. He holds
a BS in mathematics from the University of Wisconsin-Madison and a Master's Degree in Mathematics from the State
University of New York-Stony Brook and worked on his Ph.D. dissertation in economics at the University of Chicago.
Founded more than 60 years ago, Harrah's Entertainment, Inc. is the most recognized and respected name in the casino
entertainment industry, operating 21 casinos in 17 markets in the United States under the Harrah's, Showboat, Rio
and Players brand names. With a combined database of more than 19 million players, Harrah's is focused on building
loyalty and value with its targeted customers through a unique combination of great service, excellent products,
unsurpassed distribution, operational excellence and technology leadership.
SOURCE: Harrah's Entertainment, Inc.