Virgin Hotels Las Vegas has launched a new loyalty program called Cherry Rewards Local, designed specifically for Nevada residents. The initiative aims to attract repeat visits from locals by offering exclusive savings and perks across the resort. With no resort fees and free parking already available to all guests, the new program adds further incentives tailored to the local market.

Members receive up to 35% off room rates, discounted spa services, and affordable pool cabanas from Sunday to Thursday. Dining benefits include a $9.99 breakfast buffet, reduced prices at multiple on-site restaurants, and a $65 three-course prix fixe menu at One Steakhouse. Casino players enjoy tier-based point multipliers, with top-tier members earning up to five times the rewards.

To qualify, applicants must present a Nevada driver’s license. Existing Cherry Rewards members must visit the casino cage to upgrade their card. The promotion runs through July 19, with new sign-ups receiving a scratch-off ticket offering up to $1,000 in rewards.