Effective Date: March 1, 2025
The Cherry Rewards Program (“Program”) is a rewards program offered by Virgin Hotels Las Vegas (“VHLV”, “we,” or “us”) to reward recipients (“Members”, “you”, “yours”) using services at the casino at Virgin Hotels Las Vegas
We reserve the right to modify, suspend, or discontinue the Program, including terms, benefits, conditions, earning rates, expiration terms, with or without further notice or compensation to you, and you waive any right to receive specific individual notice of such modifications. Any updates to the Cherry Rewards Program Terms of Use (“Terms”) will be effective immediately upon the last revised date of these Terms which may be found at the top of this page. These Terms constitute a legally binding agreement between VHLV and each Member in the Program. Accordingly, you expressly represent and warrant that you are eligible for the Program (as described below) and will otherwise comply with these Terms. If at any point in the future you wish to be removed from the Program and/or you become ineligible for the Program, please contact the Director of the Rewards Center – Michael Decker – Michael.decker@vhlv.com to cancel your membership.
By participating in the Cherry Rewards Program, you agree that all Cherry Rewards Program communications may be provided to you electronically and, unless we choose otherwise, electronically only.
You may receive personalized or exclusive offers extended to certain segments of Members and by participating in the Cherry Rewards Program you have agreed to do so.
Participation in the Program is subject to our Privacy Notice, Terms of Service
IF YOU DO NOT AGREE TO THE TERMS, YOU MAY NOT PARTICIPATE IN THE REWARDS PROGRAM. YOUR CONTINUED PARTICIPATION AS A MEMBER AFTER ANY CHANGE OF THESE TERMS CONSTITUTES YOUR ACCEPTANCE OF ANY CHANGES.
1. Eligibility
Membership in the Program is limited to individuals who are at least 21 years old and have successfully registered here and who have not self-excluded from gaming at the casino at Virgin Hotels Las Vegas. The collecting of your personal information is controlled by our https://vhlv.info/PrivacyNotice2025.
You can only enroll in the Program once, individually, using your full legal name exactly as it appears on your government-issued identification. Any attempt by an individual to register more than one account by using the same or multiple different email addresses, identities, registrations, logins or any other method(s) may void all Cherry Rewards Points that have been awarded or scheduled to be awarded to that Member, and that Member may be disqualified from participating in the Cherry Rewards Program or any aspect thereof.
2. Cherry Rewards
In order to accumulate or redeem Cherry Rewards Points you must be a Member in good standing, meaning you are fully in compliance with these Terms and Conditions and, where applicable, any additional terms and conditions of Cherry Rewards, the casino, and its participating partners and suppliers (“Good Standing”).
Members have the opportunity to earn Cherry Rewards Points (“Points”).
Cherry Rewards Points have no monetary value and may not be exchanged for cash and cannot under any circumstances form the basis of a monetary claim against Cherry Rewards, its sponsor or any participating partners and suppliers..
The Cherry Rewards Points are valued as outlined below:
· $1 in slot coin in = 1 Cherry Reward Point
· $3 in video poker coin in = 1 Cherry Reward Point
· Cherry Rewards Points for table games play are earned based on a combination of game played, average bet, and time played
· $1 in non-gaming spend (such as on rooms, participating restaurants, participating retail at Virgin Hotels Las Vegas) = 3 Cherry Rewards Points
· Certain games may have modified earning rates or no earning rates at all. Those games will be clearly marked in each instance.
· 1 Tier Credit is earned for every 1 Base Cherry Rewards Point (Base Cherry Rewards Points are earned based on the values outlined above in item #2, and do not include Cherry Rewards Points that are earned from multipliers, bonuses, prizes or awarded in any other way)
Cherry Rewards Points are non-transferable, and may not be assigned.
Participating partners and suppliers and their associated rewards and benefits made available may change at any time without notice.
The accumulation of Cherry Rewards Points does not entitle you to any vested rights and, in accumulating Cherry Rewards Points, you may not rely upon the continued availability of any reward, benefit or privilege, including without limitation any reward price, redemption/reward chart, Tier privilege or any other benefits.
Certain Cherry Rewards Points may not be awarded in real time or may be retroactively deducted due to accounting timing, credit card payment timing, validation requirements, and system limitations.
3. No Annual Fee, Inactive Accounts, Membership Termination
There is no annual fee to enroll in the Program.
Upon authorized membership, your account will remain active unless you have not accumulated Cherry Rewards Points for 12 consecutive months during any August 1 to July 31 period or is otherwise cancelled by you or terminated by us in our sole discretion. All Cherry Rewards Points in an inactive account are forfeited.
You may terminate your Cherry Rewards membership and close your account at any time without cost or penalty. Any Cherry Rewards Points in your account at the time you terminate your Cherry Rewards membership shall be immediately forfeited, and you will no longer have any rights as a Member or entitled to any such Cherry Rewards Points or associated Cherry Rewards benefits.
Cherry Rewards membership also terminates upon the death or personal bankruptcy of a Member.
4. Cherry Rewards Points Redemption
Upon providing the requested identity verification, you may redeem Cherry Rewards Points in person at a kiosk, at a slot machine, at the casino cage at Virgin Hotels Las Vegas, and in participating non-gaming locations at the Virgin Hotels Las Vegas (e.g., on rooms, restaurants, retail, cabanas)(“Non-Gaming Items”). The redemption of rewards at certain locations will be subject to availability and may be restricted during special event periods. Cherry Rewards Points may expire August 1st of every calendar year if there has been no Cherry Rewards earning activity during the preceding 12 months.
Cherry Rewards Points earned are calculated after all free slot play, coupons and/or discounts are applied, fees, or taxes are imposed.
5. Cherry Rewards Tiers
Upon accumulating enough Tier Credits within the August 1 – July 31 annual earning period a Cherry Rewards Member will ascend to a higher tier rank until the then-highest tier is achieved. The highest tier ranking earned within an annual earning period will apply for the remainder of that annual earning period and through the following annual earning period unless a higher rank is achieved during the subsequent annual earning period. If Tier Credits equivalent to a lower Tier Rank than that achieved in the immediately preceding annual earning period then that lower Tier Rank shall come into effect for the following annual earning period.
6. Increased benefits will be provided with each Tier Rank, including special pricing, discounts, and other promotional offers. More details about Cherry Rewards tiers are available at https://virginhotelslv.com/casino/cherry-rewards/.
7. Prohibited Activity and VHLV Right to Terminate
Cherry Rewards membership is a privilege that can be suspended, revoked, or terminated at any time, for any reason, and without compensation. Reasons for suspension, revocation or termination include, but are not limited to: (i) a circumstance where a Member intentionally engages in a pattern of activity or behavior that, in the reasonable opinion of the program sponsor, is intended to circumvent or work around these Terms and Conditions or the terms and conditions of any Cherry Rewards partner; (ii) any abuse by a Member of these Terms and Conditions, any additional applicable terms and conditions or any benefit, privilege, or reward associated with the Cherry Rewards program; (iii) any misrepresentation by a Member to Cherry Rewards, its affiliates, participating partners or suppliers or to any entity associated with or participating in the Cherry Rewards Program; (iv) any attempt to participate in the Cherry Rewards Program via script, macro or other automated means; and (v) any other actions or conduct of a Member deemed by Cherry Rewards , in its sole discretion, to be damaging to Cherry Rewards, its sponsor, or its participating partners or suppliers.. In such an instance, it will provide notice to Members as required by applicable law. Further, we reserve the right to void any Cherry Rewards Points and/or terminate Membership in the event of ineligible participation in the Program, Member misconduct, fraud, actual or alleged criminal activity, or any other activity we, in our sole discretion, reasonably believe violates the fairness and intentions of the Program.
We also reserve the right to void all or part of your Cherry Rewards Points and Benefits in the event that you are participating in “Irregular Betting Activity” that we in our sole discretion deem to be abusive. “Irregular Betting Activity” means activity that deviates from expected betting patterns, and includes, without limitation any offsetting betting activity, which will not earn any Cherry Rewards Points or Benefits.
In the event that a Member’s participation in the Cherry Rewards Program is terminated in accordance with these Terms and Conditions all accumulated Cherry Rewards Points will immediately be forfeited.
7.1 Criminal Activity.
If we have reasonable cause to believe that criminal or other suspicious activities are occurring through one or more Member accounts (including, without limitation, a suspicion of attempted money-laundering or fraud), we expressly reserve the right to terminate your participation in the Program and/or report such activity to any other applicable regulatory bodies or services. All Cherry Rewards accumulated on such accounts shall be void.
Unauthorized reproduction of any Cherry Rewards card or number, or fraudulent misrepresentation of a Cherry Rewards Membership is prohibited and can result in legal action. Cherry Rewards Membership cards and Membership numbers belong to the Cherry Rewards Program and its sponsor and may be revoked at any time in their sole discretion.
7.2 No Player Assistance Programs.
Use of external player assistance programs (“EPA Programs”) which are designed to provide Members with an unfair advantage are expressly prohibited – whether specifically included in our definition of EPA or not. We define EPA Programs as including non-technology based aids like counting devices, recording devices, invisible ink, infra-red lenses, electric current/shock devices as well as computer software and non-software-based databases or profiles (e.g., websites and subscription services). We consider access to or the ability to gather data or information on other bettors or themselves by any means that would not be accessible via their own first-hand experience (i.e. observation of game play) to be “unfair”. We reserve the right to close Member accounts and void any and all Cherry Rewards Memberships connected with such accounts if we establish, in our sole discretion, the use of an EPA Program.
7.3 Collusion
Any Members who gain or attempt to gain an advantage by colluding with other bettors or employees will be permanently banned from the Program. If, in our reasonable discretion, we determine that such activity is occurring, the Member accounts may, in our sole and absolute discretion, be disabled and all associated Cherry Rewards Points and Benefits shall be void. Rigorous examination of play will be employed to detect such behavior and such monitoring will be active at all times. We will investigate all related complaints from other Members and bettors. Collusion includes, but is not limited to, Members sharing information about their cards, chip dumping, discussing a hand during play, multiple Members using a single account, soft playing and chip transferring, and offsetting bets/team play.
7.4 Regulatory Reporting
Notwithstanding any provisions contained in these Terms, or any provision of our https://vhlv.info/PrivacyNotice2025 by using betting services at the casino at Virgin Hotels Las Vegas you expressly acknowledge and agree that we at all times reserve the right in our sole discretion to report Irregular Betting Activity to such sports federations, regulators, agencies, commissions or associations (or their respective agents) as we deem appropriate (“Regulatory Bodies”) in order to enable identification of irregular activity and to support appropriate investigations. We shall use reasonable commercial measures to ensure that any information provided to Regulatory Bodies pursuant to this provision is subject to reasonable contractual non-disclosure provisions, and that all information or documentation shall be destroyed by such Regulatory Bodies when it is no longer relevant in connection with any ongoing investigation, enquiry or disciplinary process.
7.5 Disputes
Any concerns or disputes must be raised immediately with the Director of the Rewards Center (Michael.decker@vhlv.com). Our decision is final in all matters relating to the Program.
8. Force Majeure
“Force majeure” means any unforeseeable circumstance which is beyond our control, or any unavoidable event, even if foreseeable, as a result of which such we are unable to offer Cherry Rewards Points and Benefits pursuant to these Terms. Such circumstances include, but are not limited to, any strike, closure of the casino at the Virgin Hotels Las Vegas, explosion, maritime peril, natural disaster, act by a public enemy, fire, flood, accident, war, riot, insurgence or any other similar event. In any such event, Cherry Rewards Points and benefits may not be provided or redeemable.
9. Warranty As Is
Except as represented in these Terms, all Cherry Rewards and/or items for which rewards are redeemed are provided “AS IS”. Other than as provided in these Terms, We make no other warranties, express or implied, and hereby disclaim all implied warranties, including any warranty of merchantability and warranty of fitness for a particular purpose.
10. Changes to these Terms and Conditions and the Cherry Rewards Program
Subject to applicable law, Cherry Rewards reserves the right to unilaterally amend, restrict, suspend, extend or otherwise alter each and every one of these Terms and Conditions, each and every additional term and condition of the Cherry Rewards Program and each and every feature and benefit of the Cherry Rewards Program at any time, including, but not limited to, the terms, conditions and obligations contained in each section of these Terms and Conditions. Unless you specifically terminated your Cherry Rewards Membership upon a change to these terms and conditions, your continued participation in the Cherry Rewards Program will constitute your consent to a change in these Terms and Conditions.
11. Cherry Rewards Portal
You may check your available rewards, points accumulated, tier status, redemption options, and more information at https://virginhotelslv.com/casino/cherry-rewards/
12. Malfunctions Void All Pays
In the event of any malfunction, technical error, or system failure, all rewards, points, or credits associated with such malfunction shall be void and invalid. This includes, but is not limited to, errors in the accumulation of points, incorrect calculation of rewards, or any discrepancies in the system. We reserve the right to adjust, cancel, or withhold any rewards or points affected by malfunctions, whether they are identified during or after the transaction. Cherry Rewards Members acknowledge and agree that any rewards or payouts resulting from a malfunction will not be honored and will be subject to reversal or adjustment as deemed necessary by us in our sole discretion.