Lone Star Park at Grand Prairie has unveiled a new and improved customer rewards program Monday that will now reward patrons based on visitation and dollars spent at the Grand Prairie, Texas racetrack.

"Star Player Rewards" is free to join and members will earn points for discounts and special offers based on visitation and wagering as well as food and beverage and Gift Shop purchases. The new program also will offer a discounted $1 general admission to Lone Star Park.

Star Player Rewards replaces the old "Star Player" program that only offered discounted admission and occasional monthly offers via direct mail.

"This new and exciting Star Player Rewards program will take our customer service efforts to an even higher level," said Lone Star Park Vice-President and General Manager Jeff Greco. "The ability to reward and recognize loyal customers for their continued patronage is paramount in our industry. We'll be able to better serve our customers and they'll have the flexibility to choose and manage program benefits that really matter to them, whether it's free food, free programs or free mutuel vouchers. Literally, it'll pay to be a member of Star Player Rewards."

With the quick swipe of a membership card, patrons will earn one point for each dollar wagered. Point values increase if those wagers are made on self-serve machines and/or racetracks owned by Lone Star Park's parent company, Magna Entertainment Corp. (i.e. Gulfstream Park, Santa Anita Park, Laurel Park). Also, point values can be increased on specially designated dates, racetracks or racing events.

Customers will be able to monitor points earned and redeem coupons for discounts and special offers at five conveniently-located Star Player Rewards kiosks located in Lone Star Park's Grandstand and Post Time Pavilion, the racetrack's state-of-the-art simulcast center.

Members also will be eligible for exclusive contests, giveaways, private parties and e-mail communications, if desired.

For example, Lone Star Park will give away free Sunshine Millions coolers to the first 500 Star Player Rewards members in attendance on Saturday, Jan. 28. Plus, all members will earn double points that day for wagers on horseracing action at Gulfstream Park and Santa Anita - homes of the fourth annual $3.6 million Sunshine Millions.

Customers who join the free program will receive a membership card in minutes after completing an application and presenting a valid Driver's License in person at Lone Star Park. To expedite the process and earn 1,000 bonus points, people are encouraged to complete an online application at lonestarpark.com (click "Player Rewards" under the "About Us" icon) and present it in person at Lone Star Park.

All members of the old Star Player program must re-register. Additional personnel will be on hand to sign up customers this week in the Post Time Pavilion Gift Shop.

For more information, log onto lonestarpark.com or call (972) 263-RACE.