Mobile marketing works well in Las Vegas because people are usually visiting The Strip to opt in to everything, doubling down on blackjack and going all in at the poker table. It’s smart for casino mobile marketers to grab users while their normal opt-in guards are down.

The latest in Vegas-based mobile marketing comes from Caesars Palace, and this app includes the first-ever GPS mobile marketing tool in the hospitality industry, according to the company. Starting this month, guests can find restaurant hours and hotel information, book a spa or salon treatment, see who is performing in The Colosseum and more. The resort is the first in the hospitality industry to feature opt-in GPS capabilities, which can customize offers to venues located near the user.

If a guest opts-in to the GPS capabilities, they will be presented with location-specific marketing offers during their stay. Caesars can track when a guest is at any of Harrah’s Entertainment” properties and provide special offers at those hotels and casinos.

“For example, if a Caesars guest visits the Flamingo, the app can provide that guest a special offer available only at the Flamingo,” says Neal Narayani, Director of Email and Mobile Marketing, Harrah’s Entertainment, in a statement.”

Hotel visitors can also use Caesars’ new “Texpress,” and check into the hotel from their phones. It sounds a bit like early check in for your flight departure with mobile texting involved. A day before your visit, text the resort and you can by-pass the front desk check-in line and proceed to the Bell Desk, where room keys will be ready.

“This technology puts the resort ahead of its competitors. One of the restaurants at Caesars Palace may have a new menu for that day. A special event could be taking place that night. That content and more will be updated in real-time in the app,” said Narayani.