I had a similar thing at the HIX in Glenrothes but far easier, Platinum and Spire (I believe) members could choose a piece of paper out of a bowl on reception and win whatever is on it. Think mine was a free drink and 500 points but it wasn't forced or even highlighted by staff, there was just a note next to to the Priority check in area pointing it out.

I stayed in HIX in Kingman, AZ a few months ago, sounds a bit similar to the "bell" situation, I was highlighted as member of the day on their whiteboard next to the reception and presented with a goodie bag. Goodie bag, fine but slightly embarrassing with your name highlighted for all to see and pointed at on reception.

Suppose it's the hotels way of showing appreciation etc though.