No it isnt to late at all. Go to the site and apply, you will get a # instantly. The card will be mailed (sometimes it takes quite a while to receive it). You can then call the hotel and have your # applied to your reservation. The Loews first program is free. When booking using the card (w/o using a discount program of any kind except AAA) you are entitled to perks. Your stays qualify you to climb to different levels. There is blue, gold and platnium. With each level the benefits increase. They offer every level a welcome gift that you can choose (selections will be shown on website when you fill out form). If you are AA FF you can get points for that. You get a newspaper daily at hotel and use of the gym minus the fee. Late check outs and upgrades dependant upon levela nd availability. When your card comes in the mail you will get a phamplet explaining (better than I can) all of the entitlements.
Bottom line...Go Apply!! LOL