The logistics of changing a known brand is formidable-and the impact is unknown until the rollout. A lot of things are coming together this year that are bringing in that cultural aspect.” Brand New The tribe has also launched a magazine this year it ties in stories the tribe wants to share with people to give insight into their culture. “They’re asking a lot of questions-not just journalists, but our guests. “It’s very interesting to people,” Arceo noted. When the tribe broke ground on the expansion in 2018, the new name adorned a banner behind former San Manuel Chairwoman Lynn Valbuena (.).Īs it turns out, the name change has met with approval from most guests-and curiosity. It accomplishes a lot of different things, and the decision was made by the tribe to move forward with it.” “It teaches and educates people a little bit about the culture. In focus groups, the tribe tested the word “Yaamava’” (the Serrano word for “spring”). It’s one of those once-in-a-lifetime things,” said Arceo. “The tribe felt strongly about spring, rebirth and renewal, which fit into what we were actually doing. The team considered a variety of concepts.

There was a discussion that maybe this was an opportunity for a new name.” Yamavaa’ General Manager Peter Arceo said the rebrand “goes back a few years, to when we were planning this expansion project and what it would mean for the San Manuel Tribe. There’s a reason why rebranding of a major casino property is done so rarely. It wasn’t done lightly, and took years of forethought before it was executed. The rebrand put in motion many moving parts, from new logos on hundreds of surfaces to thousands of new uniforms. And next year, the resort will add a 2,800-seat entertainment venue. In December, the newly christened Yaamava’ will debut a 17-story, 432-room hotel with a pool deck, private cabanas and a spa. It added slot machines (for a total of 6,500) a high-limit room retail shopping and additional bars and restaurants. The name change coincided with a major expansion of the resort, operated by the San Manuel Band of Mission Indians. In September, the San Manuel Casino and Resort in Highland, California was officially rebranded as the Yaamava’ Resort & Casino at San Manuel.

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