Yaamava' Resort & Casino Discover Something New
Problem: The San Manuel tribe chose to name its casino its own. Retiring a name with more than 30 years of equity put guest loyalty and market share at risk, and Yaamava’ meant nothing to guests yet.
Insight: San Manuel was a true gambler's casino, but guests wanted more from each visit. When they stepped away from the tables, their appetite for excitement led them to look for something new.
Solution: Discover something new. The brand took its cue from the Serrano meaning of Yaamava', "spring" and "rebirth," and invited guests to follow their curiosity beyond the casino floor.
Results: In 2021, a casino became California's second-biggest draw. As the state reopened, Disneyland was the only business or attraction that drew more foot traffic than Yaamava'.
