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Rolling Hills Casino Resort: A Re-Branding Study

The Paskenta Band of Nomlaki Indians is a progressive Tribe committed to the mutual growth and success of its members and the community in which it lives and works. Led by a young and motivated Tribal Council, the Tribe owns and operates Rolling Hills Casino Resort, located just outside Corning, California, and approximately 100 miles north of Sacramento. And although its members and ancestors have lived in the area for thousands of years, the modern-day Tribe is relatively new to Indian Gaming and the operation of its casino and resort enterprises.

In the Summer of 2018, the Tribe retained Tribal Resource to help forge a new identity, look and feel to its brand presence. After extensive research including focus groups, and community and council input, that new identity was born in the form of a new logo, tagline, musical and voice signatures bringing unity to the brand voice.

In 2019, ahead of planned 2020 expansion of the resort including a new Amphitheater, the new advertising campaign, accompanied by an aggressive media strategy and PR and social media components, was launched.  The results have been gains in Player’s Club sign-ups, increased hotel revenues, and a renewed and re-energized fan base for the brand.

Our experience in Native American gaming enables us to provide the best media representation possible. From empirical data to fresh perspectives gleaned from producing and evaluating the performance of promotions involving segmentation of your Player base.