![]() The location of Yaamava’ and other Southern California tribal casinos makes them convenient tour stops when routing acts to or from Los Angeles, with these facilities just far enough outside the city that they don’t run into too much red tape around L.A. Yaamava’ is already well on its way, as the largest of a half-dozen Southern California tribal casinos that are serving as the gateway for artists to access new audiences and lucrative guarantees in California’s fast-growing regions like Sacramento, East San Diego and Palm Springs/Coachella Valley. The campaign is designed to be “something that gains much greater national recognition” says Drew Dixon, Yaamava’s vp of entertainment, “something that’s not just a play for these artists, but a tour destination where they want us to be part of something larger that they’re creating.” The billboard advertising campaign is part of an ambitious national marketing plan to promote the 20-year-old casino following a $750 million upgrade, a name change to Yaamava’ Resort & Casino in Highland (it was formerly called San Manuel Casino) and a first of its kind exclusive booking agreement with Live Nation Southern California aiming to bring 100 shows per year to state-of-the-art venue. Oak View Group, MSG & Sphere Launch Company to Manage Sports…
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