Name change for southern California’s expanding San Manuel Casino

In southern California and the San Manuel Band of Mission Indians has reportedly announced that it is changing the name of its flagship San Manuel Casino to the Yaamava’ Resort and Casino at San Manuel.

According to a Friday report from the San Bernardino Sun newspaper, the federally-recognized tribe revealed that this rebranding exercise should be fully realized by the time the property premieres a new $760 million hotel offering some 432 rooms in December. The source explained that this 17-story endeavor is to eventually feature 127 suites as well as a refreshed pool and spa area before being joined from early next year by an adjacent 2,800-seat arena.

Refreshing renaissance:

The Hotel Operations Vice-President for the San Manuel Band of Mission Indians, Afsi Bird, reportedly told the newspaper that Yaamava’ is a word from the Serrano language that means ‘spring, a time for growth and rebirth’. He purportedly went on to proclaim that the rebranding will allow the expanded San Manuel Casino to experience ‘a new beginning’ with its revised name matching ‘the birth of this new building’ and ‘the birth of this new endeavor.’

Bird reportedly told the newspaper…

“Like any transformation, this change is very important to the tribe and it’s really a great milestone for it to have this beautiful luxury resort in the making for the past three years.”

Gradual growth:

Located in San Bernardino County just north of the small city of Highland, the San Manuel Casino reportedly opened as the San Manuel Indian Bingo and Casino in 1986 before shortening its name and adding a bespoke gaming floor some eight years later. Operated by the California tribe’s San Manuel Entertainment Authority enterprise, the development purportedly underwent a redevelopment in 2001 that saw its complement of slots expanded to eventually encompass thousands of machines.

Added allure:

To keep up with rising demand and the San Bernardino Sun reported that the San Manuel Casino premiered its existing casino, parking garage and restaurants in 2005 alongside a bingo hall that moreover served as an entertainment venue to host shows from artists as diverse as Gloria Estefan, Drake, Kiss and Joan Rivers. This latter venue was purportedly closed to be transformed from November of 2017 into the Rockin’ Casino, which is a space that offers a number of music-themed slots in addition to several eateries.

Significant shift:

Laurens Vosloo (pictured) serves as the Chief Executive Officer for the San Manuel Band of Mission Indians and he reportedly told the newspaper that the name-change will allow the new-look Yaamava’ Resort and Casino at San Manuel to transition ‘from a regional casino into a full-blown resort.’ He purportedly asserted that the move comes as his tribe is completing its previously-announced purchase of the 700-room Palms Casino Resort property in Las Vegas and will also allow the group ‘to honor its ancestral lands and culture.’

Vosloo’s statement reportedly read…

“We have already begun changing signage and aim to have it completed in the next few weeks. That said, we are pretty realistic in understanding that a lot of people who have been part of San Manuel Casino’s journey may keep calling by its old name for a while. In upcoming advertising campaigns, which will really begin to introduce the new brand later this year, we will begin to peel back the layers of Yaamava’ and its possibilities.”