VIEJAS OUTLET CENTRE

Viejas Outlet Centre Marketing Communication Plan



History of Viejas

Viejas Mall San Diego area, outlet centers is owned by the Kumeyaay Indians, Viejas Band. It was started in 1998. The casino houses 2,200 slot machines, up to 86 gaming tables, four restaurants, deli, bingo, a derailment betting facilities, lounges, concert venues and poker rooms..

Indians of the Viejas band of Kumeyaay were forced to buy the expulsion from the area include El Capitan Reservoir and now they share the proceeds with the appointment in 1932. Today, members of the Kumeyaay Indians, Viejas Band who was forced from Tan Lande pooled money to buy the dam site to buy Viejas Valley, their stock of direct descendants of the family. The Viejas band continues to enjoy the remaining 15,000 acres of reservation and the Barona Band Rand Tange combined trust patent. (Rose & Nelson, 2006)

Viejas SWOT analysis

It is important that everyone had a basic agreement on the brand's strengths and weaknesses. One of the strengths of the Viejas brand is its location. Another strength includes its brand image that already has been created through its casino and the outlet centre.

Its weakness include its negative image created among families through its betting business in casino's. (Graydon & Shari, 2003)

When General Manager David Williams started at Viejas, his challenge was to have key stakeholders work as a team to identify the personality of the Viejas brand.

The future of the mall

The mall spends millions of dollars on external agencies that don't have the same heartfelt stake in the enterprise to try and achieve a brand essence. But this group is invested, and has been able to convey very abstract concepts into very workable, simple to execute and understand depictions of our brand. This framework is the starting point from which is communicating everything to guests and team members both. In fact, on the heels of the overall redesign, a revisited to the buffet logo was given as to mirror this look and feel, and the internal guest service program follows this format as well. This new look and feel represents the casino well. And the mountainscape, while representing the property's location, also reflects the tribal spirit that serves as a solid foundation on which it was built. This will carry them forward very well. (Clow, et al., 2007)

Marketing Campaign

Planning a launch, may be the most challenging markets. Within the scope of this discussion and direct ...