After a $750 million upgrade, the Highland, Calif. property is drawing talent like Janet Jackson, Missy Elliott and Dave Matthews Band — and with them hoping to draw new gamblers, too.
These acts could easily sell out celebrated Los Angeles venues like The Hollywood Bowl or the Dolby Theater, but instead have elected to play a small theater 65 miles east in Highland, Calif., on land owned by the San Manuel Band of Mission Indians, one of California’s wealthiest tribal groups.
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.
Tribal gaming in California is a $10 billion business, formally legalized by voters in 2000 after years of operating under a patchwork of local ordinances and supportive rulings of the U.S. Supreme Court. Proposition 1A legalized the operation of slot machines and card games like blackjack, poker and pai gow on tribal land, often in areas outside of San Francisco and Los Angeles that went on to explode in growth throughout the decades that followed.
With access to millions in capital and a year-round need to draw customers, it’s no surprise that tribal gaming executives believe music and live entertainment can help drive more traffic to tribal casinos. But money alone isn’t enough, explains
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