Casino Del Sol Unveils New Brand Takes its Rightful Place as “The Sol of Tucson”

CDS Hotel LogoCasino Del Sol, Tucson’s premier entertainment destination, launches a new brand identity as “The Sol of Tucson.” Reminiscent of its history as a true community partner, “The Sol of Tucson” represents everything that Casino Del Sol has grown to be.

“As the only casino that is based solely in Tucson, we strive to deliver one-of-a-kind experiences to our valued community through all of our offerings – fine dining, world-class entertainment, Vegas-style gaming, award-winning golf, and more,” said Kimberly Van Amburg, CEO of Casino Del Sol. “The ‘Sol of Tucson’ represents all of those things.”

Casino Del Sol’s rich history started in 2000 when the Pascua Yaqui Tribe broke ground on the original casino structure and amphitheater. Since then, Casino Del Sol has grown to include:
A 10-story resort tower with 215 plush guestrooms and suites
More than 22,000 square feet of gaming, including 1,300 slot machines and 22 table games
Approximately 20,000 square feet of indoor meeting space
Seven restaurants and five bars and lounges, including PY Steakhouse, four-time winner of the Forbes Travel Guide Four-Star award
Award-winning Hiapsi Spa & Fitness Center
Award-winning AVA Amphitheater, seating approximately 5,000 guests
The 18-hole championship Sewailo Golf Club designed by Notah Begay III and Ty Butler
Oasis Pool with five VIP cabanas and Oasis Poolside Bar
One on-site Starbucks® location
Del Sol Marketplace

For brands, it is always better to lead the charge into a new and positive place. Consumers are appreciative of brands that seek to define themselves in a positive and forward-thinking light. Casino Del Sol owns the promise of this brand and will uphold its legacy as ‘The Sol of Tucson,’ a shining star in the heart of the desert. Casino Del Sol captures all the color, excitement, and flavor that is the Desert Southwest. Here, guests can feel the genuine embrace and a warm welcome that only Casino Del Sol will provide.

“Every brand is a living, breathing and evolving entity and is a reflection of the public’s perception of what the company behind the brand stands for,” said Steve Neely, chief marketing officer for Casino Del Sol. “In our case, it is not that our brand’s values are changing, but rather the expression of that brand evolving into a more modern and attractive voice and visual identity. We are proud to be ‘The Sol of Tucson.’”

The new brand is being rolled out to the local Tucson market through new television and radio spots, print and digital ads, point of sale in the Casino and in sales materials. For employees, an E-Learning module was created to view and learn about the new brand and correlating campaigns.

In addition to the evolved branding, Casino Del Sol has also embarked on aesthetic upgrades to the facility itself, further proving the customer experience is priority. Zeboz, the bar in the center of the of the Piazza gaming floor at Casino Del Sol has undergone renovations during the past several months, and is now better than ever. Zeboz can now hold five times the capacity. With four booths and 17 bar top gaming machines, it is the ultimate hot spot for Casino Del Sol guests.
Additional renovations include:
Relocating Paradiso Lounge to its own dedicated space
New, more comfortable and durable furnishings
Installing new LED lighting throughout the facility
Adding state-of-the-art air exchangers to improve indoor air quality

“The opportunity to further define, explain and motivate our audience to better appreciate and understand who we are and what we stand for is paramount for the success of this enterprise – and, of course, the Pascua Yaqui Tribe,” added Van Amburg. “As our community has grown, so has our Casino and Resort. We can take pride in the fact that we are continually leading the way to an ever higher standard of guest service.”

For more information about Casino Del Sol, visit www.CasinoDelSol.com or call 1-855-SOL-STAY (765-7829).