— Cody Martinez , Chairman , Sycuan Band of the Kumeyaay Nation
Bold Strides
The expansion marked Sycuan as a high-profile player in population-rich Southern California . Targeting local and regional markets , this move reflects recent trends of bringing Las Vegas to California , thus retaining a lucrative patron base via glamour-laden staycations .
The tribe went full scale . It employed HBG Design , the renowned architecture and design company based in Memphis with an office in San Diego and a coveted niche in tribal-gaming circles .
The rollout changed the pace of operations , comparable to a major sport in which the speed of play intensifies . Raised stakes and enhanced stature mark this transition to a major stage . The new era produced several gaming puzzle pieces . “ When you get into the region with Pechanga and other major resorts , we don ’ t have the idea that we will directly compete with them but we can be the premier gaming resort in San Diego County ,” Martinez says . “ We are an all-inclusive gaming resort , and will give you an excellent reason to drive two or three hours and stay with us .
“ We are thrilled with the expansion and we will continue to strive to be aggressive ,” he adds , assessing the property ’ s first six months of post-expansion performance . “ We are learning new things as we grow into being a destination resort , a switch from being a hometown gaming house .”
By renovation standards , this was massive . An amount exceeding $ 100 million is considered a decent-sized venture . This total could actually build a facility from scratch .
The large operation breeds a delicate juggling act . On the financial side , higher expenses accompany more profits . In the operations realm , bells and whistles share space with peace and quiet . Slot-playing boomers blend with appdriven millennials . “ We are trying to find the sweet spot ,” Martinez indicates . That sweet spot , denoting balance , is worthwhile . The restaurants , pool and upscale hotel lure an amenity-driven demographic , while the property seeks to retain core clientele .
“ We want to attract gamers who might normally not come , and they may want to bring their kids ,” Martinez says . “ At the same time , you don ’ t want to alienate the traditional customers . We don ’ t want the gaming floor turned into a playground .”
Martinez knows that the 55-and-over crowd remains “ the base of the cake ,” but that slot revenues can ’ t be counted on as the main driver forever .
There looks to be room for everything . The 12-story hotel was well received , obtaining a rare AAA Four-Diamond Inspector rating awarded to less than 7 percent of hotels inspected by AAA . The balconies with views overlooking the mountains , along with the pools , cabanas and swim-up bars , suggest non-gaming affluence . Yet there are also many opportunities to play , grab food quickly and not miss a beat .
The Bull & Bear is just one of more than a dozen restaurants and lounges in the new Sycuan resort
The food court at Sycuan eschewed national brands in favor of local San Diego eateries
How It Was Built
Sycuan tapped the services of a trusted partner to orchestrate the vision . HBG Design was lead resort planner , designer and architect-of-record for the Sycuan Casino Resort expansion project .
“ We began our relationship with Sycuan in 2008 , when the firm was hired for the large-scale renovation of the Sycuan Casino ,” says Dike Bacon , HBG Design principal .
“ The casino renovation completed in 2012 , and that project set the stage for Sycuan ’ s recent expansion and current success ,” he adds .
This one was substantial . Bacon says the project included the 12-story , 300- room , 57-suite hotel tower adjacent to Sycuan ’ s existing casino .
Highlights include a new four-acre , palm-tree-lined pool complex with a resort-style adult pool experience including cabanas , an open pool deck along with a bar and grill and a swim-up bar , gardens , a lazy river , and a dedicated family pool . The new gaming space added 350 gaming machines . Innovative dining , retail and entertainment venues emerged . The sports bar has been repositioned into a brew house focused on local craft beer . Meeting and conference space , a full-service spa and fitness center are also part of the expansion .
Capitalizing on the idyllic climate of its mountain location in El Cajon , Sycuan began billing itself as a staycation getaway to local and regional guests after the renovation completed .
“ While gaming remains central to its operation , the Sycuan expansion has opened an array of revenue-generating opportunities for Sycuan and helped fulfill a need for more distinct guest experiences — such as poolside concert events , meetings and conferences , and chic indoor / outdoor dining with a sophisticated California vibe ,” Bacon indicates .
Some of that vibe is the Elicit Edge Bar , a posh , edgy craft cocktail lounge , Bacon asserts . It is designed for late-night mingling .
Eastern design influences complement the fresh hand-rolled sushi and small-
2019 CASINO STYLE 29