Viejas
Casino & Resort Outlets are one of a kind
By
Diana Saenger
Viejas
Casino & Resort in San Diego County is a highly sought-out destination for
visitors. Along with a casino noted for its “best of” distinctions and a chic
and trendy outlet center, the Resort now includes a world-class hotel making
the Viejas Casino & Resort a property unmatched by the majority of its
competitors.
The Viejas
Outlets is the only wholly owned and operated free standing Native American
outlet center in the U.S. “Outlets typically partner with large developers,” said
Peter M. Cortese, the General Manager of Viejas Outlets and the VP of Property
Management. “Viejas was also the first to introduce outlet shopping on a Native
American reservation in conjunction with a Casino product. Many developers have
followed suit since.”
Cortese’s
expertise on the project together with partners such as the Was Group acquiring leasing contacts, has brought in dynamic
retailers such as; Coach, Brooks Brothers, Eddie Bauer, Polo
Ralph Lauren, Tommy Hilfiger and many others.
The new hotel across the street from the Outlets is the crown jewel that
completes a prefect destination for Viejas guests. “The addition of Viejas Hotel is a major
milestone on our journey together,” Tribal Chairman Anthony Pico said.
The five-story hotel has 29 luxury
suites and 99 rooms, each reflecting a
high-end décor. It features a pool, hot tub, cabanas, business center and
fitness room. The lobby has a huge
fireplace and artistic décor reflecting the Kumeyaay heritage.
Outlet
centers require a lot of real estate, which today is limited. “Having a hotel,
casino and Outlets on the same property is the next growth area for tribal
properties,” Cortese said. “The casino pairs up well
with the Outlets and now with the new hotel product creates an excellent
crossover market which had been marginal in the past.”
The
success of the Viejas Outlets is due to its out-of-the-box added value to
retailers and eateries. There’s a laser show court, bowling center, and huge
winter ice-rink. A beautiful one-acre park with fountains and beautiful
sculptures stages community events such as fashion shows, festivals, bands or
movies.
Plans are
in the works to add more hotel rooms and for the player’s card to earn rewards
for shoppers as well. Marketing programs include busing and a welcome bag with
special offers from all three of the Viejas properties. Busses arrive all day
long at Viejas, some that travel 200 miles from Los Angeles.
Cortese is
very proud of the Viejas growth and vision of the tribe. “We have created an
exciting energy here, and people follow energy,” he said.
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