To compete in what had become a much more crowded environment against far more heavily funded organizations, San Felipe Casino turned to VDLA to identify the brand equity strengths they did possess and unleash the full potential of their brand. Based on its success, numerous other casinos soon followed that were bigger, fancier, and offered many additional services, like hotels, spas, golf courses, and more. The San Felipe Pueblo in New Mexico was one of the first Native American tribes in the state to open a casino. Transforming a competitive disadvantage into a powerful brand strength to grow a business.
