“It’s been a wild ride for us, but it’s exciting nonetheless,” Pinto said. Meanwhile, the casino’s rebranding has been taking place at an accelerated pace for the past few weeks, with a Jamul Casino sign replacing the Hollywood sign on the building’s exterior, as well as refashioned highway billboards, the introduction of a new logo, the transformation of the players club into the new Sweetwater Rewards program and three of the casino’s amenities being given new, non-Hollywood-centric names.

On Cheeks’ to-do list will be developing “post-transition initiatives,” Pinto said, enhancing the casino’s customer service and food and beverage offerings. Actually to the contrary, we’ve been hiring,” Pinto said, adding that a human resources director had been brought on, as well as a new San Diego-based marketing team and a new general manager, Mary Cheeks, who has casino experience on the East Coast.Īsked what operational changes had been implemented to ensure the casino’s financial solvency, Pinto said Cheeks had only been hired a month ago and is still reviewing the processes there.

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