San Manuel Band of Mission Indians

strategic counsel | media relations | content development | community outreach | government affairs | crisis communications

THE CHALLENGE​

San Manuel defines their work using the Serrano term Yawa’, which means “to act on one’s beliefs.” Yawa’ is the cornerstone of their business and philanthropic work -- a strong belief in doing good to benefit the entire community because of the tie of their people to the land and all who share it. San Manuel’s life-changing work was going largely unnoticed and often over-shadowed by the casino marketing efforts, until they tasked Westbound with supporting their initiatives through media and community relations.

THE RESULTS​​

In the past 10 years, Westbound has worked with the Tribe to launch dozens of outreach initiatives. Today there aren’t many in greater Los Angeles who don’t recognize the tribe as a force a nature when it comes to civic engagement, philanthropy and a driving economic engine of the region. This was done through events, publicity, social media, newsletters and community engagement, and today, the tribe continues to grow and flourish in strong partnership with the communities that are part of their ancestral lands.