Nearly a decade after opening, Jamul Casino finally catches up with its rivals

When the Jamul Casino first opened in 2016, the laser focus was on growing it into a top-notch gambling and dining destination, recognizing that an on-site hotel would come sometime in the future.

Now, nearly a decade later, that early vision of a resort hotel that would cater, first and foremost to the casino’s high rollers, devoted players and out-of-towners, has arrived. The new 16-story, 200-room hotel tower that its lead designer describes as a “jewel box” rising out of the mountains celebrated its opening earlier this month with a formal ribbon-cutting.

Not only are the hotel and its many swanky amenities — including a rooftop pool — expected to generate more visitors to the casino, but they will also help position the resort to better compete with other well established San Diego County casinos that have long had luxury lodging.

“While a hotel was always part of the long-term master plan, leadership made a strategic decision to open in phases — starting with a strong foundation in gaming and entertainment,” said Mary Cheeks, president and general manager of Jamul Casino Resort, which is owned by the Jamul Indian Village tribe. “This approach allowed us to build a loyal guest base, so it’s been a long wait not only for the tribe but also our guests.

“Staycations are very big in San Diego so this will be for the whole community, but the priority is with our loyal guests. And that’s why a casino builds a hotel, to cater to their VIP guests. You have the excitement of the casino side, but you also need the calmness and luxury of the hotel side to build that.”

Hospitality and tourism expert Carl Winston acknowledges that the hotel will be an important economic driver for the tribe, but, to be sure, it’s long overdue, he says. After all, he notes, it’s the last major casino in the county to add a lodging destination.

“In some respects they’re playing catch-up,” said Winston, director of San Diego State University’s L. Robert Payne School of Hospitality & Tourism Management. “A lot of their high roller gamblers expect to have a full package of amenities, including a place to sleep, so the fact that they’ve added this will be great for the business.

“Their amenities appear to be very typical for a San Diego hotel. It does have all the bells and whistles, but a casino hotel is a casino hotel is a casino hotel, so their clientele doesn’t tend to be your typical tourist. But this does give them the tool they need to compete with the Baronas and Sycuans and other casinos in town.”

Cheeks said that the hotel was designed with a very deliberate strategy in mind: to secure a four-diamond AAA rating, a distinction already held by several of Jamul’s competitors — Sycuan, Viejas and Pala in San Diego County, and Pechanga in Temecula.

“The criteria include upscale architectural elements, refined interior finishes, personalized guest service, smart room technology and attention to every detail — down to the quality of linens and the sophistication of our dining venues,” Cheeks said. “Amenities like our full-service spa, rooftop pool, and high-end dining at Jamul 23 reflect the luxury and elevated guest experience required for four-diamond recognition.”

Among the hotel’s features are:

• Starlite Pool: The rooftop setting offers panoramic views, craft cocktails like “Tropical Staycation” with Malibu rum and coconut purée, and a food menu that features Mediterranean and charcuterie platters, fresh seafood, gourmet salads and Wagyu sliders.
• Jamul Spa: In addition to an extensive range of therapeutic treatments and nail and hair services, the spa also has food and drinks, including small bites,  smoothies, premium beverages.
• Fly Room: An upscale lounge with an art deco feel, the Fly Room specializes in inventive craft cocktails made with such liquors as Nikka Coffey Grain Whiskey, Casamigos Blanco Tequila and crème de violette. Small plates like oysters Rockefeller and crispy chicken liver pâté quenelle are also available.
• Jamul 23: Situated to take advantage of the resort’s best views, the restaurant is the hotel’s fine dining venue that is open for daily brunch and dinner, featuring a variety of American and international dishes.
• Smart rooms: Each of the guest rooms are outfitted with Alexa-powered smart technology where you need only speak your requests or touch a table to summon room service, turn lights off and on, or turn the TV on.

Together, the entire resort now has 12 dining and drinking venues, including five that were added as part of the hotel.

While online room rates for the new hotel are quite high — from $599 to $999 a night — pricing for casino lodging is not really comparable to conventional hotels that cater to business and leisure travelers. A large share of the rooms will be deeply discounted or comped for loyal gamblers in hopes of drawing patrons who will now spend their money over multiple days in the casino.

“Jamul Casino Resort is a players-driven hotel, meaning our primary focus is on rewarding our loyal guests and Sweetwater Rewards members,” said Cheeks. “While published rates for standard rooms will match top San Diego room rates, most of our guests will enjoy special offers, exclusive promotions and tailored comp packages as part of their overall resort experience.”

According to the National Indian Gaming Commission’s most recent data, tribal casinos generated $12.1 billion in revenue in California and Northern Nevada (which doesn’t include Las Vegas) during the 2024 fiscal year. That represents more than a quarter of the $43.9 billion in total gross gaming revenue across the Indian gaming industry in 29 states.

To finance the project, the Jamul Indian Village Development Corporation closed last March on a $515 million loan with a syndicate of commercial banks led by KeyBanc Capital Markets Inc. In addition to funding the hotel construction, proceeds from the loan are being used to refinance existing debt and pay transaction-related fees and expenses.

Winston says that in addition to driving more gambling revenue for the resort and its ownership, there’s one other advantage of overnight lodging.

“There is drinking in casinos, and you don’t want your patrons on the road afterwards,” he said. “Now you don’t have to worry about getting in your car or taking an Uber home, so that’s  a pretty good amenity.”