TV Ad Campaign To Promote Gambling

The adverts emphasize benefits of the multibillion-dollar agreements and were planned to air in the state's major media markets, according to Roger Salazar, a consultant for the coalition, which includes Sycuan of El Cajon, Pechanga of Temecula and two other Riverside County tribes, Morongo and Agua Caliente.

Salazar said this is not the first time an opponent has gone on TV before a ballot measure. The campaign cited as examples the early, well-financed opposition to four initiatives Republican Governor Arnold Schwarzenegger backed during the November 2005 special election.

“As voters understand what these agreements bring to the table, they like what they see," said Salazar. "This is our opportunity to educate voters about the benefits of the agreements."

Massive Campaigns

Salazar would not report on just how much the tribes plan to spend on the opening round of TV spots, but he noted the four tribes have a massive, $15.5 million campaign account.

The new gambling compacts, if approved by voters, will offer hundreds of millions of dollars in added revenue to the state. But opponents – the casino workers union Unite Here, two horse tracks and two rival gaming tribes – contend the agreements encourage reckless expansion that could hurt other tribes. Pechanga and Morongo could have up to 7,500 slot machines a piece.

“Voters authorized tribal casinos in exchange for a promise of modest casino growth that fairly shared revenues with taxpayers,” said Cheryl Schmit, head of the gambling watchdog Stand Up for California.

According to Robert Stern, president of the nonpartisan Center for Governmental Studies, the early television buy was unusual, the measures likely will qualify and the tribes want to “shape the public opinion early.”

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