(VALLEY CENTER, CA) March 29, 2010 – Tired of the gimmicky casino advertising campaigns they were seeing in the San Diego market, today the team at Valley View Casino launched a new television, radio and print branding campaign that uses the casino's most precious resource—its guests—to tell the story of Valley View Casino.

The campaign, developed by Valley View Casino's in-house advertising agency led by Vice President of Marketing Ric Militi, is centered on actual Valley View Casino guests talking about why Valley View is their favorite casino. For the television component of the campaign, the team tapped the talents of acclaimed director Peter Rodger, who has shot commercial campaigns for clients like Mercedes, Coca Cola, Microsoft and many more, and recently released the non-fiction feature film "Oh My God" in theaters nationwide. The four unique television spots feature true-life testimonials from real Valley View Casino guests and team members. Cut to a fun and upbeat tempo, the spots feature exciting casino footage and star actual casino guests, guests whose affinity for Valley View Casino lights up the screen through their heartfelt testimony. To view the Valley View Casino television spots online please visit http://www.cdms777.com/commercials.

Concurrently, the team developed a radio and print campaign also utilizing the guests' own words to promote Valley View Casino's award-winning lobster buffet, Certified Loose slots, the $1,000,000 Colossal Coin jackpot, friendly guest service and much more. To listen to the radio spots please visit http://www.cdms777.com/commercials/radio.html and you may view the print campaign at http://www.cdms777.com/commercials/print.html.

"Our new campaign was an amazing effort on behalf of our entire team at Valley View Casino," said Militi. "Plus getting such a talented director like Peter Rodger on our team was an incredible opportunity. We feel that our new campaign will cut through all the casino advertising clutter in the market and really set Valley View Casino above the competition."

"Who best to tell our story than our actual casino guests?" added Bruce Howard, general manager of Valley View Casino. "The sincerity of their words and their passion for our casino shines out over the airwaves and through the page. We can't wait for everyone to see and hear our new campaign on TV, radio and print publications throughout Southern California!"

"Our new advertising campaign really helps set the stage for the opening of our new hotel," said Joe Navarro, president/CEO of the San Pasqual Casino Development Group, Inc. "With our extensive media plan, there won't be anyone in Southern California who hasn't heard of Valley View Casino when we start accepting reservations for the hotel on August 1st."

For more information about Valley View Casino visit www.valleyviewcasino.com. To learn more about director Peter Rodger, visit www.peterrodger.com.

About Valley View Casino
Valley View Casino currently offers 2000 exciting slot machines; table games including single-deck blackjack, double-deck blackjack, Pai Gow poker, three card poker, EZ Baccarat and roulette; delicious dining options including an award-winning buffet, the Black&Blue steakhouse and lounge, BLD's café, Scoops gelato shop, Sweets pastry and espresso shop, and Snax 24-hour snack shop; the Main Stage bar with live entertainment; a Players Club; a high limit slot area; a VIP Lounge; Luxury Line casino transportation and a non-smoking casino and bar. In May, Valley View Casino will be adding to its delicious dining options with Stix, an Asian-inspired noodle bar. Starting August 1st, the casino will be accepting reservations for its luxury boutique hotel scheduled to open in November. All guests must be 21 or older to visit Valley View Casino. For more information about Valley View Casino, visit valleyviewcasino.com or call 1-866-VIEW-WIN.