Partners of Our Pack: Dominic Orozco

The Coyotes' organizational outreach is aimed at connecting with outside enterprises to develop a network of community support in the Valley.
One of the preeminent connections the Coyotes enjoy is with Gila River Hotels & Casinos, a valued partner, and Dominic Orozco, its Chief Strategic Marketing Officer.
Orozco and Gila River Hotels & Casinos have established community initiatives through various marketing platforms that utilize brand awareness.

Together, the Coyotes and Gila River Hotels & Casinos conduct street hockey clinics at the two Gila River Indian Reservation Boys and Girls Clubs.
The Coyotes donate $5,000 each season to fund a Gila River Hotels & Casinos youth community program. This past year, the Coyotes earmarked their donation for the Gila Crossing Community School STEM program. In past years, the donation has aided the school's robotics and agricultural programs.

In 2019-20, the Coyotes and Gila River Hotels & Casinos teamed up to create Coyotes branded hotel rooms; a bus program to shuttle fans to and from games; a Nissan car giveaway promotion, and viewing parties at all three Gila River Hotels & Casino properties.
For the past four-plus years, Orozco has been a main link in the connection between the Coyotes and Gila River Hotels & Casinos, whose partnership dates back more than 10 years.
What led to Gila River Hotels & Casinos partnering with the Coyotes?
It was about the time that the arena naming rights became available (in 2014). We have a property that services the West Valley, Gila River Hotels and Casinos Vee Quiva. Looking at the proximity of the West Valley, we noticed that since the Coyotes were also servicing that clientele, it would be a great partnership. So, that's when the enterprise, with the community in mind, looked at having both the naming rights and the internal sponsorship program.
Can you describe the partnership between Gila River Hotels & Casinos and the Coyotes?
It's been a valuable sponsorship for us. Our community has pride and a level of ownership with these sponsorships. Just looking at what the Coyotes have brought to the table year after year -- and we keep elevating as partners. We never get stagnant, which is amazing. And for us as an enterprise, we don't believe in staying stagnant. In the gaming business, you need to grow and stay significant. So, in looking at everything the Coyotes have done, and how we're activating the partnership inside our own properties, it continues to grow and cultivate every year. So, we're happy with that.
How has Gila River Hotels & Casinos benefited from the partnership?
We've had a relationship for more than 10 years. And with anything, you know that if you build that long of a relationship, you almost become lockstep with everything you're doing. You really get to know each other. Because of that, you really start building a business and creating a partnership that you really want to have. The last year and a half, and with great help from the Coyotes, we've made the sports brand a part of our DNA. If you look at the DNA model of Gila River Hotels & Casinos, you'll notice our sports-centric branding is prioritized. That means we're devoted to everything sports. And in turn, when Coyote fans see their team tied to our branding, when they look to play or gamble, they'll say, 'Hey, this is the casino of choice that I have.'
How does your partnership with the Coyotes affect branding at Gila River Hotels & Casinos?
When Coyotes fans come on our property, we always make sure there are numerous activation components. We have Coyotes table felts -- you come in and play games on Coyote branded table felts with the printed logo. We have Coyotes branded table game chips. We also have a hotel room branded with everything Coyotes -- wallpaper, bed sheets, you name it. Having all of that really helps our business and we can say, 'Hey, there is a Coyotes brand here that is elevated,' and it is coming from nationally recognized professional team.

Can you describe the impact of this partnership on the Gila River Indian community?
Every sponsorship we do and every partnership we consider is community driven. We are owned by the community. We only exist because the community exists. And since that's the case, you need to make sure you're devoting your due diligence to the community side of it. We have a Gila River Indian Community Night with the Coyotes, which is very prideful for them. We give over 300 Coyotes tickets to community members. We recognize the governor, the lieutenant governor, and there is some money that the Coyotes donate from the Coyotes foundation into the academic programs for Gila River. So, that's a very prideful night. We've also done Coyote-themed giveaways that had a tribal affiliation to it, and that always goes well. That's a nod to our community. But then there are more important things. We have an annual parade, which is called the MUL-CHA-THA. It happens every year around the month of March. You're talking about anywhere from 3,000 to 5,000 folks, community members, in the parade. We're able to incorporate the Coyotes. We invite the mascot, Howler, and he comes out and goes around and interacts with kids. It is truly a connection made perfectly.
How do you use the Coyotes to leverage your 'Official Sports HQ' campaign?
We wanted to incorporate the Coyotes into our marketing and advertising campaign. The Coyotes have leverage as a national sports brand, and we said, 'Hey, this is a perfect time to go out and do billboards, advertising, and TV spots.' We're going to go out and spend multi-million dollars advertising this commitment and this partnership to show that 'Hey, we're not just a sponsor, but we're fans also.' We get to show the essence of what you guys have in the arena and how it's related to gaming. If you think about our businesses together, there is definitely a coherent piece to it. We're going to start incorporating you into our table games -- we have logo felts, we have table game chips. There's a $5 chip that has a Coyotes logo on one side and our logo on the other.
What is your favorite part of the partnership with the Coyotes?
We get to golf with the Coyotes as part of our sponsorship, and I think that's something special. It's a very personal interaction with the players that we get to have. Niklas Hjalmarsson, he was awesome. We ate great food on the golf course and we cut it up. Just seeing the players in a normal environment, they are normal people just like us. They were able to relate to somebody normal like myself. Niklas saw value in me. He was there interacting with me. Sometimes maybe you think players are too pretentious, but to look at the Coyotes organization on that level, they were extremely humble. I am very grateful. That is one of my best memories.
What is your favorite part about attending a Coyotes game? Who is your favorite Coyotes player?
When we score a goal, that train horn. It blares after we score, and it gives you those chills through your body. You never get to experience that excitement anywhere else. To see the crowd erupt and have that kind of pressure on your chest is something I enjoy. As far as players, I would have to say Clayton Keller. He's a young phenom and is still perceived as one of the younger guys on the team. I am viewed in this industry as someone that's a younger executive. So, I've always been at roundtables with more seasoned folks. I started in this industry at the age of 21. I see a correlation between him and me, trying to strive and achieve something of greatness.
Gila River Gaming Enterprises owns and operates three casinos located in the Phoenix metropolitan area. Casinos include Wild Horse Pass Hotel & Casino, Lone Butte Casino and Vee Quiva Hotel & Casino. The Enterprise's newest casino, which is located in the West Valley, Vee Quiva Hotel & Casino, opened July 2, 2013, showcasing several unique amenities new to the valley.