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Stereotype of the Month Entry

Another Stereotype of the Month entry:

Tuesday, November 25, 2003

Sassy Isleta Casino Ad Irks Tribal Competitors

By Jeff Jones
Journal Staff Writer

An Albuquerque-area Indian casino has zinged other tribal casinos in a new ad that surprised and angered the competition.

The tribal casinos traditionally have presented a unified front. But the fight to attract and keep Albuquerque-area casino-goers in an increasingly competitive market has amped up in recent months.

The language in Isleta Casino & Resort's three-fourths-page advertisement that appeared in Friday's Albuquerque Journal lined up the slogans of several local competitors, then commented on each of them.

"Santa Ana Star— 'No talk, just winners!' We think 'All Talk' is more like it!" the ad quipped. For San Felipe Pueblo's Casino Hollywood and its "Let us entertain you" slogan, the ad simply asked: "How?"

The ad— done in bold, capital letters— marks the first time that a local Indian casino has taken a public shot at other tribal casinos, casino operators said.

Four established Indian casinos— Isleta to the south and Sandia, Santa Ana and San Felipe to the north— were joined this fall by a new kid on the block, Laguna Pueblo's $60 million Route 66 casino on Albuquerque's west edge.

One of the managers whose casino was targeted by Isleta's new ad said Isleta broke an unspoken rule.

"This has never happened before. ... It's certainly not the Native American way of doing things in New Mexico," said Santa Ana Star casino manager and interim marketing director Phil Gonzales. He called the Isleta ad "rude and disrespectful."

Copyright 2003 Albuquerque Journal

Rob's comment
Santa Ana's casino manager suggests there's a Native American way of doing things and Isleta has violated it with its ad. This "way" apparently involves being polite and circumspect, not "rude and disrespectful."

Does that mean Indians can never be rowdy, contentious, or sarcastic? What about all the crude jokes tribes tell at the expense of their own and other tribes' members? The Hopi Indians have clowns whose raison d'etre is to be rude and disrespectful.

This claim is a stereotype—a variation of the stoic or wooden Indian stereotype.

Related links
The facts about Indian gaming

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