Apache Nugget Corporation
Situation
In fall 2024, the Apache Nugget Corporation, and its owners, the Jicarilla Apache tribe of northwest New Mexico, acted to diversify its revenues and invest in improving the lives of tribe members. As a focal point of this strategy, it decided to re-open its Travel Center & Casino northwest of Cuba, N.M., which had been closed since the onset of the COVID-19 pandemic.
To execute this strategy, the tribe hired a president and CEO (Tony J. Amormino) to head the corporation, re-open the casino, and explore additional development. The decision was quickly made to reopen the Travel Center & Casino in February 2025. Apache Nugget hired a full casino operations staff, renovated the casino building, installed the latest/best in slot machines and casino amenities, etc..
Soon after he was hired, Amormino knew he needed a strategic communications partner to help Apache Nugget successfully re-open the Travel Center & Casino and build name recognition and visibility for the corporation. Apache Nugget also needed to build a high-functioning corporate communications function to support and drive the growth of the entire business.
The Game Changer
Apache Nugget Corporation hired Game Changer Communications in October 2024 to help on all those fronts. Since then, the firm has helped Apache Nugget:
Research and prepare a comprehensive Apache Nugget corporate message platform, including the popular tagline "Escape to Exhilaration and Fun".
Build relationships with local and gaming industry media, executing a major blitz around the re-opening and being in regular touch with additional news.
Acquire assets on various social media platforms, and work with staff and other partners to achieve a steady cadence of promotional and corporate content.
Establish relationships with elected officials and other state and local organizations to earn their support for current and future corporate activities.
Negotiate and execute sponsorships of University of New Mexico Athletics, the renowned Albuquerque International Balloon Fiesta and other organizations/events.
Partner with local nonprofits and community programs working to benefit education, health care, housing, veterans services and more in Albuquerque/Santa Fe and the entire state.
Hosted a Local Influencer Day that generated a variety of valuable content.
Prepare a tailored, comprehensive playbook to help the corporation be ready for 36 possible crisis situations.
Stress-tested that playbook, and up-leveled the entire Apache Nugget team, by executing several practice crisis scenarios and conducting thorough post-scenario debriefings.
Research/explore other entertainment options (concerts, boxing and MMA fights, etc.) as well as the infrastructure necessary to host them.
Attend major industry conventions and shows to build and maintain good relationships with value-added partners, vendors and others who can help Apache Nugget's business.
Assemble a comprehensive corporate media kit, including bios, backgrounders, photography and media response protocols.
Results
The re-opening of the Apache Nugget Travel Center & Casino was a rousing success:
The team generated an incredible 969,623,518 media impressions in February 2025 alone, including feature stories with the Albuquerque Journal, Santa Fe New Mexican, Yahoo!, and major gaming industry outlets.
The gaming floor steadily operated at 60+% capacity for the entire first week, driving above-plan revenues and profits.
Since the opening, Apache Nugget's business has continued to steadily grow.
From March to September 2025, Apache Nugget Corporation's revenue grew 185%, and Amormino credits Game Changer as an essential contributor to that.
Week-over-week and month-over-month casino traffic and revenue numbers continue to trend upward.
The corporation began to generate levels of results it hoped to reach at the one-year mark within the first eight months.
Social media efforts have driven exponential increases in follower counts and engagement.
The corporation has participated and contributed to the Albuquerque Community Foundation, the Santa Fe Community Foundation, the Albuquerque Chamber of Commerce, and more.
Even more – Game Changer, and specifically founder/CEO Jason Sprenger, have earned a seat among Amormino's inner circle of advisors. Sprenger and the firm are brought into almost all major casino/corporation decisions and endeavors because Amormino values their advice and support.
Apache Nugget has re-emerged on the New Mexico casino scene and put significant competitive pressure on other gaming entities in the state. It also has positioned itself well for future expansion to come.
In Their Words
"Game Changer Communications has been an incredible partner in helping us sharpen our message, expand our reach, and elevate our brand presence. Their team understands how to translate complex ideas into clear, compelling communication that resonates with both stakeholders and the public. What impressed me most was their ability to not just deliver creative solutions, but to do so with precision, professionalism, and a genuine investment in our success.
In just the last six months [March to September 2025], we've seen a 185% increase in revenue - a direct reflection of the clarity, strategy and impact they've helped us create. Equally important, they've guided us in making strategic business development decisions such as which partnerships to pursue and which opportunities to pass on. This has positioned us for sustainable growth well beyond the short-term wins we've generated.
If you are looking for a communications partner who goes beyond surface-level messaging and truly helps you connect and transform with your audience, Game Changer Communications lives up to its name."
– Tony J. Amormino, president and CEO of Apache Nugget Corporation
