The Santa Ynez Band of Chumash Indians launched an advertising campaign designed to create a positive dialogue with the community and to correct misinformation about the tribe that tribal representatives say exists in the community.
For years the tribe has faced vocal criticism from opponents of some of its community projects. Tribal Chairman Vincent Armenta said that opposition comes from a minority segment of the community but that it’s important to be open about the tribe’s activity in order to maintain a strong bond with the greater community.
“We obviously have a lot going on. I think it’s important to let individuals know exactly what we are doing. Individuals need to be aware that our opposition and the words they are saying are causing a lot of this animosity,” he said.
The three-part campaign underway now includes a series of full-page print ads and 30-second TV spots that will run in local media outlets. The first part of the campaign called “Truth” focuses on dispelling what the Chumash see as inaccuracies and misinformation about the tribe. The second part of the campaign “We are the Valley” tells the story of the Santa Ynez Valley, highlighting the joint efforts of the tribe and residents of the community. The third piece of the campaign, “Foundation Partners” focuses on the tribe’s philanthropic efforts and its community collaboration. The spots will feature the tribe’s collaborative efforts with organizations like the Scholarship Foundation of Santa Barbara, Court Appointed Special Advocates for Children (CASA), and People Helping People.
The campaign began earlier this year though tribal members have talked about launching such an effort for years, said Hildy Medina, public relations manager for the tribe and its enterprises.
Medina said that though there has been some resistance to the tribe’s endeavors in the community there has been a large portion of the community that appreciates their support.
“The tribe is a part of the community, too, and I think this campaign will show that,” Medina said.
All of the advertising spots point back to the website friendsofchumash.com that offers more information about the tribe and its projects and involvement in the community.
The tribe owns and operates the Chumash Casino Resort on its reservation as well as Hotel Corque and Hadsten House and Root 246 in Solvang, along with two gas stations in Santa Ynez.
This article appears in Aug 6-13, 2015.
