Case Study

Graton Casino and Resort: Leveraging A Minimum Wage Increase


LCI client Graton Resort & Casino (Graton), a AAA Four Diamond property in Rohnert Park, is owned/operated by Federated Indians of Graton Rancheria. As COVID restrictions loosened, LCI partnered with Graton’s employee union, UNITE HERE, for a public relations campaign showcasing Graton’s minimum wage increase (one of America’s highest), which became a national model.


  • Timing: LCI timed the announcement to the Federal government’s failure to pass a new minimum wage nationally and to positively position the casino as properties re-opened following COVID.
  • Partnerships: LCI partnered with UNITE HERE to find team members with heartwarming stories to communicate “good news” during COVID.
  • News strategy: LCI employed a “bubble up” news strategy, first pitching local media, creating runway for national media interest.
  • National distribution: LCI distributed a national data-driven news story over the wire to create a digital footprint and better SEO.
  • Exclusive: LCI offered NBC Nightly News an exclusive for its COVID-inspired Friday night “good news” segment.
  • Financial: LCI then nationally pitched the financial advantages of the increased wage for employers.


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