Valley View Casino


Architect: N/A
Builder: Clear Sign & Design
Sign Designer: Clear Sign & Design

Regardless of the industry, there are some fundamentals in business that never really change – like building your business model, identifying your target market, and then fighting hard to be noticed. If you are lucky enough to get noticed and find success, you’ll someday face the additional challenge of staying relevant in the eyes of the public.

About 10 years after its Grand Opening, this is the position in which Valley View Casino found itself. Many urgent projects were fighting for attention, and if they were tackled sequentially the casino was looking at nearly eight months of inconvenient after-hours construction. Instead, management partnered with Swinerton Builders and took the bold step of closing for 11 days to complete a 24/7 non-stop $6 million extreme makeover.

A multitude of interior upgrades were completed including new carpeting throughout the casino, updates to the Main Stage Bar, the expansion of the award-winning Buffet, a refresh of the VIP Lounge featuring new millwork, columns and cabinets, and a complete renovation of the restrooms with new drywall, tile, granite, mirrors and plumbing fixtures. Swinerton's team updated the adjacent hotel with new corridor carpeting and lobby hardwood, plus guest room updates like fresh paint, restoration of carpets and tile work and fully repainted and restriped the entire parking structure.

Plans also called for the Casino’s tired looking main entry sign to be removed and replaced with a taller, larger sign with Electronic Message Centers. The design of this new sign was critical, as it would set the standard for other signage upgrades planned for the future, so the casino turned to Clear Sign & Design, its signage partner since Day One, for help. Clear Sign’s design team focused on improving on the original design while adding natural elements common to the desert-like surroundings. The end result was a stunning, iconic pylon sign standing 20’ above the 6’ tall natural stone base. Elements included high gloss orange paint with clear coat, rusted accent panels with brushed aluminum bars, all LED illumination and a custom 3D logo element.

With the responsibility of not just designing but specifying each project element, Clear Sign looked no further than Watchfire to supply the twin 6.5’ x 11.5’ x 16mm LED displays, Sylvania for all of the internal and accent lighting products, Miratec for the digital printing, and Matthews for the architectural paints. The 8-week design/build schedule tested each of our internal departments and ultimately raised the bar for what our team can create and deliver in such a short time frame.

For more information on how Clear Sign could deliver excellence to your project, pick up the phone lets get started today. 760.736.8111.