A non-Indian casino in Nevada has struck gold by catering to Hispanic and Spanish-speaking patrons.

Revenues at the Primm Valley Casino Resorts took a hit during the recession. Competition from tribal casinos in northern California didn't help either.

So executives started hiring bilingual card dealers and booking popular Spanish-speaking acts. The facility -- including the hotel -- is now filled to the capacity on certain nights.

“People have always said things like, ‘That demographic doesn’t gamble,’ ” Jay Thiel, the vice president of casino operations, told The New York Times. “But we looked around one day and realized that that’s who was here. We had no idea how wrong that idea was.”

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Casino Town Puts Its Money on Hispanic Market (The New York Times 8/30)