Atlantic City has a hero of sorts these days. He is outspoken. He is loud. He is larger than life. He is no other than New Jersey Governor Chris Christie, and he is working on creating “a new Atlantic City.” His efforts are aimed at transforming Atlantic City “into what it always should have been—a vacation and convention center for the world,” Governor Christie said at the construction site of the $2.4-billion Revel resort project. Christie was instrumental in helping Revel’s developers get a grant that incorporates tax incentives, and in stimulating construction that had slowed.
“The governor understands the importance of Atlantic City as an economic engine of the state,” says Bob Franklin, head of national sales for Revel. Finishing touches are being put on the property that at press time was slated to open May 15 but may open sooner.
Revel was designed with meetings and conventions in mind, and the resort will focus on this market, says Franklin. One of the first groups to meet at the resort will be a corporate incentive meeting that will use 1,000 rooms.
The entire city’s focus is on expanding the meetings and incentives market—a segment with renewed importance now that surrounding states have allowed casinos to open.
“Revel is going to elevate us to another level in the meetings market,” says Jeffrey Vasser, president of the Atlantic City Convention and Visitors Authority. “Atlantic City has matured to a point that we’re now a multi-faceted destination that offers the planner anything she is looking for. Plus, from Sunday through Thursday, we’re a value destination.”
Revel in Meetings
The opening of Revel just might be the best thing to happen to Atlantic City since the Borgata Hotel Casino & Spa opened in 2003. The beachfront Revel property will have 1,898 rooms, each with a view of the Atlantic Ocean, 55,000 square feet of retail space, 12 restaurants, three nightclubs, a 31,000-square-foot spa, two theaters—one with 5,500 seats and another with 700 seats, 10 pools, a 150,000-square-foot casino, and 160,000 square feet of meeting, convention, and event space.
As far as meeting and convention space is concerned, Revel is the second largest venue on the East Coast, after the Gaylord National Hotel and Convention Center in the Washington, DC, area.
Atlantic City’s location has always been a strong draw, but the city has lacked a variety of incentive-quality properties. Franklin, who helped open the Borgata, explains that they turned away approximately twice the amount of business they were able to book because of insufficient meeting space. Revel will not only have an abundance of meeting space, but meetings and incentives will be its emphasis. “This is a distinctive, beachfront resort that does not exist in the Northeast,” says Franklin.
If everything goes according to plan, Revel will not hold on to the title of Atlantic City’s newest resort for long. Hard Rock International expects to break ground this year on a smaller boutique hotel-casino at the opposite end of the boardwalk that it reports will open in the spring of 2014. Plans include a Hard Rock Cafe over the dunes, a Hard Rock Museum, and a 200-room hotel, followed by a 650-room tower.
More Than Gaming
There has been an effort underway in this famed, historic resort destination to make sure the destination is multifaceted. “Gaming is everywhere,” says Vasser. “We needed to find a way to differentiate ourselves and give people a compelling reason to come to Atlantic City. There is shopping, dining, entertainment, golf, plus our fabulous location on the ocean.”
The push to improve the city’s non-gaming product came with the opening of the Borgata Hotel Casino & Spa. This Las Vegas-inspired destination resort, and the largest hotel and tallest building in New Jersey, is credited with helping ignite Atlantic City’s revival. Shortly after the $1.1-billion, 43-story golden monolith opened in 2003, with 2,022 guest rooms, 70,000 square feet of meeting space, 12 restaurants, and a 53,000-square-foot spa, there were expansion plans. In July 2008, The Water Club, a $400-million tower with 800 guest rooms and suites, 18,000 square feet of meeting space, retail shops, culinary creations from the likes of Geoffrey Zakarian, and a two-story, 36,000-square-foot spa opened.
In a recent and precedent-setting decision, New Jersey casino regulators agreed to allow Atlantic City casinos to put slot machines and table games in places they’ve never been before.
Harrah’s is adding six blackjack tables and a chip redemption booth to The Pool, which moonlights as a nightclub.
The Tropicana put eight slot machines and two electronic table games machines in The Quarter, its shopping, dining, and entertainment district across the street from the main casino.
The Golden Nugget Atlantic City is offering bar-top video poker, as well as traditional blackjack and roulette in a new lounge.
Convenient and Fun
Gabriel Slack, program manager, for Novi, MI-based Marcom Inc., an event management firm, has been planning an Atlantic City program for an automotive dealer for seven years. He has seen firsthand how Atlantic City has added to its offerings for groups. Slack’s meeting is held every March in the Atlantic City Convention Center and the group of about 350 stays at the Sheraton Atlantic City. His group has been particularly pleased by area attractions like the Tanger Outlets – The Walk, which opened in 2003 and features well-known retail outlets, including J. Crew, Michael Kors, Coach, and Banana Republic, and connects the convention center to the boardwalk casinos along Michigan Avenue. The Walk features dining and entertainment options as well as shopping.
“Attendees come from all over the Northeast and Atlantic City is centrally located,” says Slack. “The Sheraton works well for us, as there is no casino here and our people are more focused with fewer distractions. For those who want to take advantage of the gaming and nightlife, there is plenty to choose from a short walk away.”
Atlantic City is just an hour from Philadelphia, two hours from New York City, and within easy reach of Washington, DC.
Renovations Galore
In the past year, Caesars Atlantic City, Claridge at Bally’s, and the Borgata have all refurbished their rooms. Tropicana created 26 high-end Cielo Suites.
Trump Marina is now called the Golden Nugget. The change includes approximately $150 million in renovations to the entire property, including the refurbishment of all guest rooms, new restaurants, a redesigned showroom, and renovated public areas.
The former Atlantic City Hilton Casino Resort is now called ACH, and property-wide renovations are planned.
Resorts Casino Hotel has re-branded with a Roaring Twenties theme and added new clubs and entertainment.
With spiffed-up hotels and the opening of Revel, combined with new entertainment options as well as its boardwalk, Atlantic City may very well have a jackpot year in 2012.