Photo by <a href="https://unsplash.com/@chermelp?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText">Chermel Porter</a> on <a href="https://unsplash.com/?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText">Unsplash</a>
This is a burning question on the lips of anyone that’s been to New Jersey’s land-based gaming capital or anyone thinking of going for the first time for a short (or long!) vacation. The biggest issue for Atlantic City right now is competing with the burgeoning iGaming industry. Several US states – including New Jersey – have sought to regulate and legalize iGaming to drive tax revenues. Even well-established Atlantic City resorts like Borgata now have their own dedicated online casinos. In fact, Borgata’s online site is now rated as one of the leading US iGaming brands when it comes to bonus promotions for new and existing players. With so much online investment, how can Atlantic City keep pace and stay relevant in the 21st century?
Atlantic City used to be known fondly as “America’s Playground”. It was the east coast holiday resort that ticked all the right boxes for families in generations gone by. Youngsters would enjoy the Boardwalk and all the amenities, while the adults had impressive high-rise resorts and casinos to wile away the hours in.
It was a big call by the people of New Jersey in 1976, when the state referendum saw citizens agree to establish a legalized casino scene in Atlantic City. The area had suffered a significant downturn in the post-World War II era and creating a casino industry here seemed to be a sensible option to bring jobs and prosperity to the east coast once more. In fact, once legalized, Atlantic City was the only US city outside of Las Vegas to have land-based casinos.
Although this brought short-term revenue for the region, the city would later be competing with neighboring states for their citizens’ custom. States like New York, Pennsylvania, and Delaware started to legalize and open their own land-based casinos, which further saturated the marketplace. A third of Atlantic City’s casino resorts eventually filed for bankruptcy. Former US President Donald Trump saw four of his holdings cease trading in the city.
Mayor Guardian was a beacon for change and renewal in Atlantic City
It wasn’t until 2014, when Don Guardian was appointed as Mayor of Atlantic City, that citizens of the region realized there was an alternative to the “boom and bust” that this city had become so used to. Mayor Guardian criticized the city’s stakeholders for “making mistakes for some 50 years” on the economic approach in Atlantic City. Although Guardian’s reign only lasted three years as mayor, he lit the blue touch paper for a reimagination of the city.
Photo by Harold Wainwright on Unsplash
Ironically, it was recent global circumstances that would lead to a spike in tourist interest. The number of tourists returning to Atlantic City was up 17%, as many people sought to make up for lost time. Consequently, gaming revenues were on the up, due largely to the launch of retail sportsbooks in the city’s casinos. Nevertheless, it’s the non-gaming side of the city where development is increasingly rife, as entrepreneurs look to double-down on a brighter future for Atlantic City and its iconic Boardwalk.
The evolving face of Atlantic City
Resorts Casino – the pioneer of casino gaming in Atlantic City – has recently invested in a new $35-million entertainment complex inspired by Jimmy Buffett’s Margaritaville. There’s also a stylish and vibrant beach bar and grill. The Hard Rock Casino is also diversifying considerably away from the bread and butter of its casino revenue. Its “365 Live” program sees Hard Rock Live staging regular live music concerts, with iconic names like Rod Stewart and Alicia Keys slated to perform at Hard Rock’s Etess Arena this year.
The area is also benefitting from a host of new, exciting eateries, namely Guy Fieri’s Chophouse and Jerry Longo’s Meatballs and Martinis, as the city aims to build a name for itself as a place for fanatical foodies.
Aside from the casino district, Atlantic City is also experiencing rapid redevelopment in other areas. The vacant airport could eventually be revolutionized as a 21st-century motorsports facility. From a residential perspective, the city also has a new neighborhood under construction – The Orange Loop – which is the brainchild of property developer Pat Fasano. His vision is to create a new “Downtown” area for The Orange Loop that links directly to the casino scene and the Boardwalk and puts Atlantic City “back on the map”. It’s clear Atlantic City still has enough people fighting in its corner.
