ATLANTIC CITY
The Transformation of Atlantic City
Appealing to Younger Audiences , Hard Rock International Interview
By Diane C . Walsh Editor
Photo : Getty Images / iStockphoto
A TLANTIC CITY ’ S HISTORY is the stuff stories are made of . Its legendary boardwalk attracted throngs of tourists in the early 1900s . They vacationed in the huge hotels that once adorned the beach . “ Miss America ” has been crowned there every year since the pageant began . And the city was so idolized that its streets were the inspiration for the popular board game , Monopoly .
But even the glitzy casinos that make this seaside resort the nation ’ s second largest gambling market have been unable to reverse the economic downturn it ’ s suffered in recent decades . It begs the question : Can AC reclaim its glory ? The Hard Rock Hotel and Casino is hoping the answer is yes . It is one of the latest gaming enterprises to open on the boardwalk . The iconic hotel and casino are owned by the Seminole Tribe of Florida which operates 12 other casinos , 32 hotels and 211 cafes in 76 countries worldwide . It invested $ 600 million into its 17-acre property in Atlantic City and Jim Allen , the chairman of Hard Rock International , is anxious to see the city prosper again .
“ I ’ m concerned that if Atlantic City does not do something to enhance its image and become a destination — not just for slot machines and blackjack — we will have a major challenge ,” Allen stressed . He is worried that the impending expansion of casinos in neighboring New York State will siphon revenue from AC .
Allen , a native of Linwood , N . J who began his career as a cook at Bally Park Place in Atlantic City ,
“
We have to attract families ; visitors canʼt be coming just for the gaming .
has been conferring with local , city and state leaders , urging them to collaborate . “ People around the globe are rooting for Atlantic City because it ’ s got a great brand . People are disappointed it ’ s not lived up to its expectations and potential .”
In a show of support , Hard Rock , which already employs more than 3,000 people in AC , is committed to opening an office for its digital operations in the city , Allen said . He is also a proponent of the casino industry banning together to help . Nine casinos operate in the city . The launch of online gaming and sports betting has been a boon for the industry , injecting new revenues into
” the casino . Matthew J . Doherty , executive director of the Casino Reinvestment Development Authority ( CRDA ), is optimistic for Atlantic City ’ s rebirth . He said the overarching theme at his agency is the non-gaming economic development of the city . And there is good news to report .
CRDA , which derives its funding from a complex structure of fees , sales and luxury taxes , invested $ 10 million in an expansion of Stockton University .
Continued On Page 18