"Always Turned On.” That’s the tagline for Atlantic City as it continues to reinvent itself, despite some not-so-good news as of late: A number of directly competing casino resorts have opened in the Northeast; Donald Trump stated that casino revenues would be hurt by the 75 percent smoking ban that went into effect in 2007; and Pinnacle Entertainment abandoned plans to build an Atlantic City casino on the site where it imploded the Sands Casino Hotel, due to increasing competition and the flailing economy.
Yet those developments hardly mark the dark ages for Atlantic City, as a renaissance of sorts is taking shape—the biggest building boom since the 1980s.
The destination known as “America’s Playground” is an ever-evolving playground for groups. Gaming, lively nightlife, sophisticated dining and shopping, the beach scene and other attractions are part of this oceanfront resort’s offerings. Atlantic City’s increasing focus on green initiatives also makes it a standout.
“Atlantic City is not the same town it was five years ago,” says Mike Reynolds, senior director of sales for the Atlantic City Convention and Visitors Authority (ACCVA). “This might sound cliche but when we bring groups to the city, I see a lot of dropped jaws. I always hear, ‘We had no idea it would be this fabulous.’”
That’s largely because of a $5 billion investment on a multiyear makeover. And the city with a sophisticated new look is already wooing groups.
Building Boom
Those who came to Atlantic City even a year ago might not recognize the transformation. Several gigantic developments were unveiled in 2008. Among them is the opening of the Harrah’s Resort Atlantic City hotel expansion. The 47-story, 964-room hotel tower debuted in early 2008, ramping up hotel capacity in town by 60 percent. The facility offers 25,000 square feet of meeting space. One of the coolest elements about Harrah’s expansion may be its mammoth indoor swimming pool, measuring more than 23,000 square feet.
“We are planning to take a group of clients there after the Madonna concert. It’s just amazing,” Reynolds says.
This ain’t your grandma’s backyard pool. A glass dome rises 90 feet over the pool, and tropical foliage, seven Jacuzzis, cabanas and a pool bar round out the mix. The pool becomes a nightclub and special event space at night.
The other massive new development to hit the city is The Chairman Tower at Trump Taj Mahal Casino Resort. The 39-story, $255 million tower includes 782 rooms and three meeting rooms that each total approximately 1,200 square feet.
The recent opening of non-casino hotels in Atlantic City shows that there’s more to the destination than gaming, Reynolds says. Luxurious spas and upscale retail options are big draws for groups.
The Water Club at Borgata debuted in June and is making a big splash—literally. The new 800-room non-casino hotel includes five pools. Its decadent spa, Immersion, focuses on water’s healing properties. The hotel also features diamond shop Hearts On Fire, its first retail shop in North America.
“There’s more interest in our spa experiences and great retail shopping than ever,” Reynolds notes. “The surprising thing is that some of the retail stores here in Atlantic City are the top-grossing producers in their particular chain. A few years ago, we lacked upscale stores. It shows that when groups come here, they like to shop.”
The Water Club at Borgata features 18,000 square feet of meeting space, and it’s steps away from gaming and more at Borgata Hotel Casino & Spa, with more than 70,000 square feet of event space of its own.
One of the most unique spa experiences can be had at the new Qua Baths and Spa at Caesars Atlantic City. The facility is modeled after the famous spa of the same name at Caesars Palace in Las Vegas. The spa features a tea room with an in-house tea sommelier, who will pair teas with any spa treatment. Meeting attendees who feel like splurging can pay $5,000 for the spa’s signature treatment: Deice Mani, which means “10 hands” in Italian. During the treatment, five people lead the guest through a Roman bath ritual, a facial and massage, and other spa delights to refresh the body and the mind.
Tropicana Casino and Resort, another top meetings-friendly facility in Atlantic City, also made upgrades in 2008. The facility’s new Havana Rooftop Slots is built on a raised section of the casino. Groups can hear authentic Cuban music and order specialty drinks unique to this gaming area. Rumba Lounge, a new casino bar, was also added. Weekends bring live entertainment to the lounge.
Good Eats
“One great element of Atlantic City is all its first-rate restaurants,” says Dorothea Heck, director of Destination A.C., a DMC based in Atlantic City. “We do dine-around events for groups, which are very popular. And there are a lot of new restaurants that have opened up this year.”
The big buzz was the opening of Il Mulino at Trump Taj Mahal Casino Resort. The Italian restaurant is based on Il Mulino in New York, which has been ranked by Zagat as the No. 1 Italian restaurant in the city for more than 20 years. The new restaurant was part of a $25 million upgrade at all three of Trump’s properties in Atlantic City. The other two Trump Entertainment Resorts are Trump Plaza and Trump Marina.
Patsy’s Italian Restaurant at the Atlantic City Hilton Casino Resort is another new appetizing offering—notable because the original Patsy’s in Manhattan was a favorite spot of New Jersey native son Frank Sinatra. Reportedly, the site of the restaurant at the Atlantic City Hilton is the place where Frank Sinatra used to perform when the property was the Golden Nugget.
More in Store
The surge of posh properties popping up in Atlantic City isn’t over. An entirely smoke-free casino is expected to open in 2010. The $2 billion Revel Entertainment Casino will contain a two-level casino, 3,800 rooms and a special events center. At least one of the towers at the development is expected to eclipse the height of the new Harrah’s tower that was just built.
Additionally, MGM Mirage is planning to build a smaller version of its CityCenter development in Las Vegas. The property would include a convention center, more than 3,000 guest rooms, retail shops and a spa. It is expected to be completed by 2012.
All the new multicolor neon and promises of more doesn’t mean Atlantic City isn’t also striving to be a greener destination. Eco-conscious efforts are being spearheaded by the accva, which has posted a new Green Initiatives section in the meeting planner area of its website, www.atlanticcitynj.com. One of the initiatives is the installation of the largest roof-mounted solar array on the 500,000-square-foot Atlantic City Convention Center. The project is slated for completion by the end of December.
“Our commitment to the environment isn’t stopping at putting solar panels on a roof,” Reynolds says. “We are looking at the feasibility of putting wind turbines out in the ocean.”
The 502-room Sheraton Atlantic City Convention Center Hotel, with 18 meeting rooms and a 12,000-square-foot ballroom, is attached to the eco-friendly convention center.
If attendees aren’t into gaming or going to spas, Atlantic City offers planners many more options. The city’s many beach bars that are set up during the spring and summer are popular for groups.
Destination A.C. plans mixology classes for groups to learn not only how to make a mean martini, but how to serve drinks with flair, thanks to instruction by professional bartenders.
“Cocktails and a lounge atmosphere really go well with Atlantic City’s image,” says Destination A.C.’s Heck. “The mixology classes are great icebreakers and team-building events.”
Trips on the South Jersey Wine Trail are also offered, with the farthest winery on the tour located about 40 minutes from Atlantic City. Wines made from local blueberries and cranberries are available. New Jersey is the Garden State, after all.
The Boardwalk provides a lot of activities for groups. Building sand castles under the tutelage of sand sculpture experts and scavenger hunts along the Boardwalk and beach are fun options for team-building activities.
Tours of facilities dedicated to studying and healing the coastal flora and fauna are a nice change of pace from the blackjack tables. The Wetlands Institute, the Marine Mammal Stranding Center (where animals that are found stranded ashore are rescued and released) and the Edwin B. Forsythe National Wildlife Refuge are increasingly popular stops for groups, Heck notes.
Even corporate give-back programs, which seem to be on the rise just about everywhere, have that indelible stamp of the New Jersey environs.
“We have organized bird-counting trips for groups,” Heck says. “It’s increasingly popular, and it’s a way for a group to give back and learn a lot at the same time.”
When millions of migratory hawks, waterfowl and songbirds head south for the winter, they make a pit stop at the beaches and backbays of nearby Cape May County. Atlantic City appreciates its birds. Several years ago, work on an outdoor sign at Trump Marina was slowed down so that a nest of peregrine falcons would not be disturbed.
Whether attendees are interested in high-flying natural lures or high-end urban amenities, the “new” Atlantic City delivers, according to Reynolds.
“Atlantic City has come a long way in terms of what it can offer groups,” Reynolds says. “There are the fabulous gaming and restaurants, and there’s a lot more, whether it’s golfing or enjoying the beach. And we’re always turned on.”
For More Info
Atlantic City Convention and Visitors Authority 609.449.7101 www.atlanticcitynj.com
