A marketing district dubbed ‘North Beach’ is in the offing. This is a move between three casinos, Hard Rock, Resorts Casino and Ocean Casino Resort working with other businesses and attractions in a bid to promote its Boardwalk section.
The attractions that have been brought on board include; Steel Pier, Showboat Hotel and other businesses that fall in the Tennessee Avenue. These attractions will have themselves advertised over the summer by the three casinos.
The partnership with non-gambling Showboat Hotel and the other businesses in Tennessee Avenue will see them hosting block parties at the very start of the summer as well as the end of the summer. The partnership also sees them hosting Monday’s music-themed events.
Other businesses expected to be part of ‘North Beach’ include; MADE Atlantic City Chocolate Bar, Iron Room and Tennessee Avenue Bear Hall. Joe Lupo, Hard Rock President said the partnership would cost ‘tens of thousands of dollars.’
To show how effective the partnership was, Eric Matejevich, Ocean Casino Resorts CEO, who termed the North Beach partnership as ‘great experience’ said,
‘A guest can have three totally different casino experiences with maybe 40 different restaurants within a 10-minute walk’
Throwing his weight behind the partnership, Mark Giannantonio, Resorts President, welcomed the move and said that the casinos had seen the move better rather than competing against each other.
Hard Rock and Ocean Casino have been the latest additions in the casinos operating in Atlantic City giving a total of 9 Casinos in operation. Hard Rock has been former Trump Taj Mahal site with the Ocean Casino resort property located at the former Revel. The latter started its operations as Ocean Resort Casino but in a bid to push the focus on the casino gambling, the resort changed its name to Ocean Casino Resort.
Mark Giannantonio said that the move would raise all boats in the area. This is not the first time casinos have had partnerships. Some have partnered in sponsoring indoor and outdoor concerts and some had even taken the North Beach way. The marketing way.
Casino shut down
With the move seeing the two newbies in the partnership, it is a pointer of how Casinos have operated in Atlantic City. The year 2014 – 2016 saw 5 casinos shut down and the remaining seven casinos found their way to stabilize finances through adjusting to smaller markets.
Statistics released by New Jersey Division of Gaming Enforcement show that nine casinos (Hard Rock & OCR included) recorded a decline in profit of 30% as compared to the original seven casinos that were on board before their entry.
However, the overall casino revenue has shot up with the two casinos getting money from gamblers even as greater competition took down the profit. Lupo noted that they were raising revenue, however, much would be taken by the third parties. More to this,
Lupo said that the casinos should look for ways to improve the revenue collection and how to increase the brick and mortar property visitation. This is one of the moves they have undertaken and it is a matter of time before figures are released to see how they will perform.