Time for AC's casinos to do some joint marketing...

July 2007

AS ATLANTIC CITY'S MARKET SHARE HAS BEEN BITTEN INTO BY NEWLY OPENED GAMBLING FACILITIES IN PENNSYLVANIA AND NEW YORK, IT'S TIME FOR ATLANTIC CITY'S CASINOS TO COLLECTIVELY MARKET THEIR FAR SUPERIOR PRODUCT...

With all due respect to those new operations, collectively, they couldn't hold Atlantic City's water bucket in terms of the overall atmosphere with which to engage in your favorite leisure time activity, gambling. We humans love it, and have participated in some form of gambling or another since Magua first challenged Micma to an open pasture foot race, with Mickey's fresh killed brontosaurus tossed on the chopping block as incentive, back in the early days of man. If history is any indication, the growth of gaming in the US and around the world will continue to grow unabated. Locally, Atlantic City has had to absorb the openings of new gambling operations in Pennsylvania and New York, two of its largest feeder markets. The result has been an absorption rate that has taken longer than expected. But officials in AC shouldn't worry. As those who frequent the town already know, Borgata is finishing up its newest addition to Atlantic City's skyline, The Water Club at Borgata, that no doubt will do what the original Borgata did when it opened in July of 2003, raise the bar of the product available in Atlantic City. Colony Capital, owners of Resorts and the Atlantic City Hilton, is currently reviewing their expansion options. Pinnacle Entertainment, which purchased, then closed, the Sands casino, is moving forward with its plans for a Magnificent Mega resort right in the heart of town, and the other Atlantic City behemoth, Harrah's Entertainment, which owns four brands in Atlantic City, is eyeing expansion at each of its properties as well. This means that the long term picture in Atlantic City still looks bright.

Short term could be made much more vibrant if Atlantic City's casinos finally used their common Association to promote Atlantic City as a whole. The Casino Association, headed by veteran Tom Carver, has been primarily a mouthpiece for Atlantic City's gaming companies, usually on issues regarding legislation either for, or against, the interests of Atlantic City's casino operators.

It's time for that organization to morph into a more proactive group leading the charge when it comes to marketing Atlantic City. Up to now, that responsibility has fallen squarely on the shoulders of the Atlantic City Convention & Visitors Authority (ACCVA), the official state agency whose primary objective is the marketing of Atlantic City, as well as oversight of its convention operations.

Because the ACCVA is a state agency, the funds they have to work with are limited by budget considerations, etc.

Having said all that, and realizing that each casino has their own interests at heart, it's time for the Casino Association to step up and take the lead in showing off the New Atlantic City. Let's face it, while the other jurisdictions are nice, their main claim to fame is convenience – why drive a couple of hours when you can drive a few minutes to engage in your favorite gambling activity? And, as we all know, convenience rules in this gotta have it now world we live in. But while convenience may rule when it comes to grabbing a cup of coffee and newspaper, fulfilling leisure time requirements consists of more than just location, location, location. Atlantic City offers so much more than any other gambling destination including Las Vegas, one can only wonder why Atlantic City's casinos haven't been shouting the differences from the mountain tops. In addition to first class accommodations and amenities, Atlantic City provides world class dining and entertainment, along with new shopping destinations. Atlantic City Outlets at The Walk and the new Pier at Caesars are the two major examples.

Toss in those often overlooked extras like the world famous Boardwalk and that pond known as the Atlantic Ocean and its beautiful Beaches, and one can only wonder why Atlantic City's casinos haven't been more proactive in promoting all the town has to offer.

Perhaps, in that context, the new competition in Philadelphia and New York will end up, in the long run, highlighting the best Atlantic City has to offer. Now, all that's left to be done is getting the word out, and that's where a collective marketing plan can be most beneficial.

Next month I'll look at the final summer promotion push and who's presenting the biggest deals. So, be sure to pick up a copy of the August issue of South Jersey Insider Magazine as we present everything worth doing at Atlantic City's casinos.

Until then, play smart, stay within your budget, always sign up for casino customer cards, and always try and play “maximum credits,” if you can. You can’t hit the Jackpot unless you do. Feel free to send me an e-mail if you have any questions about Atlantic City’s casinos... I can be reached at casinoinsider@acinside.com

AC HILTON
5x Cashback on the spot...

Sign up for a Hilton Card and earn 5X cashback by playing slots. Then visit the Promotions Center to pick up your 5X cashback on the spot.

Atlantic City Hilton to open 10Til nightclub...

The Atlantic City Hilton Casino Resort announced the opening of 10Til, its new, late night experience, featuring unique live entertainment every Saturday through the end of the summer.

Beginning Saturday, July 7th, the Hilton will transform its multi-million dollar Chairman's Club into "10Til," thereby offering this upscale club, with floor-toceiling ocean views and stylish décor, to the public for the first time. 10Til is located on the second floor, just steps away from the property's gourmet dining room, and the escalator which transports guests to and from the theater.

BALLY’S
Ain't Nothing Like The Real Thing - 50 Years of Motown

Celebrating 50 years of Motown is a live production show with a seven piece band and very talented performers, bringing back the sweet sounds of Motown! Enjoy the show with a classic room at Bally's Atlantic City for only $209 including taxes. Show runs through September 14th.

Daily Poker tournaments

Stop into Bally’s any day in June and get in the game. Poker Tournament games available every day at the Poker Lounge at Bally’s. The Lounge comes fully equipped with 50-inch Plasma TVs and twenty four non-smoking tables. Texas Hold ‘Em, as well as regular poker games, are played. Tournaments start at 3pm Monday through Friday. Saturday and Sunday at 1pm.For more information call 340-1141.

BORGATA
$100,000 Cash Giveaway...

Get to Borgata on Friday, July 20th for a shot at a share of $100,000...cash. The action starts at 5pm when Borgata begins to award pieces of $100,000.To enter all you have to do is insert your "My Borgata" rewards card into your favorite slot machine from noon to 9:45pm. However, the first drawing is at 5pm, so if you wait until 9:45 you will only be eligible for the last drawing. Get there early, and get in on all of the drawings for cash.

$50,000 Poker Fridays continue...

Every Friday in July you can get in on the Poker craze, and give yourself a shot at fifty large at the same time. The action starts at noon in Borgata’s brand new, perfectly posh poker room. The game is No-Limit Hold ‘Em, and buy-ins are $250 and $30. Get your seat early as seating may be limited. My Borgata Card required to play. See the “My Borgata” rewards center for complete details.

CAESARS
Real Life Rocky Scenario to play out at Boardwalk Hall...
Gatti vs. Gomez July 14th pits champion against relative unknown...

If you remember the premise of the first Rocky movie which catapulted Sylvester Stallone's acting career, then you'll appreciate the added drama surrounding the Arturo "Thunder" Gatti vs Alfonso Gomez fight scheduled for Atlantic City's famed Boardwalk Hall on July 14th. In the original movie, dated 1976, current fictional boxing champion of the time, Apollo Creed, wants to honor America's Bi-Centennial by giving an unknown a shot at the World Heavy Weight championship. He decides that the fight will be held in America's birthplace, Philadelphia, and chooses a hapless Philadelphian, Italian club fighter, Rocky Balboa as his foe. Balboa then goes on to capture the imagination of America by giving Apollo all that he could handle while enduring a beating which actually wore out the champion.

By the thirteenth round, Apollo was weary from inflicting the massive punishment, and frustrated by Balboa's will to go the distance, while Balboa, both eyes swollen shut by the constant peppering from Apollo – "cut me Mick!" and legs wobbly and weary, proceeds to summon enough will to land a crushing left hook that sent the film camera into slow mo and both fighters reeling.

Alfonso Gomez is a brawler, make no mistake about it. But his biggest claim to fame so far has been as a contestant on the short lived reality boxing show, "The Contender," the brainchild, ironically, of the same Sylvester Stallone, who wrote, and peddled the script, to the original Rocky in 1974. Gomez though, is also a relative unknown, and would catapult his career by giving a good showing of himself. This is the kind of fight that will even get The Insider off his butt.

Daily Poker tournaments

Stop into Caesars any day in July and get in the game. Poker Tournament games available every day at the Poker Arena. The Arena comes fully equipped with fifty inch Plasma TVs and twenty four non-smoking tables.Texas Hold ‘Em, as well as regular poker games, are played. Tournaments start at 3pm Monday through Friday. Saturday and Sunday, 1pm.

HARRAH’S
The New Pool at Harrah's Impressive...

Harrah's recently unveiled The Pool, a new upscale diversion designed to relax and refresh Harrah's customers. Be sure to check with the “Total Rewards” customer service representative for complete details, or to sign up for your card.

Hawaiian Luau featured on Sundays...

What's the sense of having a brand new, luxurious indoor pool and spa if you don't have a party to go along with it? Well, every Sunday Harrah's is featuring an Hawaiian Luau replete with fire-eating dancers and a three course family style dinner. Be sure to check with the “Total Rewards” customer service representative for complete details.

HOUSE OF BLUES
Great entertainment slated for summer...

House of Blues has undergone some changes recently, which has resulted in Harrah’s Entertainment taking over the Atlantic City facility. If you are a fan of the House Of Blues don’t be alarmed; the Insider has learned that the cutting edge entertainment and exclusive Foundation Room will continue, as evidenced by their entertainment lineup on page 41. Keep checking here for details as this is one item that is hot. For more information call 343-5700.

RESORTS
Neighborhood Reunion planned for July 15th...

The Atlantic City Hilton and Resorts casinos have teamed up with Ducktown's Dante Hall and Angelo's Fairmount Tavern to present a "Neighborhood Reunion." The event will feature live entertainment and classical Italian dining, providing guests the opportunity to reminisce with old friends, re-live memories, and celebrate this stunning landmark and fixture of the neighborhood. The Neighborhood Reunion will feature local, former NBA basketball star, Chris Ford as the evening's host. The event will begin at 5 pm. at Angelo’s Fairmount Tavern, followed by a live performance by renowned Italian tenor Peter Marino at Dante Hall. The Peter Marino performance will begin at 7 pm. Tickets to the Neighborhood Reunion may be purchased by telephone at 344-8877. Tickets for the performance (which may also be purchased online at www.ticketleap.com) are $25, and a $50 ticket includes the 5pm dinner at Angelo’s as well as the performance. All proceeds benefit Dante Hall Theater of the Arts.

Daily summer slot tournaments and weekly radio broadcast...

Resorts Atlantic City will present Daily Boardwalk Slot Tournaments and a live weekly Boardwalk broadcast with 98.1 FM WOGL (Philadelphia). The Daily Boardwalk Slot Tournaments are open to new and existing members of the Resorts Destinations Club beginning on July 3rd and continuing thru August 31st. The WOGL Boardwalk broadcast will take place every Friday from 4 to 6pm, starting June 22d and continuing through August 24th. During the weekly radio broadcast, guests will have the opportunity to answer trivia questions for a chance to spin a wheel full of sensational prizes. The radio broadcast will be hosted by WOGL DJ Frank Lewis. For more information stop into the promotions center at Resorts.

SHOWBOAT
Tony ‘N Tina’s Wedding...

This ton-of-fun production started in Philadelphia, working the restaurant circuit. It was so much fun and so well received it just naturally snowballed onto bigger stages like the Main Ballroom at Showboat. The event features the Philadelphia/Italian wedding of Tony and Tina, with all of the requisite South Philly family members. The end result is a roaring good time. Tickets can be purchased at TicketMaster at 1-800-736-1420.

TROPICANA
IMAX ticket stub holders get $2 off at Brulee’...

This one’s sweet and easy. Bring your IMAX ticket stub to Brulee’ and present when ordering and get $2 off any dessert.

Diamond Club members get $2 Off an IMAX Ticket...

Sign up for your Diamond Club Card from Monday through Friday and get $2.00 off the regular ticket price of an IMAX movie. Then take your ticket stub to Brulee for $2.00 off any dessert.

Double cash back and double comps...

This is a pretty good deal for new card members. Double cash back and double comps. Can’t go wrong with that. Plus Tropicana card holders are eligible for all kinds of perks and promos, like discounts in the shops at the Quarter.

TRUMP MARINA
Four Play: A lotto way to win...

Every Tuesday at 7PM, four numbers will be randomly selected. Match the four numbers with the last four numbers on your Wild Card, and you could win the weekly grand prize of $5,000. At press time the Jackpot was over $170,000.

Thursdays feature Hometown Heroes...

Every Thursday at Trump Marina folks can participate in one sensational event. Hometown Heroes starts at 7pm and participants can not only win prizes for themselves, but also for anyone in attendance from their same zip code. See their Promotions Center for more information about this event.

TRUMP PLAZA $1000 Giveaway every 15 Minutes ...

Stop into Trump Plaza on Thursday, July 26th and get your chance to win $1000 every 15 minutes. Must be present to win. See the promotions center for complete details.

Win a share of $10,000...

Thursday, July 26th is going to be a big day at Trump Plaza. In addition to the sensational promotion above, the Plaza is also offering players a chance to win a share of $10,000. Must be present to win. See the promotions center for complete details.

TRUMP TAJ MAHAL
Trump Entertainment presents The Police on November 3rd...

Trump Entertainment will present The Police, during their long awaited reunion World Tour, at Boardwalk Hall on Saturday, November 3rd. The Police feature one of rock 'n rolls most prolific entertainers and singer/songwriters in Sting, and the concert is expected to sell out fast as tickets are on sale now. For tickets call 1-800-736-1420 or go to ticketmaster.com. Tickets are also available at the Boardwalk Hall box office.

42" Plasma TV Giveaway...

Stop into Trump Taj on July 28th and get in on the chance to take home a 42" Pioneer Plasma TV. The Taj will be giving one TV away every ten minutes over a ten hour period beginning at 2pm. For more information check with the Trump Taj promotions center.

Jack Diamond is a pseudonym of a southern New Jersey, well known business marketing analyst, with over twenty five years of award winning advertising and marketing experience.