Atlantic City showcases coming attractions

If there’s one thing Atlantic City knows how to do, it’s grow. The East Coast city’s past is a veritable storybook of extravagant development going back as early as the 1800s, and although it already enjoys a solid reputation among casino-goers, Atlantic City’s historic ambition continues to drive the destination forward.

“Atlantic City is the East Coast entertainment capital,” Heather Colache, sales manager for Meet AC told PAX in a one-on-one interview. “From [concerts] to circuses, to hockey and even free Broadway shows on the boardwalk – we’re known for our entertainment.”

Colache is part of a team of destination representatives who paid a visit to Toronto to talk about what’s new, tapping into a feeder market that represents a large part of the city’s motor coach market. Plus, with Air Canada now offering the only non-stop service between YYZ and ACY, tourism numbers from Ontario are expected to rise.

Atlantic City’s latest additions to their repertoire of attractions are set to be a big draw, specifically The Playground, a $50 million renovation project (formerly The Pier Shops at Caesars) and 90,000 sq. ft. promenade designed solely for dining and entertainment.

“It has eight bars, all differently themed,” Colache said of The Playground, which completed its first phase and opened in late June 2015. “You can shop at Tiffany’s, Gucci and Burberry, and it’s like a resort – you can walk around the entire mall and never have to put your drink down.”

The next phase of the project will feature a bowling alley, a pool just off the ocean, and a permanent outdoor stage for beach concerts. For now, visitors can enjoy live music, high-end shopping and a beer garden.

Also on the horizon is Steel Pier, with a $100 million, three-phase renovation currently underway to make the historic Boardwalk landmark a year-round attraction. The Steel Pier saw new amusement rides, a food court and an arcade area completed June 2012, and is now in phase two, which includes plans for a museum, retail entertainment space and a 200-foot high Ferris wheel. The final phase is calling for a new version of the Marine Ballroom, with 2,000 removable seats to serve as a dance hall, concert arena and wedding chapel. Steel Pier’s renovations are expected to be completed in 2015.

The developments are all part of an initiative to make tourists aware of what Atlantic City has to offer, Colache said.

“I don’t think people realize how much there really is to do,” she explained, pointing out that because of the number of events going on at any one time, city ambassadors have been deployed throughout the Boardwalk to assist in recommending activities to first-time visitors. “We’re a beach community with a laid-back feel, we have eight casinos that are all differently themed, 22 golf courses along with 115 tax-free shopping outlets.”

Admitting that there’s a bit of a misconception with regards to Atlantic City’s casino attractions (due in part to several closures in 2014), Colache insisted the gambling scene in the city has never been hotter, with two more casinos expected to reopen under new names within the next three years.

In addition to the aforementioned classic claims to fame, the tourism office is also marketing Atlantic City as a hub for other U.S. destinations, with its proximity to other nearby attractions such as Philidelphia, Long Island and various wildlife refuges making it an ideal starting point for day trips.

The list of offerings goes on, and whether travellers are looking to shop, take in a show, roll the dice or dance the night away, Atlantic City is aggressive about attracting new visitors; according to Colache, its intention for the future to continue building a sense of curiosity about the destination.

“There’s something that appeals to everybody,” she explained. “We’re saying ‘Hey, you’ve been to Vegas, Atlantic City is closer, so why not try something different?’”

For more information, visit www.meetinac.com 

You can also check out "Atlantic City for the Casino-Phobe" in this month's issue of PAX magazine.

PHOTO: Dave Szukics, bus marketing consultant, Resorts Casino Hotel; John Happersett, director of marketing operations, Tropicana Atlantic City; Carla Caulk, director of sales & marketing, Sheraton Atlantic City; Heather Colache, sales manager, Meet AC; Brian Davis, sales representative, Great Escape Tours & Sharon Franz, director of sales & marketing, Steel Pier