One could say Atlantic City has had a tough year.
Nearly a third of its casinos have closed or are in danger of doing so in 2014, and everyone in New Jersey seems to have rushed in with an opinion about how to fix Atlantic City—now including me, I guess, thanks to this column.
Politicians, for one, have blamed the ill health of Atlantic City casinos on oversaturation. That seems to make sense until you consider there are at least 25 casinos just on the Las Vegas Strip, with dozens more across the city and the state of Nevada. And so it begs the question, “Why is oversaturation not an issue in Vegas when it’s quite a bit more saturated than the direly oversaturated Atlantic City?”
Proximity to New York and Philadelphia certainly hurt Atlantic City in this regard—AC is simply one destination in the region instead of the destination. But it’s not exactly easy to get to Las Vegas, a city that has survived despite being surrounded by miles of desert, experimental weapon test sites and Celine Dion fans. People still seem to make it there just fine.
Like Atlantic City, Las Vegas hasn’t been immune to the effects of economic downturn. But Vegas has done better than Atlantic City at finding new ways to entice visitors to part with their cash. If Atlantic City wants to remain a tourist attraction, it needs to evolve. It has a blueprint ready for it in the form of Las Vegas.
But where to start? A few suggestions from a guy who’s been there—there being Atlantic City three weeks ago and Las Vegas once, for four days:
Now, that’s a landmark
The issue with most of Atlantic City’s casinos is that they are casinos.
Las Vegas, on the other hand, gives you the illusion of losing your money under the starry Paris sky or in ancient Rome or on a pirate ship. How romantic and not depressing!
There is an easy fix to get Atlantic City started: relocate Lucy the Elephant. Lucy is a 133-year-old, six-story tall wooden building shaped like an elephant, located down the road from Atlantic City in Margate. Lucy is modeled after an Asian elephant, a species that lives in India. In Atlantic City, there is a casino inspired by the Taj Mahal, a grand structure that also happens to be in India.
Why not load Lucy up on a truck, drive her the six miles down Atlantic Avenue, and give Atlantic City an instant landmark: a Godzilla-like pachyderm rampaging toward the Taj Mahal?
That’s something you can’t get in Vegas—or India.
The beach is overrated
Another thing you can’t get in Las Vegas is oceanfront property. Many people would count Atlantic City’s seaside location as an extraordinary benefit, but I’m convinced more people like the idea of the beach than actually like the beach.
And if you’re trying to sway the Las Vegas Party People into coming to Atlantic City, you’re going to have to assure them they will always look their absolute, selfie-worthy best. No one looks like this on the beach, with all wind, sand and seagull poop.
What Las Vegas has figured out is, people don’t need the beach. Their needs are simple: they want a place they can sun themselves while sipping a frozen alcoholic drink in a 3-foot-tall cup shaped like the Eiffel Tower. A place where they can go into a body of water up to their knees without a rogue wave ruining their make-up or hair. A place where DJs with Scandinavian-sounding names augment their relaxation by playing loud, pulsing electronic dance music. And a place where there’s no risk of being attacked by a shark unless they have paid the extra $39.99 for the shark attack package.
It’s going to take a lot to turn the shore into this kind of giant pool party, and—on second thought—it’s probably easier to market the Atlantic Ocean as “one of the world’s largest saltwater wave pools,” and be done with it.
Make up your mind
Above all, Atlantic City has an identity crisis. Is it a seaside retreat for families? Or a good-time town and a hub of hot nightlife?
No town can have it all, especially not with a duo of demographics that pair as well as peanut butter and baked beans. Atlantic City needs to stop courting families, who could pick any town, city, patch of grass or restroom along the shore better suited for their children. Only then can AC cater to its real crowd: gamblers, bachelorette parties and people interested in bothering bachelorette parties.
This switch in focus would push AC closer in line with Las Vegas, which is almost daringly anti-child. Not only does Las Vegas have gambling and shows geared for adults, but it has an incredibly nonchalant attitude toward public intoxication. In Las Vegas, drinking a 40-ounce can of Heineken on the street only means you are one of everyone else in Las Vegas drinking alcohol in public. In Atlantic City, you shouldn’t try public consumption unless you enjoy confrontations with law enforcement or someone handing you spare change.
Some still bring their children to Las Vegas despite the hostile atmosphere, but, for the most part, it’s not a scene for all. And that’s the point. Because, if Atlantic City has taught us anything, it’s that not everyone can win in a gambling town.
Tip No. 1: Move Lucy the Elephant to the Taj Mahal.,
