It was suggested that I take a shot a writing about the prospects of Atlantic City bouncing back. I believe that in order for Atlantic City to rebound it actually must go back to its past. Atlantic City must first continue to do what it always has and that is ENTERTAIN PEOPLE.
Atlantic City does not need to become the “new” anywhere or become the “next” anywhere. Every famous and relevant city has its own distinct identity. Atlantic City, historically has one. As a matter of fact Atlantic City was the “first” Las Vegas. Las Vegas became, in the light of day, what Atlantic City had been in the shadows. Now I do not mean to suggest that Atlantic City revert to a seedy past but instead recapture its identity as the place that people went to be entertained.
Now one of the issues facing Atlantic City currently is that it is inextricably bound to an industry that has become somewhat fickle in this relationship. Thirty years ago when the concept of gaming on the east coast became a reality Atlantic City became the capital of east coast gaming. The industry was in love with and devoted to Atlantic City. The industry began to build mega structures and add more and more product, constantly expanding their gaming spaces. However when neighboring jurisdictions began to embrace gaming the industry began seeking other opportunities. The advantages presented in those other jurisdictions was the ability to build facilities, the scale of which made sense economically for the current financial climate. One of the major issues in Atlantic City is that the facilities are aging and large. The costs of operation require the Atlantic City companies to win more of the gaming dollar. However, at the same time, the customer is seeking more options on a visit to Atlantic City and could very well be spending less of their leisure dollars gambling. Non-gaming amenities have been the topic of discussion as a necessary change in Atlantic City for the past decade.
Atlantic City has added numerous non-gaming attractions, however many of the non-gaming amenities in the casinos and entities simply lease space from the host casino. While the presence of the establishments within the casino certainly attracts foot traffic to the building, the money spent within the respective establishments do not serve to improve the bottom line of the casino companies.
What I suggest is that all parties with a stake endeavor to make Atlantic City an entertainment mecca again, particularly in the shoulder seasons. I have no doubt that Atlantic City will continue to be viable destination in the summer months. Even considering all of the regional competition today, none of them have the skyline beach and boardwalk that Atlantic City has.
The question to be answered is and always has been: What can Atlantic City do to persuade someone to spend time in Atlantic City during what we call the shoulder season (October through April)? My answer, entertainment. Now this solution would require the casino operators to be interested in the plan. My point is this, we are a seaside resort in a mid-Atlantic state so therefore we experience all of the seasons, particularly winter. However one of the issues that geography presents is that we do not particularly offer winter activities for our guests. So therefore I that that it is imperative that we up the entertainment ante. We need to regain our rightful place in boxing and host major fight cards. High profile fight cards would be a tremendous draw. We should court acclaimed broadway shows when they go on tour. The Walk is a success and Bass Pro Shops is expected to add to the excitement in that area. We need to extend the feel of the The Walk in both directions. We need to capture that energy. I also support Mayor Guardian’s proposal to develop the land that was once Garwood Mills and Cap’t Starns as an entertainment area similar to Baltimore’s Inner Harbor.
Another area of concern for the region is our total dependence on the gaming industry. While the casino industry has undoubtedly been the source of renewed vitality in the region for the past 30 years, the industry is dealing with its own set of challenges and can not be sole solution to all of the challenges the region faces. We also need to court new industry to the region. We need to find an industry which will supply the region with professionals who earn a competitive wage. There is a push, particularly in Atlantic City to add to the volume and quality of the housing stock. However we need folks who are working an earning a decent wage to occupy those new homes.
Annually Atlantic County graduates some of the finest students in the state and send s them to some of the most prestigious universities in the country. However often those students do not return to Atlantic County because they have greater opportunities elsewhere. We end up suffering from a significant brain drain. Our best and brightest have no desire to return to the region because there is not enough opportunity for them to develop professionally. If we are going to woo young professionals to move to Atlantic City and purchase homes they have to be motivated to be here.