AC Targets Younger Audience

Atlantic City used to be your grandfather’s miniature, East Coast version of an old school Vegas. But while silver-haired octogenarians still swarm en mass to the penny slots and all-you-can-eat buffets, the entertainment mecca of South Jersey is successfully rebranding itself as a young person’s destination. Widely regarded as the impetus for the shift was the opening of the Borgata Hotel Casino & Spa in 2003 and its nightlife programs, which tap into the youthful, hip and trendsetting New York City and Tri-State demographic.

Seven years later, new neighboring entertainment groups are steadily chipping away at the nightlife monopoly that Borgata has enjoyed for so long. “Now there’s The Pool at Harrah’s, [Cabana Club] at the Chelsea Hotel, Providence at the Tropicana and our venue, Dusk at Caesars (pictured below),” says Eric Millstein, president of Dusk Management Group. “Casinos have realized that non-gaming entities, such as nightlife, are a necessity to success.”