Atlantic City rolls the dice in gamble to regain its mojo

AS many as a million visitors are expected on Atlantic City’s famous boardwalk this weekend, following the opening of two giant casinos and signs that the gambling resort has regained its mojo after years of gloom, closures and the loss of 11,000 jobs.

Investors and locals hope that a place once known as “America’s playground” will return to its former glory by offering year-round fine dining, events and concerts, much like Las Vegas.

The Hard Rock empire launched its 2000-bedroom hotel and casino on Thursday on a site once known as the Taj Mahal, famous for a spectacular rise and fall under its first owner, Donald Trump.

Jim Allen, Hard Rock’s chief executive, said: “We believe in New Jersey and we believe that Atlantic City’s best days are in front of us.”

Its opening restored some of the much missed razzle-dazzle, with fire breathers, dancers and the symbolic smashing of dozens of guitars.

In contrast, the Ocean Resort opened with a more sedate ribbon cutting ceremony. It is partnering with William Hill to offer sports betting – the first in the city to do so since the Supreme Court, this year, overturned the federal ban on gambling on most sporting events.

The two openings have created 6,000 jobs – a vital boost to a city where five casino closures between 2014 and 2016 raised unemployment to over 20 per cent. However, analysts warn the survival of the nine remaining casinos may depend on increasing the market size, as the two new entrants may take as much as two thirds of their earnings from existing income.

None of that was troubling the punters. Carl Sharo, a visitor, declared the Hard Rock resort to be a success. “It is just what this place needs,” he said.