Atlantic City’s oldest casino, two of its newest, and a host of local businesses are teaming up to promote one end of the Boardwalk in a brand new way.

Resorts Casino & Hotel, Hard Rock Hotel & Casino Atlantic City, Ocean Casino Resort, and a group of other local businesses have come together to re-brand the district surrounding the north end of the Boardwalk as North Beach Atlantic City.

They’re promoting it by throwing a community-oriented block party on Thursday, June 20. And continuing every Monday starting June 24, a live music series will entice visitors with specials at the participating businesses and casinos.

The partnership aims to put a new spotlight on the north end of a busy resort town.

The team behind North Beach Atlantic City

Outside of the casinos, the local businesses partnering in the effort include:

  • Absecon Lighthouse
  • MADE Atlantic City Chocolate Bar
  • Showboat Atlantic City
  • Steel Pier
  • Tennessee Avenue Beer Hall
  • The Iron Room

The group claims North Beach AC has developed into the city’s cultural epicenter over the past year.

In fact, Hard Rock, Ocean Casino, and the Tennessee Avenue Beer Hall have all opened in the area in the past 12 months. And the two casinos will soon celebrate their first anniversary with a huge celebration of their own.

The group is also encouraging visitors to the area to tag photos with the #NorthBeachAC hashtag on social media.

More about the North Beach Block Party

The North Beach Block Party on June 20 will run from 4 to 8 p.m.

As a part of the festivities, Absecon Lighthouse is offering block party attendees $1 off admission and entry into a draw with a grand prize valued at $500.

Hard Rock AC is hosting music at Hard Rock Cafe Backstage, Beach Bar, and Lobby Bar. Plus, a series of specials and giveaways on the Boardwalk offer guests the chance to win show tickets, dinner for two, spa experiences, and more.

MADE Atlantic City Chocolate Bar will offer samples while Ocean Casino will feature a live DJ and giveaways from William Hill Sportsbook. Ocean is also hosting a sidewalk sale with various retail discounts.

Resorts Casino & Hotel has partnered with Bacardi Ardi to provide music on the Boardwalk with DJ Eric. Smokey Starr will also perform at the Fins Bar at LandShark Bar & Grill. Resorts is also hosting a beer hoisting competition inside the property with games, food, and photo ops.

Showboat Atlantic City’s Surf Bar will have a DJ, entertainment, and various drink and food specials.

Steel Pier will feature live music and a variety of discounts on rides, food, and drinks.

The Tennessee Avenue Beer Hall, which will have a mini pop-up destination in front of Resorts, plans to play Monopoly with visitors for various prizes. The beer hall also plans to host an after party from 7 to 10 p.m. featuring live music from Homespun Trio.

Finally, The Iron Room will preview the coffee it will serve at its new North Beach location.

Music Row Mondays

The live music series kicking off on June 24 is being called Music Row Mondays.

Each property will have live music and food and drink specials running from 4 to 10 p.m.

More information and the planned entertainment will be available on the North Beach Atlantic City website.

Working together to promote a slice of AC

Resorts President Mark Giannantonio told the Associated Press it makes sense to work together to promote the part of town these businesses call home.

“No doubt about it, it’s a new way of looking at things. It will raise all boats.”

Eric Matejevich, acting CEO of Ocean Casino, added that the casinos and local businesses are all working together for the first time to highlight what they feel is a great experience in North Beach.

Matejevich said that guests can have three totally different casino experiences with close to 40 different restaurants within a 10-minute walk in the area.

For Hard Rock AC, the entertainment slant of the project was a no-brainer. The casino, after all, is well-known for its music acts and shows. When it first opened, it promised 365 days of entertainment.

Hard Rock President Joe Lupo said the group would be spending tens of thousands of dollars in an effort to increase revenue and visitation for area properties.

Lupo added that revenue from NJ sports betting and NJ online gambling has helped boost all three casinos’ bottom line. However, he also said a lot of that revenue is going to third parties.

But the ultimate goal of the North Beach Atlantic City team is to share and attract customers who come to the resort town. Casinos and non-casinos alike can share in the fruits of a changing AC landscape.

Martin Derbyshire

About

In his over 10 years covering the US online poker, legal NJ online gambling, and land-based casino industries, Martin Derbyshire has worn the hats of award-winning journalist and video and film producer. He has logged countless miles reporting on the world of high stakes gambling.