Atlantic City has been struggling with the whole “how do we stay relevant?” issue for years now, and it’s a mixed bag of bets and busts. The question is, can it shed its reputation as just a gambling hub and bounce back as a legitimate non-gambling tourist destination? The answer: Yes, it can—but it’s going to take some strategy, luck, and a little bit of reinvention.
1. Diversification is Key
The city’s over-reliance on casinos has been its Achilles’ heel. With gambling legalized in other states and online, it’s clear that just doubling down on blackjack tables isn’t a winning strategy. But Atlantic City has slowly started making moves to diversify its appeal. The success of spots like the Steel Pier and newer beach bars show that AC is embracing experiences beyond the casino floor. To truly thrive, the city needs to ramp up its investments in attractions like family-friendly events, live entertainment, and outdoor activities. Think rooftop bars, mini-golf with ocean views, music festivals, and seasonal markets.
2. Investing in the Arts and Culture Scene
Believe it or not, AC is low-key cultivating an artsy side. Venues like the Noyes Arts Garage and the revival of spots like the old-school Claridge Hotel (home to a bustling art gallery and theater) are starting to make the city a bit more cultured. Imagine if AC went all-in on this, transforming parts of the boardwalk and downtown into spaces for street art, pop-up galleries, or art festivals. Think of it as a mini Asbury Park, but with a much bigger boardwalk!
3. Leveraging Its Natural Beauty
AC’s beaches are a huge asset that haven’t been marketed well enough. It’s got the sand, the views, and the oceanfront to rival other East Coast destinations like Ocean City or Virginia Beach. If Atlantic City could rebrand itself as a go-to beach town, with more focus on water sports, outdoor activities, and curated beach events (think concerts, movie nights, and wellness retreats), it could tap into the summer vacation crowd beyond gamblers.
4. The Rise of Non-Gambling Entertainment and Attractions
Recent projects like the Hard Rock Hotel & Casino and Ocean Resort have placed a big focus on live concerts, upscale dining, and nightlife. Headliners, top DJs, and unique dining options are starting to become the draw instead of slot machines. With some high-profile residencies and concerts, AC can start attracting fans of music and comedy to its venues. Add in unique experiences like rooftop pools, Instagrammable lounges, and beachside dining, and you’ve got a recipe for a good time—no slot machines required.
5. A Makeover for the Boardwalk and Downtown
AC’s boardwalk has so much potential, but parts of it have seen better days. A more cohesive and upscale redevelopment of the boardwalk and downtown could totally change the city’s image. Imagine a boardwalk that feels more like a Jersey Shore version of Nashville’s Broadway—with live music spilling into the streets, fun shops, street performers, and top-notch food stalls. And if the city puts some effort into improving public safety and infrastructure downtown, it could draw in more tourists who aren’t just there for the casino scene.
TL;DR: So, Can AC Become More Than Just Casinos?
It’s possible, but it’s not going to happen overnight. To thrive as a non-gambling destination, Atlantic City needs to keep investing in its beaches, arts, entertainment, and family-friendly activities. There’s so much potential if AC rebrands and evolves. It could take cues from other coastal cities that have successfully redefined themselves and doubled down on what makes them unique. With the right investments and a solid vision, Atlantic City could transform itself into a destination where there’s more to do than pull a slot lever and hope for the best.