South Jersey Magazine - Marlton / Medford

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1119_SJM_AtlanticCity - FINAL_Profile ( Dept . ) 10 / 30 / 19 4 : 20 PM Page 7 A T L A N T I C C I T Y R E P O R T 2 0 1 9 B E T T I N G O N T H E F U T U R E our online sports wagering platform to enable customers to place a bet anywhere in New Jersey , ” says Mike Woodside , vice president of marketing for Borgata . “ Both have been great for Atlantic City and New Jersey , but we are vastly aware of the role traditional land - based gaming plays in Borgata’s business . We view sports wager - ing as really important amenities to offer to our customers along the lines of our dining , spa and nightlife program . ” Joe Lupo , president of Hard Rock Atlantic City , feels it’s important for the casinos to invest in sports betting , but to do so strategically and without alienating other gaming options which attract a wider customer base . “ During football season , weekends are great , ” Lupo says . “ But , midweek and during the offseason , sports betting doesn’t bring in a lot of business . It’s a great amenity and a new revenue driver , and on certain weekends it’s great . But , there’s only one Super Bowl a year . There’s only one March Madness every year . For A.C . to improve , it’s going to take a lot more than a sports book to do that . ” The good news is that the properties are seeing a crossover between those who lay down a sports bet and those who pull the arm on slot machines or try their luck at the tables . While more people may be interested in the novelty of placing a legal sports bet , the crowds are not abandoning the roulette wheels or the poker rooms . “ One hundred percent there’s a crossover , ” Lupo affirms . “ We do see a lot of crossover play between table games and our sports book customers , ” says Donovan . “ On days that we have large sporting events , we definitely see a benefit on both table games and non - gaming revenues . ” Because of this crossover effect , the Borgata took a calculated approach and included blackjack tables in its sports book to further integrate the traditional casino experience and so when it’s a slow sports day , the area is still brimming with activity . “ We do see a similar clientele in our sports betting , table games and poker customer , ” says Woodside . “ In fact , we had that in mind when we unveiled Level One , which offers table games alongside a unique sports viewing experience . While there is a core group of customers in which we see overlap , the sports bar vibe presents an environment that attracts more than just a hardcore sports bettor . ” While sports betting has certainly proven to be beneficial , it’s not solely going to save Atlantic City from economic downturn . There’s still plenty of work to SOUTH JERSEY MAGAZINE volume 16 issue 8 SouthJerseyMagazine.com 48 |

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1119_SJM_AtlanticCity - FINAL_Profile ( Dept . ) 10 / 29 / 19 5 : 19 PM Page 8 be done on that front . In fact , gross oper - ating profits are down compared to this time last year . So while sports betting and online gaming options have provided a shot in the arm , properties are still losing money across town . Dwindling profits , not to mention the ascension of nearby Pennsylvania casinos have some , including Golden Nugget owner Tilman Fertitta , wondering aloud if history is destined to repeat itself . During a recent appearance in town to promote his new book , Shut Up and Listen ! , Fertitta predicted that nine properties in town was too many for the long haul and that they will begin to cannibalize each other , potentially leading to a new round of casino closings . ( Fertitta declined to be interviewed for this story ) . It’s a sentiment that is somewhat shared by Lupo of Hard Rock , which took over the space vacated by the Trump Taj Mahal in June 2018 . “ I think it’s becoming evident that nine properties is a lot for the city . Quarterly profits cannot continue to decrease , there has to be a change , ” he says . “ It was a $ 5 billion market , now it’s a $ 2.6 billion mar - ket . With less people coming to the city , it’s driving the question of how many casinos there should be in Atlantic City . ” To that point , officials from all the properties meet monthly to discuss ongo - ing issues and partner with the city and state governments along with the Casino Reinvestment Development Authority to make certain everyone is on the same page , something that was not always the case . “ I wholeheartedly believe there is an effort , a change in the companies , ” Lupo says . “ The properties realize that we need to work together to ensure our sta - bility and growth . ” “ We’ve completely changed our strat - egy to how we market and we started putting our casino customers first . Before , Ocean was marketed as a resort with the casino as an amenity . Now , we have positioned it as a casino - first property , ” Donovan says . Over at Bally’s and Harrah’s , they are using their sports books to help introduce new clientele to town with the goal of further driving overall revenue . “ We see the future … seamlessly blending gaming , entertainment and social elements to create a truly one - of - a - kind experience here on the East Coast , which will attract both new and existing customers to the market , ” says Stevenson . While Atlantic City doubles down on its future , it appears its fate will re – main a topic of discussion for some n time to come . SOUTH JERSEY MAGAZINE volume 16 issue 8 SouthJerseyMagazine.com | 49

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