Atlantic City’s Bally’s Wild Wild West Goes for Budget Conscious

Atlantic City’s Bally’s Wild Wild West casino (l.)—owned by Caesars Entertainment—has announced a new plan to target budget-conscious visitors. A $3 million renovation of part of the casino floor will include and indoor/outdoor bar area as well as low-limit table games. Casino officials say they are targeting younger guests looking for bargains.

Bally’s Atlantic City is transforming an under-used section of its Wild Wild West Casino’s floor into an area aimed at younger, budget-conscious guests.

The space in the gold-rush themed casino had supported an animatronic display featuring a lonely miner. Now, it will house low-limit table games and an indoor/outdoor bar offering low-priced cocktails.

Kevin Ortzman, president of Caesars Entertainment’s Boardwalk casinos, said the casino is hoping to attract budget-minded young people looking for a better return on their entertainment dollar.

“The value proposition for the consumer does not exist in Atlantic City today,” he said. “We’re trying to go after that niche market, which, by the way, we think is a very large market.”

The new casino section will include a partly outdoor bar that connects with the Boardwalk. Ortzman said the area will offer five-dollar table games and “low-priced, fun” drinks. Bally’s has already put in a similar drink menu at its Bally’s Mountain Bar, which reliably attracts younger guests.

Most of the 60,000 square-foot renovation is scheduled to be completed by July 4.

Ortzman also told reporters that speculation that Bally’s will be the next resort casino to close are “crazy rumors” and the renovation shows that the property is trying to “bring Bally’s back into a formidable, competitive, great-experience property.”

A $5 million, 225-room renovation of the Bally’s Tower is also planned for this year, he said.