Despite the reports of its imminent death, Atlantic City officials are pointing to two successful free beach concerts—starring country artists Blake Shelton and Lady Antebellum—as proof that there’s still a lot of life in the resort.
The first concert by Shelton brought out 65,000 fans onto the beach and thousands more who packed the Boardwalk and city. The second, by Lady Antebellum, was dampened by a drizzly rain, but still brought out tens of thousands of fans.
And now Atlantic City officials are preparing to build on that success.
The Atlantic City Alliance—the city’s casino-funded marketing arm—intends to use pictures and coverage of the two concerts for a new marketing push in major newspapers and on popular websites.’
“This is not just a free event,” Jeff Guaracino, strategy officer for the alliance told the Press of Atlantic City. “It is an opportunity for an additional marketing push, and a pushback, from the Atlantic City Alliance, against all of the negative press, which has been focused on the closing of casinos and the loss of jobs. You’ll see in the next two weeks a paid advertising push that will support what just happened here.
Guaracino’s comments came at the Lady Antebellum concert which, despite some unfortunate weather, still was called a rousing success as it brought in thousands of fans. Though concession stands were in operation at both concerts, local media reports said Boardwalk merchants saw a huge increase in business both days, especially after the concerts when the city took on the atmosphere of a massive after-party.
“This is what we’re hoping for,” Atlantic City Mayor Din Guardian told the Press. “This is the new Atlantic City, something way beyond just gaming. Great concerts, people coming down with their family and enjoying the whole weekend.”
The city wasn’t entirely unified in presenting the concerts, however, as several city casinos—including Caesars and Bally’s, both located close to where the concert was held—were charging $50 for parking during the concert. Casino officials said they were trying to preserve spaces for casino patrons.
Still, the scene was in stark contrast to the picture being painted in national media of a resort about to shut down.
Three of the city’s 11 casinos—revel, Trump Plaza and Trump Taj Mahal—could close down by the end of the summer, though buyers are being sought for all three properties.
If all three close, however, more than 6,500 casino jobs will be lost in the city. That sudden loss of jobs—along with 1,700 jobs lost when the Atlantic Club casino closed in January—has analysts predicting a regional recession in Atlantic City and its surrounding communities.
Atlantic City officials, however, are pinning their hopes on creating more non-gambling attractions in the city and point out that non-gaming revenue has been increasing in the resort.
So you can expect to see more beach concerts.
