The Miss America Pageant returned to Atlantic City in September and made a strong showing both in the resort and on national TV.
For 2014, pageant organizers say that with a full year to prepare, they expect a bigger show, better attendance and hopefully, even better TV ratings.
The Miss America 2015 competition will air at 9pm September 14 on ABC.
Last year, after seven years in Las Vegas, it was announced in February that the pageant would return to Atlantic City. A month later, a broadcast date was announced.
Organizers had only six months to get the pageant in place. This year, however, organizers have known the pageant would be held at Boardwalk Hall in September since the last pageant ended.
“We have that much more time and ability to really put together strategies and to use the Miss America brand promotionally and to promote Atlantic City,” said Liza Cartmell, president of the Atlantic City Alliance at a recent press conference. The non-profit Alliance promotes Atlantic City as a destination resort and is funded by the city’s casinos.
“This is not just a September thing for us,” Cartmell said. “There is an opportunity to make this a 365-day partnership.”
Cartmell said there would be citywide events after Labor Day weekend, which will include three nights of preliminary competitions from Sept. 9 to 11 at Boardwalk Hall. The “Show Us Your Shoes Parade” will be held on the Boardwalk on Sept. 13.
In 2013, the pageant did not sell out Boardwalk Hall and did little to increase gambling revenue in the city’s casinos on pageant weekend. However, the city has been touting events like the pageant in recent years in hopes of painting the city as a full resort and more than just a casino town.
Officials said they expect a better marketing push to sell tickets and bring pageant fans to town this year.
“No question about it, our future is developing activities, events, and venues that you can’t find in your hometown or city,” said Atlantic City Mayor Don Guardian at the press conference. “Gaming is great, but it’s not our primary focus anymore.”
