Leave it to the laid-back lifestyle of boats, ballads and blenders to infuse new life into anybody or anything. Margaritaville Atlantic City, at Resorts Casino, has become the Margaritaville brand’s most successful launch to date. The revenue for July and August in Atlantic City was the highest of any of the 20 Margaritaville locations during that same time frame.
The Atlantic City Margaritaville complex opened over Memorial Day weekend of 2013 with fan fair, celebrity sightings and a ribbon-cutting ceremony. New Jersey Governor Chris Christie was in attendance. Jimmy Buffett himself performed a concert on the beach that drew more than 50,000 fans.
According to the press release, patrons at Margaritaville Atlantic City have sipped more than 75,000 margaritas and purchased 25,000 branded blender cups. Casino results were also on the positive side. Customer visitation numbers at the casino were up 25% in May through August, while property-wide patronage was up by 38%. August gaming revenues were up more than 11% versus the prior year.
The gains at Resorts Casino are significant for Atlantic City as a whole,” said Resorts Casino Owner Morris Bailey. “We’re not trying to ‘out-Vegas’ Las Vegas. We’re bringing the fun back to Atlantic City and focusing on the natural amenities that historically have given us a unique identity – the beautiful beach itself and the legendary boardwalk here at Resorts Casino.”
The Margaritaville complex includes Atlantic City’s first year-round bar and restaurant located directly on the beach, the LandShark Bar & Grill. It also includes a Margaritaville Café, Margaritaville-themed casino area, Five O’Clock Somewhere bar, retail store and coffee shop.
Mitchell Etess, CEO of the Mohegan Tribal Gaming Authority, commented,
The addition of the Margaritaville brand has been an ideal fit as we position Resorts Casino to offer a playful, fun atmosphere that is appealing and inviting to new audiences. We’re so pleased to see initial results exceeding even our own expectations.”
The investment in Margaritaville at Resorts Casino has helped transform the property into a more complete leisure destination, matching the plan that Governor Christie and other state and local officials have envisioned for Atlantic City. The successful turnaround proves that emphasizing Atlantic City’s beachfront location as a gaming destination can pay off and be a success.
Focusing on Atlantic City’s strength as a beachfront destination has a definite impact. Resorts Casino and Atlantic City have been given a new life, thanks in part to Margaritaville and the many Parrot Heads that have visited in the past few months. Who wouldn’t want to go to a historic beach town where “it’s always five o’clock” as soon as they step through the door?
Jimmy Buffett’s Margaritaville Cafes are located across the country, the Caribbean and Canada. Margaritaville casinos can be found in Biloxi, Mississippi, Bossier, Louisiana and at the Flamingo Hotel in Las Vegas.
Besides the obviously famous margaritas and fruity frozen concoctions, Margaritaville features signature cheeseburgers, Jamaica Mistaica wings, fresh seafood and tropical-inspired desserts.
Resorts Casino Hotel brought gaming to Atlantic City back in 1978 as the first American casino outside of Nevada. The casino offers world-class action in a relaxed environment that keeps the focus on fun. Resorts celebrated its 35th anniversary in May of 2013 with the opening of the $35 million Margaritaville casino and entertainment complex that includes the only beach bar on the Atlantic City sand, as well as many other attractions.
The Resorts Casino Hotel complex encompasses 11 acres at the northern end of the Atlantic City Boardwalk. It features 942 guest rooms and suites in two hotel towers, an 80,000 square foot casino, two theaters, six restaurants (including Jimmy Buffett’s Margaritaville), two VIP slot and table player lounges, a casino bar, indoor-outdoor swimming pool, health club, spa, salon and retail shops. There are also seven meeting rooms and a 13,000 square foot ballroom.