Harrah’s, Trump, Tropicana and Borgata Friday formed a group called the Atlantic City Partnership (ACP), according to Mark Juliano, CEO of Trump Entertainment Resorts and president of the New Jersey Casino Association. The ACP will focus on marketing efforts, including building a new brand for the city.
The ACP was among the recommendations of Governor Chris Christie's Advisory Commission on New Jersey Gaming, Sports and Entertainment, though the report called for the partnership to include “a broad base of Atlantic City's business sector.”
According to the report, “The Partnership. . .should be headed by a CEO with a small staff who will be responsible for development of the ‘Master Plan,’ with appropriate recognition that private capital must be freely invested and will be wary of government direction of economic development. The Commission hopes the Partnership will strongly consider some of the[se] ideas:
- Expansion of the Boardwalk area to reflect a true New Jersey Boardwalk experience – potentially including many of the leading Boardwalk purveyors who are present in Cape May, Wildwood and Ocean City boardwalks;
- More effective use of marina facilities;
- Development of a South Boardwalk;
- Development of other improvements, such as Boardwalk rides, a NASCAR track, a drive-in theater, etc.;
- Facilitating investment and development by ACP and third party investors in the Tourism District;
- Coordinating with the ACT [Atlantic City Tourism] District to expedite ‘Clean and Safe’ initiatives.”
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