The former Atlantic City Hilton has a new game plan and it's all about value and locals— in a sense.
A new billboard marking the change from ACH to The Atlantic Club Casino Hotel.
ATLANTIC CITY — The former Atlantic City Hilton, which has been operating under the name ACH for several months ever since the property parted ways with the Hilton organization, has a new name.
Unveiled Tuesday, Feb. 7, by ACH COO Michael Frawley, starting March 13, the property will officially change its name to the Atlantic Club Casino Hotel.
The new game plan for the property is to offer a "locals" casino, but not in the sense one might think.
"Today is a big day for the ACH," says Frawley. "We will be unique in this market [and] we will be unique in our approach to our operating philosophy. Our aim is to be the casino for the savvy consumer."
Frawley says that "plain and simple," the company wants to offer "better deals" with regard to its gaming and dining offerings.
The word "Club" in the new name is very important to the new plan.
"It was very important to me that we had the word 'club' in [the new name]," adds Frawley. "Club means small, club is intimate and club is something that you [belong] to."
Frawley stresses that the casino company is not trying to only appeal to locals and that the deals to be had at the Atlantic Club shouldn't be considered as "cut-rate" or only for local people, but a venue where "the locals go."
"Local is an operating philosophy; it's not a geographic commitment," states Frawley. "Local means the best value you can find, not that you live around the corner.
"When we all go on vacation we want to know where the locals go because where the locals are, the best value is usually to be found."
Lower denomination slot products and table games will be part of the plan, which will also include renovations to the gaming areas of the property.
The amount of tables and slot machines will be decreased to 1,500 slot machines and 50 gaming tables.
Smoking will still be permitted in a portion of the gaming area and as of now the seven restaurants operating inside the property will stay the same.
Pending approval by New Jersey casino regulators, the Meruelo Group of Downey, California, will purchase Trump Plaza for $20 million, and plans to close the deal by the end of May.
Sandra Bernhard’s career has had the ups and downs one might expect from her primary profession as a stand-up comic. Her career has also included professional singing (not just in her stand-up but with several albums and a hit dance single) and an acting career in movies that got off to a brilliant beginning in Martin Scorsese’s King of Comedy (1983).
Revel reportedly outbid another Atlantic City Casino to book the popular pop rock band, but it’s unlikely they’ll actually christen the new showroom.
ATLANTIC CITY — At a recent press conference, it was announced that the former Atlantic City Hilton (which has gone by the moniker ACH Casino Resort in recent months) will now be known, starting in March, as the “Atlantic Club Casino Hotel.” Atlantic City Weekly editor Jeff Schwachter attended the press conference and will post more [...]
For the last couple of years, rumors of ACH’s (formerly the Atlantic City Hilton) imminent closing have been as abundant as cheesesteaks on the Boardwalk. But now it looks like the casino has not only survived, it’s going to get an infusion of cash. The Associated Press reports that the property’s owner have reached a deal [...]
According to a report from the Associated Press, the Atlantic City Hilton Casino Resort is no longer a Hilton. The casino has lost its licensing deal with Hilton and taken a new name, ACH. The new name is already up on the Web site although the Hilton name is still attached to other aspects of the [...]
The Atlantic Club Locals Plus program is devoted exclusively to local players. Locals Plus is the casino's way of giving you more of what you deserve — a great value, great rewards, and a great time.
As with the former Atlantic City Hilton (currently dubbed simply ACH), the Vegas Hitlon is owned by the investment group Colony Capital LLC, "a pioneer among private-equity investors that gambled big on casinos starting in the 1990s, before its luck recently went cold," according to the WSJ report.
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1. Anonymous said... on Feb 8, 2012 at 12:48AM
“The "savvy consumers" will go right past this "intimate" ashtray to the Revel where they won't have to suck smoke. The owners of the Atlantic Club will get savvy about clean, breathable air too late, after the Revel shows them how it's done. They are determined to miss a golden opportunity.”
2. No Smokey the "Bare" said... on Feb 9, 2012 at 11:23PM
“Smoke till you choke and die of cancer, cause you WILL!
GO REVEL!!!!!”
3. Anonymous said... on Feb 21, 2012 at 11:17PM
“Hilton was a cool enough place. All kinds of decent comps to even the lighter players. Nice rooms, Food, Shows. Fitness Center/ Pool. It was more intimate and no theme like Bally's Wild West but cozy. Enough room to get the deed done. I came to play and play I did! Didn't like the change to mostly penny machines. Hope the boardwalk speakers still play the great music and the remaining of the Beach Side Club.
As for cancer, I am a non-smoker but I assume there will be smokers; not nec'. blowing it in others faces. What's next, No Cologne, no alcohol because of the smell? Give me a break.
There will always be a niche for this club - just hope it's enough to keep it afloat. The New Hard Rock Casino going up next door will bring more traffic to the Atlantic as well.
I Like the Hilton and will keep them in my itinerary as long as they remain loyal to their players.”
4. Skylynn said... on Mar 16, 2012 at 06:24PM
“I'm a Hilton Honors Diamond Member who stayed at the Atlantic City Hilton who's high standards in customer service and cleanliness exceeded most casino's. I still plan to visit this month for another stay. Can't express my concern enough in the change as it was comfortable and pleasantly pleasing right over to the bell hop. I'm glad new ownershiip will eliminate parking for lodging.
I'm a non smoker who rarely drinks alcohol. I've never felt overcome by tobacco smoke in the gaming areas or anywhere in its interior. It's either prohibited or restricted to desinated areas in most casino's very unlike it was years ago. Alcohol and tobacco are legal. Seriously "why not add unhealthy eating to the till you choke and die from clogged arteries list." Perhaps breathing the obnoxious air in polluted industrialized city's where innocent people do daily while dying unwillingly of cancer. I'm still planning my trip from VA to AC. Additionally traveling through some of the heavily polluted areas of NJ to visit my folks in NYC who are well into their 80's who frequented the casino's back in the day.
”
5. Joanne Drumm said... on Jun 10, 2012 at 01:53PM
“Do I have any comps for Friday night 6/15/12 - Member01 001891416”