New Jersey Gov. Chris Christie’s plans for adding more family attractions to the casino-dominated city brings up an old debate
The Steel Pier
Picture an Atlantic City Boardwalk and casino zone filled with all the wondrous attractions of a major Jersey shore beach resort such as Ocean City or Wildwood and a casino-filled adult playground of clubs and bars at the same time.
Boardwalk strollers would pass by go-cart parks, miniature golf courses, skateboard parks, laser tag arenas, bike rentals and several water sports areas. Meanwhile, in the Boardwalk nightlife area there would be new restaurants and clubs, room for both Philly cheesesteak giants, Geno’s and Pat’s, and even an outdoor amphitheater. Looming above it all, and presumably swallowing either the Inlet or Bader Field whole, would be a NASCAR track.
That’s the Atlantic City envisioned in conceptual drawings released by Gov. Chris Christie’s office after the governor announced a proposal for a state takeover of the city’s casino and tourist districts last week.
Christie’s proposals are far reaching and include plans for the Meadowlands and the state’s horse racing industry. Christie also wants a public/private partnership to takeover Atlantic City’s tourism districts. Plans for the resort, however, especially as far as redeveloping the city as a family destination, are a little less specific.
The conceptual drawings, which envision all this neat family stuff on the Boardwalk, are complete speculation according to the Governor’s Office. In other words, NASCAR hasn’t been approached by the state, let alone anyone else.
A legislative gaming summit scheduled for Aug. 6 to be held in Atlantic City and led by Sen. Jim Whelan, (D-Atlantic) and Assemblyman John Burzichelli, (D-Gloucester, Salem, Cumberland) is being expanded and will probably offer the first review and discussion of Christie’s proposals.
Whelan and Burzichelli have both said more hearings will probably be needed, but Christie is already famous for fast-tracking his proposals.
Despite all the headlines Christie has generated with his plan, he has also opened up a debate that’s as old as casino gambling in the resort.
Basically, should Atlantic City try to position itself as a Jersey-shore style family resort, which just happens to have a very adult–oriented casino industry, or should it try to focus on the adult market?
There’s no question that prior to the current recession, A.C. was leaning towards the adult market. The city introduced a new wave of restaurants and nightclubs, shopping at The Walk and The Pier Shops at Caesars and the all-inclusive party/shopping ground of The Quarter at the Tropicana. Casinos also began booking a wide array of concerts and shows to attract visitors, rather than just holding onto tickets for gambler’s comps. Casinos added spas and began returning bars and nightspots to their properties.
But the debate has come down on the side of family-oriented attractions before, especially in the 1990s when Las Vegas seemed to be turning itself into a desert Disneyland. Atlantic City followed the lead and added some family attractions, attracting a Ripley’s Believe it or Not Museum, building a new aquarium at Gardner’s Basin and most visibly, building the then Sandcastle minor league baseball stadium. Steel Pier was also revitalized as an amusement pier.
But as these attractions came online, the casino industry and Vegas shifted. As casino mogul Steve Wynn warned, even as he was building giant pirate ships in Vegas, families and gambling don’t mix very well.
Vegas soon launched its “What happens in Vegas stays in Vegas” campaign, decidedly not aimed at family vacations.
Still, Christie’s idea of family attractions points to the argument that Atlantic City is not Vegas. It’s ocean-side location sets it apart from other gambling destinations and it is part of the Jersey shore.
“No one wants to be in Las Vegas in July,” Christie said at a press conference on the Atlantic City Boardwalk, July 21 (ironically on a day that could have easily matched Las Vegas for heat). “Atlantic City is the beach and the ocean and by next July, I want to see families up on this Boardwalk.”
But perhaps the best indication that Atlantic City could use some more family attractions is the fate of those that went online more than a decade ago.
Though the Sandcastle, now Bernie Robbins Stadium, sits idle, its failure was as much due to the city’s inability to secure a minor league team affiliated with Major League Baseball as an inability to draw fans.
But Steel Pier, Ripley’s and the aquarium have survived.
The Atlantic City Aquarium in particular, has thrived.
“When people come here, they are looking for things to do,” says Jack Keith, executive director of the foundation that runs Gardner’s Basin. “If you Google Atlantic City and attractions, the aquarium is what comes up. We get people from around the tri-state area, especially when it’s families.
“Yes, Atlantic City attracts a lot of gamblers,” he adds, “but sometimes maybe only one person in the family gambles. The rest of the family looks for things to do while they’re here. Our numbers have expanded every year over the last five years. They’ve taken a bit of a hit in the last year due to the economy, but visitors to the city do seek us out.”
Keith also says that shore visitors to Ocean City, Cape May and Long Beach Island often make the day trip to the aquarium. In fact, Gardner’s Basin recently added the Brownstone Puppet Theater to its attractions, becoming even more family friendly.
Keith is hopeful that Christie’s plan will mean even more family attractions at Gardner’s Basin.
“I’m cautiously optimistic,” he says. “I mean we all have to see the details. But remember Gardner’s Basin itself is a public-private partnership. And it’s succeeding.”
So now we just have to figure out where the NASCAR track goes.
Do you think Atlantic City should become more family friendly or strengthen its adult-oriented nightlife and dining scene?
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1. Anonymous said... on Jul 28, 2010 at 12:45PM
“LETS GO CHRIS GET AC ON THE MAP. SPORTS BOOK BRINGS IN BIG BUCKS. FAMILY ATTRACTIONS WORK WELL TO INCREASE INTREST. PUT THE MONEY IN ROLL THE DICE GET AC UP TO LAS VEGAS QUALITY AND REAP LAS VEGAS LIKE PROFITS. ALSO PA. AND DEL. ARE WAY AHEAD OF US NOW WITH THEIR GAMBLING PROFITS. TAKE THIS CRAP HOLE OVER YOU ARE THE GOV. WITH GUTS AND VISION THATS WHY I VOTED FOR YOU KEEP UP THE GOOD WORK.
REGARDS
A PUBLIC SCHOOL TEACHER.”
2. Anonymous said... on Jul 28, 2010 at 04:57PM
“AC can only succeed as a regional destination if the appeal is to adult-oriented activities. While some family activities should be added, it should not be the focus of major investment since most families will want (and should want to) to stay in places such as Ocean City, LBI and other "safer" family oriented resorts. The segregation of the city into family areas and adult areas that Christie proposes is good, provided that the bulk of the $$ goes into promoting creation of newer higher class boutique and casino hotels, restaurants and the arts (shows, theater, entertainment) that has a flavor of both Vegas and NYC entertainment.This means putting more bucks into the marina district and the south inlet (near the Revel).Bader Field should be reserved for future development such as a group of mega resorts--assuming the Christie plan is a success.Nothing spectacular will happen in a year. The legislature should fast track this to prevent further "bleeding". Promoting a safe area is key”
3. American Gaming Guru said... on Jul 28, 2010 at 05:52PM
“Finally NJ elects a Governor with the brass to do something about AC! I would argue that what ever has been done in AC (virtually nothing in relative terms to Vegas) has not been working. It is time to try something new and regardless of your feelings for family and or adult entertainment, at least we have the charge for change.”
4. Anonymous said... on Jul 29, 2010 at 11:00AM
“I think Atlantic City can be both place for families and have a nightlife. I have been coming to AC since my daughter was young,now I bring my granddaughter. I stay at different casinoes when I'm in AC and I notice kids in the casinoes have no place to go. While in AC , I take my granddaughter to the Children Museum in Egg Harbor Township and Hamilton Mall that has a nice play area for kids. AC could have a playpark and a bounce house a place where kids jump on inflatables . There are lots of ideas that can put to use, because families do come to Ac year round and need other things to do.”
5. badabucci said... on Jul 29, 2010 at 11:31AM
“If you haven't seen the "conceptual" drawings, you must. The gov's office has done no research about what already exists in AC. Nascar track, heh? Try starting with the beach and boardwalk. Make them safe with more police, and clean so AC can promote seaside tourism without the fear of bums, hookers, panhandlers, needles, trash, etc. ruining the experience for visitors. And perhaps customer service training for the miserable staff that work in most casinos along the boardwalk. Start there and then see how we can add more family oriented ideas. But first, for a good laugh, look at the proposed maps of tourism districts issued by the gov's office.”
6. Lyric said... on Jul 29, 2010 at 03:43PM
“Please, not a NASCAR track -- this isn't Alabama yet -- plus nothing would be happening most of the time. Save Bader Field for something that operates 24/7 365 days a year.
Re: family vs. adult -- there are plenty of family shore towns -- OC, Wildwood, Cape May -- go there with your kids if you have to bring them to the shore.
Keep AC for adults -- why do you think Las Vegas dumped the "family" concept? Because gamblers aren't interested in "family" stuff -- most gamblers are trying to get away from family not looking to bring it with them.
Yes, clean up the Boardwalk, get rid of the junk shops, make the rolling chairs clean and neat and make the operators look clean and neat too. Get the "street performers" and panhandlers off the Boardwalk, cleanup under the Boardwalk, encourage shops and restaurants to open up along the main streets --- Atlantic and Pacific Avenues, the new jitneys will improve the scenery too.”
7. v said... on Jul 30, 2010 at 12:57AM
“Book a ticket in TRAncE...s”
8. Anonymous said... on Jul 30, 2010 at 01:01PM
“AC should clean itself up and become another "Adult Paradise" similar to Vegas. The family thing didn't work in LV and it won't work in AC. AC should be playing off the idea that "Whatever happens in AC, stays in AC...." Why travel all the way to LV for the same experience here....”
9. Art said... on Aug 3, 2010 at 06:41PM
“Atlantic City WAS the Playground of the World til the late 60's what gave it this title was at that time the place you had to come to if you wanted to see things no other cities had.and if you wanted to see innovations of the future such as the General Motors Exhibit where cars of the future were on display...where does this happen today?At Disney of course...that is where you go to see former A.C. style attractions.Atlantic City has to become what it was years ago outside of the casinos a disney with attractions no one else has. like it used to.be.a monorail to whisk people from place to place forget the jitneys...and get rid of the obnoxious dirtbag rolling chair operators...when I was a child this was done by black men with class today it is a digrace the kind of trash that operates those chairs..except for the european students in summer.Atlantic City will never become anything until it regains it's former status.The place to see things no one else has...Not a Wildwood or O.C.”
10. DP4SHORE said... on Aug 4, 2010 at 08:18AM
“Yes, there should be some more family oriented attractions in AC. Also, the casinos should have some more family things to do. I stay in casinos with my son and it is hard for him to find things to do. Once we stayed, and the pool was closed to minors(early evening). Another time the game room closed at 7pm, really. What are kids suppose to do?
The old casinos have to go. Implode them and start over. Borgata leads the AC market. Harrah's and Tropicana have moved with the times. Can't say much about the others. They seem to be 20 yrs behind the times.
It is funnny how the casino for years was trying to get rid of the daytrippers and buses. Now they want them back.
NO NASCAR! Save Bader Field for future development. You already have a lot to work with. Don't know why there isn't a genral AC commercial.
Expand the AC international airport. Get additional airlines to come in with new routes to new cities. The airport is international through Philly. Make it a true airport.”