With Revel set to unveil a new nightclub on the Fourth of July weekend, and legislation advancing in the state to permit it to open a beach bar, the casino resort is better positioning itself to attract the nongaming customers targeted by Atlantic City marketing and tourism groups, a gaming expert said.
"Revel's goal is to broaden its market to a group of customers that are leisure travelers and not familiar with Atlantic City," said Israel Posner, executive director of the Lloyd D. Levenson Institute of Gaming, Hospitality and Tourism at the Richard Stockton College of New Jersey. "Atlantic City never targeted that kind of market, because it always targeted the gambling market, and that worked well for over 30 years. With Revel — like Atlantic City — now we're seeing the integration of gaming, events and food service morphing into one lifestyle entertainment venue."
Posner said the resort's new 40,000-square-foot HQ Nightclub and potential beach bar are just a few of the additional elements in Atlantic City's effort to attract nongaming travelers, noting that "other leisure amenities are still scheduled to be opened within Revel, including a dozen more retail shops."
The four-level nightclub — operated by a joint venture of hospitality management companies Angel Management Group and EMM Group — will open its doors for a special preview weekend July 6, in advance of the club's grand opening in September.
A bill to eliminate the rule that a beach bar had to be in operation by Aug. 31, 2011, for exemption from state noise laws — which would allow Revel to open its planned bar — cleared the state Senate on Monday, and now heads to the state Assembly.