Casino executives expect the partnership behind the Atlantic City Boardwalk Rodeo — an event that exceeded attendance goals by the thousands and is set to return next year — to become the blueprint for funding future events.
Competing casino companies came together to organize and contribute money to a project that would benefit them all by drawing
Now, a regional amateur golf tournament and a citywide fireworks show are two of the attractions being planned with joint funding from the city’s casinos.
“It’s critical we stick together,” said Dennis Gomes, chief executive officer of Resorts Casino Hotel and a major proponent of the concept. “It’s just a great thing and a great feeling to see everyone working together to accomplish common objectives.”
The rodeo used a fund earmarked for the event and served as a test for the new partnership. While financial figures from the event are not yet available from Boardwalk Hall, the casinos, which put more than $300,000 toward the event, all expect to see their investment returned.
“When you put your money down, you make a bet, and we made a substantial bet with this one,” said Don Marrandino, president of the four Caesars Entertainment Corp. properties in Atlantic City. “We’re all getting our money back, and the city saw 17,000 visitors it normally wouldn’t see. So we all won.”
A separate pot, referred to as the Boardwalk Hall Event Fund, is expected to finance future shows at the venue, but it has yet to be formally established since it awaits casino funding.
So far, the Casino Reinvestment Development Authority has set aside $350,000, to be used once private funds total $1.5 million, CRDA interim Executive Director Susan Ney Thompson said.
The Atlantic City Convention & Visitors Authority has pledged another $250,000 to be used once the fund is established, ACCVA Executive Director Jeffrey Vassar said.
“There’s still much more to be done on it,” Vassar said, attributing delays to companies being involved in a number of other efforts in the past year.
The idea for a fund in which casinos pool their money to book bigger events more frequently came from Mayor Lorenzo Langford’s Strategic Planning Committee, a panel of city stakeholders formed early last year to plan the city’s revitalization.
Gomes credited Langford with making the effort happen, saying it was the first time he had seen a comprehensive gathering of casino executives, community leaders and government officials around a table in Atlantic City.
The group has already proved productive, generating ideas such as the upcoming three-day Dave Matthews Band festival at Bader Field, new marketing plans and citywide cleanup efforts.
Gomes said the city’s 11 casinos are looking to cash in again with an amateur golf tournament in June at courses in Atlantic and Cape May counties that would attract golfers and spectators from around the world. He said several casino executives have agreed to each contribute at least $2,500 toward funding the first Atlantic City World Amateur Open, and he expects the rest will follow suit.
“We think that’s going to be a big success also,” Gomes said, hoping to eventually challenge the annual Golf.com World Amateur Handicap Championship in Myrtle Beach, S.C., which attracts more than 3,000 golfers and features a nightly party catered by area restaurants.
Seaview and Blue Heron Pines in Galloway Township, the Links at Brigantine Beach, Harbor Pines and Twisted Dune in Egg Harbor Township, Mays Landing Country Club, Shore Gate in Dennis Township and Sand Barrens in Middle Township will host the tournament, scheduled for June 5 to 9.
Borgata Hotel Casino & Spa will host a kickoff party June 5, and cocktail receptions are scheduled at The Pool at Harrah’s Resort on June 6 and Resorts Casino Hotel on June 7.
A media event with more details on the tournament is scheduled for Thursday at Seaview resort in Galloway.
Meanwhile, Dave Coskey, vice president of marketing for Borgata, confirmed Borgata and Harrah’s are in negotiations to hold a citywide fireworks show July 4.
The city’s casino companies worked together to fund last summer’s show, and although nothing has been finalized for this year, Coskey said he expects all of the city’s casinos to contribute again.
“We’re optimistic that everyone will be involved,” Coskey said.
That show is expected to be a 42-minute fireworks display, starting with a 21-minute show staged in the city’s Marina District, followed immediately by an additional 21-minute display on the beach.
“These events are great to have to attract people here,” Coskey said. “Everybody benefits. Like the rodeo show, everybody found ways to make it work for them.”
One aspect of the initial shared-fund concept that has been less successful was the idea that noncasino businesses would contribute to the pot. Marrandino originally said he would solicit funds from local businesses, including restaurants and bars, to help finance Boardwalk Hall events. But the rodeo was fully financed by the gaming industry.
“I’m less optimistic in that regard,” said Marrandino, who reached out to the businesses but left without a single commitment. “We tried to get that off the ground, but I’ve stopped beating that drum.”
But that does not mean individuals outside the casino industry have not played a vital role in the revitalization effort, and they are expected to continue doing so.
Janet Markowitz, the rodeo chairwoman and part owner of Chester’s Plants and Flowers in Atlantic City, has been praised for volunteering to organize the event, not to mention putting $20,000 of her money toward it.
“I think it’s good for Atlantic City,” she said. “I really think it’s going to be the start of a lot of activities like this.”
“However,” she added, “I’m just going to be the rodeo person.”
For the golf tournament, Dotsie Tuscano, of Brigantine, has volunteered to be chairwoman, having headed the First Tee of Greater Atlantic City nonprofit youth outreach organization and served as director of special events for the Shoprite LPGA Classic.
“We just feel that we have so much to offer in Atlantic City,” she said.
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