New Name For Atlantic City Casino: Now It’s The Atlantic Club
An old-school Atlantic City casino has a new name today.
The gambling hall that was known as The Atlantic City Hilton is now called The Atlantic Club.
The new name is part of a rebranding process and a new business strategy for the struggling casino. It's adopting a discount philosophy aimed at enabling gamblers to play for longer periods of time.
The Atlantic Club is selling some hotel rooms for as low as $19 a night, and offers gambling chips for as little as 25 cents.
It's a contrarian strategy to stake out turf at the opposite end of the market, where luxury casinos -- like the Borgata and the soon-to-open Revel -- dominate the high end.
(Copyright 2012 by The Associated Press. All Rights Reserved.)