Atlantic City Casinos Trying To Rebuild Revenue Through Comps

Atlantic City casinos have been through some of the worst times they have seen in thirty years over the past decade. Competition and an economic recession have made it almost impossible for AC casinos to maintain the type of revenue they experienced for years.

Now, the eleven casinos in the city are attempting to lure customers back at a time when competition is growing. Pennsylvania's booming gaming industry has forced New Jersey casinos into a corner, and they have come out swinging with an old trick, offering gamblers something for free.

In most cases, the free gifts come in the mailbox in the form of free play on the slot machines. Free rooms are also a benefit that many frequent gamblers are enjoying when they head out to Atlantic City these days. The idea for the casinos is that if they bring the customers into the casino, they will spend not only the free play, but hundreds of dollars of their own money as well.

Drinks are always a plus when casinos want to get gamblers to spend more money. Several AC casinos have gone back to offering free drinks while gamblers are at the slot machines or the playing tables. Although the drinks are free, that does not mean the alcohol is flowing freely.

"I've been waiting for a waitress for at least twenty minutes," said Mark Blandor, who was sitting at the blackjack table at Resorts on Sunday night. "It's great that they're giving us free drinks, but it loses some of its appeal when we can't find a waitress."

The reason for the slow service can be traced to the near-empty casinos. With customer attendance down, Resorts and a few other casinos on the Boardwalk have scaled back their employees. Cocktail waitresses, once seen by the dozen in the AC casinos, are now down to only a few a night during the week.

While the free drink angle has not been highly effective, the slots free play has. Several gamblers told us that they come to AC only when they get those coupons in the mail. In fact, Blandor claims that he chooses which casino to play at during his trip based on which one gives him the largest amount of free play.

It may be a while before Atlantic City regains its place on top of the East Coast gaming industry, but that will not stop casinos from trying. The motto no longer is if you build it they will come, but rather, if you give it away for free, they will come.

November 14, 2011
Posted By April Gardner
Staff Editor, CasinoGamblingWeb.com
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