The basics:

• The resort town is continuing its post-pandemic rebound, and officials are attempting to add unique offerings that will draw more visitors.
• Special events such as the Atlantic City Grand Prix, notable music performances and festivals also are anticipated to bring in the crowds.
• Emerging sectors like TV and film and cannabis tourism also are becoming important for the area’s economy.

It is the busy season at the Jersey Shore – and that is perhaps no better reflected than in Atlantic City, as the destination ramps up with events, offerings and property reinvestments. “We’re incredibly busy,” Larry Sieg, CEO, Visit Atlantic City, recently told NJBIZ. “I think we’re going to have a pretty good summer this year. I’m expecting good numbers – probably better numbers than we saw in ’23. So, we’re looking for good things.”

Visit Atlantic City is a nonprofit organization formed and funded as a public-private partnership by the Casino Reinvestment Development Authority to create economic development through conventions, sporting events, film production and group tourism. It focuses on three primary objectives: sales, marketing and services.

NJBIZ caught up with Sieg to discuss some of the trends in AC, upcoming events and more. The conversation – and this summer – comes at a key time for the resort city. Atlantic City is continuing its post-pandemic rebound and officials are attempting to add unique offerings that will draw more visitors amid a rise in internet and mobile gaming along with intensifying competition from New York.

Sieg, though, expressed optimism heading into the tourist season, buoyed the efforts being undertaken by the city and its stakeholders to meet the challenges. “We’re on pace this year as far as our numbers are concerned,” he said.

The conversation shifted to the special events and programming this summer. Sieg highlighted a few key events, such as the Offshore Powerboat Association Atlantic City Grand Prix, which returns to the city June 22.

“They took a hiatus for a while. But they’re bringing that back. And that’s going to be huge – it was always a huge event for this destination,” Sieg said. “So, I’m anticipating that it will draw crowds similar to the Atlantic City Airshow, which of course, will be taking place again in August this year. Another big event we have is JJFISHWEEK with Jimmy Johnson. He’s back for his fourth year in a row. He loves this destination for doing one of his tournaments. And it’s great because we get people like Michael Jordan with boats and Tom Brady. So, it brings in a completely different demographic than we normally would have. We’re excited to be welcoming them back in July as well.”

Sprucing up

In addition to special events and unique programming, casino operators have been investing in their properties with a variety of redevelopment projects around the city. Sieg stressed how vital this type of investment and commitment from the casinos is.

“For me, it’s imperative for the future of the destination. They have to do it,” he said. “We’re not too far away from them opening mega casino resorts in downtown Manhattan. And we need to be prepared for when that happens. It’s not if it’s going to happen – it’s when it’s going to happen. We’re anticipating it’s probably three years before the first one opens. So, we need to get our ducks in a row. And we see the properties doing that.”

He cited several examples. “They’re investing millions and millions of dollars. Look at Caesars Entertainment putting $400 million in and opening the Nobu Tower and the restaurant. Caesars spent $75 million with Spiegelworld to bring in the first resident show in Atlantic City called ‘The Hook’ with their restaurant, Superfrico,” Sieg added. “$100 million waterpark at the Showboat – the investment there. They’re also putting additional amenities into that property as well as we speak. So, it’s critical that our properties step up their game and enhance their amenities – and also, just the properties themselves – in order for us to be competitive in the future.”

There are a number of notable performers coming to town throughout the spring and summer, including Jay Leno, Snoop Dogg, John Legend, Pete Davidson, Kelly Clarkson and Whitney Cummings, along with festivals like The Peach at the Beach and North 2 Shore.

Working together to build AC’s future

The discussion then shifted to how the different city stakeholders are collaborating to try to build the city’s future. “There’s what I would call a ‘new synergy’ that we haven’t quite seen before between the properties,” he explained. “All knowing how important this is now and how important to the future of the destination it is for us all to work together and collaborate. We’re going to actually bring on a member of the Casino Association (of New Jersey) onto our board in July, which is going to be really critical that those local stakeholders and leaders have a seat at the table as we move forward in the messaging and how we’re going to show the destination.”

The feeling around the city, Sieg said, is to lean into Atlantic City’s strengths, along with that collaboration. And there are streamlining efforts, such as Visit Atlantic City taking over the leisure marketing of the destination and getting all the stakeholders at the table to ensure there is one voice and one message.

“Right now, it’s somewhat fragmented. There are multiple messages in the marketplace,” Sieg explained. “And I just think that that can be extremely confusing to the consumer.”

“Coming out of COVID in the last couple of years – it’s been very, very difficult. We’re the title sponsor. It’s the Visit Atlantic City Airshow – and we put money into it,” said Sieg. “The cost of everything in the world has gone up. Same with the Airshow. That’s a huge, huge undertaking to put that on. And it’s very expensive. So, we are fortunate enough to partner this year with the South Jersey Transportation Authority to be able to make sure that we do the Airshow. It’s going to be Aug. 14.”

The only difference in this year’s Airshow, Sieg noted, was that the U.S. Thunderbirds will not participate. That is because the Thunderbirds decided to no longer do midweek airshows. But they have been replaced by the Ghost Squadron, featuring former Thunderbird pilots. The U.S. Army Golden Knights will also participate again.

“We don’t need an Airshow on a Saturday in August in Atlantic City. We just don’t. And the casinos would kill us,” said Sieg. “So, we’re taking a look at a couple of different things. We will have the Airshow this year. We’re looking at the future. Does it make sense maybe to move the Airshow to early June or late September on a Saturday – in those shoulder seasons to drive people in? Then have the opportunity to have the Thunderbirds or the Blue Angels? So, we’re looking at the future of the Airshow as well.”

Sieg also noted how important emerging sectors are to the area, such as television and film production and cannabis tourism. “Atlantic City has opened six or seven cannabis dispensaries,” said Sieg. “We have two very large cannabis conventions that take place here. We’re seeing a real boom in people traveling for cannabis.”

The discussion closed with Sieg discussing how challenges have led to more creativity, which has bred excitement in the city through collaboration, reinvestment and unique programming.

But he stressed that it is out of necessity. “It takes me back to the beginning. We have to,” said Sieg. “If we don’t, we’re going to lose major market share.”

Editor’s note: This story was updated at 9:25 a.m. June 24, 2024 to correct the name of the JJFISHWEEK with Jimmy Johnson event.