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The basics:

• Borgata debuts 25,000-sq.-ft. Asian Gaming space with 51 tables
• High-limit rooms, private salons and multilingual hosts enhance experience
• B Bar redesigned with Italian-inspired textures and open layout
• Borgata leads Atlantic City in casino win for May and June 2025

Despite more than two decades of sustained success in Atlantic City, Borgata Hotel Casino & Spa continues to reinvest and evolve.

In May, the resort completed and unveiled two major projects.

That includes a refresh of the iconic B Bar, which features a sleek new looked inspired by Italian craftsmanship. The space, designed by firm Avenue – the renowned design firm behind the 2023 remodel of the MGM Tower – is the centerpiece of Borgata’s nightlife and social scene.

“With B Bar at the center of the action on our gaming floor, we set out to imagine a sophisticated and fun space where guests can meet, drink, game and enjoy live entertainment,” said Niklas Rytterstrom, president and COO, Borgata Hotel Casino & Spa, in a Jan. 6 press release announcing the project.

Also launching in May was the Borgata’s new Asian Gaming experience. The 25,000-square-foot space features 51 tables, five private gaming salons, a dedicated Asian gaming space – as well as a high-limit gaming area and private bar. It marks the most significant gaming refresh in Borgata’s history.

Taking a tour

NJBIZ visited the gleaming new space in June, which was designed by award-winning firm KNA Design. It features vibrant interiors and contemporary touches inspired by a fusion of Asian traditions. The color palette includes radiant reds and golds with earthy taupe, ivory and grey tones.

“From lucky colors and patterns, symbolic imagery for good fortune and refined woodworking and craftsmanship, our design team took every element into consideration in delivering on the splendor our guests have come to expect,” said Rytterstrom.

Highlights of the space include:

• High-limit area designed for exclusivity and personalization
• A multilingual team of hosts who speak Chinese, Vietnamese and Korean, among other languages
• Enhanced gaming experiences
• Wireless charging
• The introduction of Noodles – a Pan-Asian dining concept first introduced at Bellagio in Las Vegas – offering a culinary journey through Asia

“With these best-in-class offerings and amenities, we are once again redefining the pinnacle of high-end gaming in Atlantic City,” said Rytterstrom. “Every detail of the experience has been thoughtfully curated to ensure our guests feel welcomed, celebrated and immersed in unparalleled experiences.”

Solid start

And Borgata has had a very solid summer season, so far.

According to state Division of Gaming Enforcement reports, Borgata led all Atlantic City properties casino win in May (brick-and-mortar, a key metric), with $51.1 million — a 14% year-over-year increase. Borgata also ranked as the highest-earning property for casino win in June, reporting $76.7 million — a 19% increase year over year.

During the June tour, NJBIZ met with James Bruno, vice president of casino operations for Borgata, which is an MGM Resorts Luxury Destination.

Walking through the new space, Bruno explained the construction process took about nine months.

“For the nine-month period, we closed five gaming pits,” he told NJBIZ, noting that included two Asian pits, the high-limit area and two outside pits. “We had about 800 feet of linear construction wall, which surrounded this entire 25,000 square feet, which was closed for nine months.

“Labor Day, we took it all down – they jackhammered this down to the concrete. There was nothing in here. They demoed for two-and-a-half months.”

That timeline allowed the work to take place and for the area to shut down during the non-peak season – as well as open ahead of this Memorial Day Weekend, when things really ratchet up.

“We did the best we could to mitigate the loss of business with temporary spaces,” he explained. “We took the Race Book and we converted it into an Asian-specific gaming area – and it was well-received. And it was just temporary. So, it got us through the nine months. Of course, it’s not this experience, with the private salons, but it served its purpose.”

Playing to win

Bruno stressed that it was worth the wait — even for those who took their business elsewhere during the construction period.

“Everyone that came back was just wowed by the experience,” he said.

“Given all the preparation and planning that went into this – being shut down for nine months in this area of floor. What’s it like now to see this vision come to fruition?” NJBIZ asked.

“The thing for me is to hear the guest feedback,” said Bruno. “They’re overwhelmed with the experience. It’s everything that we talked it up to be. We had a VIP event opening – and it’s been nothing but great feedback.

“Look, our work isn’t done. We’re going to refine and adjust and finetune what we have – of course, that’s always what happens. But the guest feedback has been overwhelming.”

“And I guess the best indicator of that was what you mentioned – that if people went elsewhere during the construction period and came back and are now raving about it?” NJBIZ asked.

Bruno quipped, “They show us how much they like us by opening up their wallets.”

“I might think it’s greatest thing ever – but if they don’t want to play it, the customer will tell you,” Bruno explained. “And what the customer told us was this was due – it was dated, and it needed to be updated. So, we took the feedback. For nine months, it’s a little painful – but to get to this finished product, I would do it all over again.”

‘Still pushing the envelope’

From there, the conversation shifted to Borgata’s constant quest to continue evolving, reinvesting and expanding its offerings.

“Borgata has been a top-tier and performing casino in AC – and even after 20-plus-years, is still pushing the envelope. What does that speak to about the philosophy of Borgata?” NJBIZ asked.

“You have to always continue to improve – and if you don’t in this highly competitive market: you’ll lose business,” Bruno emphasized. “So, that’s one thing that we’ve been fortunate, that MGM Resorts has provided the Cap X [capital expenditures].

“It’s the rooms. It’s the B Bar. It’s these projects to just stay No. 1 in the market. And this is a highly competitive market in Atlantic City. We fight for every percentage of market share we can.”

Reimagined B Bar

The tour continued to the reimagined B Bar, which has a noticeably more open feel and now offers an enhanced experience for its patrons — with colors and textures that reflect Italy’s diverse landscapes.

Bruno noted that B Bar was also taken down to the concrete and completely rebuilt. That project began just after New Year’s and reopened to the public May 9. He said it’s also been well-received.

Bruno spoke about how these colors and tones will be integrated throughout the casino as Borgata undergoes a continued refresh to reflect the changing design elements and trends since its 2003 opening.

“You can see the natural tones and wood. This is pretty much what you will see. The wallpaper, eventually, is all going to be changed on the casino floor. All the tables are going to be re-laminated. We’re going to get to those lighter tones that you saw,” said Bruno. “All the chairs are going to be the lighter whites and blues.

“The chairs you saw up in the High-Limit Room – eventually, that same color palette is going to come down to the floor. And we’re going to replace every single chair and re-laminate every table on the floor to these lighter tones. That’ll take us another probably six or seven months, but we’ll strategically work our way through the floor.”

He also pointed to the lighting, noting differences between new ones installed for the gaming space and the older ones, while stressing that there is still a lot of work ahead.

“Eventually, the entire casino floor will have a refresh – lighting, wallpaper, chairs, tables,” said Bruno.

Built on relationships

The updates mark the largest enhancements to the Borgata casino floor in the property’s history. “It’s exciting,” he said, again stressing the customer experience. “It’s all about [that]. You want them to sit down. You want them to have a great experience.”

“Which I feel like has always been at the heart of Borgata – but imagine these times now where you have surging internet gaming and more regional competition, that it even takes on more of an importance?” NJBIZ asked.

“So, for me as an operator, you can build all of these spaces. But when it comes down to it, it’s the team members on the bar, behind the table, that create those memorable experiences,” said Bruno. “There’s customers that come in and they specifically look for their favorite dealer. They built relationships over 20 years.

“We can build it – but the right people create that experience,” said Bruno. “Without that, you just have a building.”

Borgata is also offering its continued slate of top-notch music, comedy and more, including shows in the second half of the year such as the Black Keys (Aug. 9), Elvis Costello & The Imposters with Charlie Sexton (Sept. 19), Sting (Nov. 14 and Nov. 15), and much more.

Building bridges

The conversation shifted back to internet gaming, which – as NJBIZ has reported – has seen a meteoric rise in the last few years and continues to account for more of the gaming revenue mix.

“How do you think about that when you try to benefit from that business? But also, again, it’s people not physically here. Do you integrate more rewards to get those users down here? How do you think about that part of it?” NJBIZ asked.

“It’s about getting that online customer bridge to the land-based property,” Bruno explained. “Have we quite figured it out yet? I don’t think so. That’s just my personal opinion.

“We’re collaborating with our partners at MGM to do various events,” he continued, using a slot machine launch as an example. The event happened simultaneously on the website and at the property. Bruno also noted certain rewards and experiences. “And we’ll do a signature event here for the online players to introduce them to the property.

“Those are things you need to be in – and not every jurisdiction has it approved yet. But it’s a steep learning curve. So, trying to figure out that experience and to cultivate that person who is perfectly fine sitting at home on their phone or iPad – that has no desire to enter the physical building; that’s what we’re going to get better at,” he added, highlighting the partnership with BetMGM. Bruno also said that he believes having land-based casinos, and agreements with the arenas, offers them the chance to provide an experience that other competitors cannot match.

“Sometimes in the past, it did not always feel like all of the stakeholders in Atlantic City were rowing in the same direction. Now, whether it be because of regional realities of competition, it seems like the city and the casinos – the stakeholders – are rowing in the same direction, recognizing that rising tides lift all boats in the city. Would you agree with that assessment?” NJBIZ asked.

“I would agree with that 100%. It’s the city working together with the regulatory body to continuously improve this experience for the guests. It’s us as the operators working with the regulators – and they’re 100% on board with moving this industry forward.”

Raising the bar

In a statement to NJBIZ, Gary Musich, president and CEO of the city’s destination management organization, Visit Atlantic City, applauded Borgata’s efforts. He also noted the reinvestment happening around Atlantic City as properties raise the bar to stay relevant in the competitive market.

“Borgata is one of Atlantic City’s premier casino resorts, and watching the property reinvent and reimagine itself is a testament to the continued growth in our city,” Musich told NJBIZ. “Throughout the destination, Atlantic City hotels have collectively put more than $500 million in renovations, demonstrating a commitment to the people who visit Atlantic City, to the workers and to those who call it home. We’re excited for a rejuvenating renaissance in Atlantic City.”

“And I’ll close with this, what excites you most about what’s just happened or what’s next at Borgata?” NJBIZ asked Bruno.

“It’s the guest feedback. From nine months of walking around here with a tape measure and making sure of every little detail,” Bruno explained. “We didn’t get everything right – that’s why I said our work’s not done. We’re moving tables – layouts, like inches. That’s what we’re doing now.

“Now they touch it, they feel it – they experience it. We’re getting feedback. We’re listening to them and we’re making what we call: Rafting – refining, adjusting, fine-tuning – and that’s what we’re doing now.”

Bruno closed saying that the Borgata team is so fortunate to be under that roof.

“To have MGM Resorts continuing to invest in this product in the region. We are fortunate to have them as a partner here to do all these projects. These projects are quite an investment,” said Bruno. “And there’s more to come.”