Atlantic City Casinos Use Sex to Attract Gamblers

It’s been a difficult time for Atlantic City’s Casinos. Trump’s bankruptcy hit the city hard. A poll taken by Stockton-Zogby found that New Jersey residents prefer Nevada’s casinos by more than 2 to 1.

Bill Thompson, a professor of public administration at the University of Nevada, Las Vegas, voiced the comparison when he was asked his opinion on opening a new casino in California. In Atlantic City, Thompson explained, the casinos have flourished, but local businesses have not benefited as a result, leading to an overall poorer local environment.

So what is Atlantic City doing to bring back the glory? Atlantic City, the city where men once wore suits to walk along the beach, has turned to sex to try to sell their casinos. Today’s belly dancers and bikini competitions are a far cry from the Atlantic City of the 1950’s, where salt-water taffy, roasting peanuts, and the Atlantic Ocean called to well-to-do families who rented homes from year-round residents each summer.

In 2003, when the Borgata Casino opened, they brought popularity to sex. They had “Borgata Babes” instead of cocktail waitresses, and pillows that read “tonight” and “not tonight.” In the same year, Atlantic City changed its slogan from “America’s Favorite Playground” to “Always Turned On.” But casino demographics aren’t supporting the decisions. Most players are still women over 55. It looks like it might take more than sex to reach the younger generation. - 2005-05-30 18:28:04

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