2007 was officially a 'downer' for A.C. casinos

Jan 22, 2008 11:41 PM

Staff & Wire Reports
Juliano, chief executive officer of Trump Entertainment Resorts, which operates three of the city’s 11 casinos. "The real impact of ’07 was plain and simple: It was Pennsylvania. It’s also not going anywhere.

"The good news is it has reinforced with all the major players here the need to work really hard to transform Atlantic City to the next plateau, a place where people come and stay for two or three days instead of relying on day-tripping bus customers."

The revenue decline has meant cutbacks on free rooms, show tickets, and even buffet coupons mailed to gamblers to get them to come here. And along with a wave of new hotel tower construction that will add more than 2,500 rooms to the market by Labor Day will come top-name – and high-priced – entertainment and dining venues.

In December, the casinos’ revenue fell by 10.6 percent, led by another awful month at the Tropicana, whose owners lost their casino license that month after a year of poor performance.

The Tropicana was down 20.9 percent in December, and 12.1 percent for the year. About two dozen potential buyers have expressed interest in the Tropicana, which is expected to be sold by the end of April.

Caesars Atlantic City was the only casino that had what could be considered a good year in 2007, with its revenue up by 5.1 percent. Harrah’s Atlantic City showed a 2.1 percent increase, and the Borgata Hotel Casino & Spa, which routinely dominates the market here, showed an increase of just 1.6 percent for the year. The Borgata, however, led all casinos with revenue of $750.9 million.

But the year-end news for the rest of the casinos was much worse: The Atlantic City Hilton Casino Resort saw its revenue fall 7.6 percent; Trump Plaza Hotel and Casino dipped 6.8 percent; Trump Marina Hotel Casino fell 5.9 percent; Bally’s Atlantic City was down 5.3 percent; the Showboat Hotel Casino fell 5.1 percent; the Trump Taj Mahal Casino Resort was down 3.9 percent; and Resorts Atlantic City was down 1.5 percent.

Donald Trump said that while he was not surprised about the citywide decline given the increasingly competitive environment, he thinks Atlantic City will endure.

"Long term, Atlantic City is going to be just fine," Trump said. "It has something no one else has – the ocean."

Carlos Tolosa, eastern division president of Harrah’s Entertainment, which runs four casinos here, said Atlantic City’s casinos could start showing small revenue increases of 1 to 2 percent in February or March.

"It would be great if we could get to that point by then," he said.