Revel still hopes to find a buyer for the property after it has ceased to operate as a casino.“Hard Rock’s focus on live entertainment with a full calendar of top artists pre- and post-pandemic breathed new life into a property that was built for shows and events,” she said. Juliano said Revel apparently hoped there would be additional development in the immediate area that it could sell utility service to, but that never materialized. Some potential buyers in bankruptcy court reportedly were scared off by the ongoing expense of the heating, cooling and electrical plant, and they sought unsuccessfully to exclude it from their purchase offers.

'Revel struggled with the execution of plans to develop their market, as well as with their design and just a basic understanding of the Atlantic City visitor,' he said.Ī huge power plant proved enormously costly. Once there, the property wound around a circular pattern instead of the linear layout of most other casinos.

Entering from the Boardwalk, they had to take a vertiginous escalator up four flights to reach the casino floor. It also started at a huge disadvantage by not having a pre-existing database of gamblers to solicit, in the way that casinos owned by nationwide companies like Caesars Entertainment or Tropicana Entertainment can.Ĭustomers found Revel's design off-putting as well, said Joe Lupo, senior vice president of the Borgata, whose upscale market Revel appeared to target. At the same time, Revel didn't have a plan to successfully market to the traditional Atlantic City customer.' But the market that Revel foresaw for its property just didn't materialize, partially because of the growing perception that the city wasn't ready for that kind of customer. 'That's certainly what happened with Borgata more than 10 years ago. 'If there had been a range of new attractions and potential customers with enough discretionary income, I think that Atlantic City could have absorbed the new capacity,' said David Schwartz, director of the Center for Gaming Research at the University of Nevada Las Vegas. High room and restaurant prices hurt, too. By the time those decisions were reversed, it was already too late. That included Atlantic City's only total smoking ban, which alienated many gamblers the lack of a buffet and daily bus trips to and from the casino and the absence of a players' club. The idea behind Revel was to open a totally different resort, a seaside pleasure palace that just happened to have a casino as one of its features.

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