This comes as the casino industry emerges from the COVID-19 pandemic, with much of the focus having been on casino’s online assets (where possible) over the last couple of years.
While there has been a major development to the online gambling industry in the US market, with many states having passed legislation, focus once again has shifted to land-based assets, now that they are able to safely open.
It is a plan that has been in place since 2020, originally budgeted at $90 million, with people understood not keen on visiting the casino pre-pandemic due to the aesthetic state of the property.
Due to this, Bally’s were struggling to compete with more attractive rivals on the Atlantic City boardwalk and it is hoped that this planned facelift can help to rejuvenate the company’s image.
These changes are planned to take place over the next three years, with 85 percent of renovations being budgeted for this.
Bally’s seeking to mirror online growth
It is hoped that the completed development in Atlantic City can be used as a foundation point for their successful online assets, which have grown significantly over the last couple of years, so much so that they can compete very well in the marketplace.
Their land-based Atlantic City asset leaves a lot to be desired though, especially when compared to their competitors, so it is hoped that this will not only help to attract more visitors, but also act as a magnet from an overall branding point of view and assist in changing the image and thought perception of the company.
With a complete overhaul of the casino floor planned, which will include a total redesign, though also renovations to all of the resort’s hotel rooms in their bid to make sure there is little doubt that this is the company’s flagship casino.
Already, there has been a flurry of activity over the last few months for the company, having completed the acquisition of Telescope in a bid to increase the firm’s interactive capabilities and attract younger customers.
It certainly is an exciting time for all associated with the company, which over the next couple of years, could easily become a major competitor, with goals to take on the likes of MGM and Caesars.