The fact that Bally’s is located adjacent to Caesars on the heart of the Boardwalk, means that either establishment can take advantage of the other’s popularity. For Bally’s which opened its doors to the public in 1979, Caesars Casino offers quite the support for a business that is obviously struggling.
A year ago, the new owners of Bally’s sort state regulation on the casino’s operations. A license was granted but not without a bit of scrutiny of the casino premises – patrons enter the neighboring Harrah’s and Caesars like Bally’s does not exist.
The new management team of Bally’s however made an interesting discovery; most of the casino players who were critical of Bally’s had never even set foot within the premises. It definitely appears that Bally’s negative publicity has been propagated by word of mouth and a harsh judgment passed over the dilapidated casino premises.
In a hearing of the New Jersey Casino Control Commission that took place in September 2020, the Vice Chair of the commission, Alisa Cooper, pinpointed the reputation and age of the property. One of the casino’s current executives, Nick Polcino, the General Manager, agrees with Cooper. Polcino was a craps dealer at Bally’s when the casino was established.
Although the property now looks depressed and torn down, Polcino is a witness to the improvement experienced each time some form of investment is pumped into the gambling project. Casino clientele only need to notice the building and the rest will fall into place.
What we cover
Approval based on readiness to invest
There is obviously some remarkable growth that has taken place in the gambling sector over the last 30 years or so. Top on this list is the digital age that has transformed gambling into an activity that one can engage in without leaving home. If we consider the next era we are stepping into, it is important to consider that gambling premises will have to offer more than the traditional casino games and rewards.
Over the next three years, a total of $100 million will be pumped into Bally’s to improve not only its outward appearance but also upgrade its internal systems. Renovations are currently underway and this has been confirmed by the NJ Online Gambling who undertook a successful tour recently.
The gaming floor of the casino will be adorned with hundreds of the latest models of slot machines to offer a facelift to the otherwise plan area. Although there is still plenty of construction work going on in every level of the gambling premises, there will be individualized upgrade of the 750 rooms. Extra attention will be granted to the 112 junior suites in an effort to bring them up to standard.
The current owners of Bally’s have considered the fact that the casino premises must function beyond the typical walk in betting hub. They have commissioned the combining of some of the guest rooms so as to come up with 16 penthouses that will provide choice accommodation for casino high flyers.
From the point at which guests enter the Bally’s premises, they will be treated to a level of luxury never before witness here. The lobby which has since been refreshed offers a last impression from its columns decorated with modern quartz stones, tiles and lights to the lobby bar which will provide a lounging spot right next to the betting area.
The betting floor features high limits rooms which will hopefully cater to well-off gamblers which Bally’s new management is seeking to attract in large numbers. Half of the casino has already been opened to the public while the rest is still under construction; it could be that the management wants the client to feel like they are a part of the transformation.
Sportsbook and restaurant services
If you have not stepped foot inside Bally’s premises for a while, what hits you when you enter right now is the 4,100-square-foot FanDuel Sportsbook. An eye-catcher for Bally’s and a first for the operator in Atlantic City, this section of the gambling floor opened in spring right before the March Madness college basketball season.
The FanDuel sportsbook exhibits a fresh look even though the corresponding brand is quite established. This however does not measure up to the Book sportsbook setup in the neighboring Wild West casino tower. It is more than three times the size of the new sportsbook at Bally’s.
As far as eating options at the casino are concerned, there are efforts to offer a variety in terms of different cuisines. The Jerry Longo’s Meatballs & Martinis restaurant opened its doors to Bally’s customers in May – the most outstanding feature of this eating area is the pair of blackjack tables within it. Other cool eating spots within Bally’s are Water Dog, which opened in spring and an Asian joint which is still under construction but should be operational by the coming year.
Local and National state of Bally’s business
In reports released by the New Jersey Division of Gaming Enforcement for the month of September, Bally ranked number 9 out of the nine casino businesses in the AC gambling region. The market leader, Borgata, managed $60.2 million in revenue while Bally’s only managed to collect $14.2 million in revenue. While the management has not made any drastic changes to warrant a climb from the bottom, current reports indicate that the brand is still leading from the bottom. This performance is expected for the next two years as the company tries to reinvent its status in an already established market. This is also in line with the fact that Bally’s has expressed interest in setting up a gambling operation in New York where the market is accepting more brands.
Conclusion
The ongoing renovations are characterized by such great expectations as far as business revival is concerned. The management hopes that the new face of Bally’s will usher in a new era in its record books.
