Atlantic City, which is mostly known for its iconic Boardwalk, bustling nightlife, and lively gambling scene might soon add another title to its repertoire. Soon, the city is hoping to fashion itself after Hollywood East. This cinematic makeover promises to revive the city’s historic charm while introducing a touch of Hollywood glamour.
The catalyst for this transformation is the ambitious venture undertaken by ACX1, a forward-thinking film and production group. ACX1 is looking to breathe new life into the nearly-defunct Playground Pier. The Playground Pier, a celebrated property connected to Caesar’s Hotel and Casino, has long been a picturesque but unused space.
The visionaries at ACX1 are now hoping to change the narrative. ACX1 Studios, which is mainly made up of locals, wants to turn a considerable portion of the pier into a live entertainment extravaganza and a pioneering production studio. The studio plans to make use of the massive 550,000-square-foot building as multiple movie sets.
The goal is clear; to turn Atlantic City into the East Coast hub of Hollywood. ACX1 Studios is hoping to only to refresh the pier but also to attract major film companies and actors to the scenic Jersey Shore. What truly makes this project stand out is its turnkey potential.
Unlike many studio renovation projects that require extensive makeovers, the Playground Pier is practically designed to go. While the restaurant signs and branding will no doubt change, the essence of the eateries, namely the bars, chairs, and tables- will remain constant. This untouched ambiance is expected to present a great advantage as the exciting setup can easily be used for movie and TV scenes, which offers an authentic backdrop for filmmakers.
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A boost from tax credits and local creatives
In 2019, Governor Phil Murphy signed legislation offering tax credits to film and digital companies shooting in the state. When this legislation was signed in 2019, little did people know the profound effect it would have on the New Jersey entertainment space. This legislation has now emerged as a major catalyst for transformative projects like ACX1 Studios’ venture at Atlantic City’s Playground Pier.
Tax credits resulting from this 2019 legislation will provide a big economic stimulus. This is because filmmaking needs a whole host of services and products, ranging from set building and catering to renting equipment and accommodation. By attracting film and digital companies, the state will stimulate various sectors of the economy, creating jobs and boosting local businesses.
In particular, for the Playground Pier project, this will translate to increased returns for nearby businesses, hotels, and services. This also means job creation for the locals. The film industry is labour-intensive, requiring skilled professionals in various fields, from actors and directors to set designers and technicians.
With tax credits, the state has encouraged film and digital businesses to pick New Jersey as their filming location, leading to the creation of numerous jobs. Plus, as the state works hard to recover from the devastating effects of the pandemic, a project like this will no doubt help to attract even more visitors to Atlantic City.
Movies and TV shows filmed in iconic locations have a unique power to attract tourists. When movie lovers recognize a place from a TV show or movie, they are more likely to consider visiting. For Atlantic City, this presents a golden opportunity as the state continues to diversify its offerings beyond gambling.
Thanks to tax credits, film companies will be more inclined to set up a presence in New Jersey. For ACX1 Studios and other similar companies, this means a stable environment to develop and expand their projects. An increased presence of such companies will further help to encourage more companies to join the New Jersey market.
As far as the Playground Pier project is concerned, the tax credits will play an instrumental role. They serve as the bedrock upon which this ambitious project rests. It should be noted that ACX1 Studios envisions more than just a film set. The studio is also looking to craft a hybrid space to cater to a large group of people.
Plans also include partnering with other tenants on the pier to set up new cafes and eateries, as well as resurrecting a wedding venue suspended over the ocean. This approach will ensure that creators, shoppers, visitors, and locals coexist. With these grand aspirations, ACX1 Studios is working toward a grand opening slated for next summer.
Playground Pier has a special place in New Jersey history
Playground Pier is part of the rich history of Atlantic City. It has been a hub for many events in the state including conventions, dance marathons, and even the significant Miss America Pageant. These events have helped to shape the cultural landscape of the city and have also contributed to boosting the city’s reputation.
The Pier has also hosted many successful businesses. During its heyday, it hosted more than 75 stores, which created numerous opportunities for locals. Like many urban centers, however, Atlantic City experienced economic challenges, especially during periods of recession.
These economic downturns led to reduced consumer spending, which affected the businesses’ ability to thrive. Plus, the rise of online shopping, as well as changed consumer preferences have continually led to a decline in foot traffic in physical stores. As ACX1 studio continues to make plans, the success of this new project will depend heavily on several factors.
ACX1 Studios needs a well-thought-out plan, proper management, as well as the ability to adapt and respond to changing market demands for this project to succeed. Thankfully, New Jersey’s film tax credits have already provided incentives for film and digital companies to shoot in the state, which should make it so much easier for the project to take off once debuts.
Final Thoughts
As the countdown to the grand opening continues, the Pier stands on the cusp of a remarkable change. The once-forgotten space will be turned into a vibrant nucleus of creativity, which is expected to summon filmmakers, artists, and dreamers to Atlantic City. While the challenges are many, successful transformation stories do exist in the realm of urban revitalization, especially in New Jersey.
