Not too long ago, Borgata Hotel and Spa appointed a new president and Chief Operating Officer Travis Lunn. Lunn took over from the exiting boss Melonie Johnson. Before his appointment, Lunn served as group president and COO of MGM Resorts in the Southeast region. As the boss in charge of daily operations at Borgata, Lunn is responsible for providing the company with leadership and strategic direction and it appears that the boss has a lot of plans under his belt.
Before his move to AC, Lunn had been in charge of several other massive operations including Casino in Biloxi, Gold Strike Casino Resort in Tunica, as well as the Beau Rivage Resort. As such, there is no one better placed to steer the Borgata ship as competition continues to intensify among new and old operators in the established New Jersey betting market.
Even though Borgata is one of the more recognized brands in the New Jersey betting market, Lunn’s position as the top boss will not be without its challenges. Borgata is still one of the best-performing casinos along the East Coast. So much so, that the brand is responsible for a huge percentage of the overall sports betting handle in New Jersey.
But sports betting and online betting have become the norm in the Garden State, which means that Borgata has to work harder than it has ever worked before to maintain its share of the market. The good news is that Lunn has plans to grow Borgata into the best casino in Atlantic City, even as 2 new competitors continue to make waves in the market.
Only 2 months after taking up his spot as top boss, Lunn has commented that the competition does not scare him and in fact, gives him the push he needs to keep innovating. Lunn has welcomed the competition, terming it as healthy not just for Borgata but all other casinos in the state as well. Lunn is aware that some reinvestment is required to keep Borgata at the top of the market.
Already, the COO has plans to renovate the hotel rooms in order to make the casino resort more appealing to a younger demographic. Lunn also plans to invest in new slot machines, as well as organize more slot tournaments to attract a new customer base while keeping existing customers entertained. These renovations could not be more apt because Borgata has not redone its rooms in 10 years.
The Borgata debuted in 2003 as a result of a collaboration between MGM Mirage and Boyd Gaming. Soon after it was launched, it grew to become one of the most popular casino resorts on the boardwalk. The hotel did embark on a massive renovation and expansion project worth an estimated $200 million in 2006. This renovation saw the addition of 36 table games, at least 500 slot machines, as well as the addition of an 85 table poker room.
In 2016, Boyd Gaming was bought out by MGM Gaming for $900 million before launching GVC Holdings in 2017. Unfortunately, not many upgrades have been made since then, which is exactly what the new boss is seeking to rectify. If Borgata wants to maintain its position as the market leader, then the brand has to do everything in its power to become the best resort and that must include adding the latest technology and amenities.
In New Jersey, Borgata has consistently maintained the top spot on the revenue table for months. In 2021, Borgata generated more than $1.1 billion from punters, which is twice the amount that the biggest competitor Hard Rock managed to produce. Borgata has led the revenue table in the AC gambling market since it opened its doors to gamblers in 2003.
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Renovation Plans Unveiled
Last year in December, Borgata unveiled details of a planned property-wide renovation estimated at $13 million. Some of the improvements to be made in the coming months would include a total redesign of the buffet, as well as upgrades to Spa Toccare and Borgata suites. Some of the other areas that would receive some much-needed TLC include the casino floors, back-of-the-house talent areas, as well as the front desk section.
By giving these areas of the casino resort a much-needed boost, Borgata has proven its commitment to continually exceed its customers’ expectations. This is especially true when it comes to keeping the Borgata property fresh and inviting. In order for the resort to keep providing its customers the world-class full-service experience that the brand has become known for, it must make reinvestment a priority.
Before the end of 2021, Borgata had already renovated and redesigned its buffet by investing an estimated $2 million into the flooring, as well as the ceiling. The space was also highlighted with new carpeting to give the area a comfy, residential feel that will make guests feel welcome throughout. The resort’s spa, Spa Toccare, also received an update in both the women’s and men’s lounges.
The workout center was given a complete re-do by adding new fitness equipment and machines. Earlier on in the year, the spa had received yet another $1-million makeover that saw the spas 27 rooms with new massage tables. The spa’s wall treatments, cabinets, carpeting, as well as linens received a revamp.
Final Thoughts
The upgrade of Borgata’s guest rooms has been taking place since 2012 when all 1,566 Classic guestrooms and hotel corridors were redesigned. The upgrades continued in 2015 when an additional $6 million was used to restyle the opus and residence suites. Lunn’s plans for new upgrades this year will allow the Borgata brand to compete with some of the newer entrants as well as some of the older resorts that have also been upgrading their guest experiences.
This new renovation is expected to give the property’s more than 2,500 guest rooms a brand new look, as well as integrate unique amenities. This new makeover is needed to help the brand stay relevant while staying competitive in the country’s most successful gambling market.
