Revel overhauled its marketing department Wednesday in the latest management shake-up at Atlantic City's troubled $2.4 billion megaresort.
Veteran executive Darlene Monzo, who was brought in as Revel's new senior vice president of marketing in November, is being replaced by a casino consulting company that will oversee marketing.
Jeffrey Hartmann, Revel's interim chief executive officer, said effective Wednesday, the Fine Point Group will be in charge of all of the casino hotel's marketing-related activities.
"I am confident that we can develop new marketing initiatives that contribute to our growth and improved financial performance," Hartmann said in a statement.
Revel, Atlantic City's newest casino, has struggled to draw customers in its first year of business. It has been refining its marketing strategy in recent months to focus more on gambling patrons, as well as the lucrative overnight guests and corporate customers who are key to its upscale resort image.
The hiring of Fine Point is a new twist in that game plan. Revel now has given the responsibility of developing its marketing campaigns to an outside contractor instead of chiefly relying on in-house staff. The timing is important because Revel is preparing for Atlantic City's peak summer tourism season, which begins Memorial Day weekend.
"As part of our ongoing restructuring efforts, we are evaluating all aspects of our business to uncover new ways to drive growth," Hartmann explained of the marketing move. "We are committed to attracting new guests to Revel, and creating loyalty among our current guests."
Made up of former gambling industry executives, the Fine Point Group offers an array of consulting services, including marketing expertise, management support and help with "casino turnarounds," according to its website. Randall Fine, the company's managing director, could not be immediately reached for comment on Fine Point's new role at Revel.
Fine Point's hiring puts a quick end to Monzo's tenure at Revel. It also continues a management restructuring that is part of Revel's transition to new ownership in its ongoing Chapter 11 bankruptcy reorganization. Hartmann was appointed in March to guide the casino through bankruptcy.
Monzo, a 25-year veteran of the casino industry in Atlantic City, Pennsylvania and Nevada, was hired by Revel's former CEO, Kevin DeSanctis, to revitalize the casino's marketing efforts. Now, with DeSanctis gone as CEO, Monzo has departed, too.
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