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ATLANTIC CITY - Harrah's marketing strategy is coming out of the closet.

The world's largest casino company will begin courting gay and lesbian travelers in hopes of attracting new customers to a market decimated by the recession and competition from Pennsylvania slot parlors.

The push to establish Atlantic City as a "gay friendly" town not only underscores the need to expand the customer base, but also reflects a shift in the cultural landscape, said Jennifer Weissman, regional vice president of marketing for Harrah's Entertainment Inc.

"We believe our customer base comes from all cultures, all sexual orientations and all backgrounds. We really believe that our customers will embrace this," she said.

Harrah's has been catering to gay and lesbian travelers at its Las Vegas casinos for a few years, but will launch a similar campaign in the country's second-largest gambling market with an "Out in Atlantic City" weekend of partying Sept. 25-27. The event, expected to draw more than 1,000 people, will bring some of the best-known names in the gay and lesbian entertainment scene to the Harrah's casinos.

Amanda Lepore, a transsexual icon and New York nightlife host, will kick things off with a party Sept. 25 at Club Worship at Showboat Casino Hotel's House of Blues. The weekend will also include appearances by singer and "Dyke Diva" Lori Michaels and the cast members of Showtime's lesbian-themed show "The L Word."

Lance Bass, of 'N Sync fame, and Jai Rodriguez, of the Bravo Network's show "Queer Eye for the Straight Guy," will host a party at Caesars Atlantic City. Rodriguez will also host a game of bingo at Harrah's Resort, with proceeds benefiting the South Jersey AIDS Alliance.

Harrah's will promote the events with an ad campaign in the gay media, such as Out and The Advocate magazines and the online sites gay.com and gaywired.com.

Weissman said Harrah's gay marketing program is the first of its kind for Atlantic City casinos. While Atlantic City may not become the next San Francisco for gay travel, tourism officials believe the resort's evolution into a more upscale gambling and entertainment hub fits the lifestyle of gay and lesbian customers.

"What the gay market is looking for is high-end retail, accommodation and nightlife, and that's what we have," said Jeffrey Vasser, president of the Atlantic City Convention & Visitors Authority. "The more we reinforce the fact that Atlantic City is a gay-friendly destination, the better off we will be in attracting that market, which is a very upscale market."

Atlantic City is developing gay-themed marketing programs based on research studies that show gay and lesbian travel to be among the most lucrative forms of tourism.

As a group, gays and lesbians spend $64.5 billion annually in the U.S. travel market, according to data from the U.S. Department of Commerce and a study by Community Marketing Inc., a gay-market research group. A national online survey conducted by Witeck-Combs Communications and Harris Interactive found that gay and lesbian consumers planned to spend an average of $2,300 for business and leisure trips this summer compared with $1,500 for heterosexuals.

"They can dedicate more of their wallet share to travel, tourism and hospitality," said Bob Witeck, chief executive officer of Witeck-Combs, a public relations and marketing firm that specializes in the gay and lesbian market.

By touting itself as a gay-friendly travel destination, Atlantic City could capitalize on the gay civil unions or marriages supported by New Jersey, New York and states in New England, Witeck pointed out.

"Atlantic City may well imagine itself as a nearby destination for couples celebrating their unions," he said.

Weissman acknowledged that Atlantic City's casino industry simply can't continue to rely on the same old core of customers. Profits continue to slip as the recession has cut into discretionary spending for gambling trips. Atlantic City also feels the pressure of the new slot parlors in Pennsylvania stealing customers from its feeder markets in Philadelphia, New York and northern New Jersey.

"For me, the important message here is that we have to change the face of Atlantic City. We have to provide new and unique reasons to visit Atlantic City," Weissman said.

Witeck and Vasser downplayed any potential pitfalls of gay-themed marketing campaigns that could alienate the mainstream market, saying that society is far more tolerant and diverse these days.

"I don't think you're going to find cultural battles in a gaming town about more gay people or less gay people," Witeck said. "It's a format that should work for everybody."

Vasser stated that popular travel destinations, such as San Francisco, New York and Fort Lauderdale, Fla., have flourished with the help of gay and lesbian customers.

Separate of the Harrah's campaign, the Atlantic City Convention & Visitors Authority has reached out to the gay and lesbian community through the gay travel media and by having a promotions booth at a gay-themed consumer show in New York.

In addition, a private, nonprofit organization called the Greater Atlantic City GLBT Alliance was formed recently to promote gay, lesbian, bisexual and transgender businesses and people in the surrounding area.

Weissman said Harrah's developed its marketing campaign with the help of an employee advisory board that includes gay and lesbian casino workers.

"It comes down to diversity in our company and diversity in our workers and our customers," she said. "We believe that by having different backgrounds and different perspectives, it will only make us a better business."

E-mail Donald Wittkowski:

DWittkowski@pressofac.com

21 comments:

• Locket (1) posts 4:53 pm

  Who cares if they are gay, as long as they GAMBLE

• TGGladue (3) posts 8:11 pm

  This idea is a no-brainer. Its September..what was the biggest draw in September for years..anyone..anyone..Miss America! Who came down to Atlantic City for the Miss America Parade, Pageant, and Miss'd America Pageant..anyone..anyone..the Gays! We are not reinventing the wheel..this policy at Harrahs has worked in Las Vegas and has developed business. They are trying to get more people into Atlantic City to boost the decline for business. September was the best month to be in Atlantic City and we let it go because the casinos did not want to give up hotel rooms to non-gaming pageant attendees. At least give Harrahs props for trying to correct the loss and get some money paying customers into their gaming halls. Remember 10 years when there was NO retail per say in Atlantic City..if you build it..they will come. Maybe this will reverse the slump..a little bit is better than nothing.

• boobert (1) posts 11:45 pm

  back in the 70's AC was a very popular gay resort. One of the few groups that kept the city going with many hotels,restaraunts and bars that were mostly gay. And they were always packed all summer. It was the casinos that closed most of it down because they considered it undesirable. Now they want them back!

• Mike_in_Ventnor (13) posts 10:55 pm

  It sounds like a good start, but I’m skeptical that one event is going to bring in the gay spenders. Harrah’s should come up with a weekly draw for the young and hip gay market.

• weisenthal (293) posts 10:03 pm

  It seems insultingly patronizing. Do you think gay people came to Atlantic City before? I know, they did, gee wonder of wonders.The promotion could work if Harrahs develops a popular nightclub.

• WBMRC1 (6) posts 1:07 pm

  Leave it to harrahs to bring in drag queen concerts! You might think there are no gays in or coming to Atlantic City and now all of the sudden they will be saving the casinos. Doesn't the current state of the economy affect the gay community also? Haven't gays also lost jobs? How can this be some amazing plan to bring in more $$$ for Harrahs? Harrahs wastes more time and money with hiring employees with no casino experience to come in and think of stupid nonsense for the casino workers to do and propaganda to promote the endless nonsense. When it comes time for more layoffs get rid of these wasted employees and all there corporate cronies just taking up space while earning top dollars. Stop letting go the employees who actually take care of the customers and keep them coming back. If Harrahs had a clue they would not be having all the labor problems they are having. If you are gay, gamble, and live in the tri state area chances are you already go to atlantic city. If you live in the Florida Keys, San Fransisco, Provincetown etc you are probably not going to come to Atlantic City. There are already many gays that come to Atlantic City, work in Atlantic City and many have high positions within the Casino Industry so promoting to bring more in is probably not going to save Harrahs and in fact not make much of an impact at all! Maybe Loveman is gay!

• poboywillie (39) posts 11:29 am

  Stagehand 951, Your post is sensible and too kind if anything. My sons psychology book has a quote that I like that can explain how some hate gays so much. Freud says "We hate in others what we see in ourselves..." so that could be why haters like Toadfart or whatever its name is is so mean. All Gods children need to be loved with no malice or hate for any reason. And he has a bumper sticker I like too. It says "Mean people suck."

• Grampy (32) posts 10:14 am

  Who wouldn't want to check into the room that Bruce and Reggie just buggered each other in? Nice bedspread, just smells a little odd? What is the next fringe group AC will go after, wife beaters or child molesters?

• Notamused (117) posts 10:05 am

  Gay people are woven into the fabric of society. They are all around you and you don’t even know it. Why? Because they are not a sideshow, they’re just people. Grow up and don’t be afraid of gays because they don’t deserve the scorn that Flamers invite. Just try to mature as time goes by. See you in the next world and don’t be late…

• PhishPhan (73) posts 9:19 am

  Who cares!! Gays and Lesbians like to but nice things, maybe they will add some style to AC. Don't know Y anyone should care that much. It really could get a lot worse.

• BEACHBUMM (48) posts 8:18 am

  TO: ItWasntMe..........PERFECTLY SAID...AGREED!!!!

• STONECRAB (47) posts 8:17 am

  WHO CAN FORGET NEW YORK AVENUE WHEN IT WAS ROCKIN AND ROLLIN ! I DO PREFER LIPSTICK LESBIANS ,EVEN IF THEY ARE MEAN. LESBOS ARE ALL MEAN !

• ItWasntMe (42) posts 8:01 am

  All I can say is why ??? Whats the point. I have no problem with that......but....can we have a hetorosexual only area too....oh...thats right...that would be discriminatory

• BEACHBUMM (48) posts 7:38 am

  Like who's lickin' and suckin' WHO, REALLY is gonna save Atlantic City???...Funny that exact thinking just coincides with ATLANTIC CITY's CITY OFFICIALS suckin' and lickin' all of finest street walkers; the world's BEST ACROSS the NATION; THE EXACT mentality that got AC EXACTLY WHERE IT IS TODAY: ABSOLUTELY NOWHERE! ............LET 'EM ALL IN and THEN HOST THE WORLD'S BEST REALITY SHOW TO TRUMP TRUMP'S SHOW titled.... "24/7/365 SUCKIN'& LICKIN'& KEEPS ON TICKIN'". I can see the billboards now: "Free aids tests with every check hotel in" with Rosie O'Donnell, "the All-American mom" plastered on every billboard! Cracks me up! How much more stupid can AC get?? Oh well, this should be good to sit back and help the AC Casino Stocks just jump off the charts! So funny...does anyone in this state have a brain? What a predicament now...Where can we fit ALL THE CABLE CARS....the Jitney's will be out of business....Oh NOOOOOOOOOOOOOOO....More to discuss at the next Council meeting..."Oh Fudge!!

• Stagehand951 (7) posts 12:10 am

  TODFIAT - The only thing more disconcerting than your homophobia is your complete and utter ignorance of subjects for which you know nothing about. Obviously, that's of little concern to you, because it doesn't stop you from spewing your moronic opinions whenever you get the chance. Before showing your stupidity to the world, you'd be well advised to learn more about a subject - any subject - before subjecting people to your ignorance. Everyone is entitled to their own opinion, and it's clear you have homophonic issues. We're not asking you to embrace homosexuality, but it would be nice to be supportive of the community and region where YOU have chosen to make your home. If the casinos want to market to the GLBT communities, what makes that any different than marketing to people with red hair, or short people, or tall people - or even to complete morons like yourself. At last check, the GLBT dollars are as green as yours. In fact, the law of averages says some of the dollars in your wallet or the coins in your pocket were once touched - horror of horros - by a gay person! Doesn't that just make you feel all warm and tingly? And for the record, TODFIAT, I'm heterosexual. (Opps, that's a six-syllable word, which is five syllables too long for your brain to comprehend.) Incidentally, according to this web site, you have posted no fewer than 547 comments, which means you need to get one more thing - a friggin' life.

• FireEm (17) posts 9:30 pm

  No wonder Ted "the Head" Housel gave Councilman John "Booty Bandit" Schultz PTI so they can hangout a Harrah's Gay Grand Opening.....

• BernieSchwartz (645) posts 9:14 pm

  I donn't think it will work. Gays are afraid of blacks. Before you call me a racist, again, it's the truth.

• HAPPYCAMPER4442 (1) posts 8:08 pm

  PennsylvaniaSucks--------------------------------- I live in Pa and don`t think it sucks. But I would rather come to Atlantic City to play the slots. The atmosphere is much more pleasant with the casino`s and the boardwalk and the ocean. ----------------------------------------------------About homosexuals coming to AC. I don`t see what the problem is. I don`t know anyone personally but it is God`s country and to me anyone is welcome.

• B4real (371) posts 7:28 pm

  Well since Atlantic City allowed every family friendly thing in A.C. to be destroyed such as the piers, grand hotels, safe walkable streets, schools, neighborhoods, etc... and since A.C. leads the state in AIDS, who in the city cares at this point.

• PennsylvaniaSucks (110) posts 6:42 pm

  A.C. should follow Rehoboth Beach, Asbury Park, Will Roger's Beach in Santa Monica, and Fire Island's lead in designating a portion of the beach for gay tourists. I also recently heard that Studio Six is coming back, now that Pinnacle is leaving town. I think this marketing campaign will help A.C. Let Pennsylvania keep the grandmoms, we'll take their grandsons... who spend a lot more!

• todfiat (0) posts 6:26 pm

  pourquois pas? along with sex kits on check-in, free junkie needles, lotsa hookers, and other local crudities, A.C. will now pander to those old reliable spenders & partiers: homosexuals. It's a race to the bottom.

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