Revel will change its name and roll out a new aggressive marketing strategy today focused on attracting a new customer: the gambler.
With the new gambling-centric strategy, the $2.4 billion property that has been officially titled with a one-word moniker will be renamed Revel Casino Hotel, said Randall Fine, of the Las Vegas-based firm that has taken over marketing the property that has just emerged from Chapter 11 bankruptcy protection.
“If you want gamblers to feel wanted, then you need to let them know you’re a casino,” Fine said.
Revel took great strides early on to separate itself from the pack of Atlantic City casinos, instead calling itself a megaresort offering high-priced exclusive amenities. The glossy advertisements that graced the pages of magazines promoted an exclusive luxury property, never the gambling floor.
Unlike other Atlantic City properties, no glitzy neon signage interrupts the glass architecture at the property, branded only with a large sphere perched atop its 710-foot tower.
That, too, will change, said Jeffrey Hartmann, Revel’s interim CEO. New signs will welcome visitors to the property, but Hartmann declined to discuss what they’ll say and where they’ll be placed.
Details of new July gambling promotions — another first for the casino — are expected to be announced this morning. The strategy is part of a concept aimed at attracting gamblers from across the Northeast to the property this summer. Accompanying the promotions will be a comprehensive advertising campaign with television and print components.
“It will be such a dynamic promotion, you’re going to be blown away,” Hartmann said. “We’re focusing on the core Northeast gambler, and we’re trying to ask that customer for a second chance.”
Revel is a property focused on second chances now.
Since its opening in April 2012, the casino languished near the bottom of the city’s 12 casinos in terms of gambling revenue. Its first year of operations resulted in a $111 million gross operating loss. Statistics compiled by the New Jersey Division of Gaming Enforcement show the property pulled in $11.2 million in gambling revenue last month, 20 percent less than its gambling revenue in May 2012.
That placed the property second from the bottom among all of the casinos in terms of May gambling revenue.
A bankruptcy reorganization has left the property under the care of new ownership headed by a group of lenders and a new management team focused on getting customers to reconsider coming to Revel.
To that end, Hartmann is focused on repositioning the property as a place to have fun — something that wasn’t communicated in the casino’s opening days.
“Revel has been a fun place since Day One, but that story hasn’t been told,” Hartmann said. “It’s all about the entertainment and the fun experience. We’re trying to focus on that, because that didn’t get communicated.”
Last month, Revel became the second pet-friendly casino in Atlantic City when it rolled out its Ruff It at Revel program inviting visitors to travel with their four-legged counterparts.
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