Resorts, Atlantic City’s oldest casino, has opened a new gay nightclub – the first of its kind in the local industry.
Dubbed Prohibition and designed in keeping with the casino’s “Roaring 20’s” theme, the new club opened its doors with little fanfare and a last minute press release; yet according to Resorts’ LGBT marketing director Joel Ballesteros, “Atlantic City has plenty of world-class amenities, but no full-scale casino gay nightclub.” Prohibition will “fill that void” and, presumably, draw a larger LGBT crowd to the popular nightlife destination.
Press of Atlantic City reports that the nightclub is part of a re-branding strategy implemented by new Chief Executive Officer Dennis Gomes, who has been attempting to revitalize the aging property by marketing Resorts to a younger, hipper crowd.
Gomes told the Press that his “whole philosophy here is to bring in all the different markets,” while gaming analyst Cory H. Morowitz explained that a gay nightclub like Prohibition would allow the casino to “distinguish itself in the highly competitive casino industry” while catering to a traditionally underserved minority – the LGBT community.
Ballesteros agreed, stating that “Resorts is going to be the place for fun, excitement and a one-of-a-kind energy that will attract people of all lifestyles, and now we have the amenities that can cater to everyone.”
AC actually had a nightclub that shut down due to lack of business. They also have a bar called “Brass Rail” that was open for nearly 30 years until that too shut down, again for lack of business.