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Big changes in Atlantic City: New casino and new slogan

GLENN TOWNES Special to the AmNews | 4/5/2012, 1:17 p.m.

In an effort to boost sagging revenues in the nation's second largest gambling market, officials celebrated the opening of the Revel casino, Atlantic City's 12th casino, on Monday afternoon. It is the first to offer a totally non-smoking casino in the city.

The $2.4 billion resort is being touted by some as the one that will make or break Atlantic City, as revenues in the gambling mecca have steadily declined in recent years. The Atlantic City market has been hit hard by the bad economy and stiff competition from gaming parlors in neighboring states like New York, Pennsylvania and Delaware.

The Revel casino was a long time coming, as construction delays, funding shortages and the sudden deaths of three key executives overseeing the project all stymied its progress at various times.

In a related matter, city tourism officials on Monday unveiled a new slogan for the city. "Do AC!" has replaced the long-held slogan, "Always Turned On." The change comes during a $30 million casino-funded campaign to help promote and revitalize the city.

"We're hoping the new slogan will motivate people to visit what was once called the world's favorite playground," said Jeff Vasser, president of the Atlantic City Convention and Visitors Bureau.