Revel casino now wants smokers, gamblers

revel casino
Once billed as a luxury resort, Revel now wants to be a gambling mecca. (Credit: File photo).

As a part of its ongoing rebranding campaign as it emerges from financial difficulties, Atlantic City’s Revel casino has unveiled a series of changes, described in a release as “a significant shift in the property’s strategy.”

No longer simply Revel, the property has been retitled Revel Hotel-Casino.

The inclusion of “casino” is a stark departure from Revel’s past marketing strategy.

Revel, at the time of its April 2012 opening, sought to distinguish itself from competitors by touting the $2.4 billion property as a resort, with an emphasis on leisure rather than gaming.

Seeking to appeal to a high-class crowd who might not otherwise consider vacationing in Atlantic City, Revel was the shore town’s only nonsmoking casino and heavily publicized its contemporary hotel rooms, celebrity chef-helmed restaurants and giant concert venue, rather than its gambling facilities.

A little more than a year later – and about three months after filing for Chapter 11 bankruptcy protection – Revel’s new promotional campaign appears to be a tacit admission its previous strategies were taking the casino in the wrong direction.

Titled “Gamblers Wanted,” the campaign takes the unprecedented step of, during the month of July, refunding all rated slot losses greater than $100 incurred by gamblers who use a Revel Card.

“Whether you played with us last week, have not visited in a year, or have never tried Revel, this exciting promotion is open to everyone and proves that at Revel, gamblers are wanted,” Revel’s interim CEO Jeff Hartmann said in a statement.

The casino on July 1 will also begin matching slot offers players receive from all other Atlantic City casinos, loading an identical amount of funds to customers’ Revel Cards.

A release said the combination of incentives are “the most ambitions promotion in the history of Atlantic City” and called them “a new and aggressive strategy specifically targeting gamblers to convince them that they are not only welcome at Revel, but that their business is important and highly appreciated.”

Revel last month lifted its smoking ban and, in a complete 180, unveiled the city’s largest contiguous smoking section.

It is also shifting its haute cuisine sensibilities to embrace more affordable dining options.

It’s all seemingly an attempt to appeal to appeal to the lower income, cigarette smoking, hardcore gambling demographic Revel initially sought to distance itself from.

“We recognize that gamblers have been playing in Atlantic City for decades and have built up comp and offer history with our competitors,” said Randall Fine, managing director of The Fine Point Group, which has been hired to oversee Revel’s new strategy.

“We want gamblers, and with these two promotions, along with our new affordable dining options and Atlantic City’s largest contiguous smoking section, we hope players come to one simple conclusion – why gamble anywhere else?”



News
Entertainment
Sports
Lifestyle
News

Rock legend Neil Young files for divorce after…

The legendary Canadian rocker Neil Young has filed for divorce from his wife of 36 years.

Local

FDNY debuts new fire simulator for blazes at…

The New York City Fire Department christened its newest, state-of-the-art, custom-built simulator at its training academy on Randall's Island Tuesday.

Local

Bronx cop saves baby who stopped breathing

A Bronx police officer is credited with saving the life of a 2-month-old baby who stopped breathing Tuesday morning. Police Officer Johnny Castillo, 38, was…

Local

Brewer celebrates Women's Equality Day with voter pledge

Manhattan Borough President Gale Brewer celebrated Women’s Equality Day Tuesday by pledging to register at least five women voters before the Oct. 10 deadline. Brewer…

Television

Adrien Brody shows off his lock picking in…

Adrien Brody talks about his role in the History channel's new "Houdini" miniseries.

Movies

Review: 'The Last of Robin Hood' is a…

Dakota Fanning plays Errol Flynn's (Kevin Kline) teenage gal pal in "The Last of Robin Hood," which takes a scandal and makes it dully empathetic.

Movies

Review: The uneven 'Life of Crime' mostly gets…

Elmore Leonard's "The Switch" becomes the new indie crime dramedy "Life of Crime," with Jennifer Aniston as a kidnapped woman whose husband won't pay up.

Movies

Review: Pierce Brosnan gets a cut-rate Bond knockoff…

Pierce Brosnan tries to reclaim his glory days with the spy thriller "The November Man" but instead gets a sad DTV-style ripoff with lame action.

College

When are 2014 college football playoffs? (Schedule, date,…

When and where are 2014 college football playoffs? A look at the schedule, date, TV, time for the semi-finals at championship game.

NFL

Dimitri Patterson suspended only for rest of preseason…

Dimitri Patterson ended up getting just a slap on the wrist.

Sports

Eugenie Bouchard excited for 'rowdy' fans at US…

Eugenie Bouchard is sure to endear herself to New York's tennis faithful as she tries to win her first grand slam title across the next two weeks.

MLB

MLB Power Rankings: Angels and A's still at…

MLB Power Rankings: Angels and A's still at top, Nationals climb

Career

Stop eating lunch at your desk

What are you doing for lunch today? If you are like most workers, you'll be eating at your desk - which isn't much of a…

Parenting

Lure your baby to sleep with Maroon 5…

These new renditions of "Moves Like Jagger" and "Payphone" are Maroon 5 like you've never heard them before.

Wellbeing

Who is having the most orgasms?

  Single lesbians report having orgasms more often than heterosexual women but both gay and straight men still come out on top of the climax…

Home

Jonathan Adler shares his tips for a great…

Jonathan Adler took a break from boogie boarding at his beach house to tell us how to keep that Labor Day party festive.