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
National

Mutant worms stay sober, even on alcohol

U.S. researchers have developed "mutant worms" that do not get drunk by alcohol, a breakthrough that could lead to new treatment for people trying to quit drinking

Local

K-9 nose helps capture $150K in cocaine at…

A furry, four-legged security agent helped authorities stop an illegal cocaine shipment from sneaking past JFK customs.

National

Minnesota man asked to leave Southwest flight after…

A man and his two sons were asked to leave a Southwest Airlines flight after the man sent a tweet complaining about being treated rudely by a gate agent.

National

Man sues hospital after surprise penis amputation

An Alabama man who went in to a hospital last month for a circumcision awoke after surgery to find his penis had been amputated, his lawyer said on Thursday.

Movies

Review: Brett Ratner's big 'Hercules' movie is small…

The latest "Hercules," starring Dwayne Johnson as the half-god beefcake of Greek myth, strips its hero and tale of most of its fantastical elements.

Arts

Scientists recreate world's smallest Monet copy

Scientists have reproduced a famous Impressionist painting using nano-printing, to create what has been described as the world's smallest work of art. Reworked at the…

Television

Jerry Seinfeld is ambidextrous, and other Reddit AMA…

See some of the weirder highlights of Jerry Seinfeld's recent Reddit AMA.

Going Out

Grab a pedestrian and start dancing at What…

As a New Yorker, I’ve mastered the art of focusing my gaze straight ahead. Though it occasionally piques my interest, the absurdities that play out…

U.S. Soccer

Orlando City takes shot at NYCFC over Frank…

Orlando City reminded the world how big a signing Brazilian star Kaka earlier this month with a photo of Kaka mobbed by fans juxtaposed against Lampard.

NBA

Jeremy Lin says 'Linsanity' is over as he…

Jeremy Lin lit up the NBA two years ago with his play for the Knicks but he has no desire to recreate "Linsanity" in his new career with the Lakers.

NFL

2014 NFL Fantasy Football Top 100 overall player…

2014 NFL Fantasy Football Top 100 overall player rankings

U.S. Soccer

NYCFC announce signing of Frank Lampard

The tease of a big signing Thursday by new MLS side NYCFC ended up being one rumored for weeks. England midfielder Frank Lampard agreed to…

Tech

Forget Wi-Fi: Li-Fi could be the future

Li-Fi technology – developed by Mexican company Sisoft – is wireless internet connectivity using specialized LED light.

Tech

Weather app Climendo might be the most accurate…

The wait for a truly accurate weather forecast could finally be over thanks to a nifty new app called Climendo.

Tech

Napkin Table puts focus off the phone and…

Michael Jan, a design student at Tunghai University in Taiwan, has invented a serviette-picnic blanket hybrid called the Napkin Table.

Style

Essie's new Color Boutique

Essie launches high-tech kiosks at major airports and malls across the country.