In the 1970s, Atlantic City’s casinos resembled high-rise office towers that housed gaming floors, sleeping rooms, showrooms and a garage fronted by a glitzy porte-cochere. Thirty years later, visitors now see innovative design in the city’s new towers, retail complexes and entertainment halls.

“In the early days, the casino was king and non-gaming amenities were irrelevant,” says Jeffrey Vasser, executive director of the Atlantic City Convention & Visitors Authority. “That changed when 1990s Casino Control Chairman Steve Perskie advocated Atlantic City’s growth beyond a one-dimensional town.”

Following the 1989 opening of the Mirage in Las Vegas, exciting architecture became critical to attracting customers. “Theming” took hold; casinos soon replicated everything from Manhattan and Venice to Paris and ancient Egypt.

Atlantic City did not want to appear dated; Joe Emanuele, vice president of Friedmutter Group, credits former Mayor Jim Whelan and the Casino Reinvestment Development Authority for providing capital investment funds for the construction of new gaming facilities. Trump Taj Mahal, which cost a then-staggering $1 billion, opened in 1990. Bally’s Wild Wild West, which opened in 1997, “has been a huge success for the investment,” says Emanuele.

Since 2000, architects have also incorporated international flair when designing non-gaming amenities. Under California lead architect WATG, SOSH Architects in Atlantic City collaborated on the Quarter, recreating 1950s Havana glamour. Located inside the Tropicana, the $280 million dining and retail complex opened in November 2004.

SOSH Principal Tom Sykes urges casinos to offer more exciting experiences like Spice Road, the Taj Mahal’s new shopping/dining/retail promenade.

“In a maturing market, Atlantic City casinos have needed an edge,” he says. “We transformed them from the ‘grind mentality’ of bringing the day crowd to providing rooms, retail, dining and entertainment options to motivate multi-night stays.”

Friedmutter has worked extensively with Harrah’s projects. Emanuele says, “We knew the Borgata was coming and began using curved blue glass in the Harrah’s Bayview Tower. The design, like the new Waterfront Tower, which opened this past March, is contemporary and international. Warm colors provide a timeless feel and look. We were also the architect of record for Showboat’s House of Blues renovation.”

Another Friedmutter project, the Trump Taj Mahal’s new tower, will open on Labor Day weekend.

The Borgata’s Water Club at Renaissance Pointe, mirroring the first tower’s gold and glass façade, debuts in June. Both buildings have modern architectural elements that stand out among Atlantic City’s many other high-rise hotel towers.

Sykes hopes future casino architecture in the city forges an identity of its own. “The proliferation of gaming throughout the U.S., Europe and Asia has created too much uniformity. The next wave of casino architecture should celebrate the special nature of each locale. Atlantic City mistakenly began its foray into gaming by blowing up its history, and must now struggle for its identity.”

Emanuele expects a growing “international ambience” in casino design. “As gaming becomes more mainstream, subtle themes will have a more enduring quality… transporting customers to places they have only dreamed of.”

Friedmutter Vice President Patrick Malia says future casinos will also incorporate green technology. “Casinos present numerous possibilities for conservation, including the reuse of water and waste products plus employing solar power and designating parking for electric cars.”

By Sharon Harris-Zlotnick

More Featured Articles