The trend of expanding casino gambling into traditionally non-gaming areas has gathered momentum in Atlantic City, blurring the line between gaming and entertainment.

Harrah’s Resort has recently added six blackjack tables to the Pool, the casino’s glass-domed spa and nightlife venue. The expansion follows the addition of several slot machines installed at the Quarter at Tropicana Casino Resort in October, that casino's retail, dining and entertainment area. The Pool and the Quarter are two of Atlantic City’s most popular non-gaming hangouts, frequented by families, couples and night-clubbing groups.

As casino revenue continues to decline, The New Jersey Division of Gaming Enforcement has shown a willingness to approve new gambling attractions to help Atlantic City's casinos gain an edge on their competitors in neighboring states.

“For us, it becomes an additional attraction," Harrah’s spokeswoman Katie Dougherty said of the blackjack tables. “We've got dancers and The Pool, so it's more true to the Vegas-style experience than we've ever been before.”

Las Vegas has become the model in the trend to mix gambling and entertainment. Celebrity appearances have also increased the attraction. Record producer and hip-hop impresario P. Diddy was on hand to place the first bet at the new tables at Harrah’s. The blackjack tables will become a permanent feature of the Loft, the Pool’s second level lounge, a $1 million expansion added in 2009. The climate-controlled Pool, which features palm trees, a bar, private cabanas and several hot tubs, functions as a swimming and relaxation center in the day and turns into a nightclub in the evening, restricted to those 21 and older. Harrah’s originally installed one blackjack table at the Pool on October 29 as part of a promotional appearance by Kevin Jonas of the Jonas Brothers pop band, becoming the first casino to venture into non-gaming areas.

Other casinos are expected to follow the trend. Showboat’s House of Blues has already established the Party Pit, an area on the casino floor that features sexy dealers, live bands and other nightlife attractions in conjunction with gambling. The Golden Nugget, scaling back its operations, will offer bar-top video poker, as well as traditional blackjack and roulette in a new lounge.

By Casino Connection Staff