Van Hettinga Calls for Higher Atlantic City Hotel Rates
The new Chief Executive Officer of the Resorts Casino Hotel, Gary Van Hittinga, said that Atlantic City is underselling itself as a tourist destination by giving away too many promotional freebies and slashing hotel rates.
He argued that higher room rates are vital to increasing profits in the competitive casino industry.
As more casino revenue is lost to neighbouring states, Hettinga believes that Atlantic City must make use of its hotel rooms and non-gambling attractions to increase business.
Hettinga told the hotel association that the casino industry’s practise of discounting room rates may actually be doing more harm than good.
At eight of Atlantic City’s 12 casinos, midweek stays in January range from $49 to $69 per night, this compares to an average rate of $183 per night for 30 of Baltimore’s Inner Harbour.
Hettinga believes that higher rates would show that Atlantic City has evolved into a more upscale tourist destination and attract more business away from neighbouring states.
In general Hettinga’s audience agreed with him, but one political leader did mention that casinos must upgrade their hotel rooms if they wish to charge more.
The Resorts Casino Hotel will be renovating its exterior and interior over the coming months including a new restaurant and bar complex.