Harrah’s Resorts Atlantic City recently celebrated its 40th birthday, honoring 4 tough and long decades of wonderful achievements and milestones. As one of the most experienced and best-reviewed casinos in the tri-state area, Harrah’s has a lot to be proud of, especially during these tough unprecedented times that the casino market is facing.
Harrah’s isn’t the only NJ casino to celebrate a momentous birthday this year; 3 other casinos in the state also turned 40. This is a testament to the might and staying power of the NJ gambling scene. Even with the addition of online casinos in the state, brick and mortar casinos in the state such as Harrah’s have still managed to maintain an edge that has allowed their survival over the years.
Other casinos in the city that recently turned 40 were Resorts Casino, which is now the oldest casino property having set up shop in 1978. Cesar’s flagship AC casinos and Bally’s also turned 40 this year. Though these are certainly some of the oldest casinos in the city, they are not necessarily the most profitable.
Instead, Borgata leads the pack and by a pretty decent margin. Case in point, Borgata boasts a gaming revenue of $731.3 million year to date. Harrah’s finds itself in the middle of the group boasting a year-to-date revenue of $287 million, which is not by any means a bad performance but could definitely be better.
Harrah’s NJ’s secret has been innovation
To ensure that it competes and stands out, Harrah’s has continued to make renovations. Even as it celebrates 40 years of solid operations, Caesars Entertainment, recently announced its plans to invest an impressive $24 million for the freshly rebranded Laguna Tower. A smaller less remarkable version of the Laguna Tower was opened in 1980. As you may already know, Caesars Entertainment C is responsible for 3 major casinos in the city namely Bally’s, Caesars, and of course, Harrah’s.
Once renovations of the new Laguna Tower are complete, guests will now be able to enjoy a wide array of amenities that run the gamut to include world-class restaurants, legal sports betting, and thrilling venues such as The Pool After Dark.
And it’s not just recent renovations that Harrah’s has to speak of. In the last 4 decades that it’s been in business, Harrah’s has undergone some major developments and upgrades. Harrah’s was the 1st of 3 casinos to set up in the Marina District, joining Borgata and the Golden Nugget, which was back then referred to as Trump Marina.
When it opened, Harrah’s only and one tower with just under 500 rooms available. Today, though, its addition of Laguna Towers will help the casino improve and expand, further allowing it to survive another 40 years. Over the years, Harrah’s has renovated its hotel rooms and suites in the Coastal Tower.
Later on, in 2019, the Book at Harrah was opened. Earlier that year, the Gordon Ramsey Steak house found its way to Harrah’s thus opening the door for foodies and punters alike. Other celebrity chefs that call Harrah’s home include Guy Fueri’s Joint. It’s its willingness to innovate that has allowed the Harrah’s brand to evolve and meet the changing demands of new audiences and customers.
Caesars is already committed to investing $400 million in total capital investments and improvement over the next 3 years into its properties in the city, which also consist of Harrah’s Caesars and Tropicana. Just recently, Harrah’s also received one of its most recognizable casinos when it was voted op 10 Casinos Outside Las Vegas by USA Today’s 10 Best Readers Poll. As part of the award-winning Caesars’ Rewards program, Harrah’s also has one of the most recognizable player clubs and loyalty programs.
Meanwhile, Harrah’s sports betting offering is thriving all over the country
After Caesars’ merger with Eldorado as we’ve covered here, Eldorado is now the proud owner of Caesar’s vast portfolio in Vegas, which includes Harrah’s Las Vegas. The Sports betting in Vegas may be trailing the New Jersey sports market as discussed here, but the numbers hit a new high in October, thus helping sportsbooks in the state to come close to its goal to reach $3 billion in the total handle before the end of the year.
Harrah’s Philadelphia is also one of the commonwealth’s 13 casinos. Harrah’s, operating through William Hill launched online sports betting in Iowa and is currently competing against one other competitor, Horseshoe Casino. As such, Harrah’s chances of success in Iowa’s sports betting market are very high. Caesars is already predicted to see 500 million dollars in bets come 2021 as we’ve talked about here.
New Jersey and Nevada aren’t the only 2 states that are enjoying the success of their sports betting markets. Pennsylvania set a state record for the sports handles in October with more than $525 million generated, a 13.6% boost over September’s record handle of $462.8 million. Indiana, on the other hand, also recorded impressive results with more than $230.9 million wagered in October; a boost of 11.3% over the previous month’s $207.45 million.
Iowa similarly posted great results posting $81.9 million in October handle, a boost of 13.1% from the previous month’s $72.4 million. Other states that recorded state records for total sports handle include New Hampshire, Mississippi, and Oregon.
For almost half a century, Harrah’s Resorts has emerged as a leader in the gaming and entertainment industry on the East Coast. And despite the challenges that this pandemic has presented to all land-based casino operators in the city, Harrah’s Resorts has managed to keep its head above water by delivering superior service to guests and loyal customers.
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