Big shock: the new $2.4 billion Revel casino in Atlantic City had another sluggish month in business, despite lots of free media coverage and an advertising blitz.
Revel’s revenue was $13.9 million in May, ranking eighth among Atlantic City’s dozen casinos. Revenues in April, its first month in business, were $13.4 million. Overall, Atlantic City’s total gambling revenue was $263 million in May, down 9.5 percent
compared with a year ago. Excluding Revel, revenue declined 14.3 percent.
The arrival of Revel is not going to fix what is ailing Atlantic City. The Jersey Shore resort is getting killed by increased competition from Pennsylvania, Delaware and other states, including Maryland, which just opened a new casino. As a result, many more elderly people who used to bus in to Atlantic City now have a local casino closer to home.
The Revel was aiming for the high-end market. But Atlantic City has always been more about low rollers, seniors playing slots and working class heroes hoping to get lucky. The Revel’s fancy amentities and nonsmoking policy don’t appeal to the blue collar crowd.
That’s why Morgan Stanley walked away from the Revel after the financial collpase. The bankers understood it was better to cut their losses. The free market had spoken. But, surprisingly, Gov. Chris Christie, supposedly a free market Republican, came through with a $261 million taxpayer-bond bailout to help complete construction of the Revel.
The way the bailout is structured it is unlikely taxpayers will ever get repaid. Rather than bring more gamblers to Atlantic City, investors are betting the Revel will more likely take market share from the other existing casinos in Atlantic City. That will only weaken the remaining casinos, which are already struggling from the outside competition.



