Vol. 4 No. 12, December 2007
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Shopper’s Paradise
Atlantic City’s new role as a shopping mecca is still growing
For most of us, the holiday time means one word: shopping. So, now is the perfect time of year to look at how Atlantic City has changed from a casino town where the only shopping available was from casino specialty boutiques or the t-shirt and souvenir shops on the Boardwalk to a full-scale shopping destination.
Things began to change in 2003. That’s the year that stores like Fossil, Timberland, Bass, Van Heusen and Nautica began to open at Atlantic City Outlets—The Walk. That’s when upscale shops like Siganos Plaza began to appear on the Boardwalk. And that’s the year when Borgata Hotel Casino & Spa opened, and instead of offering more of the same, took the trendy road.
Back then, it seemed shopping was becoming a national activity—especially during the holiday season, when according to the International Council of Shopping Centers, 2003 holiday sales boomed by 6.5 percent for the November-December period compared with the same months of 2002.
And, according to the 2003 edition of the Domestic Travel Market Report produced by the Travel Industry Association, “Shopping continues to be the most popular trip activity for U.S. adult travelers. About 91 million people or 63 percent of adult travelers included shopping as an activity on a trip.”
And things have only increased since then. In 2004, more retail outlets opened at the Walk, including Banana Republic, Kenneth Cole, Ecco, Brooks Brothers, American Eagle, Coach and Reebok. The Quarter at Tropicana also opened in November of that year. While some store owners may have thought that it might be a slow time of year to open if Atlantic City was to still be considered a seasonal resort, they were pleasantly surprised to be wrong.
After opening, Tinder Box/Vino 100’s managing partner at the time happily bumped projected profits from $800,000 to $1.4 million. And Malcolm Beck, CEO and founder of bluemercury spa, stated when asked about business, “We were completely in shock, largely because it was December and we didn’t expect it to be a great month at the shore.”
That’s also when our new marketing slogan, “Atlantic City… Always Turned On” really began to take hold. We were marketing Atlantic City as a full-service destination focusing on the overnight customer, rather than the day-trip slot customer. And it was working.
In 2006, a little thing called the Pier Shops at Caesars opened. Talk about taking Atlantic City shopping to the next level. Stores opened that were never before seen in the region, such as Bebe, Burberry, Gucci, Hugo Boss, Tiffany & Co., Brookstone and more. Retail stores have continued to open there, including Tourneau Watch Gear, SoHo Lab, Sports City, Movado, Geox, Chico’s, Cache, Eleganza and many more. In fact, stores are still opening, LeSportsac being one of the latest.
What about now? According to the ICSC, economic barometers indicate U.S. retail chains will see a 2.5 percent increase in same-store sales this November and December compared to the same period last year. The Walk is in the middle of its Phase II, with about 75 stores open by my last count, with 25 new openings including Eddie Bauer Outlet, Adidas, Perry Ellis, Big Dog Sportswear, G by Guess, Luggage Factory, Sketchers, Rockport and Converse, among others.
Most new developments announced in Atlantic City include a retail component as well. The Boardwalk façade program has already completed two blocks, with more to begin work in the spring. And store owners like the Schiff brothers are in the planning stages of major redevelopment on the Boardwalk.
The future is bright for Atlantic City to become a retail mecca for the shopping-centric traveler, as well as an added attraction for those coming in for conventions, Boardwalk Hall shows, and of course, the casinos.
Speaking of shopping and the holidays, I’d be remiss if I didn’t mention that Atlantic City merchandise makes for a great holiday gift. Stop at either of the Visitor Welcome Centers, located on the Atlantic City Expressway at mile marker 3.5 and on the Boardwalk at the Mississippi Avenue side of Boardwalk Hall, for true “Always Turned On” Atlantic City merchandise. You’ll find an abundance of Atlantic City logo products. Both centers are open seven days a week.
If you’re looking for something that doesn’t have to be gift-wrapped, try an Atlantic City Boardwalk Hall gift certificate. Gift certificates can be purchased at the Boardwalk Hall Box Office in increments of $10, $20, $30, $50 and $100, and can be used toward the purchase of tickets for any of the Hall’s events. Gift certificates are valid for one year from the date of purchase.
From me and everyone at the Atlantic City Convention & Visitors Authority, please have a safe, happy and Always-Turned-On holiday season!
