Atlantic City got a bit sunnier this week—not just with the weather, but with fresh hope and big ambitions. On Tuesday, a brand-new $2 million beach bar and stage opened its doors, and Resorts Casino Hotel’s president had a few words that might just shake up the boardwalk.
Mark Giannantonio, president of Resorts, didn’t mince words. He’s calling it—a new era is here. And if others want to see returns, now’s the time to put their chips on the table.
A Stage, A Bar, and a Bold Statement
It was more than just a ribbon-cutting.
Giannantonio, standing before a backdrop of sun loungers and surf, framed the moment as a turning point. “This is a great time to invest in Atlantic City,” he said. “Those investing in Atlantic City are going to be on the verge of a great renaissance that I don’t think Atlantic City has seen.”
Big words. But the setting was fitting. The new complex, built right on the sand beside the iconic Boardwalk, brings not just drinks and music, but a pulse—one the city has been hungry for.
The $2 million investment by IMCMV Atlantic City LLC marks the latest push to transform Atlantic City’s oceanfront into something more than just a backdrop for slot machines and casino marquees.
It’s not just about gambling anymore.
Beach Bars and Bigger Dreams
This isn’t Resorts’ first foray into beachfront fun—but it might be the most serious.
The newly unveiled LandShark Beach complex features not just a bar, but a full performance stage, designed to host live acts with the waves just metres away.
It’s casual, sure. But it’s calculated.
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Live entertainment schedule begins this weekend
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Full-service bar menu tailored to summer tourism
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Flexible event space for private bookings and festivals
Resorts clearly sees more than just summer foot traffic. They’re betting on Atlantic City’s evolution—from a casino-centric destination to a broader entertainment hub.
And there’s an edge to their timing: tourism numbers are creeping back up. According to the New Jersey Division of Travel and Tourism, the city saw a 12% bump in visitor spending last year, its first real sign of post-pandemic stability.
Why Now? The Mood on the Boardwalk is Shifting
Atlantic City has had its share of false starts.
Multiple casino closures between 2014 and 2016 left scars. But what’s different now, Giannantonio suggests, is that investment is coming back—not just from inside the city, but from beyond its borders.
“This isn’t just about one property,” he said. “The whole city benefits when there’s momentum.”
The city’s mayor, Marty Small Sr., echoed the sentiment in a statement later that day, saying the project is “exactly the kind of high-energy, high-visibility development we want to see on our beaches.”
And it’s not just talk. Here’s a quick look at current and planned investments across the area:
| Project | Developer | Investment | Status |
|---|---|---|---|
| Beach Bar & Stage | IMCMV Atlantic City LLC | $2 million | Opened July 2025 |
| Showboat Waterpark Expansion | Tower Investments | $50 million | Under construction |
| Boardwalk Revitalisation | City of Atlantic City | $25 million | Phase 1 completed |
The feeling is—if you’re waiting for a “perfect” time, you might already be late.
Can Atlantic City Finally Shake the Casino-Only Image?
That’s the million-dollar question, isn’t it?
Atlantic City has long been pigeonholed. Glitzy gambling, seedy stretches, and seasonality. But this beach bar might signal a smarter kind of development—ones that lean into lifestyle, music, culture, food, and yes, sand.
One sentence. One shift.
Many cities have pulled it off—think Miami’s Wynwood or Baltimore’s Inner Harbor. Why not here?
Still, sceptics abound. Local business owners have voiced concerns over how long these improvements will last. Some worry about infrastructure. Others about safety, or consistency in upkeep.
But for the first time in a long time, the talk feels a bit different. There’s optimism. There’s energy. There’s more than just casino floor talk.
All Eyes on Summer, But Stakes Are Higher Than Just Drinks and DJs
The beach bar might just be the start of something bigger.
Atlantic City’s ability to attract both investors and everyday visitors hinges on consistent effort and high-impact developments. That means nightlife. That means safety. That means clean streets, walkable boardwalks, and maybe even a little soul.
One paragraph. One hope.
Giannantonio knows the risks. But he also sees the upside. He framed this moment as more than just an opening—it was a challenge to the rest of the industry.
And honestly? It was a pretty good pitch.
