You knew him first as Revel, then as TEN. But now you’ll have to learn a new name for the imposing casino at the northern end of Atlantic City’s boardwalk.
The latest name change, however, is less dramatic – it’s more of a simple reorganization.
The sleek glass building known as Ocean Resort Casino last year will now go by Ocean Casino Resort and has a new logo.
The syntax swap comes as the massive and perpetually struggling resort wants customers to know it’s doubling down on its game goal.
“It’s time to roll out a wave of change,” the casino said on Twitter Wednesday morning. “After rolling out a new marketing campaign, Ocean is making several improvements starting with a change in focus. We are first and foremost a casino.
The casino’s new logo also reflects its “accessibility”, “elegance” and “constant movement into the future”, said another tweet.
So Ocean Casino Resort will emphasize affordability, backpedaling on the original Revel model of catering to high rollers – the kind that haven’t flocked to Atlantic City in enough numbers to keep it alive.
“The two previous owners announced that this property was a resort,” Eric Matejevich, the property’s new conveyance trustee, said in February. “We consider ourselves an excellent casino property with nice resort amenities.”
After opening last June alongside the Hard Rock Hotel & Casino, the Ocean had already begun hemorrhaging cash in September, falling below minimum liquidity levels established by the state.
But the casino already started to recover in late February, after New York-based hedge fund Luxor Capitol took over ownership of the casino from Bruce Deifik a month earlier. Deifik died Sunday in a car accident in Denver.
The $2.4 billion casino opened in 2012 but never turned a profit in its first two years of operation, when it twice filed for bankruptcy.
A Florida developer bought the property but left it languishing, unopened, until he sold it for $200 million to Deifik in 2018.
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