Atlantic City's last, best chance to do it right

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The Casino Reinvestment Development Authority could not have sent a better message when it approved the Atlantic City Tourism District Master Plan last week. This is the blueprint that will take Atlantic City to its next era as a successful destination resort.

As is the case many times in life, one of the top priorities is not something new or complicated; it includes a back-to-the-future moment by calling for a return of the Steel Pier High Diving Horse this summer.

The CRDA has approved a $ 6 million funding stream for the first phase of the Steel Pier improvement project, which will ultimately see a total of $102 million worth of overall upgrades.

By 2015, the owners of Steel Pier hope to operate a totally enclosed facility that will be about 25 percent larger.

Paul Steelman, a native of Atlantic City and Steelman Partners is the architecture firm that will design the New Steel Pier. Steelman is widely recognized as a giant in the entertainment, hospitality and gaming architecture industry worldwide.

Steelman has offices in Las Vegas, Nevada, Macau and Zhuhai, China, Ho Chi Minh City, Vietnam, Manila, Philippines and Amsterdam.

Steelman is highly decorated, having won the prestigious Sarno Lifetime Achievement Award from the American Gaming Association (AGA) and Reed Exhibitions for design and construction of casino resorts; and the HOSPY Lifetime Achievement Award by the Hospitality Industry Network for excellence in the hospitality industry.

The Steelman firm specializes in the many facets of entertainment architecture, interior design, graphic design and lighting. The key to Steelman's involvement in this project is his love and passion for Atlantic City.

In one of his first interviews, I had the pleasure to talk with Steelman on air Feb. 3. His excitement for this project is boundless. Steelman mentioned his fond memories of seeing the legendary Ed Hurst on duty at the Marine Ballroom at the old Steel Pier.

It will take about three years to complete the New Steel Pier. But, this summer you will see new attractions and progress including six new rides, the return of the high diving horse (for the first time in 20 years), new lighting, a beer garden and other acts inside an amphitheater that is currently in the design phase.

Much like the ultra success of the annual Atlantic City Air Show, when this region comes together, it cannot be stopped. All of the required partners (Christie, Sweeney, Whelan, Amodeo, Brown, Polistina, Kehoe, Palmieri, Cartmell, Vasser, Gilbert, Levinson, Formica, Langford, City Council, casinos) are all on board and the momentum is extraordinary.

The future for Atlantic City looks very bright. Right after the CRDA vote, Gov. Chris Christie said, "A successful, vibrant Atlantic City is vital to the economic growth of both the regional and state economies. Exactly one year to the day of signing landmark legislation that established the Atlantic City Tourism District, we now have an ambitious, visionary road map that will transform Atlantic City and lead its comeback.”

It's all part of what Christie calls, "The Jersey Comeback."

Three phases are planned. Bader Field will ultimately be developed, but, not for at least five years. Hence, the very creative usage for outdoor concerts as envisioned by Atlantic City Mayor Lorenzo Langford will continue.

The early plans call for a mixed use of residential and commercial development, with a heavy emphasis of maximizing the waterfront and other green components at Bader Field.

I strongly believe that Bader Field will ultimately be the jewel in the crown, because it is the last large piece of undeveloped waterfront land that Atlantic City possesses. The potential there is unlimited because, like Disney, they have a blank canvas to work from.

The run-up over the next several years in terms of various ideas for Bader Field will be a great marketing tool for Atlantic City.

State law requires the CRDA to provide an update after the first phase, estimated to be two years in duration. The sense of urgency is here and not a moment too soon.

This is Atlantic City's last, best chance to get this right. The surrounding competition is fierce and growing.

The Atlantic City Convention and Visitor's Authority, under the direction of Jeff Vasser, has done a great job during Jeff's service as president selling Atlantic City, in spite of a paltry, inadequate budget.

Now, they will have the ability to do an even better job and have a superior physical plant from which to work from.

Stay tuned; it's going to be a great ride.

Harry Hurley is president of Harry Hurley Consulting and Communications LLC. He hosts the daily talk radio program "Hurley in the Afternoon" noon-4 p.m. weekdays on Longport Media, News Talk 1400 WOND Radio. He has hosted various programs for local television and is the editor and publisher of his news and information website, www.HarryHurley.com. Comment at www.shorenewstoady.com.


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Last Updated on Wednesday, 15 February 2012 11:55  

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