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Revel rebranded as TEN

Discussion in 'Casino Industry & Development' started by hammie, Sep 20, 2016.

  1. hammie

    hammie VIP Whale

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    The owners paid $22,000 to a branding company for that name. I guess when paying for signs by the letter its best to keep it short.

    Gotta love this quote from the CFO:
    “TEN is a Las Vegas-quality resort directly on the beach. The name will get you in the door,” Greenstein said. “The experience will keep you coming back.”

    This guy spent 5 years with Revel in pre-planning and 2 years in operations and was rehired. I don't know too many places that opened and closed within two years and were sold at auction for 4 cents on the dollar. But, the owner has zero debt and bought the power plant next door for $30 million. Compare that to Harrah's, Ballys, and Caesars all mortgaged up to the top floor. They could make a go of it if they get the right operator to run the casino.

    http://www.pressofatlanticcity.com/news/breaking/don-t-call-it-revel-anymore-call-it-ten/article_0634ea88-7e78-11e6-993d-6706b0ca2d69.html

    http://www.phillyvoice.com/revel-casino-rebrands-ten-ahead-atlantic-city-resurrection/

    http://www.tenacnj.com/
     
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  2. Snidely

    Snidely VIP Whale

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    100% agree that "the right operator" is critical. "Keep you coming back" is also critical and what the new operator needs to do. It's a beautiful casino and hotel's common areas are great but they need to bring in some Vegas people that know how to run a joint. Something like Red Rocks plopped down on the AC beach would do great.
     
  3. Fet297

    Fet297 Vegas is my happy place!

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    I believe it is possible for this casino to be profitable. Especially that they now own the power plant.

    Revel screwed up big time when they opened. The CEO stated this is a resort that happens to have a casino. The initial players club was smaller than 20 x 10. They did not match other casino offers and didn't offer comped rooms. That in itself turned away other property high rollers who never returned. It was the only nonsmoking casino in AC. They did not have smoking rooms in the casino and made patrons walk to the boardwalk to smoke. No buffet for the blue hair crowd. No reasonable food options for regular people.

    They added reasonable food options, offered comped rooms for low play and did their best to correct their initial opening blunders after the first bankruptcy. The power contract doomed them from ever making money.

    The rooms were beautiful. The concert venue was well designed and had no bad seats. Parking was great. They had popular clubs and very good restaurants.

    I hope the new opening goes well as this is a beautiful place.
     
    First trip for 2017!
  4. zignerlv

    zignerlv Low-Roller

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    Where do they come up with these stupid marketing lines? Can anyone remember planning a visit to a place based on the name? I can think of 100 reasons to visit a place, none of those would be the name!
     
    Last edited: Sep 20, 2016
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  5. Snidely

    Snidely VIP Whale

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    They have my name in their system. $20 free play will get me in the door.
     
  6. hammie

    hammie VIP Whale

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    I didn't know Straub got the players club database. I liked the parking garage, you could drive up to one of the floors and walk right into the casino floor. I think another paper mentioned a March 2017 opening date. But all bets are off until the November referendum on gaming in North Jersey.
     
  7. Snidely

    Snidely VIP Whale

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    I don't know either. I assumed the players' database came with the deal.
     
  8. hail2skins

    hail2skins Low-Roller

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    Revel/Ten is a beautiful property, although the casino layout was somewhat strange. I can't remember if I ever got a free room but I remember several times that I paid no more than $50-60 to stay there on a weeknight. And I thought table minimums were reasonable.

    I miss the AC days when you had several casinos within walking distance if you were staying in the center or north Boardwalk area. When Revel opened you still had the Showboat, Taj, and Resorts relatively close by. Now Showboat is closed and by the time Ten opens, Taj will be too. And given Straub's recent track record, who knows what'll happen when spring rolls around.

    Probably will plan to stay at Borgata if/when I make it back to AC, especially with their new outdoor pool area......but if "Ten" comes back and shows some of its original promise, I'll have to consider it.
     
  9. bshowell

    bshowell VIP Whale

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    I'm hoping they bring back the restaurants (I know, fat chance). They had a few of my favorites there - Amada, Distrito Cantina, and Mussel Bar. As it is, when I visit AC now we usually stay at Claridge because it's in the most...populated part of the Boardwalk.
     
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  10. Grid

    Grid VIP Whale

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    Showboat is back up and running. Some eatiers and the hotel is mostly in swing now. Bart Blatstein, who owns it, even hinted recently that a casino is probably in the works for 2017. Thats what he told a Philly paper. Taj is rumored to be shuttering, cleaned up and rebranded and will be back in 6 months. This has been reported by a few outlets but not confirmed by Ichan.

    So if 10 is live in 2017, the Showboat is back with a casino and the Taj suddenly becomes shiny and new. It could make for a very sexy end of the Boardwalk. Well, past that pigsty Resorts that is...
     
  11. smerrian

    smerrian Low-Roller

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    Ten has many architectural problems. For one thing, if you are staying in the hotel you cannot take the elevator down to the casino. You have to take the elevator down and walk across the whole property to get to another elevator (or 2 escalators) to get to the casino. For another thing, the port cachere where you're dropped off is two stories below the casino and on the opposite side of the property as the front desk and room elevators. These problems cannot be easily corrected...if at all.
    As far as gaming, Revel had many good games (9/6 JoB, $10 tables with good rules) but because of the poor attention to their customer base still couldn't get it to work. Unlike Las Vegas where many of the customers come into town for a few days, or so, Atlantic City is a day trip for a heavy population in the NorthEast Corridor. The customer base wants to come in, play a bit, have lunch or a meal, play a little more and then drive home. The easiest way to provide this for the base is with a buffet and easy access to it through play. CET and Borgata are so successful because they have diamond lounges that serve full-meal buffets that are free, or minimal cost, for their usual players.
    Some free play, an easy to qualify for free meal and a free room now and then is all the place needs to succeed. The architecture is stunning...just not ergonomic.
     
  12. jamesxnj

    jamesxnj VIP Whale

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    Never bothered to visit,but weren't the escalators a bit too steep and some people fell down and maybe even a fatality? But hope it succeeds.They could draw some business from the Borgata also if they include a racebook as the B is the only game in town now..Jeez AC would really benefit if they ever get the sportsbetting allowed..SMH why not in NJ..
     
  13. Snidely

    Snidely VIP Whale

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    Never heard the escalators were too steep. The block to sports betting in NJ is a Federal law forbidding sports betting outside of Nevada. Horse betting is legal in NJ over Internet. I can bet from the comfort of my home. No need to leave to bet my horses. And I can bet from my smartphone, too, anywhere in NJ.
     
  14. smerrian

    smerrian Low-Roller

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    Yes, when you arrive at the port cachere you take a 3-4 story escalator up to the casino. From there you have to walk across the entire property to get to the front desk. Pathetic. The escalator isn't necessarily steep, but very long and has nothing on either side accept a 4' high clear railing. I don't know if someone has actually fallen off...and fallen the 3-4 stories to the ground...but the first time I rode it all I could think of was that some drunk 20-something horsing around with his friends was going to go right over the edge.
     
  15. bshowell

    bshowell VIP Whale

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    I believe someone did fall one time. And he was drunk. I can't remember if he died or not.