Atlantic City’s revamped Resorts Casino aggressively targets gay travelers

ATLANTIC CITY Resorts Casino Hotel hired what is said to be the gaming industry’s first marketing director devoted strictly to the lesbian, gay, bisexual and transgender community.

Resorts—the city’s oldest casino, which was recently brought out of bankruptcy by industry veteran Dennis Gomes—has appointed Joel Ballesteros director of alternative lifestyle marketing. The move could be a precursor to the opening of the first gay nightclub at an Atlantic City casino.

“A gay nightclub is one of the things being proposed,” Gomes tells Press of Atlantic City. “It may happen. It’s a good possibility. If we do have a nightclub like that, it will be focused on the gay community, but open to everyone.”

In another bid to attract gay travelers, Resorts in May will debut a show called “Believe” that is in the style of “La Cage aux Folles.”

Gomes has rebranded the property with a Roaring ’20s theme, capitalizing on the popularity of the hit HBO series “Boardwalk Empire,” which is set in Prohibition Era Atlantic City.