A leadership shift at Visit Atlantic City signals continuity and fresh strategies. What does this mean for the resort’s tourism future - and how will casinos, events, and rebranding efforts play a role?
Atlantic City is entering an era of new tourism. Larry Sieg, who is retiring as president and CEO of Visit Atlantic City, spearheaded a rebranding effort, worked with the CRDA and helped grow convention and leisure travel. His replacement is Gary Musich, who brings decades of sales and hospitality experience to the role. The organization hopes to innovate while retaining Sieg's legacy with Musich at its helm. But what will be completely different for residents and visitors? The city is changing its strategy - from casino promotions to unified brand and springtime events.
Foot traffic is being driven online by Atlantic City's casinos. Borgata and Hard Rock as well as Ocean Casino Resort offer app-based deals like discounted stays, dining credits and free play rewards. Some promotions include roundtrip flights or free hotel stays. Playing online casino games from your own home gives you a small taste of Atlantic City. Their marketing efforts
These digital strategies target out-of-state and local audiences. Casinos hope to increase visitation all year round by combining online engagement with in-person incentives. Poker and blackjack fans often look for verified online casino promotions to play when AC is slightly too far away. Could this hybrid approach help with seasonal fluctuations of tourists?
The leadership transition seems off to a smooth start. During Larry Sieg's tenure, Atlantic City overcame pandemic-era setbacks and developed a robust convention business. His relationship with the CRDA stabilized tourist income. Gary Musich, formerly vice president of sales, says the challenge now is keeping momentum while adjusting to changing traveler demands.
Musich has a background in sales, which implies a focus on big events and partnerships. His immediate focus is unifying branding for Visit Atlantic City. This is in keeping with the latest moves to combine leisure and business marketing and advertising under a single brand. The goal: Make Atlantic City a destination for all tourists.
Visit Atlantic City and the "Do AC" campaign have merged under one brand: Visit AC. The consolidation, finalized in February 2025, streamlines messaging for leisure and business travelers. A redesigned website has integrated booking tools and consistent branding across all platforms.
The rebrand eliminates confusion between the former "Do AC" leisure emphasis and Visit Atlantic City's convention outreach. One CRM and content hub centralizes visitor information, Musich said. The move also is an element of broader plans to position Atlantic City as the destination for celebrations as well as corporate events.
Atlantic City's spring schedule is loaded with events targeting diverse audiences. During April, Atlantic City Beer and Music Festival hosts live bands and craft breweries. March will bring college sports fans to Boardwalk Hall for the MAAC Basketball Championships.
Memorial Day weekend marks the official beginning of summer with beach bars opening and free concerts on the Boardwalk's Main Street. These events extend the tourism season beyond the summer peak. Can warmer-weather programming keep hotel occupancy up? Local businesses are optimistic, stating they have seen increased advance bookings in April and May.
Atlantic City is putting money into infrastructure to boost visitors' experience. Boardwalk repairs and enhancements are funded by the CRDA. These efforts are meant to protect the iconic structure and also allow it to be more welcoming for pedestrians and cyclists.
Also on the agenda is the way the city might incorporate public art into its landscape. Local artists are now being asked to paint murals and installations celebrating Atlantic City's cultural history. These projects beautify the city and give local talents a platform to show their work.
The CRDA also is supporting efforts to diversify Atlantic City's attractions. Non-gaming and more family-friendly activities are planned. All of these efforts are part of an overall strategy to attract more visitors
Gary Musich takes over at a crucial moment. Uniform branding, electronic casino promotions and event-based tourism are at the heart of Atlantic City's plan. Challenges persist, including competition from neighboring states and economic factors. But the emphasis on infrastructure, partnerships and seasonal programming points to confidence in the city's resilience.
Spring events along with rebranding will provide a much more cohesive vision of Atlantic City to visitors and residents. The question isn't if the city is going to adapt - but how fast those changes will produce lasting growth. One thing is certain: Atlantic City is writing its next chapter now.
Atlantic City has a tough time with its tourist sector. With Gary Musich in charge, the city can build on its previous successes and seize new opportunities. The objective is to create a destination that everyone is able to enjoy - from casino promotions to unified infrastructure and brand upgrades.
You will see the changes as you tour Atlantic City over the next several months. Whether you are at a spring festival, a casino promotion or just walking along the Boardwalk, the city has evolved. Atlantic City boasts a bright future and its dedication to innovation can keep it a premier destination for a long time.
