AC Boardwalk Gets $100 million facelift

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By Glen Haussman

As Atlantic City continues to enjoy an unprecedented Renaissance nearly 30 years after casino gaming was meant to kick-start the seaside town’s economy, its latest project to goose its coffers is an incredible $100 million project meant to breath new life into the famed Boardwalk.

As the city prepares for another wave of major development -- several massive casino projects are on the books or are rumored to be in the works -- experts believe life on the Boardwalk needs to be rekindled. Until now, the Boardwalk has been the one major area that has yet to receive a significant facelift.

Wednesday, the Casino Reinvestment Development Authority (CRDA) unveiled details of its Boardwalk Facade Project, which when complete, will turn the aging buildings on the Boardwalk into glittering new structures meant to evoke the look and feel of the city’s heyday in the early 20th century.

When finished next year its expected to be another tourism booster shot to a market that reaps in nearly as much from its 12 hotels as does the Las Vegas Strip. Atlantic City hotels have been consistently adding numerous amenities during the last three years to turn what was widely considered a day-tripper destination into a true multi-day resort community.

“The whole city is on the move and I think it is very likely more [casino resort] projects will happen. This project was done to stir a new dawn in economic development along the Boardwalk,” said Tom Meehan, Director of Development with New Jersey’s Casino Reinvestment Development Authority in an interview with Hotel Interactive. “There is nothing wrong with t-shirt shops, but we want to bring a different stable of merchants to the Boardwalk.”

As Atlantic City’s clientele has gotten more sophisticated, Meehan said the city needs to create a culture around those visitors. He said now people come for the nightlife, food and shopping -- not just casino gambling.

The first phase of the project encompasses the 1500 block, from New York Ave. to Kentucky Ave.; the 1600 block, from Kentucky Ave. to Dr. Martin Luther King Blvd.; the 2500 block, from Bellevue Ave. to Texas Ave.; the 3000 block from Morris Ave. to Chelsea Ave.; the bandstand at Kennedy Plaza; and the Fountain of Light at Brighton Park. The work began in September 2006 and will be substantially completed by April 2007.

Coordinating architect, Michael Calafati who is a principal with Historic Building Architects said architecture is the most public of all arts. And when casinos first came to town, the look of the buildings on the Boardwalk were mostly ignored as casino monoliths began the line the seaside. Now, this project will return the look and feel of the Boardwalk back to what it was before casino gaming.

“The most important man made feature [in Atlantic City] is the Boardwalk and it is only fitting that it be improved by high quality architecture,” said Calafati. “The mentality is beginning to change and the stuff in between the casino on the Boardwalk is important. Not every inch of the Boardwalk should become a casino property.”

The project is being entirely funded by the CRDA, meaning owners of the existing Boardwalk fronting buildings will not have to spend a dime to improve the façade of their buildings. So far there has been overwhelming support by the small business community and participation in the project is about 95 percent. Funding for the project was supported by a 1.25 percent casino tax on all sales receipts, which has also supported many other projects in the city.

The first three architects were chosen to implement the design standards such that each block is cohesive but consistent with the other blocks. Cristina Buendicho, AIA of CBArchitect designed the façade plans for the 1500 block and Kennedy Plaza’s bandstand. Joe Matis, AIA of MPM Studio created the plan for the 1600 block. Craig Dothe, AIA of Craig Dothe Architect, LLC planned the façades for the 2500 and 3000 blocks.

The CRDA was established in 1984 by the State of New Jersey to provide capital investment funds for economic development and community projects that respond to the changing economic and social needs of Atlantic City and the State of New Jersey.

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