ACH Casino Has a New Name and a New Brand

The ACH Casino Resort (the former Hilton) announced a new name and a new mission on Tuesday. The property will now be known as The Atlantic Club.

In a news conference on Tuesday, Feb. 7, Chief Operating Officer Michael Frawley promised "a casino for the savvy consumer" and a new "Locals Program."

Frawley said the casino will make a total commitment to affordable dining and low-limit gambling — table games with limits as low as $3, penny slot machines, and restaurants with entrees priced at $12 to $18. He also vowed to eliminate parking fees.

"If you have a couple hundred dollars, you should be able to play for a couple hours and not a couple minutes," Frawley said.

The Atlantic Club will aim to make good on a new slogan: "Finally, a casino for the rest of us."

Members of the casino's Locals Program can redeem comps at businesses throughout the region. Frawley said a sales team will work to create partnerships with businesses within about a 40-mile radius of the casino. He said the program also will include reciprocal employee discounts.

While the casino operated most recently as the Hilton, many in the area remember it as the Golden Nugget (its name when it opened in 1980) or as the first casino on the Atlantic City skyline (approaching from the downbeach communities of Ventnor, Margate and Longport).