Views from the Shore
By Brian Cahill
As many of you may know, long-time industry veteran Gary Musich was recently named President and CEO of Visit Atlantic City, the official tourism organization for the Atlantic City region. I first met Gary when he was an executive with Bally’s and Caesars, and I was their PR guy. Even back then, he stood out—not just for his business savvy but for his friendly collaborative spirit. He was always approachable and respectful, treating everyone on our team with the same level of professionalism and courtesy, regardless of title. (Granted, he is and has always been a New York Giants fan, but hey, nobody’s perfect!)
I hadn’t seen Gary in several years, so when I ran into him the other day, I told him how great it was to see him back in Atlantic City. He asked me what I was up to, and I shared that I was proud to be marketing and raising money to provide care for patients at Shore Cancer Center. He told me he has been deeply involved with cancer support groups, and helping those whose lives were impacted by the disease. Knowing Gary, I wasn’t surprised that he was helping people. But I was shocked to learn why.
Two months after he began a sabbatical from his Vice President Sales position at Meet AC in 2018, Gary was diagnosed with late-stage esophageal and stomach cancer. He told me how crucial the support of family and friends was during such a difficult time. But just as important was the support of those who had been through something similar—people who truly understood what he was facing. His battle lasted five long years—against staggering odds, as survival rates for his diagnosis are in the single digits. But now, Gary is back in the game, and he’s more energized than ever.
As the new President and CEO of Visit Atlantic City, Gary is leading the charge to promote not just meetings and conventions, but also tourism, film, sports, and more. Their rebranding campaign just launched, and one look at their revamped website, VisitAtlanticCity.com, which went live on January 14, shows the high-energy, regional approach they are taking.
Gary explained that research indicates people still tend to stay an average of one night in Atlantic City. If they can extend that stay by just a half-day, the revenue impact would be incredible. Their marketing strategy is now focused on the entire region—not just Atlantic City itself. They are maximizing assets such as golf, ecotourism, fishing, shopping, nearby beach towns, and the region’s incredible dining scene.
“When you go to Napa Valley, you don’t go to just Napa. You go to Napa Valley,” Gary said. “The same is true here. The Jersey Shore isn’t just one asset—it’s the whole region.”
A great example of Visit Atlantic City’s expanded focus is the upcoming Jaron “Boots” Ennis and Eimantas Stanionis welterweight title unification bout at Jim Whelan Boardwalk Hall on April 12. This event, made possible by Visit Atlantic City, will bring national and international attention to the area.
With a powerhouse team that includes industry veterans like Heather Colache, Karina Anthony, Joan Mooney, and Pat McCormick (all of whom I’ve been lucky to work with), Visit Atlantic City is poised to make a real impact. In mid-March, they’ll be meeting with government representatives and film and TV industry leaders to discuss tax law changes and incentives designed to attract projects to the Atlantic City region. These are the kinds of opportunities that can elevate the area’s profile in ways beyond just tourism.
Catching up with Gary was both inspiring and uplifting. He remains active in cancer support groups, is currently working on a “Buddy Program” to help those battling cancer, and he is active with the Esophageal Cancer Action Network (https://ecan.org/) and gets behind events to raise money and awareness, including the regional Dragon Boat races which support Gilda’s Club South Jersey.
To see someone overcome such a significant challenge and then return to do what he loves—and what he’s great at—is truly remarkable. His journey has come full circle, and the Atlantic City region is lucky to have him leading the charge once again. (Oh, and of course, it was great to thank him for Saquon Barkley and gloat over the Eagles’ Super Bowl victory!)
Brian Cahill proudly serves as the Administrative Director of Marketing & PR for Shore Medical Center and Shore Physicians Group. He is also volunteers on the Board of the Somers Point Business Association and is an Adjunct Professor in the School of Business at Stockton University.
