The Casino File
For the previous two decades, summers on the Caesars Atlantic City beach have been well, let’s say quiet. On Memorial Day weekend 2003, the ancient-Rome-themed gaming hall debuted what was called the “Sand Box.” One of the first generation of oceanside saloons, it did warm-weather business for three years, but did not return in 2006 after revised environmental guidelines caused it and other similar outposts to cease operations.
But that changed last month when the midtown pleasure dome opened Caesars Beach Club, Our Town’s newest al fresco party pit.
The Beach Club is a bi-level affair. The sprawling lower level, which comprises the majority of the complex, features a three-sided bar and numerous tables (regular and high-top) and chaise lounges set on a wooden deck that is clearly a tribute to the nearby Boardwalk.
The much smaller second level doubles as both the DJ station and a small, ultra-luxe lounge area boasting a sofa, divan and chairs. This space is available to the public and must be reserved online in advance. Prices are based on days of the week.
For a seasonal operation, the food-and-drink offerings are surprisingly plentiful. A wide array of adult beverages is available, with a large variety of custom cocktails leading the way. These include the top-priced “Cabana Boy” (Clase Azul Plata tequila, vanilla, passion fruit, Cointreau, fresh lime, agave, Beach Club branded young coconut) which costs $39.99, and the $24.99 “Smoke On the Water” (Sir Davis American Rye, Carpano vermouth, bitters, Amarena, smoke).
Of course, there’s a sizable selection of beer and wine, as well as a choice of five frozen concoctions.
The kitchen side of things is equally formidable. The diverse bill of fare includes everything from skewers of dayboat scallops in lemon oil ($26.99) and chimichurri-marinated filet mignon ($24.99) to margherita pizza ($17.99) to what is as good a lobster roll ($27.99) as you’ll likely find in Atlantic City.
As for entertainment, the surfside lounge is eschewing live music in favor of DJs.
So, why did Caesars decide to go back to the beach after so many years?
“Our beautiful beachfront location is one of the many reasons why guests choose to stay with us,” offered Jacob Witmer, the property’s senior vice-president and general manager via e-mail.
“When I came back to the market [from the Caesars-owned Horseshoe Casino in Baltimore], the team and I had a lot of discussion on ways we could elevate and enhance the experience at Caesars. Going into summer, we knew we wanted to focus on delivering exceptional service, tailoring personalized experiences for our guests, and further elevate our brand of ‘boutique luxury’ here on the Boardwalk.”
He added that the establishment of an upscale beach bar was a logical step given the midtown gaming hall’s similarly positioned amenities, in particular the Pool at Caesars, which he described as a “really unique venue that showcases our stunning beachfront real estate.” As such, he reasoned, “a venue on the beach seemed like a natural extension for us that would further complement our existing offerings.”
As for the Beach Club’s “vibe,” Witmer explained that he and his team “set out to create an oceanside destination that feels unlike anything Atlantic City has seen — a place inspired by the elevated beachfront hotspots redefining summer along the East Coast.
“We wanted it to feel like an effortless escape, where curated music, delicious food and drink, and thoughtful service come together in a stunning oceanfront setting. Whether you’re stretched out on a chaise, gathering with friends in a cabana, or just grabbing drinks and dinner, it’s the kind of place that makes you wish summer would never end.”
While the Beach Club is a temporary activation, Witmer views it as a key marketing element.
“Caesars Beach Club introduces a premium beachfront experience unlike anything currently offered on the Atlantic City Boardwalk, reflecting the kind of upscale coastal destinations guests are seeking out,” he offered.
“We see it as an opportunity to strengthen Atlantic City’s appeal beyond gaming, targeting experience-driven travelers, social groups, and regional visitors. We envision Caesars Beach Club will help drive incremental visitation and further enhance the overall appeal of Caesars Atlantic City during the peak summer season by adding another distinctive experience for our loyal Caesars Rewards guests and new visitors alike.”
For more, go to caesars.com/caesars-ac/things-to-do/nightlife/caesars-beach-club.
Go see Alice
It’s said death and taxes are the only two certainties in this world, but I offer a third: Halloween is going to be absolutely awesome in because Alice Cooper is coming to Tropicana Atlantic City on that very day!
“Auntie Alice” has been gigging in Atlantic City for decades, and I, for one, have never seem him turn in anything less than a marvelous evening that combines some of the best hard-rock ever created and the kind of groundbreaking theatrics that have made him one of pop music’s most important — and entertaining — attractions of the past 50-plus years.
Three words of advice: Don’t miss him!
For tickets, go to ticketmaster.com.
Chuck Darrow has spent more than 40 years writing about Atlantic City casinos.
