While the rest of Atlantic City struggles to recapture an alluring, bygone aura, Borgata Hotel Casino & Spa continues to set itself apart from the crusty connotations the others can’t shake. Sitting just a touch apart from the boardwalk’s hotel casinos, its very location is a physical symbol of its edge over the neighbors, and its gold-tinted windows serve as a not-so-subtle beacon of the luxury within. But it’s the new “OUT at Borgata” initiative that truly sets the brand apart for the savvy LGBT traveler right now.
It’s hardly news that Atlantic City is no longer a top destination for Americans—the famed Steel Pier hasn’t felt the glory of its “showplace of the nation” days in decades, and news of the city’s $2 billion gamble to lure guests back with the Revel Casino has gone from bad to worse to laughable. There’s not much glamor or intrigue to draw the discerning vacationer, and even less to offer LGBT travelers.
Borgata is wise to both of these perceptions, and it’s on a tear to turn them around, especially the latter. This past weekend saw the official launch party of “OUT at Borgata,” with a concert by Sarah McLachlan, standup by Kathy Griffin, and a party at MIXX nightclub with DJ Mimi Imfurst. According to senior vice president of operations Joe Lupo, who explained the brand’s new initiative, the move to include more LGBT-friendly talent in the Borgata’s entertainment lineup is a deliberate effort to “speak clearly and directly to the LGBT community, to ensure Borgata is top-of-mind when considering a premier resort destination on the East Coast.” Upcoming entertainment of LGBT appeal includes Wanda Sykes, Margaret Cho, Lady Gaga, and Idina Menzel, all in the next few months.
The Borgata is already partnered with the Greater Atlantic City GLBT Alliance and the International Gay & Lesbian Travel Association, among other organizations, but Lupo says the brand “felt now was the time to strengthen our message through a more strategic approach.” Standard “OUT at Borgata” packages are available year-round (details at TheBorgata.com), but look out for special event packages surrounding entertainment, nightlife, and culinary events of LGBT interest.
To get in the loop now, check out the Borgata Facebook page, and for detailed information on future events and packages specifically for LGBT guests, OutAtBorgata.com will launch this spring.
Follow Brandon Schultz on Twitter