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"We don't have Vegas envy," says Jeffrey Vasser, executive
director of the Atlantic City Convention & Visitors Authority. You
can excuse Vasser for being a bit defensive. For years, Las Vegas has
been recasting itself as an all-around tourist destination -- luxe
hotels, top restaurants, high-end shops, art galleries -- that just
happens to have casino gambling, and it has done so to great success.
(In what is surely a pitchman's wildest dream, Hollywood even took the
tagline of the infamous What Happens in Vegas campaign and slapped it on a Cameron Diaz movie.)
During most of this time, Atlantic City was relegated to the realm of
the day-tripping slot-machine junkie and not much else.
But
all that is changing. As gambling in its various forms spreads across
the country like kudzu, its novelty is wearing off, and even those
casino-seeking day-trippers from New York and Philadelphia don't have
as much reason to make the trek to the Jersey Shore anymore. So the
city is aiming for another market altogether: the upscale traveler. At
Atlantic City's newest hotels, you may be shocked -- shocked! -- to
discover that gambling isn't going on here...
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Heidi Mitchell is editor-in-chief of Town & Country Travel and Town & Country Weddings, and features and travel editor of Town & Country.
Adam H. Graham is a contributing writer for this blog; his work also frequently appears in Town & Country Travel, both in the magazine and online.
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