[Fishhead]

With no buyers emerging, Atlantic City Hilton Casino Resort could soon close
By DONALD WITTKOWSKI Staff Writer | Posted: Friday, August 12, 2011 7:30 pm

ATLANTIC CITY — First, it lost the right to use the iconic Hilton name. Now, it seems no one wants to buy Atlantic City’s smallest casino — not even at a bargain price.

Unless a new owner comes to the rescue, gaming analysts predict the Atlantic City Hilton Casino Resort may not be able to hang on much longer. Andrew Zarnett, who tracks the casino industry for Deutsche Bank, doubts the Hilton can be saved. The casino’s multimillion-dollar losses and Atlantic City’s shrinking marketplace likely will force it out of business, he believes.

“It can survive for a time, but not for a long time,” Zarnett said bluntly.

Bradford Smith, a New Jersey gaming consultant and former chairman of the state Casino Control Commission, also thinks the Hilton’s future is bleak unless a new buyer revitalizes it. “It will take a lot of work,” Smith said. “It is a difficult situation.”

The Hilton has been unable to find a buyer since it went on the market months ago. Lenders led by the U.S. National Bank Association put foreclosure proceedings on hold in January after reaching agreement with Hilton owner Colony Capital LLC to sell the Boardwalk property.

The sale has been complicated by the recent decision by Hilton Hotels & Resorts to sever ties with the casino, meaning the Hilton brand will be stripped off the building. Hilton Hotels confirmed in June that it had ended a licensing agreement that allowed the casino to use the Hilton name. Hilton Hotels did not divulge the reason for the move other than to say that it wanted to “protect our name and identity.”

For the time being, the Hilton moniker is off the slot machines, but remains on the casino hotel and its table games. It will have to come off those eventually. Already, the Hilton has begun referring to itself as “ACH” — an acronym for Atlantic City Hilton — on its website, show tickets and promotional literature. Calls to the casino are answered with the greeting “ACH.” When asked for clarification, casino spokeswoman Tina Belluscio said in an email that the Atlantic City Hilton Casino Resort remains the formal name until further notice.--Atlantic City Press

[jjgold]

Its just starting, many casinos in AC in trouble
Way too much competition now in surrounding areas

[ttrace35]

I loved the hilton. They always gave way more comps. Sometimes double the comps that the other ac casinos give. I am a quiet guy. Would love hilton because it is small and quiet. Nobody would ever see you in that place.