Formerly a gay getaway, Atlantic City lost its LGBT-friendly image when the casinos came in 1978, or so the history goes. “When the casinos came, people were quick to bulldoze whatever they had to sell for millions, and we lost all of that. But it’s nice to have it coming back now,” says Mayor Don Guardian Ironically, now Guardian and other civic boosters are going after the gay dollar to get Atlantic City out of its doldrums. Currently it’s viewed as one of the more gay-hostile tourist destinations on the East Coast. Guardian hopes to reverse that with a bevy of gay-friendly actions, including raising the rainbow flag over a beach near Bally’s Wild Wild West (inarguably the campiest-themed casino in town).
Since gambling is a relatively low priority-activity with Atlantic City’s existing gay clientele, the city will emphasize its diversity of entertainment, dining and retail options. (Not traditionally the Boardwalk’s strongest appeal, but times are changing.) Reports The 
Associated Press, “Events aimed at the gay community include Sand Blast, a 3-day beach party weekend in July targeted to the gay community; the StandOUT Expo, a networking event in September for the lesbian, gay, bisexual and transsexual community, and the Miss’d America Pageant, a drag spoof of the famous pageant, also in September. Sand Blast will include a female beach volleyball tournament called ‘Lez Volley,’ an underwear party, and a ‘Drag Race’ and purse-tossing competition.”
You know cities are feeling the fiscal pinch when they come out and deliberately court the LGBT dollar, not the most welcome currency in the past. However, Guardian is openly gay, so there’s no reason to doubt his sincerity. He also had the bittersweet bon mot of the day: “If you’re looking for fixer-uppers, we have a whole lot of them.”
Tax relief is one avenue of rescue casinos will be seeking but, as their revenues tailspin (down $242.5 million in the last 11 months), local
governments are already feeling the pinch of less revenue. A cut in casino taxes would be a double whammy. Still, Hoosier State casinos reaped a $65 million rebate in the last Legislature and Speaker of the House Brian Bosma (R) is sympathetic to further tax incentives. He’ll run into opposition within his own party, where other leaders see permitting land-based casinos as a solution, “have it be more one-unit facility instead of this farcical concoction called a riverboat,” as one says.
Casinos aren’t just counting on state relief. A combined $9 million in capex reinvestment has been made by Rising Star, Belterra and Hollywood Casino Lawrenceburg. There are those, whoever, who advocate a free-market approach and let the chips fall where the may. One is Ball State University Professor of Economics Mike Hicks, who says, “If these companies are going to fail as a consequence of competitive pressure, then they are going to fail.” However, in any state where casinos are limited by statute and enjoy that protected status, then it’s the state’s responsibility to look out for the industry’s best interest.
* Congratulations to SLS Las Vegas on being ready to open a full week ahead of schedule. In the casino industry, plagued with “soft openings” (euphemism for “we’re not finished”) this is a remarkable and refreshing achievement. Congratulations to SLS President Rob Oseland on a job well done. And thanks for tastefully holding off the illumination of the four-sided marquee at a time when Las Vegas was still reeling from the assassination of two police offers at the hands of local fascists.
