Atlantic City Hospitality Group CEO Denise Carter Reinvents Boardwalk Tourism Strategy

Denise Carter, chief executive of hospitality group Shoreline Collective, unveiled a multi-year strategy this week to expand family entertainment and non-gaming attractions along the Atlantic City boardwalk, part of a broader push to diversify a tourism economy long dominated by casino revenue.

Carter's company operates several boardwalk restaurants and entertainment venues and recently acquired a struggling arcade property that it plans to redevelop into an indoor entertainment complex featuring mini golf, an arcade, and event space for private functions. The strategy reflects a broader industry recognition that Atlantic City's future growth may depend less on gaming revenue and more on attracting visitors who never set foot in a casino.

"For decades this town built its entire identity around gaming, and gaming alone can't carry the boardwalk's future the way it used to," Carter said. "Families want a full weekend of things to do, not just a casino floor. If we don't build that experience, they'll drive past us to somewhere that has."

Shoreline Collective's redevelopment project is expected to open next summer, timed to capture the peak tourist season. Carter says early leasing interest from complementary retail and dining tenants has exceeded her initial projections, which she attributes to renewed investor confidence in Atlantic City's non-gaming tourism potential.

City officials have pointed to Carter's project as an example of the kind of private investment they hope will accelerate the boardwalk's broader diversification efforts.