Beachfront casinos put new emphasis on sand

John Curran

Wednesday, July 14, 1999 | 11:53 a.m.

ATLANTIC CITY -- Granted, Nevada has deserts.

But Atlantic City has an ocean to go with its sand. And casinos here are seizing on that natural resource this summer, employing beach motifs, offering water sports equipment and using the Atlantic Ocean as an attraction to offer to gamblers. The moves mark a departure from the days when casinos in Atlantic City did their best to keep gamblers inside -- gambling.

Now casino officials believe that offering an entertaining overall experience will boost business. And they're betting on the beach as part of it.

"It's something that's been ignored, for the most part, by the casinos," Bob Levy, chief of the Atlantic City Beach Patrol, said.

Atlantic City Hilton officials recently held grand opening ceremonies for the Dizzy Dolphin, a beachfront bar located along the Boardwalk.

The bar, which boasts a giant mural of a sunset, faux pilings along the walls and workers in sailor-style uniforms, complements a slew of new amenities emphasizing the ocean outside.

On Memorial Day, the casino erected 10 wooden cabanas on the beach, set up chair rentals and began offering water sports equipment and other rentals.

Ocean kayaks can be rented for $10 per half-hour, two-person "sea cycles" for $20 per half-hour and cabanas -- complete with beverage service and chairs -- for $125 per day.

"We decided to do what casinos should be doing: having some fun on the beach," Paul Henderson, president of the Hilton, said. "There's people who have been coming here for 20 years who have never been on the beach. But now, they're starting to have some fun."

How much fun may ultimately be up to city officials.

Hilton officials want permission to serve alcohol to guests using its beach. Historically, alcohol has been prohibited on the beach and Boardwalk, but city officials said they are considering the request.

"We think it's an idea worth exploring," Mayor James Whelan said. "There are, obviously, business concerns as well as public safety concerns. We don't want to disadvantage other bars and restaurants in town and we don't want to turn it into a drunken bacchanal."

The Hilton isn't the only casino embracing the beach this summer:

* The Resorts Atlantic City hotel-casino added a Beach Ball Deli along the Boardwalk. It features beach ball-shaped booths, lifesaver seats and a terrazzo floor with inlaid images of starfish and seahorses. Its owner, Sun International Hotels, originally planned to spend $150 million and rename the property The Beach Club, but decided on the more modest renovation.

* The Tropicana hotel-casino has live acrobats performing on the beach next to part of its "Titanic: The Experience" exhibit.