Friday, Jan. 7, 2005 | 9:24 a.m.
ATLANTIC CITY -- Joliet Jake would have rolled over in his grave.
There was brother Elwood, dressed in a three-piece business suit, schmoozing casino executives and politicians, posing for pictures and promising to help turn Atlantic City into a "world destination."
A mission from God, it wasn't; more like a marriage to Lady Luck.
Fronting for the nightclub company he helped found, former "Blues Brothers" star Dan Aykroyd joined with company executives Thursday to unveil plans for a multifaceted $65 million House of Blues addition to Showboat Casino-Hotel.
The project, which includes a 2,200-seat theater, a restaurant, 50 hotel suites, a 45-table poker room and special House of Blues slot machines, will open July 4.
Unlike Planet Hollywood, the Hard Rock Cafe and other national chains that have sprung up in Boardwalk casinos in recent years, this one is a true partner: In exchange for its investment in the casino and its value as a draw for new casino customers, House of Blues will share in Showboat's casino profits.
That is, assuming a bill currently before the New Jersey Legislature passes. The bill would amend state casino law by allowing any casino vendor that invests $30 million or more in a casino property to share in up to 5 percent of profits.
The bill, which has passed the Assembly, is awaiting a vote in the Senate. The profit-sharing plan won't affect the amount of tax revenues the state of New Jersey derives from Showboat's casino revenues, officials said.
"They should share in the profits," said Dave Jonas, senior vice president of Atlantic City operations for Harrah's Entertainment Inc., which owns Showboat. "We are partners in every sense of the word."
It isn't House of Blues Entertainment's first foray into gambling. The Los Angeles-based company, which operates nine other House of Blues nightclubs, has one at Mandalay Bay casino in Las Vegas.
But the Showboat deal marks the first time the nightclub company will actually share in casino profits, according to CEO Greg Trojan, who called it only fair. "We'll be driving traffic to the property and to Atlantic City," he said.
Construction work on the project began two months ago.
Once finished, it will give a much-needed facelift to Showboat's warehouse-style Boardwalk facade and likely draw younger customers, offering 200 live shows a year featuring all kinds of musical acts.
For Atlantic City, the House of Blues means another non-gambling attraction to help keep the gamblers coming, despite the surge in competition from racetrack slot machines and slot parlors in neighboring states.
"This is a reaction to all the convenience gambling happening around the region," said Roger Gros, editor of Global Gaming Business magazine. "Atlantic City has to have more non-gaming amenities that attract people and entertain them for a few days, not just a few hours."
It was Aykroyd who provided the star power Thursday.
The 52-year-old actor emceed a lavishly appointed news conference at which the plans were announced, looked considerably beefier than when he first donned a porkpie hat and dark sunglasses. "I'm carrying the full bouncer weight," he cracked, patting his belly. "I act as my own security."
Once he'd introduced the dignitaries and talked up the project -- "This is going to be one of the King Daddy spots of them all," he said -- he took to a separate stage, backed by Dane Anthony's five-piece band, for a rousing rendition of Albert King's "The Killing Floor."
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