newjerseynewsroom.com

BY ALICIA CRUZ

NEWJERSEYNEWSROOM.COM

With its rainbow-colored LGBT flag flying high outside of Atlantic City's oldest casino, Resorts Casino Hotel opened the city's first nightclub geared towards the lesbian, gay, bisexual, transgender (or LGBT) crowd last week.

Resorts Casino Hotel issued a press release shortly before club Prohibition launched since the nightclub received its permits to open several hours prior to its 6 p.m. grand debut May 5.

The Casino press release, issued by newly appointed director or LGBT marketing, Joel Ballesteros, said, "Atlantic City has plenty of world-class amenities, but no full-scale casino gay nightclub, and now Resorts will fill that void with Prohibition," the Press of Atlantic City reported.

Located on the 13th floor of the Ocean Tower, Prohibition will double as a lounge during the day, then transition to a nightclub from 6 p.m. to 3 a.m. The new owners, hoping to invigorate the aging Casino and attract a younger crowd, fashioned the club's Roaring 20s theme behind the notoriety of new HBO hit series "Boardwalk Empire," which is set in Atlantic City, New Jersey, during the Prohibition era, MSNBC reported. Cocktail servers at Prohibition will model outfits worn by flapper girls during the 1920s.

Opening night, guests mingled throughout the 300-capacity nightspot as three video screens above the bar played music by artists Michael Jackson and RuPaul, before moving next door to Resorts' screening room where a showing of "Believe, Divas in a Man's World," a female impersonator show geared towards the LGBT crowd played.

Gaming analyst Cory H. Morowitz said "Prohibition" would help Resorts distinguish itself in the highly competitive casino industry where everyone is fighting for the same customers. By Resorts catering to an underserved marketplace, it's the perfect way to individuate your business.

Chief Executive Officer Dennis Gomes and New York real estate magnate Morris Bailey purchased resorts in December for $31.5 million. Morowitz added that he doubted a gay nightclub would create any backlash among Resorts' traditional, older customer base since clubs like The Westside Bar & Lounge and others have operated with success over the years in Atlantic City outside the casino industry.

"I think as a society we have moved past that. I don't see that as an issue, especially in the somewhat liberal Northeast," Morowitz told the Press of Atlantic City.

GiGi DiOrio, 50, of Philadelphia, agreed saying Prohibition is the best thing to happen in A.C. Guest Keith Herbert described it as phenomenal and added that Resorts was doing a fabulous thing for the community. The 46-year-old Galloway Township resident said while there are other bars offering events for the gay community such as Ram's Head Inn in Galloway Township, Herbert found Prohibition to be a classy alternative that would attract a diverse crowd.

Ballesteros said the reviving the gay nightlife in Atlantic City has been a long time coming and plans to make it an exciting place offering a one-of-a-kind energy and amenities that cater to everyone, the Deseret News reported. According to Gomes, Resorts has a more elaborate grand opening ceremony planned for Prohibition over the Memorial Day weekend, the same time the casino is expected to complete its Roaring '20s redesign.