Back in 2003, the opening of the Borgata Hotel & Casino brought bottle service, high-caliber entertainment, and world-renowned DJs to Atlantic City, giving the struggling seaside gambling mecca a much needed shot in the arm.
Now the Borgata has unveiled Premier, a new $14 million nightclub that's part of Borgata's $50 million push to truly make AC the Vegas of the East Coast. Premier, billed as "a transformative party experience where clubbing is theatre," was designed by Josh Held, who's previously dreamed up mega-profitable hot spots like Tao Las Vegas and Marquee NYC.
The sprawling space features tiered banquettes focused on the dance floor, DJ booth, stage, and digital proscenium, as well as a horseshoe-shaped mezzanine for those who prefer to watch. A custom disco ball is surrounded by a one-of-a-kind chandelier made from programmable light. And of course there are go-go-dancers and scantily-clad bottle service babes galore.
Borgata is making a major investment in talent as well, bringing in the likes of Diplo, Ruby Rose, Showtek, Deorro, and Laidback Luke to entertain the crowds over the next few months. Next to be unveiled in Borgata's $50 million upgrade will be an outdoor pool complex, casual dining concept, and a fine dining restaurant from celebrity chef Michael Symon.
Atlantic City as a whole may be in a sticky financial situation, but Borgata is betting big that it can help turn that around by luring some of New York's big spenders and grabbing traffic that might otherwise jet down to South Beach for the weekend.
With a club this crazy, it just might work.