Casinos foresee a 'Boardwalk Empire' bump in business

Who would have thought that filmmaking titan Martin Scorsese and "The Sopranos" scriptwriter Terrence Winters would be the ones to deliver to Atlantic City what, in these troubled times for the gaming capital, appears to be the marketing equivalent of biblical manna from heaven?

That analogy may be overstating the case, but there's no debating the town and its casinos are grabbing onto "Boardwalk Empire," HBO's based-in-fact historical drama set in Prohibition-era Atlantic City, like rescued sailors on a lifeboat.

"I'm expecting it to do for Atlantic City what 'Midnight in the Garden of Good and Evil' did for Savannah [Ga.], and 'Sex and the City' did for New York City," said Jeffrey Vassar, chief of the Atlantic City Convention & Visitors Authority.

"I suspect it's going to do a lot for raising awareness of Atlantic City, and the rich history we have. And, I think, it certainly will direct more visitors here."

While the four gaming halls owned by Harrah's Entertainment Inc. - Bally's Atlantic City, Caesars Atlantic City, Harrah's Resort Atlantic City and Showboat - are HBO's official marketing partners for "Boardwalk Empire," other establishments throughout the city, including casinos, are anticipating a spike in visitor numbers generated by the series that premieres Sunday at 10 p.m.

"I think it's going to focus [attention] on Atlantic City," said Michael Frawley, chief operating officer of the Atlantic City Hilton. "And I think any interest on the public's part above [gambling], including a sense of history, is positive."

This unprecedented TV tie-in has led to some unprecedented promotional offers on the part of the local Harrah's group. Perhaps its most eyebrow-raising offer is the $19.20 hotel room rate (1920 is the year Prohibition became the law of the land) being offered for some rooms on select dates through September by the four properties.

Unfortunately, those rooms have already been snapped up. But other good deals and contests can be found.

For example, the company and HBO are also sponsoring a contest at www.boardwalk

empireac.com, the grand-prize winner of which gets a Caesars suite (complete with fully stocked bar) three days a month for a year. Five runners-up get a "Boardwalk Empire" weekend that includes a two-night stay at Caesars (also with the stocked bar), a $500 Bloomingdale's gift certificate and dinner for two at McCormick & Schmick's.

About 50 local restaurants are offering $19.20 dinner specials. For a complete list of participants, go to: www.atlantic

citynj.com/bwempire_dining

.aspx.

While an invitation-only, red-carpet screening and gala was scheduled to be held last night, the public is invited to attend a free screening of Sunday's series premiere at Caesars' Circus Maximus theater, sponsored by Atlantic City Weekly.

Besides watching the show on a big screen, attendees will be treated to a presentation on the "Boardwalk Empire" era featuring a panel of experts scheduled to include historians Vicki Gold Levi and Allen "Boo" Pergament, as well as AyCee radio icon Pinky Kravitz. Doors open at 6:30 p.m.