Now comes the even more difficult task of establishing their own brand for the casino, now known as the Golden Nugget Atlantic City.
Tilman Fertitta, who owns Landry’s — which also owns the Golden Nugget Lauglin and The Golden Nugget Las Vegas — got busy immediately with a $150 million renovation and re-branding project that he views as crucial to establishing the Golden Nugget’s own unique identity in Atlantic City.
“Every single inch is being touched,”said Fertitta. “The building is going to look brand new when it’s finished. If you took someone who hadn’t been in there since last year, blindfolded them and led them into the building now, they won’t know where they are.”
The rebranding of the casino brings the Golden Nugget name back to Atlantic City because it previously operated from 1980 to 1987 at the property now known as ACH (formerly the Atlantic City Hilton).