About ACA

The Atlantic City Alliance (ACA) is a private, non-profit destination marketing organization for Atlantic City, New Jersey. Created in 2011 as part of transformative S-11 legislation to reposition Atlantic City, the Atlantic City Alliance is charged with promoting the destination as a year-round seaside and marina resort offering visitors a wide array of gaming and non-gaming amenities.

As outlined in the NJ S-11 legislation, the ACA is privately funded by a $30 million annual assessment to the AC casinos for a total commitment of $150 million through 2016. The ACA operates under a marketing agreement with the Casino Reinvestment Development Authority (CRDA), an economic development organization. The ACA is not member based and is not funded by a tourism tax or hotel tax.

Since 2012, Atlantic City Alliance has:

  • Launched the “Do Anything, Do Everything, Do AC™” marketing campaign that was adopted and adapted destination-wide for economic development, convention/meeting, air service and small business and civic pride campaigns. “DO AC” included advertising, global communications, social media, online and digital marketing, out-of-home, web, promotion and experiential marketing. The campaign focused on the beach, the Boardwalk, the non-gaming amenities, and the businesses and attractions inside and outside of the casinos.
  • Attracted one million incremental new visitors to Atlantic City as a result of ACA produced citywide events. Partnering with organizations like Live Nation on beach concerts produced a $24 million economic impact. ACA also worked with IMG/AVP, Pyro Spectaculars by Souza, Fireworks by Grucci and independent event producers to draw visitors to the beach and Boardwalk during high, low and shoulder seasons.
  • Partnered in the triumphant return of the Miss America Competition, Nik Wallenda’s high-wire walk over the beach with Tropicana Casino Hotel, and bringing LGBT events back to AC including Sand Blast and FIBO.
  • Focused communications initiatives on promoting the positive, defending the image of AC and changing media perception. Since 2013 there have been 5,306 positive stories about Atlantic City. ACA events and marketing drove nearly half of the positive coverage with 2,269 stories. Today media refer to AC as:
    • A destination that has something for everyone three times more often
    • A destination that has more than just gaming twice as often
    • Making a comeback twice as often
  • Led the destination’s crisis response and marketing program after Super Storm Sandy in 2012 and again during the casino closings in 2014.
  • Created a $4 million convention subsidy program with Meet AC to win new convention and group business. The convention subside program has realized over 60,000 hotel room nights for Atlantic City to date with another 60,000 room nights in consideration since 2013.
  • Launched a public arts program— “Artlantic”—in partnership with the Casino Reinvestment Development Authority to transform vacant lots in community and visitor public space in the Tourism District adjacent to the World Famous Boardwalk. The centerpiece of the public arts program is four original, 3D sound and light shows on Historic Boardwalk Hall created by Moment Factory. Unique in the world and hailed by Apple as innovative, the shows wowed 600,000 visitors.

Atlantic City Alliance Annual Snapshots:

Board of Trustees

Tom Ballance, President
The Borgata Hotel Casino & Spa
Chairman of the Board of AC Alliance

Steve Callender, General Manager
Tropicana Casino & Resort

Kevin Ortzman, Senior VP and General Manager
Bally's and Caesars
Representing Caesars Entertainment

Mario A. DiGuiseppe, General Manager
Trump Plaza Casino and Hotel
Representing Trump Entertainment Resorts, Inc. 

Tom Pohlman, Executive VP and General Manager
Golden Nugget Atlantic City

Mark Giannantonio, President & CEO
Resorts Casino Hotel

Attending Members

Frank Corrado, AC Alliance Attorney
Barry, Corrado & Grassi, PC


Casino Reinvestment Development Authority