One of Atlantic City’s oldest casinos has a brand-new name.
The casino formerly known as the Atlantic City Hilton will become The Atlantic Club Casino Hotel.
It’s part of a rebranding and a new business strategy for the struggling casino, which has taken a beating from newer, bigger and flashier casinos.
Its owners plan to redo the casino to appeal to local residents and to offer low-cost entertainment options.
The casino was most recently known as ACH after a licensing deal with Hilton hotels ended last year.
It got a new infusion of funds last fall in return for handing over two Mississippi casinos to lenders. The owners are only committed to keeping The Atlantic Club open through October, but hope things will improve enough to last beyond that.