Visit Atlantic City Gets a New Leader as Events Business Finally Rebounds

Larry Sieg, president and CEO of Visit Atlantic City, plans to retire at the end of 2024. Gary Musich, who currently serves as vice president of sales, will take over as head of the organization.

Sieg steered the destination through its post-pandemic recovery. In addition, he oversaw the organization's rebranding from Meet AC to Visit Atlantic City in 2023.

Musich aims to consolidate leisure and group branding while uniting the city's economic development groups.

Successful Summer in Atlantic City

The destination had a particularly successful summer hosting 24 events, conventions, and conferences. They generated 31,131 room nights and 80,984 attendees, according to Visit Atlantic City.

The fall is set to be busy as well, with conventions planned including Fetch Coastal, the Atlantic City Marathon & Half Marathon, and Triple Play Realtor Convention & Trade Expo.

Musich says the city has more tentative business booked through 2031 than it has ever had before. “The pace has pushed out further,” he said. 

Second-tier cities continue to surge in popularity and AC is feeling the benefit. “There are definitely more opportunities for smaller cities,” said Musich. 

The number of meetings confined to one property and not using the convention center are also up. By 28% from 2023 to 2024. 

$900 Million Investment in the Destination

In the past two years, the city’s nine casino resorts have invested $900 million into its offerings. Projects include a $55 million remodel and rebranding of The Water Club tower next to the Borgata Hotel Casino & Spa. The Water Club has been renamed the MGM Tower.

Caesars has invested more than $400 million in its three Atlantic City properties: Caesars Hotel & Casino, Harrah’s, and Tropicana. That includes a $240 million makeover of Caesars Atlantic City Hotel & Casino. This includes the addition of Nobu Hotel Atlantic City, an 80-room boutique hotel.

“The investment being made is key to positioning us as a first-rate meetings destination on the Eastern Seaboard,” said Steve van der Molen, VP of meeting operations, AC Region at Caesars Entertainment. In addition, van der Molen is a representative of the Casino Association of New Jersey and is a board member of Visit Atlantic City.  “As we continue to experience a resurgence in meetings, we look forward to a bright future as Gary takes the helm. We are certainly grateful and committed to deliver as a community with this uptick in demand from meeting planners and live event producers.”