Why a DMO Is Moving Into Event Ownership — and What It Means for Meeting Planners

When more than 75 restaurants along the Jersey shore opened their doors on March 1 to kick off Taste Atlantic City, the limited-time menus weren’t the only items making headlines. The culinary celebration had expanded from one week to a full month, and for the first time ever, Visit Atlantic City moved beyond marketing the event to handle all the logistical complexities as the event’s producer and owner.

It’s not a one-off. Visit Atlantic City is also in its second year of producing the annual Soar and Shore Airshow. The DMO is both creating messaging to attract 150,000 attendees to the boardwalk and coordinating three days of aviation excitement. 

For meeting planners, there’s real value in working with a DMO that does more than marketing.

“Taking a more active role in producing and presenting events has given us a much deeper understanding of the pressures planners are facing,” Gary Musich, president and CEO of Visit Atlantic City, said. “We’ve gained a sharper appreciation for the importance of flexibility, speed of communication, and having trusted partners on the ground.”

“Planners can expect more than standard attendance-building assistance and marketing amplification here,” he added. “We are applying the lessons we learn from producing events to become a true extension of each client’s team.”

Engineering the Next Era of Atlantic City

In addition to playing a more active role in event design and management, Visit Atlantic City is helping shape the city's evolution as both a leisure and meetings market. A new collaboration with Live Nation will elevate the caliber of entertainers throughout the destination. The beachfront calendar already includes appearances from Latin pop sensation Shakira and Australian alt-dance trio Rufus Du Sol. And when a Florence + The Machine date conflicted with NHL and NBA playoff schedules in Philadelphia, the organization’s relationship with Live Nation offered an easy relocation for the show. 

“Our work with Live Nation and industry promoters allows us to attract nationally- and globally-recognized artists, curate multi-day programming, and create a more robust entertainment calendar along the boardwalk,” Musich said. “For visitors and event attendees, it showcases a destination that doesn’t simply host meetings or conventions. We are planting a flag as a place that delivers world-class experiences.”

In addition to welcoming more entertainers on stage, the destination is adding more venues — a key piece of the appeal for Paige Watkins, Police Security Expo coordinator. The two-day show, which attracts more than 6,000 attendees, will celebrate its 40th anniversary in Atlantic City this summer. 

“One of the most meaningful improvements to the attendee experience has been the growth in venues available for after-hours receptions,” Watkins said. “Atlantic City has expanded its dining, entertainment, and event spaces, giving exhibitors and attendees more options to connect and network beyond the show floor.”

Those improvements will continue in 2026 with $50 million of upgrades at the Hard Rock Hotel & Casino, the transition of the Seaview Hotel & Golf Club into the Destination by Hyatt family, and six new Breeze Airways service options to the Atlantic City International Airport. 

As the destination continues to evolve, Watkins pointed to a constant that has kept the show coming back for four decades: Money goes further here.

“Over time, the destination has continued to deliver strong value, particularly through its wide range of hotels that provide attractive mid-week rates,” Watkins said. “That sense of affordability, paired with proximity to much of our attendee base, makes Atlantic City both practical and cost-effective.”

Capitalizing on Atlantic City’s Culture

That combination of logistical ease and affordability is proving to be a major draw for meeting planners. Last year, Atlantic City hosted more than 200 meetings, conventions, and trade shows. While many of those attendees came primarily for education and networking, they received another benefit: a chance to discover a city in the midst of a cultural revival. Between a recent $26 million overhaul of part of the boardwalk, a thriving downtown public art program, and a booming entertainment scene, Atlantic City is attracting big crowds.

Musich said that planners are consistently surprised by the energy they find here during site visits. “It feels more dynamic than many expect,” he said. “Once they experience it first-hand, they are amazed.”

When they opt to bring their entire groups here, attendees feel a similar sense of awe. Meeting in many destinations may mean seeing just a fraction of what’s outside the convention center. In Atlantic City, however, a compact footprint and seamless connectivity offer planners an opportunity to host a large-scale program while giving attendees walkable access to a wide range of authentic Atlantic City experiences.

At Soar and Shore, for example, attendees can step away from the shoreline action for a demonstration of the largest pipe organ in the world in Boardwalk Hall or watch classic silent films — both nods to the city’s Prohibition-era heyday.

“A lot of planners put Atlantic City in their consideration sets based on numbers,” Musich said, reflecting on the destination’s 1.8 million square feet of meeting space. “What puts us over the top, however, is our cultural identity. This is a destination where rich traditions of art, music, and gaming all intersect to create a one-of-a-kind attendee experience.”

Now, with the DMO’s deepening understanding of how to create those experiences, planners are getting more than marketing muscle. They’re finding a partner who knows how to navigate the journey all the way to the load-out.

To learn more about bringing your meeting to Atlantic City, go to https://www.visitatlanticcity.com/meetings/.

This content was created collaboratively by Visit Atlantic City and Skift Studio.