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Venice Firm Hits Distant Boardwalk, Will Make Over Atlantic City

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Renderings updated 2/10

Updated 2/10: Ok, this project may not necessarily be making the world better, but it is probably making it funner. Last year, New Jersey Governor Chris Christie decided Atlantic City needed an upgrade to step up its tourism (and gambling) game; now the Casino Reinvestment Development Authority has approved a master plan from Venice-based Jerde Partnership (working with real estate consultants Jones Lang LaSalle). According to a press release, the goal is to turn AC "into a clean, green and safe city that pays homage to its storied history, takes advantage of its unique island setting and offers a wide range of attractions and experiences for all ages."

The ten-year plan includes "the revitalization of the entire length of the world famous Boardwalk," with an open air concert shell, a light show, and a "giant wind-driven sculpture" on the beach side and casinos and shops on the city side. The plan also imagines a *Beale Street (in Memphis) feel for Pacific Avenue and a "main street" makeover for Atlantic Avenue.

According to the release, "The long-term and ongoing initiatives in the plan are market-driven and will depend on Atlantic City reclaiming its reputation as a top resort destination in the U.S., the development of a robust economy, an increase of middle income residents and second homes and the evolution of non-gaming industries."
· Revitalize AC [Official Site]