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New name and strategy for AC's The Atlantic Club

Old Atlantic City casino with new name _ The Atlantic Club _ bets on down-market strategy By The Associated Press

ATLANTIC CITY, N.J. (AP) ' An old-school Atlantic City casino has a new name.

The gambling hall that was known as The Atlantic City Hilton is now called The Atlantic Club.

The new name is part of a rebranding process and a new business strategy for the struggling casino. It's adopting a discount philosophy aimed at enabling gamblers to play for longer periods of time.

The Atlantic Club is selling some hotel rooms for as low as $19 a night, and offers gambling chips for as little as 25 cents.

It's a contrarian strategy to stake out turf at the opposite end of the market, where luxury casinos ' like the Borgata and the soon-to-open Revel ' dominate the high end.

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