Visit Atlantic City announced a new collaboration Friday with Live Nation. The partnership aims to expand live entertainment offerings and strengthen the resort town’s position as a premier East Coast concert destination.
The pairing is designed to attract more headlining acts, boost tourism and generate long-term economic impact in Atlantic City. Its goals include increasing hotel stays, dining and retail spending.
Officials say the effort builds on momentum at Jim Whelan Boardwalk Hall. Recent Live Nation-supported shows there have featured major artists, such as Stevie Nicks, The Who, Lil Wayne and Mary J. Blige. The groups will also explore the return of large-scale beach concerts.
Visit Atlantic City President and CEO Gary Musich said live entertainment has long been central to the city’s identity. He described it as a cornerstone of the Atlantic City experience.
“With the help of Live Nation and collaboration with our partners, we’ll be able to attract a wide array of world-class performers, energize our tourism economy and continue delivering experiences that resonate with visitors year-round,” said Musich.
He also noted Atlantic City’s proximity to major markets. The access to Philadelphia, New York City, Baltimore and Washington offers a competitive advantage.
“With multiple entertainment options, and our desire to bring more shows to Atlantic City, we have the ability to attract more concert-goers and maintain our focus of keeping Atlantic City a year-round destination,” Musich said.
Building something bigger
Eric Scheffler is executive director of the Casino Reinvestment Development Authority. He said the partnership creates a framework to attract top talent and deliver measurable economic returns.
“Visit Atlantic City’s partnership with Live Nation showcases the power of strategic collaboration to transform Atlantic City’s entertainment landscape,” said Scheffler. He thanked the CRDA board for making the collaboration possible. “This is the foundation for something bigger as Atlantic City reclaims its position as an entertainment capital.”
“Whether it be live events at Boardwalk Hall, Hard Rock Hotel & Casino, Borgata Hotel Casino & Spa, or even right on the beach, we’ve had tremendous success delivering unparalleled experiences in Atlantic City over the years” said Molly Warren, senior vice president of booking, Live Nation. “We’re excited to partner with Visit Atlantic City to bring more great shows and unforgettable moments that give people new reasons to visit and enjoy the region.”
This partnership comes on the heels of a successful for 2025 for Atlantic City. It also follows major momentum as 2026 gets rolling, which NJBIZ chronicled in the Feb. 9 issue.
Additional event announcements are expected in the coming months.
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