Introduction

Ocean City, NJAmericas Greatest Family Resort

Nestled along the Jersey Shore, this coastal oasis attracts thousands of vacationers
each summer. Warm, welcoming beaches outline ten square miles of recreation and
commerce. A myriad of small businesses, restaurants, amusement parks, and
municipalities entertain their guests with amiable hospitality. But amidst the lights
and sounds of the summer boardwalk, lies a rich community devoted to preserving
its heritage.
To some, Ocean City is an annual retreata place to relax, unwind, and prepare for
distant pursuits looming on the horizon. But for others, it is a place to call home; a
nursery by the sea.
Every winter, the character of the island is tested. Hurricanes, noreasters, and
floods attempt to erode storefronts, bulkheads, and houses. Ice and snow conceal
the once bustling boardwalk. It is during these months when the spirit of Ocean City
shines brightesta society conceived by the Atlantic and dedicated to the principles
of family, prosperity, and environmental stewardship.
For generations, citizens of this shining city have consistently reinvested millions of
dollars of summer revenue into restoring their town. Each year, thousands of
gallons of sand are dredged and spread across eight square miles of dwindling
shoreline.
In spite of its success, not all of the towns in South Jersey follow Ocean Citys
idealistic example. Located just fifteen miles north, Atlantic City has a different
heritage. Notorious for its illustrious casinos and exotic nightlife, this boardwalk
empire developed a much different culture than the rest of South Jersey. Instead of
promoting a well-rounded community based on substantive pillars such as
economic health, environmental responsibility, and cultural vitality; municipal
leaders went all in in an effort to maximize returns from the casinos and resorts.
In light of the recent closings of Revel, Trump Plaza, and Showboat; thousands of
people are unemployed, casinos are struggling to survive, and property value is still
consistently lower than neighboring shore towns. The uprising of Pennsylvania and
Delaware Valley casinos have introduced newfound competition to the gaming
market, while online entities have provided an opportunity for amateur players to
compete in a less intimidating environment.
The feasibility of proposed reconstruction efforts to reinvigorate the tourism
industry such as sports betting, museums, amusement parks, and conventions may
stimulate short-term economic relief, but will most likely fail to generate long term
community development. One cannot build a house on a glass foundation.
I believe that the only way to restore the shore is to unite cultural values with

existing civic institutions in order to authenticate a new era of socioeconomic

growth for Atlantic City. An era liberated from the illusion of gains and loss, greed
and fear. An era rooted in community values, committed to the betterment of ones
self, through one another.
My vision is to redefine Atlantic City from a traditionally identified gambling and
resort town, into a new coastal socioeconomic center; to expand its role not just as a
place to visit, but also a place to reside.
On the Issue and Importance of Path Dependency
In addressing the question of how to reinvent a political entity, city, state, etc...one
must tread carefully. If the mater narrative of political development has shown us
anything of concrete significance: it is that the volatility of powerful institutions is
very unstable and unpredictable.
In order to prevent collapse, one must carefully analyze the cultural influences and
normative values of the society in question. Just as a blood transfusion requires
compatible blood types from donor to recipient, an imprudent development
strategy can prove to be fatal if wrongly initiated.
In regards to Atlantic City, one must take into account the path dependency, or
cultural history of its heritage when searching for a progressive solution to its
declining gaming notoriety. Reform leaders need to find a way to merge the
demands of private entities, i.e. casino owners, business owners, and traditional
stakeholders in the current resort identity of the city; with a growing need for
sustainable enterprise.
The goal of reformists should not be one of exclusion and polarization, but one of
unity and compromise. Casinos and corporations must be able to coexista new
beginning doesnt necessarily require a fresh start.
Atlantic City has traditionally been a city of dreamers. From when my great-
grandmother attended Atlantic City High School in the late 1920s, until my parents
settled in South Jersey in the midst of the jazz era in 1990; Atlantic Citys culture has
always been one of glamour and hope.
In its golden years, casinos understood the importance of the little things, other
than just blackjack tables and slot machines. Promoters would seek to obtain a
healthy balance between gaming, entertainment, and leisure. Venues like the Trump
Plaza, Caesars Palace, and Ballys would showcase world-class chefs, musicians, and
guest performers that would draw in thousands of tourists as well as local residents.
In an effort to maximize gaming revenue, casinos dislodged the delicate balance
between entertainment, gambling, and most importantly, atmosphere. Instead of
considering the larger ramifications of replacing free enterprise with lottery
jackpots, traditional stakeholders in Atlantic City compromised long-term

community prosperity for tragic short-term gains.

As a result of recent events, thousands of people are out of work in a town where
eighty percent of the job market is affiliated with the tourism industry. A city which
used to attract millions of people with its bright lights, legendary beaches, and
promise of hope, is at an identity cross roads.
It is our duty, as a community, to reinvigorate, rebuild, and redefine Atlantic City; but
in a way that is entirely our own. A new order that will preserve the integrity of the
old, while allowing for the innovations of the new.
We must build a city in the sand; forged by our own shovels, crafted with our own
hands, and protected by our own families. So that our children, and our childrens
children, will have the opportunity to live, work, and enjoy life at the Jersey Shore.
On the Demand for Urbanization: Building a City in the Sand
Philadelphia, PA: 75-80 miles from shore towns (Ocean City, Sea Isle, Stone Harbor,
Cape May) Atlantic City, NJ: 15-40 miles from shore towns (Ocean City, Sea Isle,
Stone Harbor, Cape May) ACY: Atlantic City International Airport (10-miles NW of
AC) AC Expressway: stretches 60-miles from Philadelphia, PA
In regards to a need for a localized commercial center, or city, to support a growing
job market, Atlantic City will provide an opportunity for full-time residents to live
and work by the sea. Traditionally, full-time residents of South Jersey work hard
from Memorial Day through Labor Day, then proceed to collect unemployment over
the winter. This is by no means a fair representation of the entire SJ demographic
population...however it encompasses the mentality of the average citizen. Given the
highly volatile revenue income for most of the shore towns from July to December,
many residents are limited in terms of occupation selection if they desire to live at
the shore year-round. Common occupations include, but are not limited to: Teacher,
Doctor, Lawyer, Private Practitioner, Food Server, Small Business Owner, Real
Estate Agent, Beauty & Health Specialist, Hospital Administrator, or City Official.
It appears that people decide to either work for themselves, or work as contractors,
service industry employees, or other municipal occupations. Why arent there more
jobs for young working professionals? Why is there an apparent gap between the
lower and upper income classes?
I believe the answer is related to Atlantic Citys national/global influence, or lack
thereof. Based on my current knowledge and experience as a full-time resident, I can
recall only two major headquarters of nationally identified organizations in South
Jersey: Jersey Fresh Farming, and the Federal Aviation Administration (FAA) Tech
Center.
Why has Atlantic City failed to attract national attention by Fortune 500 companies?
Why hasnt any corporation or innovative company established a headquarters on

the Atlantic City boardwalk? If most people complain about the lack of
commercialization and having to commute to Philadelphia each day...why have there
been no relatively significant changes in economic development over the years?
GOOGLE: California
Nike: Oregon

ATLANTIC CITY?

Apple: California
MSFT: Washington
Residents of South Jersey are faced with two options: (1) buying and using their
home for vacation purposes only, choosing to live in Philadelphia or NYC most of the
year. (2) Live in South Jersey full-time, but having to adjust their careers to
accommodate the lack of jobs during the winter. Why cant residents have it both
ways? More specifically: why cant the average resident be able to afford to live at
the beach as well as work in an occupation that suits their talents and interests?
What are some feasible industries that can fill the void for the average South Jersey
resident? How can we promote the creation of jobs that will contribute to the local,
national, and global economy?
On the Types of Industries Suitable for Atlantic City
As our society progresses, the ability to connect globally, interact virtually, and work
as a unit from anywhere using only a laptop, revolutionizes the need for traditional
anchors of political and economic development. The overarching conclusion of this
discussion is that Atlantic City can benefit from its industrialized neighbor:
Philadelphia. Types of industries suitable for Atlantic City fall under the category of
second order operations. Instead of requiring mass infrastructure to produce raw
materials such as the coal, textile, and steel industries in Philadelphia, Atlantic City
should focus on promoting the following industries:
(1) Insurance/Consulting
(2) Financial
(3) Technology
(4) Marine Engineering
(5) Biomedical/Biochemical Engineering / Alternative Energy Research
(7) Education
The commonality between all of the above industries is that they are able to
function without the need for industrialized infrastructure. Insurance, consulting,
and technology-based companies dont require a large plot of land in order to

operate effectively. They only require an efficient network of cellular

communications, office space, and an attractive building in a soothing environment:
Atlantic Citys beaches and boardwalk are the perfect setting.
Another benefit of Atlantic Citys geography is the opportunity for marine
engineering, alternative energy research, and biological studies. Innovative leaders
in solar, wind, and tidal energy could conduct clean energy research and its
compatibility to run an entire city. I intend to incorporate next-generation solar
panels onto every new building, which are engineered to shift with the sun from the
moment it rises over the Atlantic Ocean from the east, till the instant it sets over the
wetlands to the west. This proposed example may not seem feasible from a
financing perspective; however, it illustrates the opportunity for creative
investment based on Atlantic Citys geography, as well as the technological
capabilities of a twenty-first century economy.
Perhaps the most vital industry needed to stimulate Atlantic Citys redevelopment is
education. All academic institutions, but specifically universities, provide
community anchors to build around. Atlantic City needs to accommodate a large
student population in order to trigger corporate investors. Coincidentally, a local
university is already showing a need for expansion: Stockton University.
On the Identity of Atlantic City
th
From its conception as John Pickneys Beach Village in the 19 century, Absecon
Island or Atlantic City, has traditionally been identified as a place to visit, but not a
place to reside.
The Camden-Atlantic Railroad made it possible for middle and working class
tourists in Philadelphia to travel to the beach for the relatively inexpensive fair of
$1.00/round trip. As a result, many developers saw the need to create affordable
hotel accommodations and value-based attractions to appeal to impulse
consumers. The impact of a booming tourism economy as well as the influx of
recently freed slaves in the 1860s generated a seasonal resort community, which
operated on a 13-week work calendar. Investors from Philadelphia and New York
City saw Atlantic City as Americas Playground, spending millions on attractions,
hotels, and casinos intended to provoke vacationers to buy into the illusion of the
high life, even if it was only for the day.
A necessary component of running the myriad of resort amenities was the
impoverished workforce. Poor immigrants and indentured servants made up most
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of the residential demographic of Atlantic City during the 20 century. While alien
wealthy resort owners and entrepreneurs retreated back to their homes in
Philadelphia or NYC, many of the seasonal workers remained at the shore.

Due to the lack of municipal organization, civic infrastructure, and diversified

industry, Atlantic City developed a reputation for having one of the highest
unemployment rates in the country during the tourism off-season (September--
May).
My proposal is that many of the current issues facing Atlantic City today have to do
with its dependent-identity. It is defined not by its residents, but by its foreign
vacationers.
Similar to our country during the Colonial Era, Atlantic City has been robbed of its
integrity and constrained from exercising its autonomy. Our country was founded
on the principle that no nation should be subordinated to another insofar as every
people deserves his or her own state. Colonial America refused to submit to
foreign exploitation, why shouldnt Atlantic City?
Over the course of four generations since the birth of Atlantic City, many migrants
established their own culture in South Jersey. Many residents feel that the lack of
occupational opportunity in Atlantic City is a result of the failure of local, state, and
federally elected officials. They need to do something to create jobs in Atlantic
City; they had a chance to reinvest casino revenue into sustainable community
resources. I wonder how they are going to respond to recent resort bankruptcies.
The fact of the matter is that we, as residents of South Jersey, as well as the nation
as a whole, need to play a more active role in the redevelopment of our city. We
need to make our voices heard so that they incentivize development that is
consistent with our way of life. Atlantic City needs to be defined by the people who
reside in itnot only by the people who visit it. The true character of this city has
yet to be unearthed. But nothing will change without a collective redevelopment
campaign generated by the people of South Jersey.

Marketing Campaign

The DO AC campaign was directed towards the goal of promoting events,

entertainment, food, and gaming in Atlantic City in the years surrounding Hurricane
Sandy (2011). It was conceptualized as a way to draw in visitors from Philadelphia
and neighboring shore towns to experience all that Atlantic City had to offer. While
it was successful at accomplishing its mission, the campaign further legitimized the
identity of Atlantic City as a tourist attraction. Something to Do, as in a place to
visitnot a place to live.
My proposal, the BE AC campaign, is designed to reshape the way local residents
and vacationers view the purpose of Atlantic City. Instead of promoting it as a resort
town-- externalizing its identity--I intend to challenge residents of South Jersey, as
well as the nation as a whole, to view Atlantic City as its own independent
socioeconomic center--internalizing its identity. One that showcases the resorts as a
supplement to, but not a foundation for, its identity.

Social Media Campaign

We must build a city in the sand; forged by our own shovels, crafted with our own
hands, and protected by our own families. So that our children, and our childrens
children, will have the opportunity to live, work, and enjoy life at the Jersey Shore.
My proposal for a social media campaign is to feature local residents of South Jersey
demonstrating their commitment to a more active role in the redevelopment of
Atlantic City. This will involve viral imaging trends featuring individuals, families,
pets, mascots, statues, etc... holding a beach shovel and pail in each hand. Platforms
will be directed towards Facebook, but other mediums could serve the same
function. Captions will read #wearesj (We are South Jersey), or #BE-AC (Be Atlantic
City).
Again, the purpose of this media campaign is to facilitate an open discussion
amongst the people of South Jersey, as well as the nation as a whole, about the
future of Atlantic City and the need for sustainable redevelopment. Social media
platforms provide the best grassroots marketing exposure and will encourage
widespread participation and ingenuity. By featuring residents holding a shovel and
pail, participants will feel as though they are part of a collective body of
stakeholders. Thereby, putting pressure on current politicians and key figures
leading the redevelopment effort to find suitable investors, e.g. universities,
commercial corporations, and companies willing to create new jobs.