Hilton drops Atlantic City hotel casino

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Hilton drops Atlantic City hotel casino
  •  Atlantic City Hilton Casino Resort is no more  •  Hilton name removed after fifteen years  •  Financially stricken hotel now known as ACH Hilton has stopped an Atlantic City hotel casino on the Boardwalk from using its name.For the past fifteen years the hotel has basked in the limelight of one of the world’s best known hotel chains. Known as the Atlantic City Hilton Casino Resort, the property has undergone a name change to “ACH.” As the new name is an abbreviation of its old Histon-associated brand, the new name may also run afoul of Hilton.The Boardwalk-situated hotel casino has been under financial duress for some years, not uncommon among the city’s casino hotels. To save costs the hotel has closed some food and beverage outlets, and restricted hours on others. The hotel has also remained unrefurbished despite an upgrade being well overdue.Recent guests say the hotel is “tired.”The ACH is mortgagee-in-possession and its lenders are looking for a buyer.Hilton is believed to have pulled the pin because of the declining state of maintenance of the hotel which it considered was damaging its brand name. Additionally Hilton was not managing the hotel so it had little control in how the property was being operated, looked after, and marketed. The former arrangement was a licensing deal which simply enabled the property to use the Hilton name.Hilton has dropped the property from its Web site and expects its name to be gradually removed from all association with the hotel, including the display of its name on guest amenities such as shampoos, soaps, conditioners, pens and stationery, as well as the hotel’s corporate stationery, brochures and marketing collateral.The hotel which is already struggling is likely to be hit further by the loss of Hilton-generated guests.The latest name change is the fifth in the hotel’s 31-year history. It opened in 1980 as the Golden Nugget. After successive changes-of-ownership the casino resort hotel was known as Bally’s Grand, and then The Grand.