Atlantic City’s Ocean Casino Resort Rebrands with $10M LED Signage Overhaul

Ocean Casino Resort in Atlantic City is shedding its iconic “OCEAN” lettering in favor of a cutting-edge LED display system, marking one of the final steps in the property’s years-long transformation.

The $10 million signage project, expected to be completed by April 2025, will feature over 7,000 dynamic puck lights capable of creating endless visual displays while consuming 70% less power than traditional neon alternatives.

Key Takeaways:

• Ocean Casino Resort is installing a new $10 million LED signage system to replace its famous “OCEAN” lettering
• The project features 7,000+ puck lights that can display red, green, blue, and white illumination in dynamic patterns
• The energy-efficient system will use 70% less power than comparable neon signage
• This upgrade represents the culmination of Ocean’s multi-year transformation journey
• Atlantic City casinos have collectively invested over $1 billion in property improvements in recent years
• The project is scheduled for completion by early April 2025

A Casino’s Identity Evolution

The signage overhaul represents the latest chapter in Ocean Casino Resort’s complex rebranding history. Originally opened as Revel Casino Hotel in 2012 at a staggering cost of $2.4 billion, the property has navigated a tumultuous path including bankruptcy, closure, and multiple identity changes.

“This property has always been an architectural landmark on the Atlantic City skyline,” said Marcus Thompson, a casino industry analyst with Gaming Market Advisors. “The new LED technology allows them to maintain that distinctive visual presence while creating more dynamic branding opportunities.”

After closing in 2014 during Atlantic City’s casino industry contraction, the property briefly attempted to rebrand as TEN Atlantic City before eventually reopening as Ocean Resort Casino in June 2018. In April 2019, the property reversed the word order to “Ocean Casino Resort” to emphasize its gambling operations over resort amenities.

“Each rebranding has been about clarifying the property’s market position,” explained Jessica Rivera, former marketing executive with a major Atlantic City casino. “The initial ‘resort’ emphasis didn’t connect with the core gambling customer, so the pivot to ‘casino resort’ signaled a strategic refocusing of priorities.”

Technical Marvel Meets Environmental Responsibility

The removal of the existing “OCEAN” signage began in August 2024, with Eastern Sign Tech of Burlington leading the installation project. The company previously worked on the property’s iconic rooftop sphere, which has become a recognizable feature of Atlantic City’s skyline.

“The technical aspects of this project are quite impressive,” said Robert Fitzgerald, an architectural lighting specialist not affiliated with the project. “The system’s ability to display red, green, blue, and white illumination through 7,000 individual puck lights creates almost limitless possibilities for visual branding and seasonal displays.”

Beyond the aesthetic possibilities, the project’s energy efficiency represents a significant environmental upgrade. The LED technology will require 70% less power than comparable neon signage, translating to both substantial energy savings and reduced operational costs.

“We’re seeing this trend across the hospitality industry,” noted Sarah Chen, sustainability consultant for large-scale commercial properties. “These technological upgrades allow properties to reduce their carbon footprint while simultaneously creating more impressive visual experiences. It’s a win-win investment.”

Part of Broader Atlantic City Renaissance

Ocean’s signage overhaul doesn’t exist in isolation but represents part of a larger wave of reinvestment sweeping through Atlantic City’s casino industry.

According to the Casino Association of New Jersey (CANJ), Atlantic City casinos have collectively invested over $1 billion into property improvements in recent years.

“These investments reflect confidence in Atlantic City’s future,” said Mark Giannantonio, president of CANJ. “The industry is committed to providing the best possible experience for our customers, which includes making significant investments that will continue to solidify Atlantic City’s position as a world-class resort destination.”

Ocean Casino Resort itself has completed several major upgrades in recent years. In 2022, the property finished 460 guest rooms and suites across 12 floors that had remained empty since the building’s original construction, representing a $75 million investment. That same year, the casino debuted “The Gallery Bar, Book & Games,” featuring a 100-foot elevated bar and lounge with 140 feet of LED walls.

The property has also expanded its dining options with additions like Serendipity 3, a popular New York City restaurant that opened its Atlantic City location in June 2022. These improvements have been part of a broader $25 million casino floor transformation that began in 2020.

“Ocean has been methodically completing the vision for this property,” said Thompson. “Unlike some casino renovations that feel piecemeal, their approach has been comprehensive – from hotel rooms to dining, gaming floor to exterior signage.”

Visual Branding in a Competitive Market

In the competitive Atlantic City market, distinctive visual branding is a critical differentiator.

Ocean Casino Resort’s investment in advanced LED technology reflects the importance of creating a memorable visual presence that attracts visitors and reinforces brand identity.

When discussing a previous signage update in 2019, the casino’s marketing team emphasized that their new logo reflected “the approachability of the brand, the casual elegance of the property & constant movement towards the future” while noting that “the color & movement is a direct echo of the ocean.” This philosophy continues with the current signage upgrade.

“Casino architecture and exterior lighting have always been about creating landmark status,” explained Professor Emily Winters, who teaches hospitality design at nearby Stockton University. “From the neon of vintage Las Vegas to today’s programmable LED displays, these visual elements create recognition and emotional connection. Ocean’s signage update is following this tradition but with next-generation technology.”

The timing of the investment appears strategic as well. Atlantic City casinos reported encouraging results in recent months, with December 2023 land-based revenue showing 9% year-over-year growth that generated a combined $215.6 million—the strongest December performance in 10 years.

“These property investments are happening during a period of cautious optimism for Atlantic City,” noted David Schwartz, a gambling historian and former director of the Center for Gaming Research at the University of Nevada, Las Vegas. “The market has stabilized after a difficult period, and operators are positioning themselves to capitalize on renewed visitor interest.”

Looking Toward the Future

With completion expected by early April 2025, Ocean Casino Resort’s new signage will soon light up Atlantic City’s skyline in dramatic new ways. The ability to program sophisticated lighting displays provides marketing flexibility that was previously impossible with static lettering.

“The technology allows them to change visual branding seasonally, for special events, or even to mark holidays,” said Fitzgerald. “Imagine the property lit up in team colors during major sporting events, or creating themed displays for summer kickoff weekends. The marketing possibilities are extensive.”

For a property that has weathered multiple ownership changes, bankruptcy, and extended closure, the signage investment represents another step in stabilizing its market position and brand identity. The property’s distinctive architecture—particularly its commanding position on the Boardwalk and dramatic 60-story height—has always been its most recognizable asset.

“Ocean has been through more identity changes than any other Atlantic City property,” reflected Rivera. “This lighting upgrade, combined with the substantial interior improvements, suggests they’ve found their footing and are investing for the long term.”

As Atlantic City continues to reposition itself in an increasingly competitive regional gambling market that includes numerous Pennsylvania and New York casinos, these property investments represent crucial differentiation strategies.

“Atlantic City has always been about more than just gambling,” concluded Thompson. “Ocean’s continued investment in creating a distinctive, modern property experience speaks to the broader entertainment value proposition that the market needs to emphasize.”

With its dramatic new LED facade set to illuminate the Boardwalk by spring 2025, Ocean Casino Resort is betting that cutting-edge visual technology will help solidify its place in Atlantic City’s competitive gaming market.