New owner of former Trump Plaza site says redevelopment should be part of a broader state-led strategy to transform Atlantic City into a year-round destination.
ATLANTIC CITY, N.J. — South Jersey businessman and Democratic political power broker George Norcross is offering his clearest indication yet of what he envisions for the former Trump Plaza property, suggesting the prime Boardwalk site could become part of a major entertainment district at the foot of the Atlantic City Expressway.
In an extensive interview Thursday, November 5, on The Don Williams Show on News Talk 1400 & 92.3 WOND, Norcross discussed his recent purchase of the former casino property, the future of Atlantic City's two convention facilities, the troubled Sheraton hotel and the need for a comprehensive redevelopment strategy led by New Jersey Gov. Mikie Sherrill.
Norcross also criticized previous redevelopment decisions, warned about the potential expansion of casino gambling into North Jersey and called for a renewed focus on public safety, tourism and family entertainment.
His central message was that Atlantic City needs more than individual development projects. It needs a coordinated plan.
“We need to get serious, we need to get focused, and it all starts with the governor's plan,” Norcross told Williams.
Former Trump Plaza Site Could Anchor Entertainment District
Norcross and a group of investors that includes his adult children recently purchased the approximately 10-acre former Trump Plaza property from billionaire Carl Icahn.
The former casino closed in 2014, and its main tower was imploded in February 2021. The oceanfront site, adjacent to historic Boardwalk Hall, has remained largely undeveloped.
The acquisition was announced in October, with Atlantic City Mayor Marty Small Sr. welcoming the investment and describing the property as one of the city's premier development opportunities.
Small said at the time that the site would not become another casino.
During Thursday's interview, Williams pressed Norcross about whether he intended to develop the property or simply resell it.
“No,” Norcross responded when asked whether he was looking to flip the property.
Instead, he said his development team wants to understand the direction of the governor's proposed Atlantic City initiatives before committing to a particular project.
“We're looking at what the governor's initiative is going to look like and try to do whatever works well with that,” Norcross said.
He pointed to the property's strategic location near Boardwalk Hall and the Atlantic City Expressway as an opportunity to create something that could benefit the entire resort.
“There needs to be some sort of major entertainment venue that can be used by all the gaming facilities as well as convention center and other things,” he said.
Norcross emphasized that he is not attempting to dictate the precise design or use of the property.
“There are a lot of people a lot smarter than me that can come up with ideas in which that could be facilitated,” he said.
But he made clear that the property could play an important role in a broader transformation.
“Because we're so importantly strategically located, we want to make sure that we do what the governor and the mayor and the county executive's intentions are in order to create an entertainment district right there at the foot of the Atlantic City Expressway.”
No specific project, construction timetable or development budget has been announced for the former Trump Plaza site.
Norcross: Convention Center Needs Major Improvements
Norcross was particularly critical of the Atlantic City Convention Center, which opened in 1997 near the city's rail terminal, several blocks from the Boardwalk.
He questioned the original decision to construct the facility away from the oceanfront, arguing that its location limits its ability to generate additional tourism activity.
“First and foremost, the convention center should never have been built a million years off boardwalk,” Norcross said.
He blamed former Republican state Sen. Bill Gormley for the decision.
“Why would you ever put something that important off of the world famous boardwalk so that people could walk all parts of it?”
Norcross also said the facility needs significant modernization to remain competitive.
“It's old. It needs substantial rehabilitation,” he said.
“You're never going to draw traffic to Atlantic City unless you have a thriving convention center.”
The Atlantic City Convention Center is a major component of the resort's meetings and convention business. Its location beside the Sheraton Atlantic City Convention Center Hotel has also made the future of the hotel an important issue for local officials and tourism leaders.
Norcross said the state should take responsibility for developing a long-term strategy for the convention center.
“The convention center needs a major, major upgrading improvement and all of this has to be led by the state and the governor's plan.”
He argued that public officials should rely on experienced convention and entertainment professionals to determine what improvements would produce the strongest results.
Questions Public Assistance for Sheraton Hotel
The interview also addressed the ongoing controversy surrounding the Sheraton Atlantic City Convention Center Hotel.
The 502-room hotel has been the subject of redevelopment discussions involving a proposed renovation and partial conversion to residential use.
Developer Tom Scannapieco and his investment group have advanced a plan involving approximately $100 million in improvements, including renovated hotel rooms and age-restricted apartments.
The proposal is intended to address the financial challenges of operating the property while preserving hotel accommodations needed to support convention business.
Some local leaders have argued that maintaining a viable hotel adjacent to the convention center is critical to Atlantic City's ability to attract major events.
Norcross, however, questioned whether public money should be used to support a privately owned hotel before addressing the convention center itself.
“The Sheraton is a separate use and, you know, I don't necessarily think there should be a bailout of private real estate sitting adjacent to something that's failing at this point,” he said.
“It's putting the cart before the horse.”
Norcross said the state's priority should be determining how to make the convention center more successful, rather than addressing the hotel's financial challenges in isolation.
His comments add another perspective to an ongoing debate involving the hotel's owners, local officials, Atlantic County leaders and the state.
Boardwalk Hall Also Needs a Long-Term Plan
Norcross also questioned whether historic Boardwalk Hall, which opened in 1929, remains ideally suited to the city's modern entertainment needs.
The building underwent a major renovation before reopening in 2001 and continues to host concerts, sporting events and other attractions.
But Norcross suggested its size and operating characteristics may limit its potential.
He described the facility as too small for some major concerts while being too large and expensive for certain smaller events.
When Williams asked whether the city should renovate and expand Boardwalk Hall rather than concentrate on the newer convention center, Norcross said that possibility should be evaluated.
“It may be,” he responded.
“It's an iconic building.”
However, he cautioned that spending money on an aging facility without first establishing a clear strategy could be a mistake.
“You might be putting lipstick on a pig because it may not be something that will be long-term conducive to creating what needs to be created,” Norcross said.
He called for professional assessments of both facilities before committing to major investments.
“You need to call in professional companies in entertainment and convention to tell you what you need to do,” he said.
“No public official can make that decision because they're not versed and educated in that area. I'm not either.”
Public Safety, Boardwalk Improvements and Family Tourism
Norcross repeatedly returned to the importance of improving Atlantic City's image as a safe and attractive destination for families.
He said redevelopment efforts should extend beyond new buildings and include cleaner streets, improved public spaces and a stronger sense of security.
“You've got to focus on public safety, making sure that when you walk on that Boardwalk, there's a tremendous public safety presence, your family, your children,” he said.
“It's got to get cleaned up. It's got to look beautiful.”
Norcross drew on memories of visiting Atlantic City as a child, recalling family outings to the Boardwalk and local restaurants.
He emphasized that perceptions of public safety can influence tourism even when they do not necessarily reflect actual crime conditions.
“I'm not suggesting Atlantic City is unsafe, but I think people think it's unsafe,” he said.
“That's part of public perception.”
He also suggested Pacific Avenue should be transformed into a more attractive commercial corridor, comparing its potential to the Las Vegas Strip.
“Pacific Avenue needs to become a thoroughfare in effect of what you'd see at the Las Vegas Strip,” Norcross said.
He argued that Atlantic City's beachfront, Boardwalk and existing casino industry provide advantages that many other cities lack.
“Atlantic City is a valuable, precious city and has incredible opportunity,” he said.
“It has ocean, beach, a boardwalk. It's got gaming.”
Norcross questioned why nearby shore communities have been more successful in attracting residential investment and family-oriented activity.
“You go to Ventnor, you go to Margate, you go to Ocean City, you go to Brigantine, you see flourishing family activity and hard to get real estate,” he said.
“Why is that not the case in Atlantic City? They have the same beach, same ocean.”
He said Atlantic City needs to become a more appealing destination for visitors who are not primarily interested in gambling.
Warning About Meadowlands Casino Expansion
Norcross also expressed concern about renewed efforts to expand casino gambling into northern New Jersey.
He said the possibility of casino development at the Meadowlands represents a more immediate concern for Atlantic City than proposals for additional convention facilities elsewhere in the state.
“One thing that's not good for us is a referendum to expand gaming to the Meadowlands,” Norcross said.
“Because in my opinion, if that goes up, that could very well pass. And that would be a really bad thing.”
His assessment reflects concern that additional casino competition could divert gambling revenue and visitors away from Atlantic City.
Norcross said the city's response should be to strengthen its tourism offerings rather than focus exclusively on potential competition.
“We need to make sure we make Atlantic City great again so that there is no referendum and Atlantic City becomes what it was intended from 50 years ago,” he said.
“A world-class family destination resort.”
He acknowledged that the city has considerable work ahead.
“We're a long way from it.”
Calls for Cooperation Among Governor, Mayor and County Executive
Throughout the interview, Norcross stressed the importance of cooperation among Sherrill, Small and Atlantic County Executive Dennis Levinson.
Although the three officials represent different political and governmental interests, Norcross said they have an opportunity to work together on a comprehensive economic development strategy.
He also praised Republican state Sen. Michael Testa as someone who could help advance regional priorities in Trenton.
Norcross said he has already been engaged in discussions about Atlantic City's future.
When Williams asked whether he had spoken with Small or Sherrill about redevelopment, Norcross said he had been working on the issue for approximately a year.
He described Atlantic City as essential to the economic health of South Jersey, alongside other regional economic centers such as Camden and Glassboro.
“Atlantic City is so important to the economic well-being of South Jersey,” he said.
Norcross suggested that a coordinated effort could address redevelopment, transportation, public safety and tourism while creating opportunities for private investment.
He also said Atlantic City International Airport should play a larger role in the region's economic development.
But he cautioned that political cooperation must eventually produce tangible results.
“We're getting to a point where it's going to go away in eternity if we keep not making things move and getting plans in place,” Norcross said.
A New Chapter for the Former Trump Plaza Property
Norcross's comments provide the clearest public explanation yet of how he views the former Trump Plaza acquisition.
Rather than identifying a single building or business for the site, he described an opportunity to help reshape a larger section of Atlantic City's oceanfront.
His comments also raise important questions about how the city and state will balance investment in existing facilities with the possibility of creating new entertainment attractions.
For now, the former Trump Plaza property remains without an announced development plan.
The Atlantic City Convention Center and Boardwalk Hall continue to operate, while the Sheraton's future remains the subject of redevelopment discussions.
Norcross said the decisions should be made as part of a larger strategy rather than through disconnected projects.
He expressed optimism that Sherrill, Levinson and Small could help move the city in a new direction.
“It's been a long time, but thank God it's coming,” he said, describing the renaissance he hopes Atlantic City will experience.
Whether that vision becomes reality will depend on the specific projects, financing, government approvals and private investment that follow.
But with Norcross and his partners now controlling one of the most prominent undeveloped sites on the Boardwalk, his comments offer a new indication of where Atlantic City's next major redevelopment effort could take shape.
George Norcross made his comments during an interview on The Don Williams Show, airing Monday through Friday from 6–10 a.m. on News Talk 1400 & 92.3 WOND.
About the Author
Scott Stephens
Scott has been an on-air personality, producer and newscaster for 30+ years. He has been a mainstay in the South Jersey Community and on the air across many different area stations. Scott can currently be heard on Kool 98.3 and News Talk 1400 & 92.3 WOND.
