Norcross Reveals Plans for Major Atlantic City Revitalization Initiative Involving Governor, Mayor and County Executive

South Jersey Democratic leader George Norcross says Gov. Mikie Sherrill is preparing a comprehensive plan to revitalize Atlantic City, bringing together state, county and city leadership in what could become a major new effort to reshape the resort.

ATLANTIC CITY, N.J. — A potentially significant new chapter in Atlantic City's redevelopment emerged Monday when influential South Jersey businessman and Democratic leader George Norcross revealed that Gov. Mikie Sherrill is expected to launch a comprehensive initiative aimed at revitalizing the resort city.

Speaking during an exclusive interview with Scott Cronick on Off The Press on News Talk 1400 & 92.3 WOND, Norcross said he expects the governor to work with Atlantic City Mayor Marty Small and Atlantic County Executive Dennis Levinson on a bipartisan effort to address the city's longstanding economic and development challenges.

Norcross also suggested that the initiative could involve prominent private-sector leaders, including Hard Rock International Chairman Jim Allen, and focus on everything from public safety and education to entertainment, convention facilities and Atlantic City International Airport.

"More importantly to our region, I firmly believe that she's going to launch an Atlantic City initiative with the mayor and County Executive Levinson on a bipartisan basis," Norcross told Cronick.

He described the potential effort as an opportunity to accomplish something that has eluded Atlantic City for decades.

"Let's create the Atlantic City Renaissance," Norcross said. "Let's turn this place around to a great family destination resort."

The comments represent one of the clearest public indications yet that a coordinated redevelopment initiative involving the governor and local leadership may be taking shape.

However, no formal announcement has been made by the governor's office, and the specific participants, funding commitments and timetable have not been publicly confirmed.

Norcross Says Comprehensive Master Plan Is Being Developed

Cronick pressed Norcross on whether Atlantic City could finally receive a comprehensive master plan rather than continuing to rely on individual development projects without an overarching strategy.

Norcross indicated that he believes work is already underway.

"I think the governor and her team have been working on a comprehensive master plan early in her tenure," he said.

Norcross emphasized that successful redevelopment requires cooperation among elected officials, business leaders and investors.

"You have a county executive, you have a mayor that are working hand-in-hand together, and a governor that is willing to work because you have the local leadership, which is critical to making anything happen," he said.

"You cannot have infighting going on. You have to have a bipartisan team working."

The potential collaboration would bring together Small, a Democrat, and Levinson, a Republican, alongside Sherrill and other influential figures.

Norcross also identified Allen as someone who could play an important role in shaping Atlantic City's future.

"And you have people like Jim Allen, who's, you know, in some people's mind, many people's mind, the greatest casino executive in the country," Norcross said.

He praised Allen's accomplishments at Hard Rock and his ties to the Atlantic City region.

Norcross suggested that previous attempts to develop a comprehensive strategy have struggled because of disagreements and the absence of coordinated leadership.

"There hasn't been able to put together a comprehensive plan with appropriate leadership and people working together to make things happen and execute," he said.

Mayor Small Responds: 'There's So Many Things That I Know That I Just Can't Discuss'

About an hour after Norcross' interview, Cronick welcomed Mayor Marty Small to the program and immediately questioned him about the potential initiative.

Small did not dispute Norcross' description of a developing effort, but he declined to reveal details or confirm when an announcement might occur.

"I'm all for whoever has the best interest in the great city of Atlantic City at heart, people that want to come in and do things," Small said.

"I can work with any and everybody."

The mayor acknowledged that he is aware of developments that have not yet been publicly announced.

"There's so many things that I know that I just can't discuss at this time," Small said.

"I'm going to let people make the announcements, but anyone out there that's willing to work together, you have Mayor Small as a willing partner to do anything to make the city of Atlantic City, you know, better than it is right now."

When Cronick asked whether an announcement could come soon, Small said he did not have a timeline and was not responsible for making the announcement.

Cronick suggested the upcoming State of the City address as a possible venue for unveiling the initiative.

Small did not commit to that possibility.

The mayor nevertheless expressed enthusiasm about Atlantic City's development prospects.

"Momentum is at an all-time high," Small said. "We have a lot of people looking at the great city of Atlantic City. And, you know, I'm excited about the future."

"I'm more excited than ever before."

Convention Center, Boardwalk Hall and Airport Could Be Major Priorities

Norcross outlined several areas he believes must be addressed if Atlantic City is to become a more successful year-round destination.

Among them are the city's convention facilities, entertainment infrastructure, airport, public safety and education.

He questioned the financial performance of Boardwalk Hall and argued that Atlantic City needs a first-class entertainment facility capable of attracting major events throughout the year.

"I believe that in order to get people to come to Atlantic City on a year-round basis is entertainment," Norcross said.

"You've got to have major entertainment on a regular basis with a first-class facility."

Norcross said he was uncertain whether Boardwalk Hall could be transformed into the type of facility he envisions.

He also criticized the decision decades ago to locate the Atlantic City Convention Center away from the Boardwalk, questioning whether the current arrangement adequately supports the resort's tourism economy.

Small, during his subsequent interview, acknowledged that the Convention Center needs substantial attention.

"The Convention Center is antiquated," Small said. "It's outdated. It's not up to the technological times."

The mayor said the cost of meaningful improvements could be substantially greater than some previous estimates.

He also emphasized that major decisions about the facility would require state involvement.

"This is the state of New Jersey, and this is some of the aforementioned information that Mr. Norcross talked about during his interview in the 4 o'clock hour, where are we getting the funds from, how are we using the funds, and where do we go from here," Small said.

"I'm all for it."

Norcross also raised the possibility of a major change in the management of Atlantic City International Airport.

He suggested that the Port Authority of New York and New Jersey could potentially acquire and operate the airport, expanding air service and making the region more accessible.

"You have a world-class airport," Norcross said.

"It's a fabulous airport. It's just underutilized."

He criticized the practice of providing financial incentives to attract airlines and argued that South Jersey residents should have more convenient flight options without traveling to Philadelphia or Newark.

No airport acquisition proposal or agreement was announced during the interview.

Former Trump Plaza Property Could Play a Key Role

The conversation also turned to Norcross' recent acquisition of the former Trump Plaza property, one of the most prominent redevelopment sites along the Atlantic City Boardwalk.

Norcross, his family and business partners purchased the approximately 10-acre property in a transaction disclosed in October.

The former Trump Plaza casino closed in 2014, and its main tower was demolished in 2021.

The property includes remaining structures and a parking garage near Boardwalk Hall.

Norcross said he had long admired the location because of its position near the foot of the Atlantic City Expressway.

"The property presented itself with some partners that presented the opportunity, and I always admired that location because it's at the foot of the expressway," he said.

However, Norcross cautioned that redevelopment presents substantial challenges.

He estimated that demolishing the remaining building could cost approximately $30 million because of its connection to the Rainforest Cafe.

Norcross did not announce a specific development proposal for the property.

His remarks nevertheless connected the site's future to his broader vision for a revitalized Atlantic City built around entertainment, tourism and year-round activity.

The acquisition has already attracted attention from business leaders and elected officials, including Levinson, who previously welcomed Norcross' investment and suggested it could encourage additional development.

A New Approach to Atlantic City's Future?

Atlantic City has experienced numerous redevelopment initiatives over the years, including casino investment, infrastructure improvements, housing proposals and state-supported economic development programs.

But questions have persisted about whether those efforts are sufficiently coordinated to produce lasting improvements for residents and the broader tourism economy.

Norcross argued that the city possesses assets that many destinations would envy.

"You have an ocean, you have a beach, you have a boardwalk, you have gaming," he said.

"It's hard to understand how you can have a failed effort."

He criticized past leadership decisions and said the city must address deteriorating properties, public safety and the overall visitor experience.

"You've got to have a clean city, a vibrant city, a safe city, and a place that people want to come and have fun," Norcross said.

The potential new initiative also comes as Atlantic City pursues additional development opportunities.

The city recently announced that it is poised to gain a fifth federal Opportunity Zone, covering the Marina District, based on recommendations submitted by Sherrill to the U.S. Treasury Department.

Major proposals in that area include redevelopment of land near Borgata and Harrah's and a planned waterfront residential project near Golden Nugget.

Small has repeatedly described growing private investment as evidence of renewed confidence in Atlantic City's future.

During Monday's interview, he said his administration would welcome a broader strategy as long as it benefits residents.

"Whatever the plan ultimately is, as long as it benefits the people of Atlantic City, as long as it takes the great city of Atlantic City to another level, like I said, I'm always going to be on board," Small said.

The mayor also pointed to his administration's ongoing infrastructure improvements and relationships with state and federal officials as important foundations for future development.

What Happens Next?

Despite the optimism expressed by Norcross and Small, important questions remain unanswered.

The governor's office has not publicly confirmed the scope of the initiative described by Norcross, whether a formal planning group has been established, or which individuals and organizations would participate.

It also remains unclear whether a comprehensive plan would include new state funding, changes to existing development priorities or specific commitments involving the Convention Center, Boardwalk Hall, the airport and the former Trump Plaza property.

Norcross indicated that he expects the governor to take the lead.

"I think it could happen now, and I'm looking forward to her making her pronouncement and then trying to get folks involved," he said.

For Atlantic City, the significance of Monday's interviews may extend beyond any single redevelopment project.

The possibility of coordinated leadership involving the governor, county executive, mayor and major private investors raises the prospect of a broader approach to the resort's future.

Whether that vision becomes a formal, funded and actionable plan will depend on the announcements and decisions still to come.

This is a developing story. South Jersey NewsBeat will continue following the proposed initiative and any announcements from the governor's office and participating officials.

George Norcross and Atlantic City Mayor Marty Small made their comments during separate interviews Monday, November 9, on Off The Press with Scott Cronick, airing weekdays from 4 to 6 p.m. on News Talk 1400 & 92.3 WOND.