They are the luckiest of the lucky numbers. In gambling, they are revered. Anyone who's ever played a slot machine has hoped and prayed they would magically appear in a winning combination. 7-7-7. Ah, yes, the Magnificent 7s.Soon, the calendar will come up triple 7s — that's July 7, 2007.
Recognizing a once-in-a-century marketing opportunity, casinos are capitalizing on what is expected to be a lucky day by offering gamblers promotional packages tied to a 7-7-7 theme.
Already, the date is bringing the casinos good luck.
This year, the gambling industry doesn't have to worry about another state budget crisis like the one that forced New Jersey gaming inspectors off the job and shuttered the casinos for three days last summer. The shutdown occurred from July 5 to 7, costing the casinos an estimated $50 million to $55 million in gaming revenue.
“I'm sure we'll be up a lot from last year,” Larry Mullin, president and chief operating officer of Borgata Hotel Casino & Spa, predicted with a laugh.
The weekend of July 7 is expected to provide the exclamation point on the Fourth of July celebration, traditionally one of the strongest holidays for Atlantic City's tourism market.
“I think it's going to be a great weekend,” Mullin said. “The holiday falls in the middle of the week. Some people will be on vacation for the holiday and some will extend their vacation into the weekend. That whole week should be pretty good for the market.”
Mullin maintained that a date corresponding to 7-7-7 is a good omen for numbers-obsessed gamblers who are hoping to strike it rich.
“I believe that people, mostly gamblers, are very superstitious.” he said. “You want people to feel good about that date. It's a natural. People feel very excited that it might be a good fortune date. You want to have something to tie into that.”
At Borgata, for instance, for $777 guests will be able to buy one of two “winning packages” offered July 7.
An overnight package is good for a hotel room, a seven-course meal at the Ombra restaurant and wine bar, access to the upscale Spa Toccare for two people and a gift basket.
Borgata also has a special spa package that promises “seven hours of pure decadence.” It starts with “four hours in heaven” with a jade stone facial and other pampering in the spa's luxurious Zen Suite. Then there's lunch in Borgata's VIP room, followed by a manicure and pedicure and a paraffin wax hand treatment. Spa guests are given a microfiber terry cloth robe to take home.
Tropicana Casino and Resort seems to be offering the most extravagant — certainly the most expensive — 7-7-7 package deal. For $7,777, guests will stay in a bi-level suite, enjoy two tickets to a show and receive a $700 spa credit, a $2,000 dining credit and a $2,000 shopping credit at The Quarter, Tropicana's Latin-themed retail and entertainment complex.
Tropicana has another package for $777 that entitles guests to a hotel room, a $200 spa credit and a $200 gift card for shopping or dining at The Quarter.
Other 7-7-7 promotions will be held throughout Tropicana and The Quarter, ranging from $7 admission tickets at the IMAX movie theater to special $7 drinks and meals to retail gifts priced at $7, $77 or $777.
At Harrah's Atlantic City, the casino is holding a seven-day sweepstakes offering $700,000 in prizes. Each day from July 1 to 7, Harrah's will give out $100,000 in cash and prizes for holders of its Total Rewards loyalty card.
Trump Taj Mahal Casino Resort is planning a July 7 gift giveaway, ranging from digital cameras to diamonds. Trump Marina Hotel Casino will have a Lucky 7 free slot day promotion in which players will be reimbursed as much as $50.
But not all of the casinos in town are offering 7-7-7 packages. Apparently, they don't think it's going to be a lucky day.
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