Atlantic City is a weird place. It’s a city of ghosts and neon, where massive billion-dollar casinos sit right next to empty lots that have been vacant for a decade. If you’ve walked the boardwalk recently, you’ve definitely noticed the gaping hole where the Trump Plaza used to stand. It was an eyesore for years, a decaying carcass of the 80s gambling boom. But now, there’s a new name floating around the salt air: The Royce Atlantic City.
People are talking. Locals are skeptical. Investors are hopeful.
Honestly, the "Royce" project represents more than just another building. It’s a litmus test for whether Atlantic City can finally pivot away from being just a gambling hub and into a legitimate luxury residential destination. But let’s be real—nothing in AC is ever as simple as a flashy rendering.
The Long Shadow of the Trump Plaza
To understand why The Royce Atlantic City matters, you have to remember what was there before. The Trump Plaza was once the crown jewel of the boardwalk. It closed in 2014, leaving a massive void in the center of the city’s most valuable real estate. For years, the building just rotted. Literal chunks of the facade were falling onto the sidewalk.
When it was finally imploded in February 2021, the city cheered.
Enter Carl Icahn. The billionaire investor’s firm, Icahn Enterprises, owned the land. For a long time, the plan was... well, nothing. It was just a flat patch of gravel. Then, whispers started about a massive redevelopment project. Not another casino—AC definitely doesn't need more slot machines—but something "high-end."
That’s where the concept for The Royce began to take shape.
What Exactly is The Royce Atlantic City?
If you’re expecting a new place to play blackjack, you’re going to be disappointed. The Royce is being positioned as a luxury mixed-use development. We’re talking high-end residential units, retail space, and upscale dining.
The goal? Attract people who actually want to live in Atlantic City, not just lose $500 on a Saturday night and drive back to Philly.
The scale is ambitious. We are looking at potential towers that could redefine the skyline. Imagine floor-to-ceiling glass, private balconies overlooking the Atlantic, and amenities that feel more like a Miami Beach condo than a Jersey Shore boardwalk hotel.
🔗 Read more: Why an Escape Room Stroudsburg PA Trip is the Best Way to Test Your Friendships
Why this shift is happening
- Market Saturation: The casino market is capped. Adding more gaming floor space doesn't grow the pie; it just moves the slices around.
- Remote Work: Post-pandemic, the "work from anywhere" crowd is looking for coastal living that isn't as expensive as Manhattan or the Hamptons.
- The "Non-Gaming" Push: Mayor Marty Small Sr. and other city officials have been vocal about diversifying the economy. They want family attractions, luxury retail, and permanent residents.
But here's the catch. Building in Atlantic City is notoriously difficult. Between the CRDA (Casino Reinvestment Development Authority) regulations and the sheer cost of oceanfront construction, projects like The Royce Atlantic City often get stuck in "planning hell."
The Reality of the "Luxury" Label in AC
Let's talk about the "L" word. Luxury.
In Atlantic City, "luxury" has often meant a fresh coat of paint and some gold-colored plastic trim. The Royce claims it's different. They’re aiming for a demographic that currently spends their weekends in places like Avalon or Cape May.
Can they pull it off?
It’s a tough sell. To make a luxury residential tower work, the surrounding environment has to match. Right now, the area around the former Trump Plaza is a mix of high-end (the Caesars pier) and... well, less high-end. You have to convince someone to pay $800,000 or $1.5 million for a condo when there’s a boarded-up storefront two blocks away.
That said, the success of the Ocean Casino Resort (the old Revel) proves there is an appetite for a more modern, "cleaner" aesthetic in town. Ocean finally found its footing by leaning into the luxury hotel experience, and The Royce Atlantic City is essentially trying to do the same thing for the housing market.
Challenges and "The Icahn Factor"
You can't talk about this site without talking about Carl Icahn. He is a polarizing figure in South Jersey. To some, he’s the guy who saved properties from bankruptcy. To others, he’s the guy who shut down the Taj Mahal and fought with the unions.
Icahn’s involvement usually means one thing: the bottom line is king.
If the numbers for The Royce don't make perfect sense, the dirt will stay dirt. We’ve seen this movie before in AC. Projects get announced with beautiful 3D flyover videos, and then three years later, it’s still a parking lot.
💡 You might also like: Why San Luis Valley Colorado is the Weirdest, Most Beautiful Place You’ve Never Been
However, current market trends are actually in the project's favor. Interest rates are stabilizing, and there is a genuine shortage of high-end residential inventory on the Jersey Shore. If they can break ground soon, they might hit the market at the perfect time.
What This Means for Your Next Trip
If you’re a regular visitor, the development of The Royce Atlantic City will change the "vibe" of the center boardwalk.
Think less "carnival" and more "metropolitan."
The proposed retail component is supposed to be "street-facing," meaning it won't be tucked away inside a smoky casino lobby. It’ll be open to the boardwalk. This is a huge deal. It encourages foot traffic and makes the boardwalk feel like a real city street rather than just a path between gambling dens.
Debunking the Rumors
There’s a lot of misinformation out there. Let’s clear some of it up.
Is there a casino in The Royce? No. As of the current filings and proposals, there is no gaming license attached to this project. It is residential and commercial.
Is it definitely happening? "Definitely" is a strong word in Atlantic City. It is "officially proposed" and in the planning stages. But until cranes are in the air, keep your expectations managed.
Will it block the view? Yes and no. It’s a high-rise. If you’re in a low-level room at a neighboring hotel, your view might change. But it’s filling a gap that was previously occupied by a massive hotel anyway.
The Economic Impact
The city needs the tax ratables. When the Trump Plaza came down, the tax assessment for that land plummeted. Replacing a vacant lot with a luxury tower worth hundreds of millions of dollars is a massive win for the local treasury.
📖 Related: Why Palacio da Anunciada is Lisbon's Most Underrated Luxury Escape
- Construction Jobs: Thousands of temporary jobs during the build phase.
- Permanent Staff: Security, maintenance, retail workers, and concierge staff.
- Secondary Spending: Residents of The Royce Atlantic City will eat at local restaurants, shop at the outlets, and use local services.
It’s the "multiplier effect." One big project can trigger smaller renovations in the surrounding blocks. We're already seeing some of this with the nearby Orange Loop area, which has become a hipster haven of coffee shops and live music.
Final Verdict: Is The Royce the Future?
Atlantic City is at a crossroads. It can keep trying to compete with Maryland and Pennsylvania for the same slot players, or it can become a multifaceted coastal city.
The Royce Atlantic City is the biggest bet on the latter.
It's risky. It's expensive. It might fail. But if it succeeds, it marks the end of the "Post-Trump" era and the beginning of a version of Atlantic City that doesn't just rely on the roll of the dice.
If you are looking to get involved or simply want to stay ahead of the curve, here are the tactical steps you should take.
Actionable Next Steps
For Potential Investors or Homebuyers:
Keep a close eye on the CRDA meeting minutes. This is where the real "boring" stuff happens—zoning approvals, environmental impact studies, and tax abatements. If you see those moving through, the project is real. Don't wait for the glossy brochures; the smart money moves when the permits are signed.
For Frequent Visitors:
Check the construction schedules before booking at Caesars or Bally’s for 2026 and 2027. If The Royce goes into full-scale construction, the center of the boardwalk is going to be a noisy, dusty mess. You might want to stay further "up-beach" near the Showboat or Ocean to avoid the jackhammers.
For Local Business Owners:
Prepare for a shift in clientele. If The Royce brings in 500+ high-income residents, they aren't looking for $2 pizza slices. They want artisanal sourdough, high-end dry cleaning, and boutique fitness studios. Start pivoting your service model now to capture that "new AC" wealth before the competition arrives.
The site at 2500 Boardwalk has been empty for too long. Whether it's The Royce or something else, the city needs a win on that corner. Watch this space closely—the first shovel in the ground will be the loudest sound in Atlantic City since the Plaza came down.