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Beyond buffets and slots: Atlantic City casinos double down on fine art

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Atlantic City, New Jersey ATLANTIC CITY, N.J. - The Louvre, The Museum of Modern Art and ... the Hard Rock?Hoping to expand their appeal beyond the slot machine and buffet crowd, some casinos are turning to fine art galleries or exhibitions to bring in new business from customers who might not otherwise visit a gambling hall.In the process, they are helping not only broaden their own customer bases, but are also putting new eyeballs in front of some of the world's great works of art.One such effort began Friday at Atlantic City's Hard Rock Casino, where the highly acclaimed "Beyond Van Gogh: The Immersive Experience" exhibit opened.

The 30,000-square-foot display uses over 300 of Van Gogh's works, reproducing them digitally and projecting them onto screens, walls and floors.MORE HEADLINES:"The whole point of an experience like this is to bring people in," said Fanny Curtat, the exhibit's art historian. "For a lot of people, museums are intimidating.

It's all about exploring and having more ways of experiencing art."Joe Lupo, the casino's president, said casinos need to appeal to as broad a range of potential customers as possible."You need to try different experiential things to help the city acquire new visitation, whether it's art or some other experience to acquire that person who doesn't look at Atlantic City as just a gaming destination," he said. "The Van Gogh exhibit has been successful in every major market in the country, and Atlantic City needs to be looked at as one of those major markets.

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