The Right Venue. The Right Time. The Right Team.

 

Transform the existing Borgata bar into a modern country music and live entertainment destination, tapping into the explosive growth of country, the absence of a dedicated venue in Atlantic City, and Borgata’s drive to deliver fresh, high-energy experiences that rival the nation’s top resort offerings.

Concept & Positioning

  • Tennessee Whiskey–forward modern country bar with a polished, mainstream vibe

  • Elevated design cues: clean lines, desert tones, neon accents, leather + brass details

  • Versatile live-music venue bar: compact stage + full A/V for bands, writers’ rounds, and DJ country nights

  • Brandable as a destination (singature merch, barrel program, private tastings)

Why Country?

  • Country has dominated Billboard’s Hot 100 for the past six years, holding a leading share of Top 10 hits in 2025

  • In 2024, both the No. 1 Hot 100 song and the year’s top Hot 100 artist were country

  • Country touring is breaking records in 2024–25, with Zach Bryan approaching $300M+ in grosses and stadium sellouts; Pollstar data confirms sustained industry growth

  • Cross-genre breakthroughs from Beyoncé, Post Malone, and Shaboozey expanded the audience in 2024, driving mainstream demand that Atlantic City can now capture

  • TikTok continues to fuel country’s rise, with viral hits and breakout artists translating directly into chart dominance and touring demand

Programming & Experience

  • Live bands most nights: modern, mainstream cover bands mixing today’s country hits with high-energy pop/rock crossovers

  • Ticketed writer rounds/artist pop-ups on weekends; early evening acoustic sets; late-night DJ “country party” blocks

  • Signature whiskey flights, frozen bourbon lemonades, large-format serves; elevated Southern-leaning bar bites

  • Content-ready environment (LED wall, house cams) for social capture and brand-aligned promo moments

Strategic Window

  • AC has bars with some country flavor, but no modern, upscale country music bar as a flagship nightlife draw at a top resort—Borgata can own the lane

  • BN to operate: proven nightlife, booking, marketing, and content engine to program nightly, drive foot traffic, and convert to gaming/rooms/retail

  • Modular build-out fits the existing central bar footprint with minimal structural changes and maximum vibe shift