Owned by Colony Capital L.L.C. of Los Angeles, ACH defaulted on its mortgage in 2009, and efforts to sell it went nowhere.
In May, Hilton Hotels and Resorts announced that the casino would no longer be allowed to use the bright-red Hilton logo after the two ended a franchise-license agreement. All of the casino's interior and exterior signs were also to be changed.
The Atlantic City location was dropped from Hilton's portfolio on May 30, and the property was no longer listed on the corporate website. Guests can no longer redeem Hilton HHonors loyalty points there.
Hilton also terminated its franchise-license agreement with the Las Vegas Hilton casino hotel, effective Jan 1, 2012 - although the changes there were not related to the Atlantic City property, according to Hilton officials.
Last November, state regulators approved a plan to pump about $24.3 million into the ailing Atlantic City casino to keep it open for at least another year. The gambling hall also laid off 150 workers across-the-board to streamline operations.
In exchange for the cash infusion, lenders wiped out ACH's debt and took over two other Colony Capital-owned casinos in Mississippi.
Frawley said ACH's new look, as well as the type of customers it will be going after, will be disclosed. The rebranding comes just three months before the much anticipated $2.4 billion Revel Casino opens on the northern end of the Boardwalk.
Contact staff writer Suzette Parmley at 215-854-2594 or sparmley@phillynews.com.
