Parking will be free starting next month - even during the peak summer.
Of 1,500 slot machines, about half will be new, and 1,000 will have low denominations. Table games - which are being reduced from 86 tables to 50 - will have limits of between $5 and $15.
Entrees at any of its seven restaurants will average between $12 and $18.
And if you want to use gaming comps outside the casino, the Atlantic Club has partnerships with 20 local businesses, including The Walk outlet mall in the heart of downtown Atlantic City, which will accept comp points for purchases at any of its 95 retail stores.
"Just because it's a better value, it does not mean cut-rate," Frawley said. "We are trying to differentiate ourselves in the market . . . and price points will be the differentiator.
". . . Given our current economic situation, value is really being sought after."
The Boardwalk casino, among the smallest and a fixture here since the mid-1990s, has struggled the last few years as newer and bigger in-town rivals, as well as casinos in Pennsylvania, stole market share.
The former ACH finished ninth among the city's 11 casinos in total revenue last year at $143 million.
Owned by Colony Capital L.L.C. of Los Angeles, the casino defaulted on its mortgage in 2009, and efforts to sell it went nowhere.
In May, Hilton Hotels & Resorts announced that the gambling hall would no longer be allowed to use the Hilton logo after the two ended a franchise-license agreement. The logo was removed from the building exterior in December, and the Atlantic City location was dropped from Hilton's portfolio.
