How Atlantic City Wants To Clean Up Its Image

Atlantic City, a city that has long balanced between glitz and reality, is now at a crucial juncture. While its casinos sparkle under the boardwalk lights, the city’s homeless population struggles are becoming more pronounced. In response, city leaders are swiftly and decisively taking action to change this narrative.

Mayor Marty Small Sr. recently introduced the Boardwalk Improvement Group, or BIG, a public-private initiative launched by the city in collaboration with the state and the Casino Association of New Jersey. The goal? To create a cleaner, safer, more welcoming atmosphere along the iconic Boardwalk and surrounding neighbourhoods. Small says it’s about making both visitors and residents feel at ease again.

At the core of BIG’s mission is a new internal reporting app called See It, Click It, Fix It. This tool, which allows team members to flag and respond to quality-of-life issues in real time, is more than just a digital solution. It’s a manifestation of the city’s commitment to its residents. Atlantic City now employs ten full-time staffers dedicated to outreach, along with trucks and tools to engage with the city’s homeless community on a personal level.

These social workers are out daily, offering support, housing solutions, and care. Their efforts have already borne fruit, with ten individuals, including a mother and her two children, finding permanent housing since March. It’s a promising start, a beacon of hope, even if only a fraction of the homeless population chooses to accept help.

A better environment would definitely benefit all businesses, especially casinos, which would welcome more foot traffic playing popular live roulette games and perhaps enjoying a lovely meal and show. And the connection is clear: cleaner streets and a safer atmosphere make Atlantic City more attractive to visitors, boosting the entire hospitality ecosystem.

However, the challenges remain steep. Mayor Small has repeatedly criticised the phenomenon of “Greyhound therapy”, where vulnerable individuals are bussed in from other towns due to Atlantic City’s robust social services network. “These people are not ‘Atlantic City homeless.’ These people just happen to be in Atlantic City,” he said.

City officials are also frustrated by state-level pushback. Efforts to relocate services or move the controversial needle exchange program have been denied. Still, Small says collaboration with groups like Jewish Family Service and Volunteers of America remains strong, and there are plans to appoint a dedicated “homeless czar” to streamline efforts.

Meanwhile, Councilman Bruce Weekes has introduced a broader proposal targeting loitering, public intoxication, and disorderly conduct. His idea? A new enforcement unit funded by local utilities, hotels, cannabis businesses, and casinos. The plan would add 36 enforcement officers focused on ordinance violations, from illegal panhandling to noise in parks. It’s a direct approach to clean up the city’s image, especially in tourist-heavy areas.

Atlantic City isn’t trying to hide its problems. It’s confronting them with a blend of compassion, accountability, and strategic investment. The hope is that this coastal gem can shine a little brighter, not just for tourists, but for those who call it home.