INTERVIEW - Glitz key to Atlantic City's future-Harrah's exec

By Deepa Seetharaman

NEW YORK (Reuters) - Atlantic City needs more flair, flesh and flash if it wants to take back business from the growing number of slot parlors in the Northeast, a senior executive with Harrah's Entertainment said on Friday.

"The old of way of thinking was, 'We don't care. We just want gamblers,'" Don Marrandino, who oversees Harrah's four casinos in Atlantic City, said in an interview.

"We want people to come and have a good time and tell their friends."

Harrah's shift in thinking comes at a time of declining gaming revenue for the city's 11 casinos. According to the New Jersey Casino Control Commission, gaming revenue fell 12.6 percent in the third quarter of 2009.

Marrandino, who said about 90 percent of Atlantic City's casino revenue comes from gambling, is part of a discussion among the city's casino executives and local officials about enlivening the city to draw crowds despite the weak economy.

Marrandino said he will attend a meeting with Atlantic City's business leaders and politicians on Tuesday to discuss revamping the city, which relies heavily on the casinos.

"When your back's against the wall, it's amazing how people unify," Marrandino said. "You'll see more done over the next 12 months in the city than you've seen in the last several years."

Marrandino said he hopes this push will help the city's non-gambling offerings, such as its restaurants and shopping, garner more attention. Coupled with top acts and racy entertainment at its casinos, the seaside town can edge out competing slot parlors popping up in nearby states, he added.